Pittsburg (KS) runs competition out of town with new real estate product
The Challenge
The Pittsburg Morning Sun had a rock in their shoe. A local real estate publication was slowly taking away their real estate dollars. The newspaper staff was planning to launch a new real estate magazine and with the help of The Blinder Group, they were able to add an online component that made them even more competitive.
Program Overview
The print edition contained advertising only and was distributed nine times a year. The Morning Sun Web department developed a corresponding Web site that featured the same content as the print publication. In addition, the site allowed users to search for homes from the MLS database of homes right from the newspaper's Web site.
The product was able to position itself as the one stop place (in print and online) for buying and selling a home in the Pittsburg market. The online component allowed the print advertisers to extend their reach and frequency--giving them a greater value for their advertising efforts.
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.
Each business that purchased a display ad in the print publication was also listed 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. As the print ad changed, so did the "value statement". The Blinder Group assisted the Pittsburg team by creating a one-page sales sheet that was used to close business.
Results
The new multimedia product totaled more than $54k in sales. A local competitor closed its doors soon after this product was launched in the market.
Contact Information
The Morning Sun is a 14,000 daily newspaper located in Pittsburg, Kansas.
For more information about the sales strategy of this program, contact:
Karen VanLeeuwen, Advertising Manager
(620) 231-2600 x222
kvanlwen@morningsun.netFor technical information, contact:
Pete Hansen,New Media Director
(620) 231-2600 x240
phansen@morningsun.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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