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Thinking the triple-win way in De Telegraaf

September 27, 2012 by  

Charles Aalders, picture by Brie Logsdon

Charles Aalders, Manager New Business Consumer market, Telegraaf Media, Amsterdam gave a short, 7 minute brainsnack presentation during the INMA 2012 European conference in Hague. He spoke about how turning the publishing company into a (r)e-tailer, can help build engagement and the brand.

De Telegraaf is the largest dutch newspaper. It has:

  • 600 000 subscribers
  • 2 million print readers
  • 4 million unique users per month

The key to success for De Telegraaf is:

  • to know the readers’ needs
  • to earn readers’ trust
  • to get people used to the offers
  • to offer a wonderful stage for manufacturers

They doubled the role in the value chain and became e-tailer by offering an e-bike. After asking the readers what product they were missing in the e-shops offers, they found out what the perfect bike should be like. They offered an e-bike for 800 Euro, for both women and men, with free of charge delivery, free of charge repair at home, and free road assistance for one year.

The result was astonishing. They sold 1400 e-bikes in 3 months, with a turnover of 1,1 million euro. 44.000 unique users visited the product pages, they had 16.000 viewers of the infomercial. In 2012 De Telegraaf sold next 700 e-bikes.

So the idea here is to turn readers into customers and the other way around – turn new customers into readers by offering them special bundles. It is thinking in the triple win way.

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