For our latest Publisher Spotlight, we speak to Richard Draper, Business Development Manager at Network Digital, a publisher on the Webgains network, to learn more about their upcoming opportunities and what makes them different.
Could you please tell us a little bit about yourself and the company you work for?
My name is Richard, I’m the Business Development Manager here at Network Digital Marketing. Network is made up of four individual schemes that are dedicated to giving back to key workers: Health Service Discounts, Discounts for Teachers, Discounts for Carers, and Charity Worker Discounts.
We have 1.7m active members across the schemes who come to us for the exclusive deals, discounts and incentives that we provide to them for around 1,400 business partners across all D2C verticals.
“We have 1.7m active members across the schemes who come to us for the exclusive deals, discounts and incentives that we provide to them for around 1,400 business partners across all D2C verticals.”
Please tell us what are your brand’s core business values.
We exist to give back to key workers – to help those who help others. We do this by providing exclusive deals and incentives which can make their lives easier and their money go further. As a business, we’ve existed since 2001, and have always believed that key workers deserve our thanks and our help, but that has taken on a new meaning since COVID-19 massively affected the industries they work in.
We are completely free for key workers to use. And the impact that we have is real. We’ve recently conducted some research into the effect our schemes can have on the sectors that we serve, the full results can be found here.
What really stands out for me is that, on average, our members save around £2,500 a year – which is the equivalent of a 7% pay rise for a nurse on average pay! The more brands offering discounts to our members, the better that can be.
DOWNLOAD NETWORK DIGITAL’S 2022 REPORT –
Making ends meet: How discount schemes can support key workers in the cost of living crisis and improve recruitment and retention
What would you say are the biggest benefits for an advertiser working with your business and which advertisers do you work best with?
By working with us, advertisers can access a member base of 1.7m actively engaged key workers, spread across the UK, who spend £500m with our partners every year. As a closed user group, brands can run highly targeted and secure campaigns, driving incremental sales and increasing loyalty – whilst, at the same time, helping to contribute to the benefit of Key Workers.
We use behaviour and mosaic data to create highly targeted, personalised campaigns so that brands can cut through to exactly who they want to reach, and members are receiving the best possible deals for them.
Can you tell us about your audience and demographic?
Our member base is 85% female, with an age weighting between 30-50.
For advertisers looking to join you, do you have any requirements or restrictions to work with you?
The main requirement to get involved is an offer we can present to our members. For this, all that we need is a deal, offer or incentive that is stronger than any general public offers.
Any success stories you’d like to share with us relating to driving sales or traffic for advertisers?
On the back of the Clap for Carers, when the UK came together for public displays of gratitude for key workers, we launched Thank You Thursdays – a weekly campaign for a small number of brands to give a time limited, increased discount.
By increasing their offer and featuring in our most prominent marketing positions, brands saw an average of over 34,000 clicks in a 24-hour period, driving huge numbers of first time customers.
Increased discounts are always a brilliant way to target a large number of new customers strategically and Network will support as much as possible with time-sensitive and tailored marketing.
“Increased discounts are always a brilliant way to target a large number of new customers strategically and Network will support as much as possible with time-sensitive and tailored marketing.”
Any upcoming opportunities that you’d like to share for your business?
We always have email, social, and web marketing opportunities available. Beyond this, we run campaigns throughout the year that impact the general public, such as Christmas or Black Friday, as well as campaigns specific to our members, such as the NHS Birthday or International Teacher Day, and Network led campaigns, such as Savetember.
Our campaigns are fantastic opportunities to get involved and have prime positions across the schemes, being at the front of members’ minds during peak trading periods.
What makes your business stand out from your competitors and gives you the edge?
We’re a closed user group that is entirely free for Key Workers to sign up. That means we are more motivated than anyone to make the partnership work commercially for all parties.
We have a full suite of proactive marketing opportunities that brands can be involved with, so that you can be sure working with Network means you’re doing more than just giving back to Key Workers, you’re getting back new customers, incremental sales, and returning loyalty.
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