Make the conversation personal
Scheduled one-on-one meetings with advertisers to explain their reports, discuss the potential for business growth, and demonstrate online advertising use cases they could understand.
The Real Estate Book / Publication growth · Print + digital
Turn unfamiliar analytics into confident advertising decisions.
Advertisers were receiving reports and announcements about new online advertising options. Brandy recognized that understanding the information was the barrier to using it, and developed a personal approach to client education and sales.
16 → 190+
publication pages during Brandy’s tenure
THE BUSINESS NEED
Analytics were unfamiliar to many advertisers. Sending reports and service announcements did not explain what the numbers meant or how a new advertising option could help an individual business.
THE WORK / BRANDY’S CONTRIBUTION
Give people a reason to meet
Created targeted printed flyers and delivered them to prospective and existing advertisers with a PayDay candy bar, inviting them to a sales and training conversation.
Connect understanding to a purchase
In the first meeting, explained the reports and online options to an established real estate professional. Following the conversation, the advertiser increased her print page count and purchased a digital banner.
THE OUTCOME
The first advertiser increased her print advertising and added a digital banner after the meeting. The professional relationship continued for years.
Across Brandy’s tenure, the publication grew from 16 pages to more than 190 pages and over 200 active advertisers. That broader result reflects the work of sales, operations, and creative colleagues as well as Brandy’s contribution.
WHAT THIS WORK SHOWS
Client education can be a business-development strategy: make the information useful, demonstrate a relevant opportunity, and give people confidence to act.
Client education / Analytics interpretation / Direct marketing / Print + digital advertising / Business development