John Crewe
Director of Audience Development, Haymarket Media Inc.
2010 AD ALL-STAR: INTEGRATED MARKETING
Crewe used Haymarket’s newly-formed integrated database to cross-sell products on subscription Web forms, which resulted in thousands of dollars in additional revenue.
Over the last year-and-a-half, b-to-b publisher Haymarket Media’s audience development team has been consolidating its eight database systems into one fulfillment system, as well as making all of its ancillary products, such as directories and reference materials, available for purchase online.
Those efforts—coupled with an aggressive marketing strategy—allowed the company to increase its paid offers by 86 percent in 2009 compared to the year before. Forty percent of the sales online were from products that were only made available between late 2008 and early 2009. “That was very significant for us, especially in a year like 2009 when everyone was anxious to just see it come to a close,” Crewe says.
One of the products that became available was the Premium Edition of PR Week’s Salary Survey, which features the data and details behind the report that appears in the print magazine. “Previously, customers would call up and request to purchase it, but we never made it available online,” Crewe says. “But products like this are now a part of what we’re actively promoting to our audience, and it has set the stage for us to begin cross-selling.”
Now, when a customer goes onto a Haymarket Media Web site to subscribe, they are presented with offers for related directories and/or online reference products—a cross-selling strategy that now accounts for 6 percent of all online order activity.
The strategy has won additional revenue, but it also gives the AD team more insight into what their customers are looking for. “In certain markets, we see a high propensity for people to want the related products in addition to the subscription, while it’s the opposite in other markets,” Crewe says. “It shows us where we should be more or less aggressive in our marketing.”
Vital Stats: Six percent of all online order activity on Haymarket Media’s Web sites comes from its newly adopted cross-selling strategy.
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