WardsAuto – Premium Service
WardsAuto.com is a 20-year-old premium destination intended to serve the B2B information needs of the automotive industry. Ward’s management last year oversaw an overhaul of the site to build on its strengths while also re-examining how all of its content is organized and delivered. The goals were powerful search; user-friendly and intuitive layout; new ways for advertisers to connect; opportunities for audience interaction; SEO-friendly code; and more overseas audience. The result was a textbook case in effective implementation, with a new service that allowed face-to-face interaction, plus the addition of quarterly WardsAuto Outlook Conferences for the subscriber audience, which allowedan assessment of whether the audience was engaging with the premium content on a regular basis and found the service very valuable in their daily work. In addition, the quarterly events allowed WardsAuto to upsell Premium subscribers into add-on services. All these things also, importantly, fueled significant growth in incremental revenue.