Research firm Pure Profile bids to recruit industry army
Online market research firm Pure Profile is today launching a major drive to accumulate what it claims will be the largest community of marketing, media and advertising professionals in Australia.
The company is investing more than a third of a million dollars in building up an audience of marketers to take part in its surveys.
It aims to sell access to the audience to media owners and others who want to reach marketers and media planners who control big budgets. In return, the company plans to reward marketers who interact with it at a rate equating to $5 per minute, or with free access to its consumer panels.
Salvador Klein, Pure Profile’s group sales director, told Mumbrella: “We are taking what we already do in the consumer space and applying it to professionals. We’re trying to acquire an audience of marketing directors, creatives, media planners.”
In order to persuade those who join Pure Profile’s professional panels to stay loyal, as well as offering payments for their time, the company serves up relevant content that it believes will be of interest to individual users. Klein said: “We’ve already got lots of industry bodies on board to provide content.”
The company’s trade press advertising campaign – which is says it is investing $200,000 in – kicks off in AdNews today.
If Pure Profile succeeeds in building its audience, it could pose a challenge for the existing trade press. Klein said: “We can cut out the wastage. We could take a showreel from Channel Nine and put it in front of a TV buyer.”
He said other content will include keynote speeches from next month’s Adtech conference.
He said: “We are aiming for 1000 sign-ups and we’ve budgeted $150 dollars per person.”
If the company succeeds in building an audience of marketing and advertising professionals and making it pay, it will then target other professional groups.
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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yeah paying a 21 year old media assistant money to read sales pitch documents they can’t act on will be an awesome investment. what a great idea
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At least it looks like they can use the money for research. better value to the client than a boozy lunch
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Just send me the $150. What a waste of $200k and unless they have gossip and up to date news how are they replacing the local press? Providing feeds from media organisations is not new or difficult, original content with insight is a touch harder as Mumbrella is proving
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