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Drillbit
Case Study : GET DEEP Revenue Program
PROGRAM
OVERVIEW
Drillbit's exclusive GET DEEP campaign is an innovative and
highly targeted marketing program for alternative weeklies
and other arts-related publications. GET DEEP was developed
to generate both revenue and reader interest by reusing existing
content.
GET DEEP
ENABLES A PUBLICATION TO:
| 1. |
Effectively
and efficiently deliver a narrowly defined niche interest
group to specific advertisers. |
| 2. |
Re-use
existing content to create an entirely new revenue stream. |
| 3. |
Promote
the uniqueness and depth of online content to the wider
market while increasing both site traffic and niche audience
share. |
At
the core of GET DEEP is the ability to deliver targeted and
relevant sponsored events to online users while they are actively
looking for them.
Metro
Times is excited about the possibility of other new products
made possible with the Drillbit infrastructure, including
a local music yearbook and an annual nightlife bible.
CASE
STUDY
The Detroit
Institute of Art (DIA) is Michigan's largest art museum
and one of the premier art venues in the U.S. Recently, the
DIA signed an exclusive one-year contract with Detroit's Metro
Times alt-newsweekly to sponsor a DEEP ART campaign.
The
hallmark of any GET DEEP campaign is an integrated blend of
both Web and print. DEEP ART starts with DIA-branded print
ads. The print ads tell the paper's entire readership about
Metro Times' comprehensive online arts calendar. Meanwhile,
Web visitors see actual DIA events whenever they search for
arts-related things to do.
The
Metro Times Web site was built using Drillbit's award-winning
Metropolis™ and DrillPress™
products. The Web site's technology allows Metro Times to
communicate directly with specific portions of their readership,
making niche revenue campaigns like DEEP ART possible. Future
GET DEEP campaigns will serve blues fans (with a blues club
partner), jazz aficionados (with a jazz venue partner) and
other distinct communities within the Metro Times readership.
BENEFITS
TO METRO TIMES
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Positioned
Metro Times to meet the evolving needs of a valued advertiser |
| • |
Provided
incremental and high margin revenues (the program involves
no incremental print pages and creates a revenue stream
around an existing product, e.g. the Web site) |
| • |
Created
a truly unique and highly differentiated ad vehicle |
| • |
Used
existing content to create a new revenue stream (no new
content needed) |
| • |
Further
positioned Metro Times as the source for arts information |
BENEFITS TO DIA
| • |
Highly
targeted and measurable program |
| • |
Further
positioned DIA brand as the innovative market leader |
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