Mainstreet Media's Jackson (CA) Ledger-Dispatch Generates Huge Revenue Working Print and Online Together!
The Challenge
Tourism is "big business" for the advertisers of the Amador, California area. The Jackson (CA) Ledger-Dispatch, the area's major local media outlet was considering the best methods they could deploy to help these businesses in getting more results from their advertising investment. The newspaper sought out the advise and council of the Blinder Group to assist them in building an effective strategy that will result in more results for local advertisers, as well as more sales for the Ledger-Dispatch!
Program Overview
It was decided during strategic planning sessions with the Blinder Group that the Ledger-Dispatch would re launch their existing twice-yearly printed tourism guide as a new multimedia print/online tourism resource. The printed edition, previously called the "Visitors Guide," would now be re-branded as the new "AmadorVisitor.com, with a new Web site being developed that would reside at the named Web address. This new positioning of the title of the product offers the old "Visitors Guide" a new, modern, multimedia image, as well as using the actual name of the product to promote a new associated Web presence. It was also decided that the twice-yearly print product would become a quarterly product, thus increasing the content for both the print and online offerings, as well as potential revenue for the newspaper from two more editions to be published over the next twelve months.
The new Web site would incorporate content from the quarterly print publications, as well as any relevant content published within the newspaper. Extra links to other (non competing) Web tourist related platforms, as well as added functionality would be incorporated within the new Web site design. The newspaper "tapped" the expertise of their Web development vendor: 1871 Media. "It was great that our client newspaper contracted with the Blinder Group to advise them on the best ways to utilize the Web for maximum results," stated Rick Stratton, President of 1871 Media. "We worked with them and the newspaper to build the perfect, easy to manage online solution that would give the Ledger-Dispatch the tools they need to grow audience and revenue."
Participating advertisers would now agree to advertising for all four seasonal printed editions along with a full year Web presence as well. All advertisers received a text based listing that rotated on the pages of the new Web site. This online listing included the advertiser's name and descriptive phrase that links to their ad from the current printed product. Advertisers were grouped online by their business category with advertisers who made larger commitments (full page, back cover, inside covers) also receiving a grahic banner on the web site as well.
Sales Strategy
After the strategic planning was completed and all elements were agreed upon The Blinder Group performed an extensive training session for the newspaper sales team instructing them on the most effective methods of selling multimedia solutions to local advertisers. During the training, the Blinder Group associate urged the salespeople to set up sales calls with prospective advertisers, for a designated week where the associate would return again to the market. It was during this return 4-day visit, that the Blinder Group associate performed "4-legged" sales training/ closing calls with the local sales force to show them the proper method to sell the product, as well as close business.
One of the key elements in ensuring sales success of this initiative was garnering advertiser approval of meeting attendance as well as the validity of the concept in general. Some of these advertisers are new to marketing their business and feel wary of trying new ideas. One of the most effective means of accomplishing attendance and acceptance is to introduce the advertiser to an industry respected "outside" consultant who has had success with similar programs, with similar businesses, in similar markets, all across North America. That is why many media companies contract with the Blinder Group to perform "4-legged" sales training closing calls with traditional ad reps, to assist in the launch of programs like the one defined in this study.
The Blinder Group also assisted in the production of all associated sales support collaterals necessary for program deployment. Simple, easy-to-follow sales collaterals are necessary for advertisers (and the sales team) to easily grasp the features of the sales program being deployed. Too often media companies do not graphically explain the online portions of sales programs in an easy-to-follow manner, thus creating confusion during the sales process. The Blinder Group worked with the newspaper to craft and design simple, easy-to-follow sales support materials that defined and explain the online elements of the package.
Results
After just four days of assisted sales calls with the Blinder Group, the Ledger-Dispatch team was able to generate over $65,000 of revenue from the program, with rates for participation 35% over the previous year's fees. "We could not be more happy with the results from working with The Blinder Group. They took the time to work with us to craft the right program and train us how to sell it," said Jack Mitchell, Publisher of the newspaper. Also, my sales reps are now psyched about taking other multimedia solutions to their advertisers in the future."
Contact Information
The Ledger-Dispatch is a twice a week paper located in Jackson, California.
For more information on the sales strategy of this product, contact:
Jack Mitchell, Publisher
(209) 233-1767
jmitchell@ledger-dispatch.com
Lead consultant for The Blinder Group:
Mike Blinder
(917) 865-4827
mike@blindergroup.com
The Blinder Group
Tampa Offices: 6139 Fjord Way
New Port Richey, FL 34652 USA
(727) 847-2464 ~ (727) 847-5959 (fax)
profit@blindergroup.com
SPEAKING PROGRAMS, seminars and workshops
CONSULTING/TRAINING: Strategic Planning ~ Basic Sales Training
Multimedia Sales Training ~ Assisted 4-Legged Closing Calls
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