Advertiser Retention Strong in Year Two of Minnesota Health Program
The Opportunity
The Brainerd (MN) Daily Dispatch worked with the Blinder Group in 2003 in the launch of a new multimedia Heath and Wellness Guide, which was quite successful in generating new revenue from an untapped category. However, when the program was nearing the end of its first year, Dispatch management contacted the Blinder Group again to ask assistance in maximizing revenues for an additional year.
Program Overview
The Blinder Group consulted with the Dispatch on enhancing the content of both the online and print components of the Wellness Guide. Commitments were made to augment the editorial content as well as undergo a complete re-design of the current Web site. More information was added online, along with links to highly relevant health related content from national providers. The new UpNorthHealthWatch.com would no include an area calendar of related events, archivable content from previous publications, links to other health related sites, in-depth articles and more. Also, participating advertisers would be offered even more exposure on Web site pages as well.
Sales Strategy
Leveraging the previous year's success with local advertisers; and armed with the new and improved product, Dispatch management asked the Blinder Group to return to the market to perform "4-legged" assisted sales training/ closing calls with the ad reps on the previous year's existing advertisers along with new "prospects" as well. Advertisers were offered an attractive package that included ads in both the print and online products. Advertisers opting "premium positions" in the print product received enhanced status online with graphic ads placed in prominent positions on the Web site pages.
The Blinder Group also developed printed sales collaterals to assist in the sales call process. These "sales sheets" provided pictorial illustrations for the advertiser on how the print and online products worked together, as well as how the advertisements were to be placed online.
Results
In only four days of working with The Blinder Group, The Dispatch generated $61,730 of new revenue. Also, all of the nineteen existing advertisers renewed their current commitment to the newspaper, with almost a third doubling their spending in order to receive a larger presence in the program.
The Brainerd Daily Dispatch is a 14,000 daily publication located in Brainerd, Minnesota. For more local information on the sales strategy of this product, contact:
Mary Panzer, Advertising Director
(218) 855-5844 Mary.Panzer@BrainerdDispatch.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
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