Taking advertisers beyond the newspaper for new sources of revenue
by Magdalena Bulak
21 September 2010
Agora's Metro creates mTarget, a sister brand designed to attract advertisers looking to reach beyond the newspaper with a unique menu of services and marketing tools.
Nowadays, the highly competitive market demands new advertising solutions for clients. Driven by those expectations, we set our goals — to be competitive, to be innovative, and to offer unique advertising tools.
Throughout the years, Metro, published by Agora SA media group, has become the largest nationwide newspaper with free distribution in Poland, as well as the third most-read newspaper among Polish dailies with respect to average daily readership. Agora also publishes the renowned quality daily Gazeta Wyborcza.
Considering we had built the largest nationwide network of hand distributors in Poland for Metro and had complex publishing know-how, we realised it was essential to broaden the portfolio of our services. Step by step, with a strong market position, we kept seizing opportunities to branch out into direct marketing activities. As a result, in January 2009, we set up a sister brand to Metro: mTarget, an innovative offer that effectively extends press campaigns and enables advertising clients to reach out beyond the newspaper.
mTarget provides a wide range of marketing tools such as BTL (“below the line”), targeted distribution, small events, street surveys, and custom publishing. It is a unique offer in Poland. We supply mTarget services carried out together with press campaigns in Metro and organise separate client-branded mTarget actions.
Examples of mTarget projects:
Street event. The “Ice Age 3” cinema premiere (Imperial Cinepix) was supported by an advertising wrap covering the nationwide issue of Metro and a flash mob organised by mTarget. During the event, a large model of an iceberg with the figure of Scrat (the cult character from the movie) was placed by the client in the centre of Warsaw. A group of 15 mTarget animators dressed in t-shirts promoting the movie snatched the Scrat’s nut and carried it around the streets. The humorous event enchanted Varsovians.
Mega sampling. For Zywiec Zdroj (Danone), mTarget carried out a targeted mass sampling of chilled bottles of their new product. Logistics included nine refrigerating vehicles and a team of 200 street distributors wearing client branded t-shirts. Within two hours, we handed out 100,000 bottles in strictly selected locations of the largest cities of Poland.
Custom publishing. We issued a special magazine for Milka (Kraft Foods) devoted to their charity campaign “Together for the Tatra Mountains.” The publication was entirely prepared and executed by mTarget with stand-alone promotional material and independent distribution.
Launching mTarget has turned out to be a key strategic decision in 2009, as it has become a relevant stream of revenue for Metro and an effective tool to win new advertising budgets. We also entered market competition with BTL agencies and started cooperating with some of them.
Furthermore, with mTarget, we keep developing Metro’s advertising offer, such as product samples handed out by our distributors together with Metro. In 2009, we distributed more than 15 million leaflets and samples, including almost 1.5 million samples of products such as Lion chocolate bars, Nivea for Men aftershave, and Winiary instant soups.
Thanks to mTarget, we offer our clients an opportunity to reach their target groups directly by combining traditional communication channels with BTL activities. We work for large international corporations like Kraft Foods and Nestle, as well as small local ones such as bakeries and supermarkets.
Author/Contact: Magdalena Bulak is innovation manager at Metro, published by Agora SA and based in Warsaw, Poland. She can be reached at email@example.com.