PARTNERSHIPS & MEDIA
Much of the marketing budget at Homestyle magazine was based on contra advertising arrangements. I was challenged with the issue of how could nationwide media coverage be achieved at little or no cost to enhance brand recognition and encourage magazine sales?
I approached a national radio station with promotional idea and secured free prime time radio coverage in exchange for an exclusive competition with us as joint partners. The promotion was called the 97 Minute Makeover (radio station’s frequency was 97FM) where people entered the competition run and publicised by the station. The winner would receive a complete makeover on a room of their choice within 97 minutes. To fund the promotion, I negotiated contra agreements with suitable suppliers to provide design services and products in exchange for being on the front page and part of an internal feature in the magazine.
The result of these partnerships and promotion was national radio breakfast show exposure for a month as well as free advertising and a website presence, which drove brand awareness and contributed to a 7% increase in year on year sales, which was contrary to industry trends.
7% increase in year on year sales.