Kingsport (TN) finds 90% new business in multimedia "Living Here" product
The Challenge
Imagine what would happen if a user came to a newspaper's Web site and in addition to searching for a new home, could also research the community. Now, add a print publication that serves as the total resource for living in that community--for newcomers and folks just moving across town. The management team of the Kingsport Times News did just that--giving their traditional "real estate" products more value for readers and advertisers.
Program Overview
Content for the print edition included information about the various communities along with lists of schools, churches, recreational facilities, utilities, local government and other useful information. The Times News Web department developed a corresponding Web site that featured the same content as the print publication. In addition, the Web team took the existing online "real estate" platform and incorporated it into the online "Living Here" edition. Not only could users search homes from the MLS database of homes, but they could learn pertinent information about the areas they were investigating.
This entire initiative (print and online) was designed to assist ALL home owners as a way to learn more about the area in which they live (or plan to live). It was able to position itself among the real estate community and other associated businesses as an essential marketing tool in attracting local and global home buyers.
Sales Strategy
In order to help facilitate sales and acceptance of this program with advertisers, the Times News sales management team built an alliance with local organizations and civic and community leaders. The program was promoted as the newspaper's initiative to help strengthen the local economic base by promoting the benefits of the local communities. Letters of endorsement from these groups and leaders were used as part of the sales materials.
The Blinder Group returned 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 for one entire year as a "Partner Business" within a business category online. The categories rotated throughout all the pages of the site. In addition to listing the advertiser's information, the listing was linked to a pop up version of the display ad online. Senior sponsorship positions were also sold that included additional promotion online and in print for those advertisers.
Results
The new multimedia product brought in 90% new business and totaled more than $85k in sales. The newspaper was able to get more than 33% over the open rates.
See this program live at: http://www.tricityhomes.com
Contact Information
The Times-News is a 44,206 daily newspaper located in Kingsport, Tennessee.
For more information about the sales strategy of this program, contact:
George Coleman, Advertising Director
(423) 392-1393
gcoleman@timesnews.netFor technical information, contact:
David Cate
(423) 279-9417
idav962@timesnews.netLead Consultant for The Blinder Group:
Mike Blinder
(727) 847-2464
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
inquire now ~ case studies ~ clients ~ who we are ~ home