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PROBLEM / OPPORTUNITY:
A major Pennsylvania newspaper was experiencing a decrease in sales, lack of motivation of their sales staff, and sales staff turnover that was unparalleled.
Cornerstone Research conducted a series of advertiser studies to uncover the perceptions of the sales staff and value perception of the newspaper. Focus groups uncovered emotional reactions to sales staff actions, while telephone studies established a measurable benchmark from which to create a plan of action.
The newspaper completely redesigned its sales structure, creating an entirely new way of selling advertising. The result: a sales increase of 5% in the first year, 12% in the second. And they were recognized as "revolutionary" among the industry leaders.