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Conway (AR) brings in $150k with new real estate product

The Challenge
Every market has them: small, free-standing real estate publications that compete for advertising dollars from realtors, banks and other "real estate" businesses. The Log Cabin Democrat in Conway (AR) brought in The Blinder Group to help them take their current real estate product to the next level to more aggressively compete with the other publications in market.

Program Overview
Content for the print edition contained only advertising and was distributed once a month. The Log Cabin Democrat Web department developed a corresponding Web site that featured the same content as the print publication in addition to the latest real estate information and house hunting tips. Online content also included community information for those moving to the area--or moving to another area of the market.

This entire initiative (print and online) was designed to make searching for a new home in the Conway area an easy task. It was able to position itself among the real estate community and other associated businesses as an essential marketing tool in reaching home buyers and sellers in the market area.

Sales Strategy
The sales team not only solicited real estate brokers and home builders, but they also approached financial institutions. This gave the print and online user the ability to research all aspects of buying and/or selling a home at one location.

The Blinder Group came to market several weeks prior to the publication date to assist the sales team with introducing this product to advertisers. Each business that purchased a display ad in the print publication was also listed within a business category online. The online listing contained a text linked "value statement" that was gleaned from the print ad. This "value statement" was linked to a pop up version of the display ad online.

Results
The new multimedia product totaled more than $150k in sales and became a solid community source for real estate information.

See this program live at: http://www.faulknercountyliving.com

Contact Information
The Log Cabin Democrat is an 11,400 daily located in Conway, Arkansas.
For more information about the sales strategy of this program, contact:
Donna Spears, Advertising Director
(501) 327-6621
dspears@thecabin.net

For technical information, contact:
Robyn Green, Online director
(501) 327-6621
robyn@thecabin.net

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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