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Media in Focus - Hens.com.au
Welcome to Media in Focus where we regularly highlight a media opportunity by asking the owners/founders how they started their business, the features and benefits of their advertising offer and how they manage their advertising sales process.
Hens.com.au is a great example of a small, solely owned and operated site which really owns it's niche and has built an enviable brand in it's market. The site is extremely well search engine optimised and therefore attracts good traffc for direct advertisers. It has a good design for the target market and an effectively thought out and implemented commercial strategy which is allowing it's founder to attract a growing income. Sucheta shares some insights on how she started and manages hens.com.au.....
Business Name: www.hens.com.au
Founded & Owned By: Sucheta Kotwal
Target Market: Brides and Bridesmaids planning and organising a hen's party
Launched: 2005
Staff: 1 - just me!
Tell us how and why hens.com.au started?
The site came about out of personal experience. I was planning my own wedding and hen's night, and could not find a site which offered tasteful, sophisticated and unique ideas for a hen's party. Having worked in media for many years (although previously always in print), I decided to create an online portal for everything hen's related, just to see if it would work. Five years later and I am still firmly ensconced in everything hens!
Can you outline your current market position and your forward plans?
Hens.com.au is the only website in Australia which offers not only a directory of hens party suppliers, but also hen's relevant content such as advice to assist in planning a hen's party, hen's party games ideas, gifts for hen's etc. The most popular page of the site is Celebrity Hen, which spotlights a famous Australian woman and how she celebrated her hen's party. Forward plans include a new look website later this year, which will include not only a more fresh and current look, but also more hen's party related features, options and technology.
What benefits do you offer advertisers?
A very targeted, niche audience who are on the site for the specific and sole purpose of booking a hen's party. 80% of our traffic each month is also brand spanking new, so we are always offering "fresh eyes" to our advertisers.
What is the best & worst thing about being an independent web publisher?
The best is the freedom and autonomy in making decisions, creativity, implementing ideas etc.
The worst is the lack of $$ at times to make all of the above happen!
Tell us about your advertising sales structure? (who sells your ads, your sales team, client base etc)
I am my own sales team! I sell directory listings, banner ads and advertorials options to hen's party suppliers. Would love to also sell to female skewed advertisers outside of the hen's party market who realise what a fabulous audience of girls we attract!
What are some things you have learned when dealing with advertisers?
Always give as much relevant information as possible. I always supply up to date statistics on the site, and am also able to supply advertisers with statistics ( Google Analytics) that show exactly how much traffic they are receiving from Hens.com.au. I also find that if you look after and nurture your advertisers they will repay you in not only referrals but also an increased $$ spend, which is what it is all about at the end of the day.
What is some advice you would offer to anyone starting a new commercial media business?
Do as much research and planning as you can before you start up. Speak to as many people within your chosen industry as you can, but also speak to others outside of your industry who are business savvy and able to offer feedback and opinion. And the most important, and possibly the hardest piece of advice to follow, be patient. It is very easy to get wrapped up in your own business, but remember all things take time, so don't be in too much of a hurry!
Where do you get your advertising and marketing information from?
The usual supects, AdNews, Mumbrella, Mediascope, and anything else online that is related to advertising / marketing / media.
Other Pages of Interest:
See Hens.com.au's MediaScope directory listing
Media and Advertising - Search, Combine and Refine
Welcome to Media in Focus where we regularly highlight a media opportunity by asking the owners/founders how they started their business, the features and benefits of their advertising offer and how they manage their advertising sales process.
Hens.com.au is a great example of a small, solely owned and operated site which really owns it's niche and has built an enviable brand in it's market. The site is extremely well search engine optimised and therefore attracts good traffc for direct advertisers. It has a good design for the target market and an effectively thought out and implemented commercial strategy which is allowing it's founder to attract a growing income. Sucheta shares some insights on how she started and manages hens.com.au.....
Business Name: www.hens.com.au
Founded & Owned By: Sucheta Kotwal
Target Market: Brides and Bridesmaids planning and organising a hen's party
Launched: 2005
Staff: 1 - just me!
Tell us how and why hens.com.au started?
The site came about out of personal experience. I was planning my own wedding and hen's night, and could not find a site which offered tasteful, sophisticated and unique ideas for a hen's party. Having worked in media for many years (although previously always in print), I decided to create an online portal for everything hen's related, just to see if it would work. Five years later and I am still firmly ensconced in everything hens!
Can you outline your current market position and your forward plans?
Hens.com.au is the only website in Australia which offers not only a directory of hens party suppliers, but also hen's relevant content such as advice to assist in planning a hen's party, hen's party games ideas, gifts for hen's etc. The most popular page of the site is Celebrity Hen, which spotlights a famous Australian woman and how she celebrated her hen's party. Forward plans include a new look website later this year, which will include not only a more fresh and current look, but also more hen's party related features, options and technology.
What benefits do you offer advertisers?
A very targeted, niche audience who are on the site for the specific and sole purpose of booking a hen's party. 80% of our traffic each month is also brand spanking new, so we are always offering "fresh eyes" to our advertisers.
What is the best & worst thing about being an independent web publisher?
The best is the freedom and autonomy in making decisions, creativity, implementing ideas etc.
The worst is the lack of $$ at times to make all of the above happen!
Tell us about your advertising sales structure? (who sells your ads, your sales team, client base etc)
I am my own sales team! I sell directory listings, banner ads and advertorials options to hen's party suppliers. Would love to also sell to female skewed advertisers outside of the hen's party market who realise what a fabulous audience of girls we attract!
What are some things you have learned when dealing with advertisers?
Always give as much relevant information as possible. I always supply up to date statistics on the site, and am also able to supply advertisers with statistics ( Google Analytics) that show exactly how much traffic they are receiving from Hens.com.au. I also find that if you look after and nurture your advertisers they will repay you in not only referrals but also an increased $$ spend, which is what it is all about at the end of the day.
What is some advice you would offer to anyone starting a new commercial media business?
Do as much research and planning as you can before you start up. Speak to as many people within your chosen industry as you can, but also speak to others outside of your industry who are business savvy and able to offer feedback and opinion. And the most important, and possibly the hardest piece of advice to follow, be patient. It is very easy to get wrapped up in your own business, but remember all things take time, so don't be in too much of a hurry!
Where do you get your advertising and marketing information from?
The usual supects, AdNews, Mumbrella, Mediascope, and anything else online that is related to advertising / marketing / media.
Other Pages of Interest:
See Hens.com.au's MediaScope directory listing
Media and Advertising - Search, Combine and Refine
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