Page 17 - Food&Drink Magazine October 2021

HelloFresh is working with Brandcrush in Australia, the UK and US to power its media sales.
Media focus: think and act
beyond the side hustle
hustle. Set sales targets and KPIs for your owned media assets the same way you do for your core revenue streams. Define your sales strategy – how will you drive partner acquisition? Who in your team will own this?
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business up for scale
According to McKinsey, up to 80 per cent of B2B buyers are now saying they prefer digital, self-serve tools. This means you need to make media discoverable and easily bookable online, which is where Brandcrush comes in.
For businesses that are looking to tap into new
revenue streams through their owned media channels, it’s important to ensure these opportunities are available to brands digitally otherwise the potential to unlock and scale owned media opportunities will always be limited.
We are unlocking the media power of businesses globally, making it easy
for businesses to work together to build brands. Our platform unlocks new media opportunities and digitally transforms media businesses from offline PDF packs
and excel spreadsheets to a powerful end-to-end software solution where partners can monetise and maximise
their media potential. ✷
Media technology: invest in
technology to set your media
SMART BUSINESS
1Media assets: identify your valuable customer touchpoints Audit all the opportunities
within your business where you could make a warm introduction for a brand to your audience. The simplest way is to map out your customer journey: what are your customer touchpoints, and what is your audience reach at each touchpoint across physical, digital, and social channels.
2Media revenue potential: what is your media worth and what is worth unlocking?
Calculate your media asset potential, meaning the commercial value of your media assets. Your media revenue potential is the total of your media inventory assets multiplied by the expected media rate. By defining this, you will then be able to identify which of your media assets could offer the best ROI with the smallest set-up effort. We like to call these the “no-brainers”.
3Media operations: identify the who, what, where, and when to execute on media campaigns At this step you’ll be working out the logistics of your owned-media monetisation
– that is, how it will all happen. You could use third parties to support the execution of these owned-media campaigns, or you could use an in-house team. It pays to consider the economies of scale on executing campaigns. What minimum bookings will you need to make it worthwhile? Map out the workflow steps in getting a media activity from booking to execution and ensure you’ve identified who owns the process at each step.
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Every business has the potential to drive 5-10 per cent of their total revenue from media monetisation but, like any revenue stream, it requires focus to take it beyond a side
“ Every business has the potential to drive 5-10 per cent of their total revenue from media monetisation but, like any revenue stream, it requires focus.”
www.foodanddrinkbusiness.com.au | October 2021 | Food&Drink business | 17