Publishing & Media
Fortune Magazine
Challenge:
Fortune Magazine, Time Warner’s mainstream business magazine for CEO and senior level executive management, was very doubtful that its advertising base and readership would show interest or participate in custom projects around topics in sustainable development, corporate social responsibility and renewable and alternative energy. Pivotal set out to demonstrate the magazine had underestimated an increasing interest within its own Fortune 500 marketplace.
Insight:
Fortune, locked in brand combat with Forbes and Businessweek, constantly sought to uncover new revenue opportunities around focused editorial content. At the media vanguard, Pivotal assessed that triple bottom line sustainability-related issues were quickly congealing as strategic global business growth factors that all multinational corporate interests must begin to navigate.
Solution:
Pivotal develops the publication’s first editorial and branding initiatives on sustainability through a series of niche publishing projects.
Results:
Overcoming a highly skeptical marketplace, the venture develops into a consistent revenue generator and category staple for the magazine’s overall business development and advertising sales.
Bantam Dell - Maserati
Challenge:
Publishing group Bantam Dell, a division of powerhouse Random House, launches the work of a first-time unknown novelist on a scant marketing budget. The author searches for smart ideas to take her story of Hollywood money, power and prestige (Beth Ann Herman’s Power City) and leverage it for thousands of more promotional dollars for the book’s promotion campaign.
Insight:
Aware of product placement’s emerging role in marketing, Pivotal knew applying it to the publishing industry would be an innovation natural. The firm recommended the author insert luxury automobile, fashion and cosmetics brands directly into the editorial flow of the book that were affiliated with Hollywood lifestyle—so that it could package and sell various corporate sponsorship levels for the launch.
Solution:
Maserati Automobiles, which became the title’s primary financial sponsor, created national sales, media and fundraising events tied to the launch. Bantam Dell supported a ramped-up national consumer awareness effort for the novel. Pivotal drove all the elements of the marketing partnership campaign.
Results:
Pivotal transformed a $5,000 nominal book launch into a $50,000 sponsorship plus a $150,000+ media campaign value for Bantam Dell. Generating a 20% upsurge in dealership test-drives, the firm helped imprint Maserati as the #1 luxury sports car brand of affluent Southern Californians.