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Thanksgiving Day Strategies Success Ideas for Today and Tomorrow Presented by David Low - 2009

Creating A Successful Thanksgiving Campaign

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Page 1: Creating A Successful Thanksgiving Campaign

Thanksgiving Day StrategiesSuccess Ideas for Today and Tomorrow

Presented by David Low - 2009

Page 2: Creating A Successful Thanksgiving Campaign

Vision Statement

Provide World Class service to our corporate retail partners and enhance Thanksgiving Day single copy sales

Page 3: Creating A Successful Thanksgiving Campaign

Goal and Objective Maximize single copy one day sales Use social media techniques to alert consumers of

The Bee and the Black Friday ad inserts Deliver The Bee in a timely manner to our retailers Produce the best Thanksgiving Day sales total in

the 152 year history of The Bee

Page 4: Creating A Successful Thanksgiving Campaign

Today’s Situation Newspaper single copy daily sales have stabilized How do we reach current and potential

single copy buyers? Provide better communication to our partners and the

value of the Thanksgiving Day edition Using the internet to our advantage

Create email blast campaign to generate interest Social media

Page 5: Creating A Successful Thanksgiving Campaign

How Did We Get Here? 2008

Sales of mid five digits - single copy newspapers Returns of 21.7%

Original assumptions that are no longer valid Consumers will buy the newspaper on Thanksgiving Day because

they always have in the past. Traditional ways of communicating to our audience are adequate

Page 6: Creating A Successful Thanksgiving Campaign

Communication Strategies Messaging by Audience

Utilizing traditional and non-traditional methods to increase our reach in the distribution region

Page 7: Creating A Successful Thanksgiving Campaign

Communication Strategies Corporate Retail Partners

Alert them starting 4 weeks prior that the Thanksgiving Day edition will be the largest of the year

Communicate to them on a weekly basis the importance of having sufficient draw that day

Use email and traditional mailings Reminder always includes mention of the Value of the

edition and $2.00 price (versus standard $.75 normal daily price)

Page 8: Creating A Successful Thanksgiving Campaign

Communication Strategies Corporate Retail Partners Create different reminder notices that builds their

excitement about the newspaper and the coming holiday Write copy for TCN Broadcast system that

automatically calls all of our partners the day before Thanksgiving.

Use TCN broadcast to over 1500 partner accounts. Phone calls from staff, starting 2 days prior to

Thanksgiving Day

Page 9: Creating A Successful Thanksgiving Campaign

Communication Strategies Single Copy Consumer Traditional Method

Triangle notices in all news racks regarding the value, size and $2.00 price, on Thanksgiving Day

Stackers on Thanksgiving Day in all retailers displays

Page 10: Creating A Successful Thanksgiving Campaign

Communication Strategies Single Copy Consumer Non Traditional Method Continued

Triangle notices in all news racks regarding the value, size and $2.00 price, starting 2 days before Thanksgiving

Stackers on Thanksgiving Day in all retailers displays Use brightly colored paper on all Thanksgiving Day

triangles and stackers to bring attention to the newspaper

Page 11: Creating A Successful Thanksgiving Campaign

Communication Strategies Single Copy Consumer Non Traditional Method Continued

Create “Black Friday” email blast to send 2 days prior to Thanksgiving

Designed to create a pre-day buzz to increase anticipation Alert consumers of the value of Thanksgiving Day

newspaper Feature several corporate retail partners

Consumers know where to pick up their copy Creates retail partner good will

Page 12: Creating A Successful Thanksgiving Campaign

Communication Strategies Single Copy Consumer

Page 13: Creating A Successful Thanksgiving Campaign

Communication Strategies Single Copy Consumer Non Traditional Method Continued

Send to consumers who have never subscribed to The Bee

Target Demographic Men and women over 18 Consumers who have never subscribed to The Bee Employed

Emailed almost 25,000 individuals

Page 14: Creating A Successful Thanksgiving Campaign

Communication Strategies Single Copy Consumer Non Traditional Method Continued Twitter

Tweet information through VIP loyalty club, Bee writers, and through Public Affairs office

LinkedIn Reached almost 11 million people around the world from

multiple personal blogs Weekly blog about the value and size of the Thanksgiving Day

edition

Page 15: Creating A Successful Thanksgiving Campaign

Post Thanksgiving Strategies Day After Program

Deliver 5 additional copies to our retail partners that were closed on Thanksgiving Day

“After Thanksgiving” Stackers on retailers displays where applicable

Use brightly colored paper to bring attention to the newspaper still being available

Leave edition out until Saturday returns

Page 16: Creating A Successful Thanksgiving Campaign

Recommendation 2010 action items

Agents Provide assistance to help with field inserting program Agents and their drivers would get out earlier to start delivery

Production Move press run up additional hour

Street Team 5 individuals in 2009 Add additional person to assist in Roseville Rocklin area

Draws Grocery store chains that are opened should have their draws at

least doubled Use 2009 stats and review all single copy retailers and increase

draws to retail partners who sold out in 2009 Closer review of ONDM area draws

Page 17: Creating A Successful Thanksgiving Campaign

Recommendation 2010 action items

Customer service 1 additional person in 2010 to handle calls Ask caller their city and zip code to help with street team identification and

distribution When emailing street team member, keep each call incident separate to

eliminate missed emails Facebook

Use Facebook to alert consumers the month of November Twitter

Tweet throughout the month More tweeters Have VIP club tweet about Black Friday Start earlier in the month

Create a Cyber Monday edition Special insert to be sold on Sunday prior to Cyber Monday Advertising department could sell additional ad space to our ad partners Potential is huge for additional sales

Page 18: Creating A Successful Thanksgiving Campaign

Results We were able to provide World Class service to the

majority of our corporate retail partners Had late delivery issues in only one area

Communication to our retail partners and to consumers helped us to maximize our sales on Thanksgiving Day

Overall Sales of The Bee was almost equal to 2008 numbers

Returns were 24.1% Slightly higher than last year

In our main distribution area we were almost equal to last years sales numbers

In our outlying area we were down approximately 2500 units sold

Overall a very successful campaign