WIIFM. What’s In It For Me?

When launching a new product, it’s vital it be able to answer that single question for your stakeholders.

In March, The Globe and Mail launched an ambitious new product. Canada’s Top Growing Companies is a competitive ranking designed to highlight the country’s boldest businesses based on revenue growth. Companies that make the list will be showcased with editorial coverage in Report on Business magazine (the top business magazine in the country) and online at ReportonBusiness.com. They will also be provided with a seal to use on their communications and an invitation to attend an exclusive Report on Business Growth Camp event.

To ensure success when launching its new product, Report on Business, the Canadian media company considered the benefits for all stakeholders.
To ensure success when launching its new product, Report on Business, the Canadian media company considered the benefits for all stakeholders.

I spoke with Deborah Aarts (The Globe’s programme manager of business and financial products), about how the programme answers those important WIIFM questions.

WIIFM: participating companies

“The beauty of a programme like this is that it offers a powerful incentive for companies to participate,” Aarts said. Companies that rank as one of the top-growing companies receive invaluable editorial coverage by the country’s most robust business newsroom, which increases their visibility to potential clients, partners, customers, and investors — a real bonus for a founder-run, entrepreneurial business.

Being named to this list, which is verified by our editorial team, provides another layer of market credibility for businesses which may not yet be household names. As well, the programme offers personal growth opportunities for networking and learning through exclusive sponsored events.

WIIFM: readers

Canadians have a strong interest in reading about entrepreneurs and home-grown successes. The Top Growing Companies programme gives The Globe a platform to tell the stories of some of the country’s most dedicated entrepreneurs in a way that is uniquely credible because of the strength of our reporting. “These aren’t the stories everyone is covering,” Aarts said. “It’s exciting for readers because it’s great to discover something that is new and novel.”

WIIFM: advertisers

One of our goals for the programme is to build a community of like-minded business leaders and readers. Creating relationships with the CEOs of Canada’s high-growth companies is something many of our advertisers are very keen on, Aarts pointed out.

With the programme, we can offer sponsors and advertisers an audience that is aligned on specific areas, as well as very targeted engagement opportunities such as our Growth Camp event. “Participating companies bestow a good deal of trust in us, and because of that, we are very careful to only approach and work with sponsor partners we know can add value to winning businesses,” she said.

WIIFM: The Globe

Investing in the Top Growing Companies ranking also benefits The Globe. Although the ranking is free to enter, this integrated product provides a valuable way to diversify revenue streams while offering something unique to readers. The programme offers new touchpoints to connect with influential business people in Canada and builds relationships with the companies that are participating.

Editorially, the programme is meant to bridge two coverage areas in which The Globe excels: small business and corporate Canada. “We collaborate closely with our editorial team at every step and this programme was designed to help us dominate and expand reporting on the companies who are making waves in their industries,” Aarts said.

Within a month of launch, Canada’s Top Growing Companies is seeing an impact. We’re tracking ahead of our projections for participants and is on track to sell out event sponsorships. Focusing on what’s in it for all of our partners has resulted in a programme that’s off to a great start.