Winter Haven (FL) gets a 116% increase in sales with multimedia Bridal Guide and Show
The Challenge
Every newspaper has a special section or two that is declining in revenue. During a planning session led by The Blinder Group, the team of the Winter Haven (FL) News Chief discussed such a section--their Bridal Guide. To make their bridal section a revenue generating machine, the newspaper created a new multimedia product that included a print product, a Web site, a bridal show and a reader contest that would also serve as a way to generate a database for advertisers.
Program Overview
The News Chief wanted to create a total wedding solution for its readers and advertisers. The print edition was a complete bridal planning product that was distributed in the newspaper as well as additional distribution throughout the year. An area of the newspaper's Web site was branded as the "Wedding Guide" and contained the same information found in the print edition plus more in-depth planning solutions and ideas. The site also was updated on a regular basis--making it more relevant for readers and advertisers.
Advertisers had the opportunity to promote their wares and services to hundreds of brides-to-be by being a part of local Bridal Show--sponsored by the News Chief. In addition, the newspaper created an online contest where users could register to win prizes. The information gathered through this contest was later given to advertisers to use for future permission marketing campaigns.
Sales Strategy
Advertisers were offered a bundled package that included both the print and online versions of the Bridal Guide. Advertisers that purchased a print ad in the section also appeared online--linked from text links that appeared on each page of the site. A second rate package was developed that included participation in the Bridal Show. All participants of the show received an ad in the print and online editions as well.
Armed with a one-page sales sheet created by The Blinder Group, the sales team of the News Chief hit the streets several weeks prior the publication date. The sales sheet was designed to show advertisers how the print and online products worked together. The Blinder Group returned to the Winter Haven market to assist the sales team with introducing this exciting new product to advertisers.
Results
Twenty-three advertisers were sold in just three days--only two declined to be in the show. Three signed for the online and print product just to get in the show. By increasing rates and attracting new advertisers, The News Chief saw an increase of 116% With seven weeks left to sell, the newspaper expects to more than double the existing revenue.
Contact Information
The News Chief is a 10,104 daily newspaper located in Winter Haven, Florida.
For more information about the sales strategy of this program, contact:
Tom Kirk, Advertising Director
(863) 401-0348 ex 3009
tkirk@newschief.com
David Kiessling, New Media Manager
(863) 294-6115 ex 3022
davisk@newschief.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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