“We saw the NRS media proposition as innovative and something our business should be taking advantage of. It’s the structure, formality and process that make it work. ” – Thelma Henderson, Managing Director.
Enter NRS Media
Scottish Provincial Press opted to run the AD Impact programme, because it’s a great way to grow committed revenue that continues over the full financial year. With a core base of customers secured each month, sales staff can focus their attention on the remaining revenue gap and generating additional income.
Competition in the areas of Scotland this newspaper group serves is high, because of the relatively small number of businesses and Thelma could see that the programme offered a really smart way of making sure those businesses spent their money with Scottish Provincial Press, rather than elsewhere.
Many of the customers that AD Impact brings are previous advertisers, so the programme focuses on generating a higher than average spend from them and secures them as a customer for at least 12 months.
Aside from sales, Thelma says she especially loves running the programme because the ‘presentation week’ that NRS Media offer as part of the package is a fantastic team building exercise. Her staff are widely spread across northern Scotland, but during this special week they all come together and work as a team instead of individuals. She said: “Sales people who never see each other start working together towards one goal. It’s a fantastic thing to be part of.”
Thelma in particular uses ‘presentation week’ to get a feel for the local business market. With a room full of small businesses she takes the opportunity to talk to them about their challenges and finds out what they think of the AD Impact programme, good and bad. She then uses that feedback to make the following year’s programme even better.
And the future?
Each year they see growth in revenue and in their fourth year they’ve seen another 10% rise – a statistic which is significant in such a small market.