Innovation in media advertising. - Publicitas AG

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Index Publicitas Dynamic Pricing: 3 A Successfull Innovative Project. Adding Dynamics to the Print Market. 5 Project Begin in Fall 2006 Overriding Objectives and Expanding Scope Intensive Preparation Phase The Concept is Developed. 7 Overriding Market Trends The Impact on Publishers Idea Generation The Most Important Findings Segmenting and Clustering. 8 Group 1: Simplifi cation Group 2: Packages Group 3: Dynamics Group 4: Performance Group 5: Customer Loyalty Real Success Stories. 12 Next Steps and Timeline. 14 A Platform for You. 15 www.dynamic-pricing.ch The Vision
Publicitas Dynamic Pricing : A Successfull Innovative Project. The print media industry is one of the few fields, where a dynamic pricing and offers approach in the sense of sales promotion and building customer loyalty is still not consistently used. Even though individual offers are available in the market, there is no apparent system to how these are put together. Publicitas dynamic pricing is the first offer and pricing project, where the price structure has been systematically developed for media products. The basis is the result of profound marketing considerations in the area of pricing, products, and promotion. In 2006 while working in close collaboration with its partner publishers in the Swiss marketplace, Publicitas started a project called «dynamic pricing» for flexible and innovative offers in commercial print advertising. Working together with these partner publishers and countless newspapers and combinations as well as in the Internet, cinema, and other advertising forms, various offers were tested in the market starting in January 2008. These included last-minute offers, name-yourprice, time-of-booking, advertising space auctions and other, tailored models. The use of sales promotion and customer loyalty as a marketing instrument comes with a danger of price erosion. The Publicitas dynamic pricing promotions practically always have a limited time period and are used for the sale of unsold pages, build customer loyalty or as a measure for additional sales, for example. The danger of price erosion is limited through this. In part, Publicitas dynamic pricing is entering into unexplored territory with its offers, since previously launched offers serve as tests under real market conditions. All of those involved are aware that there will always be successful and less successful tests. Promotions, which do well in market tests, are examined for the factors for success before the offer form is added to the offers and services documentation for the marketed media. The tests serve both as an operative trial run for the offer with its requirements for systems and handling organization as well as an evaluation of the needs of the market and the media owners. From January to June 2008, around 10 partner publishers actively sold over 30 dynamic pricing offers in the Swiss market. During this period, over 25 newspapers and newspaper combinations along with other media, such as the Internet and cinema, were included. The offers were mostly targeted at the local and regional level. Only a small portion of all offers were platform based; therefore you will find only the dynamic offers on the www.dynamic-pricing.ch platform. Around 20 other offers are planned for fall and winter 2008. The first half of 2008 provided very interesting and indicative results. Six-figure revenues in Swiss francs were achieved monthly. Both the number of customers as well as the number of new customers grew considerably and exceeded the targets. The Swiss print media showed itself from its innovative, active and dynamic side throughout the project so that there was a measurable image improvement. 3
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Page 9 and 10: Group 1: Simplification Description
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Innovation in media advertising. - Publicitas AG

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