Last year, we reported on a success story unfolding in a couple of rural Minnesota newspaper markets. Picture a landscape where the number of auto dealers can be counted on one hand and where most dealers were cautioned by OEMs to steer clear of print. None of that slowed down two champions who put their newspapers back on the demand side with the most influential dealers in town. Against prevailing trends, these two Adams Publishing Group newspapers became the stage for impactful virtual sales events, reaching unprecedented levels of success.
Today, these two markets are running more virtual sales events than ever before and have expanded their clientele beyond the automotive sector. Read on to learn more in this 2-4-1 story of success in the digital space, and how these markets have grown since last year, setting a pace to break sales records in 2024.
I - Introduction
A success story is unfolding in a couple of rural northern markets, and it keeps getting better year after year. Picture a landscape where the number of auto dealers can be counted on one hand and where most dealers were cautioned by OEMs to steer clear of print. None of that slowed down a couple of champions who put their newspapers back on the demand side with the most influential auto dealers in town. Against prevailing trends, these Adams Publishing Group newspapers became the stage for impactful virtual sales events, reaching unprecedented levels of success.
This story highlights how virtual sales events armed a couple of account reps with a solution that broke through tough barriers and boosted digital revenue where most papers stumble and fall. Even as OEMs persisted in advising auto dealers to distance themselves from print, with some even withdrawing co-op dollars, these resilient individuals demonstrated that success thrives through innovation and strategic adaptation.
Subjects:
Adams Publishing Group newspapers in Minnesota:
Mesabi Tribune – Virginia, MN
Grand Rapids Herald-Review – Grand Rapids, MN
Waconia Patriot – Coon Rapids, MN
II — Challenge: APG North Minnesota
In February 2021, the Mesabi Tribune and Grand Rapids Herald realized that print was losing steam with automotive revenue. With only a couple of automotive dealers to approach — most of whom had already pulled all marketing budgets away from print — finding an innovative digital solution was a significant challenge. The newspapers lacked the resources to design, develop and maintain dynamic digital assets quickly and efficiently. Additionally, obtaining reliable inventory feeds from dealers was another substantial hurdle. Another gap in offering a digital solution was the ability to provide multimedia performance results in advertiser reports.
Despite these challenges, the papers still had great reach and exposure to a hyper-local and loyal audience through both print and online readers. However, local dealers were being pitched by savvy digital marketing and sales agencies. The only way to even get a foot in the door was by coming up with something innovative.
III — Overview
The Mesabi Tribune and Grand Rapids Herald approached their local dealers with a new and exciting digital campaign, the Virtual Sales Event from Wehaa. A hands-free multi-media event that provides direct VDP clicks to dealer’s website, branded sales collateral and dealer demos. It wasn’t long before the paper secured Hibbing Chrysler Center to run a two-week event that combined dynamic digital assets including a geo and behavioral targeted social media campaign fully managed by Wehaa.
IV — Results
The results were overwhelmingly positive, prompting Hibbing Chrysler to commit to running another virtual event the following month. Once again, the results were favorable, with the dealer noticing increased foot traffic during the event dates. In fact, the dealer’s advertising agency contacted the sales team at the Mesabi Tribune to inquire about the source of the new traffic. Tom Aune, account executive at Mesabi Tribune, recently recounted this conversation with the dealer. Mr. Aune then successfully pitched and executed back-to-back virtual events, each yielding favorable outcomes attributed to robust promotional efforts.
The undeniable success convinced Hibbing Chrysler to secure monthly virtual sales events for an impressive 24-month stretch. As of today, they are running multiple sales events throughout the year.
The news of these successful events spread, enabling Mr. Aune to sign up Hibbing Ford, a dealer outside their DMA market. With assistance from Wehaa’s social media targeting, the virtual event effectively zeroed in on geo-targeting the dealer’s footprint. After the event, the dealer called Mr. Aune to praise him for the boost in foot traffic and sales during the event. This success led to the Ford dealer signing up for additional events.
2024 is witnessing a record-breaking year for virtual events in Hibbing/Grand Rapids. The sales team has secured back-to-back events with Hibbing Chrysler, Grand Rapids GM, North County Chevy and Ford of Hibbing, executing an impressive 19 virtual events so far this year!
I — Introduction
Another Adams Publishing Group in East Central Minnesota is also back on the demand side with automotive dealers and champions when it comes to Virtual Sales Events. Despite having a limited number of potential automotive dealers, they continue to run regular virtual events. Their success extends beyond automotive dealers to include repeat business from a custom furniture advertiser and a new advertiser, Waconia Comfort, an HVAC/heating/plumbing/fireplace company.
II — Challenges
Back in 2021, Mike Specht, multimedia senior account executive at Sun Patriot, had established a great relationship with the local Waconia Ford dealer, who was informed by Ford that they would no longer support print co-op. Faced with the challenge of finding a new method to promote inventory through digital media, Mr. Specht saw an opportunity to present Wehaa’s Virtual Sales Event. After discussing the components and an intriguing digital promotion, Mr. Specht set up a 15-minute demo with his contact at Waconia Ford. To help ensure success, he enlisted the support of Wehaa's VP of Sales, Kevin Collins, for the initial demo.
Leveraging a strong alliance with the local Waconia Ford dealer and an innovative, hands-free digital campaign, the demo was a success. Mr. Specht orchestrated a compelling President’s Day Sale pitch and, with the help of Wehaa, secured digital co-op compliance for a two-week virtual event.
III — Results
Sun Patriot’s promotional efforts included prominent placement of dynamic display banners on the homepage and interior pages of their website, HTML emails and social media targeting geo and behaviorally segmented users, plus a beautiful print ad featuring hot-selling cars and trucks. Wehaa's provision of dynamic creative assets streamlined the process for the newspaper, contributing to the success of each event. Buoyed by these achievements, Mike Specht has been able to secure month-over-month events and is on pace to surpass the number of events from 2023.
To date, Mr. Specht has successfully sold virtual sales events to Fury Ford, Lenzen Chevy/Buick, Yetzer's Custom Furniture and Waconia Comfort. The outcome of these events has been resoundingly positive, prompting the dealers to recognize the newspaper's influential role in conducting successful digital events across various mediums.
Waconia Comfort – Mr. Specht arranged a demo with the owner of Waconia Comfort and had Wehaa’s VP of Sales, Kevin Collins, lead the technology presentation and handle any technical questions. The owner was impressed with the comprehensive digital coverage of the virtual event and inquired about increasing his marketing footprint. Mr. Collins explained how the social media component could be used to pinpoint areas outside their footprint by marketing specific zip codes. This approach secured the win, and Wehaa will be promoting five categories of service: AC, heating, plumbing, fireplace service and a monthly service club.
IV — New Record
Wehaa recently introduced new methods to drive additional VDP (Vehicle Detail Page) clicks, and Mike Specht added promotional ads to an existing email newsletter, enhancing the performance of his already successful formula. Sun Patriot recently set a new performance record. The Fury Ford 1-Year Anniversary event garnered over 8,330 VDP clicks during a 3-week event. The dealer was thrilled and signed up for two more events, including a July 4 Sales Event. Weeeehaaaaa!
Anniversary Event Report:
A promo ad was placed on top of the newspaper’s Today’s Headlines newsletter. The clicks from the ads went to a dedicated landing page promoting Fury Fords inventory. The newsletter went out Monday, Wednesday and Friday mornings and contributed to approximately 300 additional VDP clicks.
V — Conclusion
The achieved success from APG’s Minnesota markets has spread throughout the company and new papers are finding the sweet spot to boost online ad revenue with automotive. New markets include 4 in East Idaho (they just wrapped up their first one and the dealer renewed for 3 more this year) and 6 in Wyoming. Virtual Sales Event also works great on RVs, boats, powersports, furniture, appliances, etc. We encourage you to think outside the box and tap into this year-round revenue opportunity.
Mr. Specht recently presented his success story to corporate and regional sales leaders within Adams Publishing Group. Michael Martoccia, vice president digital with Adams Publishing Group, created a major push on the virtual sales event concept, including a companywide kickoff presentation, asking all markets to start selling it.
No single solution has helped more media publishers get back on the demand side with local automotive dealers than Virtual Sales Events. Wehaa's multi-media short term virtual event is so popular some of our partners have multiple events running simultaneously. July 4th is one of the best times of the year to help your local dealers move inventory.
But don't just take our word for it. Our advanced dealer reports provide in-depth insights, offering a clear and comprehensive view of critical metrics. These metrics drill down to the VIN#, leaving no stone unturned in assessing the impact of your virtual event.
Timing is great to order a July 4th Virtual Sales Event and back it up with an evergreen digital campaign. Co-op compliance is available for most OEMs. Schedule your demo today and see just how easy it is.
Virtual Sales Events work for auto, RVs, furniture, boats, trucks, appliances, motorcycles, etc. For a detailed case study including what makes a Virtual Sales Event a success and reporting statistics, please send an email to Kevin@Wehaa.com.
