USA Today: Case History
It’s one thing to establish a leadership position by creating a new type of product, such as USA Today. But it’s quite another to step into an arena already dominated by a prestigious, top-quality and market-wise competitor.
Taking on the Wall Street Journal.
But this is precisely what USA Today proposed to do…enter the business news field, selling its online news service, Decisionline, to corporate users against the long-established Journal.
Decisionline, of course, had a difference…instant electronic accessibility, absolute immediacy, and total selectability. No waiting for the mail delivery, no day-old news, no wading through pages of unwanted information. And it had something else.
How to multiply a sales force of two.
It had the sales marketing smarts of RMR & Associates to help promote it. USA Today retained RMR to assist in developing the most effective way to get this new online news service into the hands of users.
Working with USA Today’s two-person sales team, a three-stage advertising, direct mail, and fulfillment campaign was devised. With such heavily entrenched competition, boldness was the order of the day and a two-week free trial offer was headlined, “Give us ten minutes and we’ll give you two weeks.” The lack of a sales force became an asset as the advertising and direct mail promised “no salesperson will call.”
Turning two weeks into a long-term relationship.
The campaign not only demonstrated the best marketing approach for Decisionline, but produced an overwhelming demand for demos. And the direct mail effort was recognized by the Information Industry Association with its prestigious IMMY award.
It also created a long-term relationship for RMR, as USA Today subsequently called on the agency’s services to market the electronic news service in France and help promote the publisher’s book offerings.
To see how RMR & Associates can help you take on the competition, call today. 301-230-0045 gets you off to a great start.
“Our phones rang off the hook during the campaign. RMR worked with us every step of the way, and really encouraged us to be realistic about the market.”
Janet Newall, Director of Marketing for USA Today