In 2014 Sanoma Digital's Performance Concepts team explored exciting new ways of making smarter use of Sanoma’s email database for advertisers.
The use of email databases is a very effective way of helping advertisers reach their targets and generate leads, such as newsletter subscriptions, brochure downloads and opt-in telephone numbers. This is the thinking behind the development of new lead concepts, deploying all Sanoma media channels, like print, websites and (mobile) display advertising.
"During the second half of 2014 Sanoma Digital embarked on an exciting new strategy," says Frank Dionisius, Manager Performance Concepts. His team initiated a loyalty campaign using the Libelle magazine brand. They developed a customer competition and on the strength of the Libelle brand collected high-quality leads for Dutch national lottery operator, Staatsloterij. In it, the cover of the magazine carried a unique code that could be used to register on a special online platform. The campaign was explained in more detail inside the magazine and underscored through the use of the Libelle website and e-mail database. This first campaign harvested over 78,000 respondents who filled in compulsory name and address fields. Not wanting to seem to take advantage of its readers, leaving a phone number was made optional. However, over 44,000 people left their phone numbers so they could be called by Staatsloterij with a unique offer.
This campaign produced leads that generated substantial revenue and the success of the concept led to a year-long deal with the Staatsloterij. The plan now is to roll it out across the whole Sanoma network. An advantage of working with email databases is that it’s possible to establish what works best in getting as many people as possible to the platform, something that cannot really be done with print. "It means we can continuously fine-tune our actions to get the best results," says Dionisius.
Dionisius’ team then repeated the process for energy company Essent, again exploiting the strength of the Libelle brand to run a customer competition. However, they did a few things differently the second time around. For example, by using a digital tool they could ensure that 95% of the data people were giving was genuine. It was a minor adjustment, but it boosted turnover by 25%. "The concept works like a charm," concludes Dionisius. "In the future we intend to expand beyond print and use other Sanoma websites and mobile channels such as NU.nl, and to approach advertisers in other segments too."
Arthur Hoffman: speed, agility and quickly changing course when needed
It has been an important and eventful first year for Sanoma Digital. The newly formed business unit is part of a matrix organisation, together with Sanoma Media Netherlands and Sanoma Media Finland, which oversees the pure-play digital businesses and their development, spearheading the digital transformation of Sanoma. “The other roles for Sanoma Digital are to work closely with the country organisations on cross-media opportunities and in key areas such as mobile, video, and Big Data,” says CEO Arthur Hoffman. “Additionally, the Sanoma Lab and our venture arm are part of Sanoma Digital, and both of these are very important company-wide innovation initiatives.”
Harri-Pekka Kaukonen: "This is a great company, with a great heritage and a great future"
Three years into its transformation process, Sanoma has reinvented itself as a digitally savvy company. With the organisation’s structure, strategy and culture firmly defined, Sanoma is making confident strides towards organic growth in 2016. CEO Harri-Pekka Kaukonen explains why Sanoma’s credibility was restored in 2014 and why growth and culture will be the core themes of 2015.
Increased confidence and a renewed sense of purpose were the dominant sentiments across Sanoma in 2014. "We have our mojo back."
Increased confidence and a renewed sense of purpose were the dominant sentiments across Sanoma in 2014. Chief Human Resources Officer Jackie Cuthbert says that Sanoma will now continue to focus on culture and skills in 2015 in order to return to growth in 2016.
Kim Ignatius: back to organic growth in 2016
“We want to make the most of our resources and capital – which means we need to prioritise and choose those assets with the best strength and potential,” says Kim Ignatius, Chief Financial Officer at Sanoma.
Peter de Mönnink: better value propositions across all media
In 2014, Sanoma Media Netherlands rationalised its portfolio, launched 17 projects to increase top and bottom line growth, invested heavily in TV and integrated the Sanoma and SBS offerings more closely.
Pia Kalsta: taking the multi-channel perspective in everything we do
Sanoma Media Finland’s CEO Pia Kalsta is pleased to report significant digital developments for numerous brands. For television and radio, 2014 was also a good year. Print remains an important element in the portfolio.
John Martin: co-creating solutions together with teachers
Sanoma Learning had a successful year. It delivered organic growth and strong profitability, achieved high growth in digital sales and extended its international reach. CEO John Martin says Sanoma Learning is poised to transform K12 education with digital solutions that improve learning outcomes for pupils, support teachers and increase engagement.
Key figures financial report 2014
Key figures financial report 2014
Chairman of the Board Antti Herlin: signs of growth
“The employees of Sanoma have shown their determination and diligence during tough times on the market. They have restructured the company and refocused their portfolio. They have invested in people and technology. And they have made swift progress towards creating innovative multi-channel offerings.
Chief Technology Officer Mikael Nurmi: ready for the digital future
Sanoma’s technology organisation worked hard during 2014 to build the structures and capabilities necessary for taking the Group further into the digital future.
Vice President Strategy and PMO Leila Kaleva: committed to change
”Sanoma's employees are very committed to transformation. Thanks to this mindset we are moving forward fast,” says Leila Kaleva, who has been leading the implementation and follow-up of Sanoma’s strategic change programme and strategy process since January 2014.
bingel wants to be a favourite learning brand
Mobile, and with more adaptability and gamification, the new version of VAN IN's bingel is hot in Belgium and now in Sweden too. And it’s ready to take on more European countries.
VOoruit digital platform as a frontrunner
VOoruit is a platform started by Malmberg in 2013 to speed up the time to market of new digital learning products.
A trendsetter for 50 years, vtwonen goes multi-channel
In 2014 vtwonen celebrated its half century. What started as a simple magazine has since morphed into an all-round home decorating brand.
LINDA. spreads her wings
The people behind LINDA. brand professionalised the news website, launched a new book-publishing company, and even started up an advertising agency.
Sanoma Ventures, nothing ventured nothing gained
Sanoma Ventures was created to support independent start-ups that are responsible for some of today’s best innovation and the resulting new services and products.
KIJK: supply meets demand
KIJK is a house of content that sources movies, Dutch and US series (including earlier seasons), and extras such as exclusive interviews from Dutch TV channels SBS6, Net5, Veronica and SBS9.
Young Digital Planet ready to teach the world
With high-end products and deals in multiple continents, Young Digital Planet is taking mobile curricula global.
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Corporate Social Responsibility
Helsingin Sanomat, a mobile multimedia brand
In making the transition from a traditional newspaper to multimedia, and thus growing its digital media market share, Helsingin Sanomat is demonstrating that it can adapt and exploit the strength of its brand.
Fresh concepts strengthen Nelonen Media
In 2014 Nelonen Media successfully launched two new brands, a radio station called Loop and a TV channel called Hero. Both have added something unique.
New services at Sanoma recruitment
A strategy review in early 2014 convinced Mika Ruokonen, Director Recruitment Business Sanoma Digital Oikotie.fi, that it was time to make some changes.
Mun Treenari, lean is good!
A great example of Sanoma Lifestyle's successful application is a new app called ´Mun Treenari´. Developed by Sanoma Lifestyle’s health team, this app targets busy women who want to live a healthier lifestyle or change their living habits.
Leading the way in personalised learning
By developing a new personalised and adaptive learning solution Malmberg, Sanoma Dutch Learning subsidiary, is proving to be a trailblazer in digital learning.