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

• Limited ad products and email options
• Site designers utilized non-standard ad units
• Reps facing difficulty explaining options
• Too much time spent on online programs (at the expense of selling print products)
• Previous online research efforts didn't support integrated sales proposition
• Didn't know how to integrate online sales packages with print sales
• Company didn’t know how to incent their print reps to work on online sales

Laredo Group Provided

• Consulted on Ad Product Configuration and Pricing
  • Introduced three new ad units and new targeting options
  • Updated site pricing matrix
• Consulted on Increasing the Number of Sponsored Email Programs
  • Introduced three new newsletters and increased the frequency of existing newsletter
  • Introduced new newsletter pricing
• Consulted on the Development of Sponsorship Programs
  • Developed section sponsor program
  • Set up template for introducing new sponsorships once site traffic increases
• Provided Input to Site Designers on Ad Placement and Helped Improve User Interface to Generate More Quality Traffic
  • Presented ad unit and ad placement options to editorial and design groups which led to new ad products on home page and section pages
  • Helped ad/marketing functions work synergistically with editorial/design groups to plan updates to site based on revenue goals
  • Demonstrated areas in which improved UI would increase site traffic and other metrics (time spent, pages/session)
• Developed Custom Sales Training Programs
  • Taught print reps how to introduce Internet advertising to print buyers, how to integrate online with print options
  • Role-played objection handling tactics
• Consulted on Sales Rep Compensation Plan
  • 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.

Problems Presented

• Print reps did not understand their online products
• Print reps were not comfortable selling online by themselves and only made online as part of their presentation if an online expert was available
• Print reps did not know how to approach developing integrated programs

Laredo Group Provided

Developed 2-Day Custom Sales Training Programs

• Taught print reps the basics of online advertising 2
• Taught print reps how to introduce Internet advertising to print buyers
• Taught print reps how to integrate online with print options
• Role-played program development scenarios for ensuring all account development aspects were addressed during the sales process
• 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.

Problems Presented

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

Laredo Group Provided

• 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
• 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
  • Sales and Revenue Plan
  • Developed a top-level spreadsheet for the forecasted sales and revenues relating to the advertising, sponsorship and alliances business.
• 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.
• Advertising Sales Training
  • Provided Internet Advertising Sales Training