Tesco
Our high-value advertiser relationships boosted revenues for Tesco’s colleague magazine
- Client: Tesco
- Community: 360,000
-
Media Sold: - Print advertising: display; competitions; advertorials
- Created a stable, brand-aligned advertiser mix, with over 35% new advertisers over 12 months
- Increased ad revenues
- Sourced colleague competition prizes from engaged advertisers
- Client: Tesco
- Community: 360,000
-
Media Sold: - Print advertising: display; competitions; advertorials
- Created a stable, brand-aligned advertiser mix, with over 35% new advertisers over 12 months
- Increased ad revenues
- Sourced colleague competition prizes from engaged advertisers
The Challenge
To ring in changes
Tesco’s in-house team were struggling to attract and retain high-value advertisers for their 360,000- circulation printed ‘t-magazine’. They called us in to ring the changes on their ad sales approach to deliver better revenues and an improved reader experience.
Our solution
Brand-alignment was the key to success
We set out to create an advertisement mix that truly complemented the t-magazine’s editorial to deliver great value for readers and advertisers. Given the diverse reader profile – the closed-community magazine goes out to 360,000 Tesco employees or ‘colleagues’, UK-wide – we saw a clear opportunity to target leading FMCG brands, as well as Tesco stakeholder brands like Clubcard, Tesco Mobile and Tesco Bank, keen to offer targeted promotions to colleagues.
We designed a new media pack with specific appeal for the advertisers we wanted to attract, then set out to build relationships with quality, FMCG advertisers – think Gillette, Pepsi and Panasonic – proposing a mix of display advertising, competitions and advertorial opportunities to keep the content mix appealing and engaging.
The Result
Assured revenues
& a rewarding reader experience
Over 12 months, t-magazine has established a stable mix of quality, brand-aligned advertisers including internal Tesco stakeholders Clubcard, Tesco Mobile, Tesco Bank, F&F Clothing, and FMCG brands Gillette, Pepsi, Hartley’s, Heineken, Walkers & Panasonic.
By building and nurturing these stable relationships, we are assuring future advertising revenues – whilst creating a higher-value, more rewarding reader experience.
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