A Few Sample Case Studies  

Client:  B2B publisher with 40+ years publishing history of two high-end weekly magazines, ran two websites supporting each magazine.  Research showed that they had low duplication between online readers and print subscribers.  While there was a lot of interest in their websites by their advertisers, they were unsuccessful converting interest into ad revenue. 

Problems Presented:

1. Limited ad products and e-mail options

2. Site designers utilized non-standard ad units

3. Reps facing difficulty explaining options
4. Too much time spent on online programs (at the expense of selling print products)
5. Previous online research efforts didn't support integrated sales proposition
6. Didn't know how to integrate online sales packages with print sales
7. Company didn't know how to incent their print reps to work on online sales

Laredo Group Provided:

1. Consulted on Ad Product Configuration and Pricing

   1. Introduced three new ad units and new targeting options

   2. Updated site pricing matrix

2.  Consulted on Increasing the Number of Sponsored E-Mail Programs

   1. Introduced three new newsletters and increased the frequency of existing newsletter

   2. Introduced new newsletter pricing

3. Consulted on the Development of Sponsorship Programs

   1. Developed section sponsor program

   2. Set up template for introducing new sponsorships once site traffic increases

4. Provided Input to Site Designers on Ad Placement and Helped Improve User Interface to Generate More Quality Traffic

   1. Presented ad unit and ad placement options to editorial and design groups which led to new ad products on home page and section pages

   2. Helped ad/marketing functions work synergistically with editorial/design groups to plan updates to site based on revenue goals

   3. Demonstrated areas in which improved UI would increase site traffic and other metrics (time spent, pages/session)

5. Developed Custom Sales Training Programs

   1. Taught print reps how to introduce Internet advertising to print buyers, how to integrate online with print options

   2. Role-played objection handling tactics

6. Consulted on Sales Rep Compensation Plan

   1. Provided input to comp plan to reward meeting online goals

Client:  Large consumer trade publisher wanted to integrate online and print sales efforts and develop new "outside-the-box" integrated programs, with a minimum of 6-figure budget and six month commitments.

Problem Presented:

   1. Print reps did not understand their online products

   2. Print reps were not comfortable selling online by themselves and only made online

     as part of their presentation if an online expert was available

   3. Print reps did not know how to approach developing integrated programs

Laredo Group Provided:

-  Developed 2-Day Custom Sales Training Programs

   1.      Taught print reps the basics of online advertising

   2.      Taught print reps how to introduce Internet advertising to print buyers

   3.      Taught print reps how to integrate online with print options

   4.      Role-played program development scenarios for ensuring all account development

         aspects were addressed during the sales process

   5.      Worked out issues that ad sales and ad operations need to address

         to implement integrated programs with other functional areas

Client:  Trade Organization wanted a plan and strategy for integrating their web and print properties.  They wanted to develop, build and promote a profitable advertising, sponsorship and affiliation program.  They needed an exhaustive read on the competitive landscape and revenue forecast for launching advertising and e-commerce programs.

Problem Presented:  Client was starting "from scratch" and needed programs and processes in place to initiate their web revenue programs.

Laredo Group Provided

1. Research and Competitive Analysis

    - Research and report on the Ad Sales plans, products and offerings of "competitors"

    - Custom written and independently hosted, reported and analyzed online survey of site

       users to determine their demographic/psychographic profile

2. Ad/Fee/Systems Product Development and Pricing
    - Developed a Revenue-Producing Product plan to address the unique aspects and

       value proposition of advertising and other revenue opportunities on site(s). 

    - Developed insertion orders and work-flow design for tracking sales, reporting and billing

3. Sales and Revenue Plan

    - Developed a top-level spreadsheet for the forecasted sales and revenues relating to

       the advertising, sponsorship and alliances business.

4. Rate Card and Media Kit

    - Developed the components of Internet Advertising Rate Card and Media Kit and other

       sales tools to best promote the Ad and Fee-based products. 

5. Advertising Sales Training

    -  Provided Internet Advertising Sales Training