1. 11/18/2016 Brazilian partner’s discount shopping program goes far beyond tech purchases - IDG Central
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Greg Serson, business development analyst at DigitalNetwork!
Brasileiros, leads efforts to create affiliate revenue streams at IDG’s
Brazilian publishing partner.
Digital > Mobile | Product Management > Shopping
Brazilian partner’s discount shopping program goes far beyond tech
purchases
11/17/2016 05:20:00 PM Like
Hoping to capitalize on the upcoming
holiday shopping season, IDG’s Brazilian
publishing partner DigitalNetwork!
Brasileiros is launching the Club IDG card,
a discount shopping card that could result
in a revenue stream of up to R$16,000
(US$4,600) a month to start, according to
Greg Serson, business development
analyst at DigitalNetwork! Brasileiros.
The company hopes to launch the card by
Dec. 9 to its database of newsletter and
Insider subscribers. These readers will be
offered a one‐month free subscription to
the card, thereafter, they will pay R$3.99
a month ($1.20), or they can opt for a
discounted annual rate of R$43.90
($13.00).
Using the card, DigitalNetwork!
Brasileiros’s subscribers will receive
discounts of up to 35% at a wide range of
retailers, service providers and
organizations, Serson said, including
electronics stores, restaurants, English
schools, universities offering technology
programs, gyms, cinemas, airlines,
clothing stores and more.
The Club IDG card program is the result of
a partnership with Rede Vantagens
(Benefits Network), a company that
specializes in benefit programs and card
management. Other organizations with
similar card programs in the local market
include Rolling Stone magazine, Radio
Antena 1, a São Paulo‐based radio station;
and Brazilian superstar Michel Teló’s
Michel Teló Club. Rede Vantagens is
responsible for signing up and managing
the companies that offer discounts as well as the user experience, including creating the Club IDG web
pages, in exchange for a 50% revenue share.
“We currently have around 100,000 subscribers in our databases,” Serson said. “In our simulations, if 10%
of those users take part in the Club, we estimate that we could make around R$16,000 a month. And we
are basically doing nothing once this is set up.”
And while the company hopes the card will
generate a modest monthly income, it is
counting on an agreement with the
organizations providing discounted goods and
services to generate up to four times that
amount, Serson said. “We have a cost‐per‐
acquisition revenue stream in place in which
we will receive a commission from retailers
for conversions. This revenue source may vary
from month to month, but we are hoping to
average an additional R$40,000 ($11,700) a
month.” Serson said this number is based on
an expectation that half of the Club members
spend up to R$300 ($88) a month.
“Ultimately, we are hoping this revenue
stream will be our bread and butter with
subscriptions a plus. But to get this wheel
rolling, we first need to get users to
subscribe.” After the first round of
registration using their databases to sign up
members, Serson said they will use their
owned channels, including their websites and
social media platforms, to spread the word
about Club IDG. “We have a media plan in
place to leverage our social channels,
newsletters, unsold display inventory and the
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2. 11/18/2016 Brazilian partner’s discount shopping program goes far beyond tech purchases - IDG Central
https://www.idgcentral.com/Business_Area/Digital/Mobile/Brazilian_partner_s_discount_shopping_program_goes_far_beyond_tech_purchases/ 2/2
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Club IDG subscribers can flash their membership cards to
receive discounts of up to 35% on everything from electronics to
English lessons.
corporate events that we organize to recruit
new members. We will also use our Deal Posts
to expose readers to promotions from
retailers that will be even sweeter with their
Club IDG discount.”
Serson noted that this project is part of the
company’s commercial content strategy in
which it is viewing its readers not only as
consumers of technology news and
information but as people with diverse needs
and interests. “Even though readers come to
IDG websites because of their interest in
technology, they don´t consume only
technology, and they are not only executives
or IT guys. They have to maintain their health
by going to the gym, they like to eat, travel
and so on. By embarking on these initiatives
we are creating revenue streams that go
beyond traditional ad units.”
For more information, contact Greg Serson.
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