Innovative Advertising Solutions Blog

Innovative Advertising Solutions

At Register-Guard, transformation begins with office makeover

11 February 2014 · By Tyler Mack

Sometimes the best way to effect change is from the outside in, which is why The Register Guard transformed some outdated office space in its advertising department into a high-tech meeting venue.

In an environment where many advertisers perceive “the newspaper” as being old and perhaps out of touch with the latest technological advancements, changing up your look can have a big impact.

Take a look around your office. I’m guessing you see cubicles, yes? And several square desks in a row with computers and stacks of newspapers, paper, etc. Oh, maybe a ficus plant in the corner?

Next to the cubicles, you’ve got a chair for clients to sit in when they make the occasional in-office visit. You certainly have some meeting rooms available, though, each with a rectangular table, chairs surrounding, and a conference phone.

We saw the same things around the advertising area in our office at The Register-Guard several months ago, as we discussed how to transform our newspaper into a media company with heavier focus on digital.

And it dawned on us that we needed to start with some physical change.

Like many news media companies these days, we have some extra space in our building. So we reorganised our cubicles –  yes, we likely will always have cubicles – for increased efficiency and a more open environment.

And we re-purposed a corner of the office that had been used for storing five half-broken chairs and a computer from 1998 into a modern meeting space, with mounted flat-screen connected to a computer and an Apple TV device.

With some paint, new furniture, and stick-on white-board material for brainstorming, we created a fully functional and fairly impressive meeting space. We dimmed the fluorescent lights and brought in some lamps to add to the homey and casual atmosphere.

The Apple TV device allows us to connect to our iPads and use them for demonstrations if it suits the situation. Our default screen is a Quantcast real-time analytics image showing active visitors to our Web site: where they’re coming from, what pages they’re looking at, and the source of their arrival (Google, Facebook, etc.).

We have online display ad demo pages bookmarked for easy access, to showcase our work to visiting clients or for sales reps to brainstorm ad design looks with the creative team.

We utilise the large screen to go through our presentations with clients (although we hand them paper copies as leave-behinds) and can easily bounce around the Web with a wireless mouse and keyboard when using the computer.

One of our first advertisers to visit said, “I feel like I’m in Minority Report,” as we showed our real-time analytics and outlined our behavioural targeting techniques. She was very impressed, telling us our digital marketing abilities and presentation package far exceeded those of our regional media brethren she had recently visited.

More importantly, she bought a digital advertising package.

We’re still exploring the space and have yet to really put it to regular daily use. But we feel confident the very cheap remodel (we traded advertising for the furniture, so we really only paid for some paint and few other things) created a better use of space.

It also shows folks internally, as well as externally, that we’re committed to functional change and growing digital emphasis.

So I suggest you take a look around your office and see if there’s a do-it-yourself project that might have a similar effect on your media company’s evolutionary strategy.

Ours is certainly not a company-wide building remodel (such as The Des Moines Register is going through) or one that will change employees’ philosophical outlook overnight. But for us it’s a step in a new direction.

Whether you remodel your entire floor or just rearrange the furniture, one thing is for certain – leaving everything the way it is is not a strategy for affecting change.

print article send to friend


blog comments powered by Disqus
About this blog

The Innovative Advertising Solutions Blog looks at not only integrated advertising sales for newsmedia companies but the full spectrum of agency-level marketing solutions for advertisers: print, digital, package, and event sales; social media marketing services on behalf of advertisers; and behavioural targeting across a range of digital products.


Meet the bloggers

Greg Bobolo
CEO
SendtoNews
New York, New York, USA
send message

Adam Burnham
Vice President
Affinity Express
Elgin, Illinois, USA
send message

Barbara Cohen
President
Kannon Consulting
Chicago, USA
send message

Tami Coughlan
Associate Director,
Integrated Solutions & Business Development
Associate Publisher,
The Kit
The Toronto Star
Toronto, Ontario, Canada
send message

Darrell Kunken
Director of Research/Market Analysis
The Sacramento Bee
Sacramento, California, USA
send message

Tyler Mack
Digital Media Director
The Register-Guard
Eugene, Oregon, USA
send message

Kirk MacDonald
Executive Vice President/Advertising, Marketing and Digital Sales
Denver Post
Denver, USA
send message

Suzanne Raitt
Vice President, Marketing and Innovation
Newspapers Canada
Toronto, Ontario, Canada
send message


Subscribe

E-newsletter


Blog archives

November 2014 ( 3 )
October 2014 ( 2 )
September 2014 ( 3 )
August 2014 ( 2 )
July 2014 ( 4 )
June 2014 ( 2 )
May 2014 ( 3 )
April 2014 ( 2 )
March 2014 ( 4 )
February 2014 ( 4 )
January 2014 ( 4 )
December 2013 ( 3 )
November 2013 ( 4 )
October 2013 ( 4 )
September 2013 ( 4 )
August 2013 ( 4 )
July 2013 ( 3 )
June 2013 ( 4 )
May 2013 ( 5 )
April 2013 ( 3 )



Join INMA Today
 
Upcoming Events
Mar
09
INMA Mobile Summit for Engagement and Profit
Austin, United States
09-10 March 2015
Mar
26
Big Data for Media Conference
London, United Kingdom
26-27 March 2015
Apr
08
INMA Augmenting Print with Digital Workshop
New Delhi, India
08 April 2015
Apr
24
INMA Ideas Day on Advertising
Paris, France
24 April 2015
May
10
INMA World Congress
New York, United States
10-12 May 2015
May
22
INMA Ideas Day on Marketing
Brussels, Belgium
22 May 2015
Jun
12

More Events

Member Profiles

  • Michelle Maxwell
    USA


  • Jim Fogler
    USA


  • Glenn Hansen
    USA



  • Ed Baron
    USA


  • Solomon Crenshaw Jr.
    USA


  • Laura Ryan
    USA



©2014 INMA | Home | About | Contact | RSS | Privacy