ad:tech Exhibitions, a division of dmg World Media, hosts the leading conferences for interactive advertising executives, and has been experiencing exponential growth over the past five years. ad:tech wanted to reach out to its advertisers, sponsors and attendees by creating year-round content and an online community that would enable ad:tech to monetize its strong relationship with its customers beyond three or four conferences a year. ad:tech engaged Native Instinct to define an online community product and write a business plan for the product.
The Challenge:
Define an advertising-supported online community for digital marketing executives that would drive daily traffic and build closer relationships with and among customers.
The Solution:
Native Instinct performed market research to determine the attractiveness and desired features for an online community with ad:tech’s target audience. We defined and prioritized features for an online community and content-driven Web site and email newsletter. Our recommendations were summarized in a business plan with financials for building and operating an online community.
Results:
The business plan and product description created by Native Instinct enabled dmg World Media’s management to perform a build vs. buy analysis to create such a community. Based upon the business plan, dmg made a multi-million dollar decision to acquire iMediaConnection.com, a leading Web site that met all the desired product requirements defined in the product definition and business plan.
