In order to be successful in today’s media industry, media salespeople must understand how to target a niche within their audience. The finer a publisher can slice their audience, the greater value they can give to a particular advertiser. That’s because an advertiser doesn’t want to reach everyone in your audience, they want to reach the right audience. “It’s all about quality over quantity,” says sales expert Andrew Davis.
In the following video, Davis explains how the retail store chain Tractor Supply dissected its audience to identify an incredibly small but enthusiastic group of hobby chicken farmers. By creating content and events specifically for this group, Tractor Supply was able to create hundreds of thousands of dollars in additional revenue. Publishers can follow the same process, targeting a niche on behalf of their advertisers and craft more profitable advertising packages.
Davis explains how:
View the complete media sales course, “Sell Bigger Deals By Unbundling Your Content, Pt. 1” here.
Ellen Harvey is a freelance writer and editor who covers the latest technologies and strategies reshaping the publishing landscape. She previously served as the Senior Editor at Publishing Executive and Book Business.