Product: Communicate magazine (A b2b telecoms title)
Company: dmg World Media (Publisher)
Client: Vodafone (Mobile network provider)
Challenge: Vodafone were a non-advertiser but were seen as a major company who, by their advertising presence, could help influence other mobile network providers to advertise in the magazine. Vodafone were, at the time, not advertising in any telecoms b2b publications.
Objective: We knew that Communicate magazine offered them access to the b2b telecoms decision makers within the corporate market. The majority of fixed line operators already advertised with us. We believed that we could secure a trial advertising campaign of just three insertions at a cost of £6000.
Solution: On discussing Vodafone’s current marketing we discovered that they produced a quarterly magazine that they distributed through their retail outlets in the hope of reaching the corporate market. We realised that with our buying power of paper, print and postage we could print their magazine as part of our magazine at a far lower cost to Vodafone. This would give them a dominant presence, in a requested media, to their key prospects. It would also give them a long shelf life, as readers kept the magazine, as well as the ‘integrity’ of being associated with the sector’s leading magazine.
Result: We secured a campaign to produce a year’s worth of magazines, later extended, and a year’s worth of advertising pages, also later extended. Revenue generated in year one: £80,000 – an increase on objective of over 1300%.
This also led directly to securing advertising from both Orange and O2 which resulted in another £60,000 of revenue.