Maximizing Revenue From 

Digital Products
 

A recent MediaGrowth Excellorator interview with Jim Gilbride on maximizing revenue from digital products resulted in some significant take-aways and sparked a great response from the members of the virtual audience. 

Jim Gilbride

Group Publisher 

GIE Media

Jim leads GIE Media’s Greenhouse Management, Nursery Management, Garden Center, Produce Grower and Cannabis Business Times brands. 

When MediaGrowth asked him which of GIE’s digital products has experienced the greatest success, his answer was unexpected.  “We looked at our digital inventory – everything we could sell – and it was overwhelming”, said Jim.  “We didn’t want to beat up our list with emails, so we decided to set limits on the number of white papers, webinars and leaderboards we sell in a month.  We set limits on regional and full market e-blasts.” 

“This created demand and allowed us to raise our prices significantly.  Now our salespeople can go to clients and say, ‘I proposed three e-blasts for you.  There are only 50 available, 35 are already sold, and the rest will be gone next month.’ This has had a massive impact on our business, more than the success of any one product.  We’ve created a sense of urgency in our customers and have also found that a sold-out inventory forces us to create new products when there is still money out there. It’s not as necessary to have to add value to get customers to act.”

When Jim was asked about how his salespeople deliver news of price increases, he said he tells his sales teams to always ask customers if they have had to raise their prices during this time of economic challenge.  Their affirmative answers make it reasonable and easier to announce GIE’s increases.

Thank you, Jim!

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