News

Use Reader Interaction to Boost Integrated Program Sales

As sales people, we want to help our advertisers achieve their goals – their success is our success. Niche publications are perfectly positioned to offer special services to advertisers by utilizing our high reader engagement and our special connection with our narrowly targeted audiences. As ad sales pros, we need to utilize this connection to maximize the effectiveness of our advertisers' campaigns. But don't just offer these extras to everybody! Save them as special extras for fully integrated buys.

Minimize Unsubscribes from Advertiser E-Mail Blasts

Your list is the lifeblood of your email efforts. By utilizing careful planning and best practices, you can keep you list healthy. You can generate a lot of revenue through sponsored e-mail blasts and advertising-driven e-newsletters. However, you need to take care with how you create email blasts to prevent a subscriber revolt.

Supercharge Your Multi-Media Campaign!

By Nancy O'Brien, President of Nancy O'Brien Advertising

Large, sophisticated advertisers and agencies know the value of using several media platforms for their advertising message, but let's face it: most of us are dealing with small to medium-sized companies who look at their advertising budget month to month.

We have to teach our customers and help them implement effective advertising campaigns with a consistent message across a wide range of media options. This means transforming ourselves into a one stop shop. Here are two ideas submitted by fellow publishers and ad sales professionals at the Niche Digital Conference to help supercharge your advertisers' multi-media campaigns.

Create an online rewards program: When you have open inventory (only when you have it – make no promises!), give integrated print & web advertisers an additional "run of site" online campaign that runs the duration of the paid campaign. This isn't based on guaranteed impressions, but rather "share of voice". These extra impressions drive extra clicks. This can dramatically lower the cost per click for the advertiser while preserving print sales.

Online lead generation: Most of us offer users of our sites the ability to request information (opt into e-newsletters, request a guide, download a white paper, etc.) so that we can capture their information. Try allowing users the ability to request information from advertisers on the "thank you" page. Send these leads to advertisers weekly. Statistics show that many visitors to your website or your social media pages are not necessarily the same people who subscribe to your magazine. They now own these extremely qualified leads for fulfillment (online or print), it increases the perceived value of your audience, and it can drive more integrated participation. This is a great way to give your advertisers extra touch points!

Get creative in your program and bundle creation - print advertising is best for branding, banner ads and e-newsletter clicks help with lead generation, event exhibits give face time, and lead generation programs like white papers promote their companies as leaders. Bundle all of these together for one price and the advertiser has a successful marketing campaign, and you are their front-line, go-to marketing consultant.