Appetite for Success: How a Simple Lunch & Learn Event Secured 8 New Branded Content Campaigns

When the Richner Communications team sought to boost their branded content program, they discovered that bringing potential clients together for an educational event produced remarkable results. Their recent Lunch and Learn initiative not only educated businesses about the value of branded content but also resulted in an impressive conversion rate.

Lori Berger, who has been with Richner for almost 20 years, handling digital and email marketing sales, partnered with content strategist David Arkin, CEO of David Arkin Consulting, to create an event that would communicate the value of branded content to carefully selected prospects. Lori and David shared all the details on a recent Big Branded Call.

"We really did believe it was a great program, and we had a lot of value that came with it," said Berger. "There's a difference when you're doing a presentation to somebody solo versus when you have a bunch of people in a room who can feed off each other and ask questions."

The team's approach was methodical. Sales representatives each nominated 2-3 businesses they believed would benefit from branded content. Berger then vetted these prospects, sometimes suggesting alternatives to ensure the right mix of attendees. Invitations went out via email, followed by phone calls and reminders.

Their efforts paid off. Of the 28 businesses that confirmed attendance, 20 showed up — an impressive show rate that demonstrates the effectiveness of their targeting strategy.

During the event, the team deliberately avoided a heavy sales approach, focusing instead on education.

"This was not about a sales presentation. We made it more about education and what works," said Arkin. "That's what branded content is really meant to be about anyway, and I think that's why this worked in the end."

The presentation covered branded content, appropriate strategies, content distribution methods, and the importance of multi-month campaigns. It also incorporated successful client testimonials and strengthened its offering by adding print publication options to its digital package.

THE RESULTS:

The results were remarkable. Five businesses signed up during the event, with three more committing by the deadline the following day. That's eight new clients from 20 businesses in attendance — a 40% conversion rate that would make any marketing professional envious.

Medical practices, nonprofits, real estate firms, and attorneys were among the most receptive industries. The team promptly followed up with alternative offers for businesses that didn't immediately commit.

The success has prompted Richner to plan additional targeted events. They've scheduled two more Lunch and Learns for the same day — a breakfast session for restaurants and a late afternoon event for home improvement businesses, accommodating the typical schedules of these industries.

"We're following the same recipe that we did for the first one," Berger said. "I think having that business that has done it and been successful there, I will always suggest that we're going to do that again for the next one."

The team will customize presentations for each industry, showing specific examples of how branded content can work for restaurants and home improvement businesses.

The Lunch and Learn approach has proven successful not just in generating immediate sales but also in educating the sales team. Several representatives approached Arkin afterward to express appreciation for the event, noting that it helped them understand branded content better despite previous training.

For media companies looking to boost their branded content programs, the Richner experience demonstrates that bringing potential clients together for targeted education can yield exceptional results when executed with careful planning and the right mix of education and sales opportunity.

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Editor’s note: Artificial Intelligence was used to transcribe and create an initial summary of this article, which was then edited by BCP staff.

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The Branded Content Project is designed through a strategic partnership between the Local Media Association and the Local Media Consortium, with funding from the Knight Foundation, to help facilitate additional growth, engagement, and revenue success for more publishers of all shapes and sizes.