Tag: association increase revenue
Digital editions are quickly becoming an integral part of a supplier’s advertising plan within an association marketplace.
“Advertisers are most excited about making their solution come to life through the digital technology,” said Ben Ledyard, VP, Sales.
We’ve seen an uptick of advertisers who are specifically requesting a digital publication, Ledyard said, because they are coming to the realization that this medium offers a more engaged audience than
previously thought.
And they have good reason to be present in those publications in an interactive way: 26.4 percent of readers play an ad with digital extras to see if they “may become interested in an ad,” according to a recent study conducted by Smarter Media Sales and sponsored by NxtBook and Zinio.
There’s more for advertisers and editors to like about a digital publication. A study in 2007 showed that 72 percent of digital subscribers visited an advertiser’s web site, and that 53 percent e-mailed an article to a friend.
Another study, done in 2008, found that 44 percent find digital advertisements more appealing. Thirty-seven percent of readers are more likely to ‘engage digitally.’
–Ben Ledyard, VP, Sales, Network Media Partners.
December 18, 2009
Associations have an opportunity to provide valuable information to members while generating revenue from industry partners
More and more, industry suppliers are looking for a place to connect with their audience in a more meaningful and useful way. The trend toward content marketing—providing in-depth and targeted content to a qualified audience—means that associations have an opportunity to provide an additional layer of information to their members. Here are a few ways you can incorporate sponsored content into your overall communication strategy.
Online
Allow online ad space to include a preview of an advertiser’s YouTube video and encourage suppliers to connect their online advertising to their YouTube channel.
Create an online marketplace library where suppliers can submit their white papers, case studies and custom content that is directly related to members’ needs.
Use your digital publication supplier to create a digital version of a supplier’s in-depth content, such as a multi-page product or service brochure.
In Print
Create dedicated space in your publication for a featured supplier’s message that fits well with an issue’s theme or focus.
Go beyond listings in a buyer’s guide or vendor directory. Allow space for company profiles or expanded product or service explanations.
In Person
Incorporate live demonstrations at your next event…and not just on the exhibit hall floor. Integrate vendor showcases into meeting events by organizing vendors by trends in technology and innovations.
Host sponsored webinars, with appearances by association staff and supplier spokespersons.
Catering to those suppliers who are looking for content marketing opportunities spells increased information for your members, as well as the potential to increase revenue that comes from those partners.
–Sean Soth is Senior Vice President, Network Media Partners.
December 10, 2009
