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SUCCESS STORY: ATTRACTING LUXURY ADVERTISERS TO LEADING LIFESTYLE PUBLICATION OF LARGEST U.S. MEDIA COMPANY
Company Profile: The title is a leading Time Inc. publication designed to help busy women find inspiration and solutions to enhance their lives.
Situation: Although the magazine experienced solid circulation and growth and continued editorial success, its advertisers remained largely weighted towards the mass market. Despite beautiful layouts and interesting editorial, the publication was not as successful at attracting significant and consistent luxury advertising. This problem has persistently challenged the brand for eight years.
The publication desired to adapt its marketing and positioning to increase its attractiveness to luxury goods advertisers. Essential to the revitalization was:
| • | A repositioning strategy, with the tools to effectively promote the book within the luxury realm |
| • | A clear picture of typical readers that emphasized the potential value for luxury advertisers |
Solution: The Pao Principle worked with the publication's team to reposition the magazine in order to better resonate with luxury advertisers, creating new business and enhancing the overall brand appeal. In particular, the team:
| • | Identified best practices and deeper understanding of luxury advertisers - both needs and desires |
| • | Established unique reader profiles based on MRI data to personify the publication's audience |
| • | Developed the phrasing and language for the internal team for launch of new positioning in the luxury market |
Results: The eight-year old problem was successfully addressed by The Pao Principle in one month. Immediately following project completion, the title began introducing its revitalized positioning with positive results.
Copyright 2009