Before working with NRS, Fairfax Media were faced with a number of business challenges. As a business they had been focusing and were skilled in selling mainly half and full page advertising space to larger businesses. As a result they found that their mix of advertising versus editorial content suffered as they had no smaller ads to fill their newspaper pages, and overall revenue was being impacted. Secondly, Fairfax’s sales team had been concentrating their efforts on keeping their existing customers happy and engaged that they had very little quality prospects in their pipeline.
Enter NRS Media
Having used NRS Media before in a previous media company and seeing Fairfax’s challenges, an employee recommended to Damien Tomlinson Commercial Manager that they should consider using NRS. Having used database building agencies before Damien openly admits at being sceptical as to whether it would work, but was thrilled at the outcome.
“The difference with using NRS Media is that their approach is all about relationship and trust building. Our reps met their prospects two or three times before they even got into the sales process. The NRS Media approach not only helped sales but also customer retention” Damien Tomlinson, Commercial Manager Fairfax Media
Fairfax Media gave themselves a target for the programme that they were running with NRS Media. In their first year Fairfax overachieved their target by 250%. “We were blown away with the results even after a half a day seminar” Damien Tomlinson, Commercial Manager Fairfax Media
Not only did Fairfax Media overachieve their new business target but they also found that their customer retention increased. Since running the NRS Media programme they’ve only lost three customers, two of which have gone out of business.
New customers, increased revenue and retention were not the only outcomes Fairfax found by using NRS Media to help them with their sales approach. Internally, Fairfax have found that morale has increased and they find staff more enthusiastic. “We’ve seen a big significance in the staff that have gone through a NRS programme and those that haven’t” said Damien Tomlinson, Commercial Manager Fairfax Media.
The results showed Fairfax Media that there is still a significant demand in the market for press advertising. The NRS Media programme has helped them to articulate what their point of difference is in the market. Their customers are also clearer on how utilising Fairfax’s three newspaper network proposition benefits them as opposed to just advertising in one of their channels. “We now have the challenge that we have so many smaller adverts that we need to sell more half and full pages, it’s a nice problem to have” said Damien Tomlinson, Commercial Manager Fairfax Media