![]() ![]() The media company signs privacy and nondisclosure agreements with businesses that share such data. All have enough trust in both the GIS results and the Star Tribune to do something that’s rarely seen in the business world: they share their transactional customer database for analysis by the Star Tribune’s marketing department GIS team. This approach has led to a growing group of clients that range from single-location, higher-end merchandisers and organizations to companies with revenue in the billions. This location intelligence gives a prospective advertiser confidence in the Star Tribune’s solutions and, in turn, helps the Star Tribune hit the ground running if the company decides to advertise. ![]() It tells an organization the location and interests of customers and identifies which advertising channels are likely to be most effective. The Star Tribune’s complimentary, GIS-powered analysis focuses on market development. “Because the type of analysis that we do will open up all kinds of other insights about your business, and it will lead you to make a decision for the Star Tribune.” “We don’t have any hesitation about that,” says Steve Yaeger, vice president and chief marketing officer for the Star Tribune. While many companies promise to partner with customers after the sale, the Star Tribune often delivers vital location intelligence-at no cost-even before an advertising contract is signed. The Star Tribune has been abler than most to swim against this industry tide by keeping print products strong, developing digital platforms for news, and serving as a partner and consultant to advertisers. In a 2017 report, the Pew Research Center found that with few exceptions, newspapers faced declining revenue during the past several years, and that total weekday circulation for US daily newspapers (counting print and digital) dropped 8 percent in 2016. ![]() The Star Tribune’s approach to sales has helped attract and retain customers during a difficult period for the publishing world. Why is the Star Tribune willing to offer so much to attract a potential customer? In large part, because the location-based analysis it produces is the quickest way to show prospects the value of partnering with the Star Tribune. The same work by an outside consultant could cost tens of thousands of dollars. Using sophisticated geographic information system (GIS) technology, the Star Tribune delivers this high-value location intelligence without charge and without a customer commitment. Instead of simply selling ad space in its print and digital channels, the Star Tribune consults prospective advertisers on market development, including how they might grow their business. The Star Tribune Media Company in Minneapolis has created a twist on the traditional newspaper-advertiser relationship. While the newspaper industry shifts its strategies to meet the challenges of an ever-changing digital age, one well-respected media company has found an innovative way to turn prospective customers into loyal advertising partners. ![]()
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