Lowering overheads and growing revenue
Rawnet recommended that Newtrade evolve their digital landscape to enable them to lower their print overheads and offer a new range of products online through advertising and subscription models.
This project launched with a full research phase at the beginning to really define what the users wanted and needed; what their competitors were doing and what the best ways of achieving the end result would be.
This up-front investment in strategy made way for an exciting game-changing project that completely transformed their business model.
Shaping the brief
Newtrade released a brief to bring their publications online. Being Rawnet, we questioned that brief and instead of pulling together a presentation that essentially made a clickable online PDF version of their magazines, we decided it was time Newtrade improved their online proposition for their readers.
In order to achieve this we suggested that they move their business online (not solely at first due to their audience wants and needs), but gradually by giving the audience the options many of them were keen to explore.
Newtrade is the umbrella company for a few brands; Better Retailing, RN, Retail Express, the IAA and LSS. None of these brands were performing to the best of their ability commercially and we needed to come up with a new way of pushing everything that they stand for out to the already engaged audience and expand on this.
Commercial Advancement at the Heart
As our logo suggests, at the heart of every project we undertake is the drive to push Commercial Advancement. We don’t do stand-alone campaigns. We don’t create short-lived or short-sighted strategies, we’re here to work with you on your organisation’s journey.
The solution began with our Strategy team, who were tasked with carrying out an analysis of the completed market research, expanding on it with competitor and industry reviews. They ensured a full investigation of the best route to product definition had been completed, resulting in subscription models with added value at different levels - all of which appealed to the target audience.
Next we had to build a platform that was fully accessible, stable and secure with enough functionality to allow the Newtrade teams to run added value marketing within the site, build their own pages and for the journalists to work through their current process workflows for editing and publishing.
Following that, we integrated said platform with social API feeds so that we can make the most of their journalists’ online voices.
Finally integrations with CRMs were completed to enable the marketing team to have full insight into the status of users as well as visibility via Analytics of what is and isn’t working across the site and their other channels.