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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 editorials, the publication was not as successful at attracting significant and consistent luxury advertising. This problem had persistently challenged the brand for eight years.
The publication desired to adapt its marketing and positioning strategies to increase its attractiveness to luxury goods advertisers. Essential to the revitalization was:
• A repositioning strategy, with 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 a manner that would better resonate with luxury advertisers, creating new business and enhancing the overall brand appeal. This process involved:
• Identifying best practices and a deeper understanding of the needs and desires of luxury advertisers
• Establishing unique reader profiles based on MRI data to personify the publication’s audience
• Developing new phrasing and language so the internal team could successfully position the magazine to luxury advertisers
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 position with positive results.
Copyright 2011