Digital is the ultimate platform for promotions, and when this medium is fused with the power of print, one’s company has the potential to experience growth, an increase in revenue and generally outstanding results. Here, Shweiki Media teams up with Matt Coen and Julie Foley of Second Street to present a must-watch webinar on promotions and—more specifically—the intersection of print and digital promotions.
Packaging Digital with Print: Promotional Case Studies
The Statesboro Herald
The strategy of the Statesboro Herald exemplifies how one can successfully package digital with print. In 2007-2008, the local paper was running contests (sports, cutest kids, etc.) packaged with digital options and earning around $50,000 from their small business advertisers. After the first year of packaging digital with print, the combination became the heart of the Herald’s sales process. They saw growth in their web traffic, email database, and advertiser success rate. In the legacy medium of television or radio, there is really a limited amount of inventory. As a print medium, one is uniquely valuable to their readers/clients.
Wild Rock Golf Club
Wild Rock Golf Club ran a high-frequency digital/print campaign that was scheduled to be ongoing for 24 weeks. The contest became so successful with both the participants and the sponsors, however, that they decided to extend it another six weeks, earning a total of $100k in revenue. The print aspects of the contest improved WR’s contest validity and reach, while the interactive components gave them the tools needed to surpass their frequency goals.
Santa Clarita Signal
Ballots can prove effective for small businesses looking to increase revenue in an efficient manner. For example, the Santa Clarita Signal ran a local “best of” ballot, for which the community was given a chance to vote on the best restaurants, auto shops, goods and services, etc. In previous years, the ballot had only been run in print, but one year, The Signal decided to switch the ballot process to a digital format, using the Internet to help target viewers and count votes. In just one year of ballot promoting, the Signal went from receiving approximately 2,000 votes to a whopping 115,000 votes—resulting in a 20% increase in revenue.
How to Package Print and Digital Promotions
One should think about how to align a promotion, contest, ballot, or e-commerce promotion with one’s most successful print issues, focusing on the areas where one has a competitive advantage.
When planning, one should make sure everything has value. Email lists, online, print, mobile and social media elements should all provide value to one’s advertisers.
When one turns these promotions into multimedia offerings that move the needle for advertisers and excite readers, then digital and print advertisers alike will want to engage with one’s audience in both mediums.