News Corp $1 Million Business Booster
Overview of this campaign
In a crowded and challenging market it’s becoming more important than ever to own your customer database. So we set a challenge to double the size of of opt-in database of small businesses and improve the quality of existing opt-ins.
By improving the quality and quantity of our opts-in we could accelerate our revenue opportunities into the 2019 financial year and get off to a fast start.
At the same time, this was an opportunity to engage the market to promote our wider capabilities in digital and non-advertising services and challenge the perception that we’re just a newspaper.
Finally, we wanted to demonstrate that our business is here to support small to medium businesses and help them grow, as we’ve been doing for 160 years in South Australia.
Results for this campaign
The solution was the $Million Business Booster campaign.
This competition gave small businesses in South Australia the opportunity to share in $1 million in marketing value with News Corp Australia assets.
Businesses with 50 or less full-time employees could win one of five $100,000 and ten $50,000 print and digital marketing packages accessing The Advertiser, Sunday Mail, Messenger newspapers and Advertiser.com.au, in addition to News Corp’s search, social, video, marketing and creative services, and data solutions.
It was supported by over $1 million in marketing value across News Corp’s South Australian print and digital assets, paid and organic social media, radio spots on Nova91.9 and FIVEaa, trade PR, and email communications to clients directly and through campaign partner organisations. The campaign reached over 1.2 million South Australians.
Creative shapes were used in print and digital to showcase our flexibility and to communicate our message, while we simultaneously ran an Editorial campaign to provide insight and advice to help small businesses navigate an increasingly competitive and challenging environment.
We ran a series of native articles in our metro newspaper highlighting tips for social media marketing, search marketing and display advertising; all services we provide for clients. This extended beyond the campaign, with native articles still running monthly for selected industries.
Our database grew by approximately 50%, however, 80% of these were new leads. In addition, we used an incentivised progressive profiling method via successive emails to gain additional insight from each business, discovering what winning would mean to them, what their biggest marketing challenge was, and their annual marketing spend.
All leads were added to our monthly email nurture campaign consisting of content-led emails, and were added into our acquisition and retention campaign in the following months.
Some winners were also selected to be included in case studies that further demonstrate the value of our media and the breadth of our capabilities, towards challenging the perception of being ‘just a newspaper’.