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Single Copy Growth Initiatives

Single Copy Growth Initiatives. SCMA Round Table Session. Steven Q Edwards Sr. Marketing Manager Cox Media Group. Session Overview. Strategies to grow revenue and improve retail partnerships Leveraging scan-based trading Applying digital resources to support print promotion

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Single Copy Growth Initiatives

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  1. Single Copy Growth Initiatives

  2. SCMA Round Table Session Steven Q Edwards Sr. Marketing Manager Cox Media Group

  3. Session Overview Strategies to grow revenue and improve retail partnerships Leveraging scan-based trading Applying digital resources to support print promotion Forming a directory for promotion ideas

  4. Co-Promotion Assets Audience Reach Digital Influence Social Network Impact In-Paper Ad Power Point of Purchase Material

  5. “Doing co-promotions will eventually get you better positioning and more POP in store, so you’re looking to drive sales in the years ahead” Maria Ravera The Sacramento Bee

  6. Promotional Elements • Turn-keys for retailer to execute • Charities supported by retailer • Seasonal opportunities • Simple tracking • Advertising relationships • Neutral revenue • Sufficient # of outlets to move the needle

  7. Key Marketing Challenge Questions to Consider: • Why hasn’t the retailer solved this challenge already? • What retailer behavior must be modified? Solidify: • Target Description • Benefits Sought • Competitive Perceptions • Existing Positioning

  8. Session Structure Select category to execute promotion Select top 2 concepts Detail retailer benefits Estimate cost

  9. Let’s Get Started!

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