Forbes adds new media to audience development marketing mix.
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BACKGROUND
Forbes is one of the largest business magazines in the world. As an industry leader, Forbes is always looking for innovative ways to promote it's brand.
SOLUTION
To build awareness and impact newsstand sales of the "400 Richest People in America" issue, Forbes tested an interactive taxicab ad. To add to their marketing media mix, GRI suggested a brand new media channel -- TiVo. For both programs, GRI developed the concepts and creative assets which consisted of interactive banners and offer copy. The banners "teased" the viewer to click-through with a high-interest question.
RESULTS
Taxicab click-throughs far exceeded the industry norm according to the Taxicab marketing firm. As for newsstand sales, it was impossible to know how many additional issues were sold as a result of the ad. The TiVo platform generated close to 1,000 new subscription orders over a 2 month period. The final payup numbers will determine the ROI.
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