Ogden (UT) bundles print, online and event to generate $25k in revenue
The Challenge
Getting a sales team to feel comfortable selling multimedia concepts can begin with putting a print special section online. During a planning session led by The Blinder Group, the management team of the Ogden Standard Examiner took a section the sales team already knew well, Bridal Guide, and put it online. This new multimedia product gave the sales team the opportunity to test the interactive waters with a product they felt comfortable selling to advertisers.
Program Overview
The program incorporated print, online and event marketing into one bundled package. The print component was a "stitch and trim" tab with glossy cover. The publication was inserted into the newspaper the Wednesday before the bridal show and served as a program for the show as well.
The Standard Examiner also developed a "Wedding Guide" Web site that would remain active all year long. Content of the site was broader then that in the associated print product and included additional content areas such as "Starting Out. " "Starting Out" included information for new couples such as buying a first car, getting insurance and purchasing a first home. This addition of content categories allowed the newspaper to attract a broader base of advertisers in addition to the traditional "wedding" businesses.
To promote interest in the Web site a contest was developed. Readers were able to enter the contest both online and at the show. Entry forms were also included in newspaper promotional ads running in the newspaper.
Sales Strategy
The Blinder Group returned to the Ogden market to assist the sales team with selling this bundled package to advertisers. A one-page sales sheet was created that showed the print, online and booth space opportunities for all advertisers. All print advertisers received a text link value statement on the Web site. The value statements linked to the online version of the advertiser's print ad, and then was linked to their Web site (if available).
Five premium print advertising positions were offered. Each premium position advertiser received a half-banner online ad position as well, that rotated on the top of each Web site page. All premium advertisers received a featured booth position at the show and had their logo included in newspaper print promotional ads. Full-page advertisers received a tile-sized ad on the Web site. These were arranged on a first come first serve basis. All half and quarter page advertisers received a text link value statement on Web site.
Results
The Standard-Examiner enjoyed a 20% increase in rates from last year which generated more than $25k in sales. Sixty percent of the revenue came from new business.
See this program live at: http://www.bridalfair.standard.net
Contact Information
The Standard Examiner is a 60,557 daily newspaper located in Ogden, Utah.
For more information about the sales strategy of this program, contact:
Brad Roghaar, Director of Sales
(801) 625-4310
broghaar@standrd.netLead 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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