Brand Extensions, !
   Plus Products,
    Collaterals, !
  Line Extensions !
or The ‘Third Leg’ ?
« Quote »


“It’s not about pure profit on promotions. It’s always !
about a mixture of the types of value you add when !
d...
Core Strategic Assets


•  Editorial Content!


•  « Look & Feel »!


•  Tradition & heritage!


•  Perceived Value!


•  ...
Non-Strategic Assets


Definition!

Non-strategic assets are assets that!

    -  are not the inherent « essence » of the n...
« Quote »


“Great Irish Writers has been to date one of the best
newspaper promotions that I have ever been involved in.
...
Non-Strategic Assets



•  Brand!

•  Media!

•  Distribution!

•  Marketing!

•  Database
Non-Strategic Assets

•  Brand!                              •  Media!
   - Immediate brand                      - Means o...
« Quote »


“If a newspaper promotion is well chosen it definitely
adds value to your brand. !
Branding a product by person...
Non-strategic Assets:!
Single Copy versus Subscription Based Environment

                          Single Copy!          ...
Value Added Product Considerations



•  Strategy : Why am I doing this?!

•  ‘Mass’ or ‘Class’?!

•  Editorial « buy in »...
Value Added Products

                               Circulation



                                    Part work and
    ...
Where is your brand?

                       Brand!
                    Circulation


                                    ...
« Quote »


“The key to success remains the quality of the products
and the service to your readers. The association betwe...
The Essence of Brand Extensions

•  Different type of promotions go with different type of newspapers and
   different com...
Thank you!

   Maximilian Weiner!
maximilian.weiner@paperviewgroup.com!
           +32 477 1 31 60!
           +1 646 207 ...
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Brand Extensions, ! Plus Products, Collaterals, ! Line Extensions ! or The ‘Third Leg’ ? - Max Weimer

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Brand Extensions, ! Plus Products, Collaterals, ! Line Extensions ! or The ‘Third Leg’ ? - Max Weimer

  1. 1. Brand Extensions, ! Plus Products, Collaterals, ! Line Extensions ! or The ‘Third Leg’ ?
  2. 2. « Quote » “It’s not about pure profit on promotions. It’s always ! about a mixture of the types of value you add when ! doing promotions that in the end will make you sell ! more newspapers.”! Philip Gielkens, Marketing Manager ! Het Laatste Nieuws (Belgium)!
  3. 3. Core Strategic Assets •  Editorial Content! •  « Look & Feel »! •  Tradition & heritage! •  Perceived Value! •  Advertising!
  4. 4. Non-Strategic Assets Definition! Non-strategic assets are assets that! -  are not the inherent « essence » of the newspaper! but…! -  are assets that are nevertheless indissociable from and an essential part of the day-to-day activity of a newspaper.
  5. 5. « Quote » “Great Irish Writers has been to date one of the best newspaper promotions that I have ever been involved in. The project worked at brand level, at retail level and of course it was a real winner for newspaper sales. ! The collection was a perfect fit for our newspaper as it promoted the written Irish word - this in essence is what our business is all about.”! Geoff Lyons, Brand Manager ! The Irish Independent (Ireland)!
  6. 6. Non-Strategic Assets •  Brand! •  Media! •  Distribution! •  Marketing! •  Database
  7. 7. Non-Strategic Assets •  Brand! •  Media! - Immediate brand - Means of leveraging recognition by readers and non- communication (self-promotion)! readers! - Other media within group! - The reader already is a client! - Ability to barter/exchange with - A known entity other media (radio, TV...)! (relationship of trust)! •  Marketing! •  Distribution! Above and beyond traditional - Distribution network and marketing activities, newspapers powerful logistics! have teams that are ready and able ! to conduct significant promotional campaigns that are in tune with ... Every 24 hours ! ! readers and a total market environment. •  Existing Database(s)!
  8. 8. « Quote » “If a newspaper promotion is well chosen it definitely adds value to your brand. ! Branding a product by personalizing it, is even more appealing to the reader. There are no restrictions (besides ‘dodgy’ products) as long as they are well chosen and match your existing brand.”! Laurence Genevet, Commercial Director! Nice-Matin!
  9. 9. Non-strategic Assets:! Single Copy versus Subscription Based Environment Single Copy! Subscription Based! Immediate brand recognition.! Brand! Existing clients.! The same! Relationship of trust.! Powerful platform for using! Excellent for buyer retention Marketing! point of sale for reader and reader conversion.! acquisition. Impulse driven Less good for acquisition environment! (although there are possibilities in using databased marketing).! Single-copy newspapers have Difference is on case-by-case Distribution! superb existing distribution basis, but generally limited infra-structure and significant penetration and leverage! leverage in the channel.! Typically very limited.! Provides excellent variety of Database! possible uses, with powerful segmentation tools.!
  10. 10. Value Added Product Considerations •  Strategy : Why am I doing this?! •  ‘Mass’ or ‘Class’?! •  Editorial « buy in » or editorial «  support »?! •  Long term or short term? ! •  Subscribers or single copy?! •  Internal or external?! •  How often? !
  11. 11. Value Added Products Circulation Part work and Part Works derivative product combination Games & Competitions Literature collections Cinema VHS/ Documentary DVD VHS/DVD Thematic Collections Music Special CD’s Editions Costs Revenues
  12. 12. Where is your brand? Brand! Circulation Part Works Part work and Literature derivative Thematic collections product Collections combination Special Documentary DVD Editions Cinema VHS/ DVD Games & Music Competitions CD’s Damage! Costs Revenues ! Added Value
  13. 13. « Quote » “The key to success remains the quality of the products and the service to your readers. The association between a plus product and your brand is always present. You can never allow yourself to lower your brand credibility, because of a non-matching image between newspaper brand and plus product.”! Nicolas Corneau, Commercial Director! La Nouvelle République du Centre-Ouest
  14. 14. The Essence of Brand Extensions •  Different type of promotions go with different type of newspapers and different components of your brand! –  filter your brand values (aspirational, utilitarian, entertaining/fun)! –  a brand is not one single emotional perception! –  different components require different marketing for different products! •  Strategic branding! –  what is my brand today?! –  how do we want it to be perceived tomorrow?! –  which products are we going to launch to make that happen?! •  Interaction between brand and promotion! –  promotions can leverage your brand and vice versa! –  new topics: long term implementation ! –  branding is part of long term strategies! –  is your core product still the newspaper or is the newspaper a necessity! •  BRANDS ARE EMOTIONS!!
  15. 15. Thank you! Maximilian Weiner! maximilian.weiner@paperviewgroup.com! +32 477 1 31 60! +1 646 207 6271

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