Creative Loafing

Creative Loafing, also known as CL Inc., was an Atlanta-based publisher of alternative weekly newspapers in the United States, including several Creative Loafing titles, which operated 1972–2012. Creative Loafing is the best source for events in Atlanta, Atlanta Restaurants, Atlanta concerts and shows, Atlanta Visual Arts reviews, Atlanta news and opinion.

TechnoMile’s Custom Solution for Creative Loafing Streamlines Digital Ad Selling and Increases ROI

Creative Loafing is a media company that publishes six of the country’s news week lies such as Washington City Paper and Creative Loafing Atlanta. Like many print publications they decided to expand their business online, but their sales team quickly discovered how difficult it was to sell digital ad space on their associated websites. Since the company was unable to monetize their online properties, they were beginning to struggle financially.

Previously, Creative Loafing was using manual processes to enable their sales team but the act of selling, building, and tracking the profitability of a digital ad was cumber some, which led to reduced productivity from their sales representatives. Selling ads and closing deals became a source of frustration and their sales team would often receive complaints from advertisers when ads were not built correctly or ran on schedule which resulted in lost opportunities.

In order to generate more revenue and be able to collaborate with advertisers on digital ad creation, the company identified a need to change their sales process. They required a system that would integrate digital ads into a financial system, while stream lining the sales process and digital ad creation and tracking process.

Solution

TechnoMile’s team of business consultants and developers studied Creative Loafing’s business processes and came to the conclusion that they needed a custom-built solution to meet their requirements. They came up with a strategic plan that would allow Creative Loafing to simplify the sales process and increase their ROI exponentially through a well-executed integration and customization.

As a way to refine their online ad creation process, TechnoMile created a customized system that took a holistic approach in creating, tracking, and managing digital ads:

Proofout

Proofout was a custom-built solution that simplified the selling and ad creation process and reduced risk for advertisers concerned about ads not being visible on a chosen date or designed to suit their specific taste.

Ads could be built and designed directly on the system. The creation of an ad was broken up into phases which allowed sales representatives to view and analyze the progression of individual digital ads from build to deployment. The system would automatically notify sales representatives about an ad’s current status in the build phase and this added insight gave the company’s sales team the ability to confidently address any inquiries or concerns from their advertisers since it was possible to track the process and progression of building a digital ad.

Since advertisers were now offered additional information into the digital ad building process instead of being shown the end product at the end of their engagement, there was less room for conceptual or technical errors. This low risk model put advertisers at ease, knowing that they were getting exactly what they were asking for, and enabled sales representatives to sell and close deals more easily.

By integrating it with a financial system, it was easier to keep track of contracts and accounts receivables. This made it easier for sales representatives to keep track of money owed.

Results

  • The system which is still in use today continues to generate ROI
  • Increased marketing and sales & operations team’s productivity
  • Received an overwhelmingly positive response from advertisers