Burger Card Generates $15K for the Lexington Herald-Leader

by Liz Crider Second Street

Case Study Highlights

  • Generated $14K in revenue
  • 733 cards sold
  • Added tons of new users to database
  • Already set to run next year with even more restaurants

The Idea

The Lexington Herald-Leader, a part of The McClatchy Company, is a 117,980 (Sunday) circulation newspaper in Lexington, Kentucky. McClatchy’s ecommerce brand, dealsaver, operates in 27 markets.

The paper had struggled with pitching traditional half-price deals to several of the top local restaurants in their market. They needed a new opportunity to offer to these restaurants.

The Execution

The Lexington Herald-Leader developed the Burger Basket Card as a new and unique solution to feature these restaurants. The multi-merchant deal card offered customers a standard cheeseburger and a side item from each of the six participating for $20.

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The card included a trade agreement rather than a traditional revenue split. In exchange for their participation in the card, each participating restaurant received an individualized advertising package and brand inclusion in all Burger Basket Card promotional materials. That means 100% of the revenue stayed with the media company.

The individualized advertising package that each restaurant received was valued at $14,400. The package included the following options, which were to be used within 12 months, at the advertiser’s discretion:

  • Two quarter-page full color ads in the Lexington Herald-Leader
  • Two quarter-page full color ads in the Sunday Select
  • Two quarter-page or one half-page full color ads in Weekender
  • An exclusive rotating leaderboard on Find & Save page on Kentucky.com

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Additionally, the Lexington Herald-Leader included participating restaurants in the following Burger Basket Card promotional materials:

  • Monthly 2×1 front page ad promoting the card
  • Monthly quarter-page ad promoting the card
  • Daily card recognition on the dealsaver.com spadeas
  • A landing page on Kentucky.com that included direct hyperlinks to individual restaurants
  • Floorboard ads on Kentucky.com promoting the card with restaurant logos
  • Card recognition on dealsaver.com and Kentucky.com’s Facebook, Twitter, and Pinterest
  • Card recognition in the dealsaver widget on the Kentucky.com Homepage
  • Card recognition on dealsaver’s Sunday half-page

In total, each merchant received $39,400 in advertising.

The Results

The Burger Basket Card sold 733 cards and generated $14,660 in revenue for the Lexington Herald-Leader! This promotion not only achieved deal revenue but also added many new registered users to their database.

The key to success was the high caliber of restaurants that participated. Also, these popular and well established restaurants didn’t have restrictions for the card – which made it easy to understand and use for the customers.

Due to the success, the Herald-Leader has created the 2015 Burger Basket Card. It is up and running with more restaurants than the year before!

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Liz Crider Second Street

Liz is a Director of Affiliate Success at Second Street and has extensive background in media. She is a huge advocate of the power of engagement campaigns for every department within an organization, including sales, marketing, audience development, and editorial.