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WAN-IFRA XMA Cross Media Awards 2010 |
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Company: Jagran Prakashan Ltd |
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Project name: Retail Gurus |
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General information about the publication |
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Dainik Jagran is the largest read daily in India. It has been rated as the Most credible source of news in Print media by a BBC-Reuters survey. It's also been given the Superbrand status. Dainik Jagran is a broadsheet daily morning newspaper in Hindi - the language most widely read and spoken in India. |
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Entry description |
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The global economic slowdown of 2008 brought a general wave of pessimism on the advertising outlook for 2009 in India. With growing uncertainty amongst large corporate advertisers, the attempt was to create newer revenue opportunities. The answer lay in developing Retail Advertising with a renewed vigour. However, the existing salesforce was already servicing a large number of advertisers, and if one had to target new advertisers, it would have meant more sales people and a huge amount of time to convert business.
This was the genesis of the concept of “Retail Gurus” . The objective was to get back retail advertisers who had lapsed, or are inconsistent or who have never advertised with Dainik Jagran.
Retail Gurus was a programme where all the advertisers could come at one venue, where trained executives would take them through the packages on offer (needless to say, they were great value packages) , and the advertising contract had to be signed at the venue itself.
As part of the programme, an AV about Excellence in Retail was created. This AV covered trends of modern day retail and shopper behaviour. It suggested ways of growing retail business. Additionally, they were educated about advertising and how consistency in advertising pays back. There were testimonials from other large local advertisers. This was followed by a message from the Chairman of Jagran Prakashan assuring them that Dainik Jagran would be their ideal partner for growth.
At the venue, there were sales executives who were trained to share various advertising packages with the invitees, and were prepared with ready advertising contracts which were to be signed immediately. The packages were of different price slabs and the benefit offered to retailers was consistent advertising in Dainik Jagran. Higher value packages also had Outdoor billboards and FM Radio. |
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The basic idea of your cross-media local project |
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The idea was to develop hyper local advertising and to ensure a steady stream of revenue.
For this we targeted local advertisers and educated them about the benefit of advertising and then told them how consistency in advertising pays off. We added Newspaper, Outdoor and Radio in the various packages and invited all our prospective customers and had a one on one dialogue with each before signing advertising contracts.
This was done to attract new advertisers, advertisers who had lapsed and advertisers who were very inconsistnt. |
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Used media channels |
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