Tag Archives: direct-response

Q&A with Our Newest Advertiser – Home Chef

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MediaBids is pleased to welcome Home Chef to its print advertising affiliate program!

Home Chef is a food delivery service that sends customers everything they need to prepare home-cooked, delicious, healthy meals in around 30 minutes. Sample menu offerings include: Bistro Steak Frites, Grilled Salmon with Lemon-Dill Yogurt Sauce and Healthy Takeout Sweet and Sour Chicken. Here’s a little bit more about the company, from the Director of Digital Marketing at Home Chef, Shane Smith:

1.) Can you give us a quick overview of how Home Chef works?  Home Chef allows customers to choose from a selection of 13 new meals each week on our website.  We then deliver fresh, pre-portioned ingredients to the customer’s home.  The delivery comes with an easy-to-follow recipe card which allows customers to cook tasty meals in about 30 minutes.

Our goal is to make dinner special by offering a convenient, fun and delicious alternative to the time consuming process of meal prepping and grocery store shopping.

2.) What makes Home Chef stand out among other meal delivery services? At Home Chef, we pride ourselves on selection.  We offer 13 new meal options each week and that variety sets us apart.  We also have vegetarian, low-carb, low-calorie and gluten free options.  No matter your dietary preferences, Home Chef has you covered.

ABC 7 New York launched an independent review of meal kit delivery services and Home Chef compared very favorably against other meal kit services and the grocery stores.

3.) What are some of the most popular meal choices? Some fan favorites include the Parmesan-crusted sirloin steak, the Thai pork lettuce wraps, and the Fried goat cheese and arugula salad.

4.) Can you tell our publishers a little bit about Home Chef’s customers? Home Chef customers enjoy cooking but are tired of the hassle associated with meal planning, grocery store shopping & cooking time-consuming recipes.  Females in particular are big fans of Home Chef but we resonate well with any busy person who enjoys home cooking but is looking for a more convenient option.

If you are with a newspaper or magazine, you can run Home Chef’s ad in your next print edition by clicking here: https://www.mediabids.com/campaign/details/home-chef/?pici=41066

If you’d like to try Home Chef and receive $30 off your first order, use promo code meal1 at checkout.

We’ll make this attractive ad specifically to your specs, and get it to you by your next deadline. Call 860-379-9602 with any questions or email pihelp@mediabids.com 

 

Local PI (per inquiry) – Top 5 Reasons to Start Today

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Local PI (per inquiry) is a program for community-based publications that are looking to meet the changing needs of advertisers in their local market. Every community has local market advertisers that want to buy newspaper ads but will only buy the ads on a performance basis (meaning pay-per-call.) In other words, local PI is a way for local publications to generate revenue from local advertisers that are otherwise more likely to continue spending their entire budget on search marketing and social media. Local PI offers community publications a way to stay relevant to the majority of local market advertisers.

At Mediabids, we have local PI already figured out for you. We handle all the paperwork, rate negotiations, ad traffic, call tracking/reporting and accounts work. Your publication runs the advertising and is paid a fixed amount per call generated. It’s that simple!

Whether or not  you’re struggling to replace lost print revenue with digital or alternative sources, here’s the top FIVE reasons to be considering local PI.

It’s Easy

Under any circumstances, it’s tough enough to sell advertising space. But now you’re also battling against several damaging mis-perceptions -namely, print is dying and too expensive. Local PI is entirely response-based (e.g. phone calls) so it’s easily more measurable and cost-effective for advertisers than most other local advertising options.

Also, Mediabids handles everything so local PI doesn’t cost you or your sales staff time or money. Your ad reps continue to focus on selling ROP and digital to their book of business.

New Print Revenue

Local PI is an alternative revenue source but it’s also new print revenues. To put it another way, it’s a new opportunity for you and for select advertisers in your market. The ideal local PI advertisers:

a)  May have tried print before but didn’t stick with it.

b) Were consistent customers for many years but are now reluctant to return your calls.

c) New businesses or advertisers that have always avoided print for one reason or another.

Phones Are Driving Everything

Local PI provides local advertisers a way to tap into the increasing use of smartphones and tablets by consumers. It just makes good business sense.

Mobile phones use has exploded over the past 4-5 years and people love to pick up the phone and call, rather than fill out an online form or email. In fact, roughly two-thirds of customers prefer to call versus other ways to contact a business. BIA/Kelsey recently reported that by 2019 businesses will get 162 billion more customer calls than they received in 2014. (Invoca, Call Intelligence Index 2016) Clearly, consumers are increasingly wired to call.

Bridge the Digital-Print Divide

Mobile phones are the proving to be the missing link between advertising and the customer. Seventy-nine percent of people ”switch devices during a single activity” – meaning consumers today move from one media channel to another and move from online to offline media channels quickly and with ease. (Invoca, Call Intelligence Index 2016) Local PI drives calls from print ads to local advertisers and print calls are by far the highest quality calls. The average call from a newspaper ad is over 3 minutes longer than an average call from TV and 2 minutes longer than an average call from an online display ad.

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Local Advertisers Get Results

According to the Invoca’s Call Intelligence Index 2016, the industries with the highest increases in call volumes are those with high value purchases or services where customers generally need a lot of personal service. The kinds of local businesses in these categories include home repair, financial services, insurance, health and wellness and travel. What does this mean? It means you likely already have a long list of potential local PI advertisers in your backyard.

Rolling all this up – you have advertisers that want measurable response and customers that are increasingly prone to respond to advertising via their phones. As a print publication, you want more print revenue but you need a way to overcome the usual objections to print – ”high” cost and a less competitive ROI. Local PI by Mediabids checks all the boxes.

Post by Jim Jinks.

 

 

 

Content Marketing Via Newspapers

SF HousesAt Mediabids we recently became aware of a somewhat unique insert program at the San Francisco Chronicle. They call it the ”slim jim.” It’s essentially a multi-page, double-sided pamphlet (full-color, 6 wide x 10.5 tall.) In fact, you may have seen a similar ”insert” from American Express or another lux brand in the New York Times or the Wall Street Journal. Anyway, this got us thinking about inserts and newspapers in a slightly different way.

One unique aspect of the slim jim product is the personalization feature; the inserts are going to San Francisco Chronicle subscribers only. As such, the advertiser prints ”Exclusively For San Francisco Chronicle Subscribers” on the front and back cover. This tactic isn’t necessarily cutting-edge but it is more often used in direct mail than newspaper inserts. Furthermore, the advertiser is using a unique phone number specifically assigned for the slim jim. The calls (both inquiries and sales/reservations) are then tracked back to the paper’s subscriber list. The tracking/reporting allows the advertiser to precisely measure ROI.

A top travel brand has been running the slim jim consistently for the past year. By all accounts it has been a very successful effort. Relative to a simple newspaper display ad, the slim jim really plays to the strengths of the advertiser and newspapers. Indeed, for advertisers and publications, there’s a lot to like about this type of insert product because it is essentially ”content marketing via newspapers.”

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There are several reasons why newspapers are ideal content marketing distributors – targeting and context to name two. Affluent households are readers and print is a proven, high-conversion media channel. Insert products, like the slim jim in particular, allow for engaging graphics and copy -qualities that tend to be more appreciated by affluent, print media consumers. Perhaps most important though, good content can further the duo marketing goals of brand and sales. Print display ads, on the other hand, tend to struggle to further more than one objective at a time at a time.

Don’t get me wrong, the idea of newspapers as content marketing distributors is not new. Advertorials have been a part of print publishing for generations and we are only a couple of years removed from the ”native ad” craze of the early 2010s.

http://www.theguardian.com/media-network/media-network-blog/2014/mar/24/brands-publishers-digital-content-marketing

We are well into the era of digital publishers being content marketers themselves and offering content marketing services to clients. Content is ”king” and print publishers are beginning to catch-up to the idea. Nevertheless, beyond the largest metro dailies, the idea that newspapers (and inserts) are a great way to distribute marketing content may not be top-of-mind in print ad sales departments around the country.

Increasingly, advertisers want marketing campaigns that are cost-effective, measureable, ideally allow for the right amount of personalization and reach qualified consumers or purchasers efficiently.  The San Francisco Chronicle’s slim jim (and similar insert products) check off many of these ”must haves” of smart marketers in 2016.

Post by Jim Jinks

 

 

 

Magazines (like Newspapers) Are Not Going The Way Of The Dinosaurs.

magazines-705885_640Mediabids is the ”newspaper and magazine advertising marketplace” but you can be forgiven for thinking we only work with newspapers. Admittedly, here and in other forums, we do talk about newsprint a lot. Over 80% of our revenue from performance-based ad placements comes from newspapers, so we may have a bias. However, a growing portion of our ad placements and response is from magazines. So far in 2016, in fact, response from magazines is up about 15% versus the same period in 2015.

Arguably, digital media and mobile devices have disrupted the magazine industry as dinosaur-990303_640 (1)substantially (or more) than newspapers. The conventional wisdom, also similar to newspapers, is that magazines are terminally ill and will go the way of the dinosaurs before too long. But magazines are proving to be very resilient and increasingly well positioned to capitalize on several important trends.

The who, what and how of the present and future superstructure of marketing includes data analytics, content marketing and mobile distribution channels. Magazine publishers would be the first to say they know their readers very well, they are expert content creators and marketers and they are increasingly adroit at exploiting the promise of mobile devices.

Through 2019 magazine ad revenue is projected to be up slightly but more importantly, digital ad revenue is expected to grow at a pace that exceeds any losses in print ad revenue; and this will be true for consumer and trade magazines alike.

http://www.marketingcharts.com/traditional/us-online-and-traditional-media-advertising-outlook-2015-2019-55869/

Post by Jim Jinks.

 

 

 

 

Generating Ad Revenue in Print

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A recent article in The Guardian points to the challenges newspapers face attracting advertisers and maintaining ad revenue.  And yet millions of people are still picking up print editions.  Though the article comments specifically on the UK market, the same could be said of the industry here in the US.  But contrary to the sentiment the author suggests that “publishers must find new ways to convince advertisers that they have audiences worth targeting,” we would argue that publishers are tasked with finding alternative ways to monetize their product.  Convincing advertisers of the value of their readership is not enough.

While many have looked to selling digital advertising as their saving grace, there is another option.  A new revenue stream within the print property.  Per-inquiry advertising.  Yes, this involves publications taking on risk and shifting from their traditional model.  But if they are boasting engaged readership, shouldn’t they have confidence in their ability to drive response?

Advertisers are paying per response in other mediums, so is it really that unrealistic that they expect to be able to do the same in print?  They demand performance, measurability, and tracking.  Advertisers need to justify spending, after all.

Here are MediaBids, we believe in the power and value of newspapers.  Our President, Jedd Gould, has said “we at MediaBids feel very strongly that newspapers and magazines are a critical component to democracy in the United States…we really feel that without newspapers and magazines and the original content that they’re producing, we all would be worse off”.  When is this truer than in an election year?  Yet, we know the model is being threatened by economic pressures and changes in the advertising landscape.

Hundreds of publications have already adapted and teamed with MediaBids to run per inquiry ads.  While response varies widely depending on many factors such as advertising campaign and publication size, its undeniable these campaigns are driving calls and sales, thus delivering revenue to publications.  If you’d like to increase your advertising revenue and feature national advertisers in your publication, give us a call today at 860-379-9602 or learn more at https://www.mediabids.com/publication/print-advertising.jsp.

3 Easy Ways to Generate Sales from Print Ads

Sale Concept Clipped Cards and Lights

If you are placing ads in newspapers and magazines with the intention of trying to get consumers to pick up the phone to purchase something, or buy online immediately, there’s three types of offers that we see advertisers have success with in print time and time again.

Unlike online ads, it’s harder to get print readers to take action immediately. Online, if a person sees a banner with an offer they like or good promo code they can click on the banner ad and immediately be directed to the product for purchase.

With print advertising, it takes a little more effort on the consumer’s part to make a purchase. They either have to pick up their phone and call from the ad, or retype a URL and/or promo code to redeem the offer online.

No matter what it is you’re advertising in print, if you feature one or more of these three things in the ad creative itself, it will increase your chances of a sale.

1.) Deep Discount – Do you get those Bed Bath and Beyond coupons in the mail so much you almost begin to expect 20% off when you visit? Brands need to make their offers stand out – if you’re going to spend money on print – feature a sale that will make the readers stand up and take notice. Feature as deep of a discount as you can – 40-50% off get great response for our advertisers. Why is Groupon successful? Because consumers know they’re getting a great deal.

One of the advertisers we work with who gets great results doing this is Dancing Deer Baking Company. Here’s a sample of their latest ad:

MothersDay

2.) Giveaway – Is there something that you can offer that is not too costly to you, but will be an exciting bonus to consumers? If so, include it in your ad. A good example of this is one of our advertisers, Omaha Steaks. They always include great freebies to the consumers in their offer, and year after year their ads get great results.

omahasample

3.) Limited-Time Offer –  When a deal has a short life-span, it can move people to take action. Seasonal or short-term offers often yield great response for our advertisers.

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Looking for more advice on effective creative? Our design team is happy to help. Call MediaBids at 860-379-9602 or send us an email at marketing@mediabids.com

Newest Advertiser Additions to MediaBids

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We’re  always working to help provide newspapers & magazines with an additional revenue stream. Part of the way we do this is through our Per-Inquiry Print Advertising Program, which provides newspapers and magazines with a commission every time you drive a call, lead or sale to our participating advertisers.

Always on the lookout for offers and advertisers that work well in a wide range of publications, we’re happy to welcome our newest group to the mix.

Our newest advertiser additions are a diverse group that run the gamut from home security to tax preparation. To learn more about each advertisers or request a custom-sized ad for your publication, click on the image below. As always, if you have questions, call MediaBids at 860-379-9602 or email publicationhelp@mediabids.com.

View All Ad Campaign Details Here & Request Custom-Sized Ads