Good News Marketing Publishing & Subscription Services

Transcription

1 Good News Marketing Publishing & Subscription Services December 2014

2 HH&S 27 Years of Good News Marketing HH&S have a unique experience in both newspaper circulation and subscription marketing Richard Thomson Group Sales & Circulation Director Johnston Press Plc.

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4 Our subscription thinking Own the direct transactional relationship with the end-customer. Prepaid voucher, direct home delivery, digital or postal subscriptions Opportunity for direct customer communication Create a customer database with purchase history from which intelligent CRM, loyalty, cross-sell, up-sell, lapsed user communications may be conducted Increase frequency of purchase and readership Confirm a percentage of readers are, in the medium term (12 months), locked into the title. Direct Debit churn rates typically < 15% Platform from which to market other enterprise services Up-sell into digital product

5 Subscription Maxims Subscribers: - Purchase and read a subscribed title more frequently - Are less price sensitive than casual copy readers - Do not redeem all prepaid vouchers - Numbers are growing while casual copy sales are declining - Provide a rich data source based on a transaction

6 Subscription Services - platform Bespoke web based subscription platform with custom functionality & design opportunity Custom functionality follows agreed business rules Data/PCI compliant & best practice Multiple title and subscription campaign offers Multiple payment solutions direct debit, DC, CC, PayPal & cheque (multi-currency) Customer facing / service Holiday/refund/cancellation PPV and digital subs integration Data extracts for CRM/Loyalty Reporting & Analytics suite

7 Subscription Services marketing Strategic consultancy Subscription Marketing Category Management Service Relational database build and management providing a single customer view Prospect analysis Direct marketing communications ( , post, social media) Pro-active subscription marketing acquisition, retention, lapsed & CRM/loyalty promotions Flexi-vouchers / casual copy subscriptions / HND options Smart card electronic vouchers

8 Launch subscription service The Challenge To provide a prepaid voucher subscription service for the launch of the i newspaper To provide a ROI from a 20p cover price The Solution Provide a complete subscription management service Design and build transactional website value model Inbound call centre and helpline Order fulfilment Management of programme and reporting Acquisition, retention and reactivation campaigns Introduction of subs brands e.g. i for schools

9 National newspaper subscription services The Challenge To provide a custom prepaid voucher subscription scheme for the Mail Promoting customer loyalty & engagement Migration from old system The Solution Provide a complete subscription management service Design and build transactional website custom model Inbound call centre and helpline Order fulfilment Management of programme and reporting Acquisition, retention and reactivation campaigns Loyal / CRM engagement

10 Regional newspaper subscriptions The Challenge Johnston Press offers subscriptions to 209 of its paid for daily and weekly newspapers To provide a cost effective multi title subscription service To drive acquisition, increase retention and build loyalty The Solution Provide a complete management service to include: Create generic brand for the subscription scheme Provide a centrally managed transactional website that can be branded for each title Inbound call centre / helpline Order fulfilment Introduction of a retention and reactivation strategy Strategic consultancy and overall management of the subscription programme

11 Regional newspaper subscriptions Localworldsubs The Challenge To launch a cost effective multi title prepaid voucher subscription service To drive acquisition, increase retention and build loyalty The Solution Provide a complete management service to include: Create generic brand for the subscription scheme Provide a centrally managed transactional website that can be branded for each title Inbound call centre / helpline Order fulfilment Introduction of a retention and reactivation strategy Strategic consultancy and overall management of the subscription programme

12 UK & International subscriptions The Challenge A Jamie Magazine subscription can be sent anywhere around the World Multi-currency payment solution GBS, AUD & NZD The Solution Provide a complete subscription management service Design and build transactional website Inbound call centre and helpline Order fulfilment Management of programme and reporting Acquisition, retention and reactivation campaigns Loyalty rewards

13 ES Magazine subscriptions The Challenge To sell a ES Magazine subscription for a free distribution magazine The Solution Provide a complete subscription management service Design and build transactional website Inbound call centre and helpline Order fulfilment Management of programme and reporting Acquisition, retention and reactivation campaigns Loyalty rewards

14 Subscription Services Prepaid Vouchers Personalised, dated & by day vouchers

15 Subscription Services call centre Super Admin Services The call centre web based Super Admin access to the database enabling Addition of new customers Take payments. Direct Debit and Credit Card Edit existing customer details Add customer service notes and history Payment history Edit Direct Debit details Customer Care resolution Handle customer feedback

16 Subscription Services - reporting Enabling decision making Real time reporting enables better strategic decision making, ensuring greater campaign visibility and increased ROI. Automated CSV files delivered by containing all raw customer data, subscription type, amount paid, start/end dates etc. Online reporting suite where data can be searched by status (active/inactive), renewal dates etc. Individual customer details show all details including transaction history and response rates. ABC reports reporting including open rate, bounced and CTRs.

17 Customer activation A recruitment activation campaign was developed of in-paper advertising focusing o the price proposition of the subscription offer Direct marketing to existing a purchased data bases with additional incentive of a free gift.

18 Customer reactivation A reactivation campaign was developed to target lapsed customers a few weeks after their end date. All reactivation campaigns include an additional incentive of a free gift with a simple call to action.

19 Subscriptions for Schools The Challenge To drive incremental sales from new markets The Solution To target schools, offering a 36 week subscription (equivalent to an academic year) that is valid for a 12 month period Encourage schools to buy multiple subscriptions by offering additional discounts when buying 4+ subscriptions Create a subscription site specifically for schools and colleges Mailing campaigns promoting subscriptions and offering limited free trial to build brand awareness Engage with schools through editorial and as media partner of Future First s Back to School campaign

20 Smartcard Subscription Recruitment The Challenge To recruit female subscribers to the Daily Mail & The Mail on Sunday The Solution Direct Mail with a 3 day discount offer focusing on strong female content, Tuesday F , Thursday Good Health and Sunday You magazine Discount offer provided by a digital voucher card able to be used at PayPoint/PayZone/ePay Secondary analysis of voucher usage used to send 3 day subs offer Tertiary offer to up-sell from 3 days to 7 days subscription

21 Subscription Marketing Category Management The Challenge Provide an outsourced marketing function To drive incremental subscribers through PPV and HND Increase subscriber retention Protect circulation revenues The Solution Provide a bespoke managed service. Develop strategies and activity to deliver Acquisition Retention Loyalty To increase subscriber ARPU and protect circulation revenues Database building Targeting and prospect segmentation Promotional incentives Campaign trial and development ROI evaluation

22 The Challenge Database building - online Build a database of JP newspaper readers Enable data use with appropriate compliance Qualify data with usage/frequency The Solution Programme of online promotions communicated inpaper Designed to appeal to a broad range of readers Contact and readership data required as a condition of entry Online competition platform with CMS for individual title activity as well as cross group campaigns Pre-agreed entry mechanics and free prize draw processes

23 PPV digital app bundle The Challenge Offer new subscribers free access to the corresponding title app for free when they take out a direct debit PPV subscription The Solution Subscriber downloads the app on to the device of their choice from the app store of their choice Registers as an existing subscriber using a same user name and password provided Opportunity to offer bundle subs of app Mon/Fri PPV at the weekend

24 Direct Marketing Recruitment sampling Jamie printed additional stock of the magazine. They were used as part of a trial campaign targeting women with a known interest in cooking and eating out. When customers called to claim their free copy of the magazine they were upsold to a subscription. A follow up campaign was also undertaken targeting responders who just claimed the magazine rather than subscribing

25 Loyalty Marketing Jamie Members Club Jamie Magazine Club Launched in the 50 th Issue a Brand New Members Club for Subscribers Secure Member log-in Insider perks from the Jamie family including special offers from Recipease, Jamie Italian and Fifteen Every month selection of third party offers Automated dated/perishable, personalised redemption vouchers with print function Data capture from competitions and free prise draw process

26 Loyalty Marketing Exclusive Event Preview Offer Jamie Magazine Club Exclusive preview of the new Jamies Comfort Food series Subscribers only Limited number of seats 30 each Taster dish fro the series and goody bag Added second date to satisfy demand

27 Subscription Services - loyalty Reward & Loyalty Management Promoting loyalty by rewarding the customer regularly with a variety of offers by or post. Adds value to the subscription offer so the benefits of subscribing becomes more than just a discount off the paper.

28 Subscription Services - fulfilment Gift incentives & incentives Sourcing and fulfilment management of subscription related gifts and rewards - New subscriber recruitment - Renewal reward - Lapsed incentive - Loyalty gift

29 Smart Card Digital Vouchering credentials launched the Eros Card for the Evening Standard in 2007 The card was able to be redeemed at 550 ES news vendors including WH Smiths satellite stores and independent retailers with PayPoint terminals HH&S recruited Reader Rewards offers 2009 developed a smart card solution for Newsquest to support door to door canvasing 2010 developed a tactical recruitment campaign using smart card with a new campaign launching in Nov 2013

30 Door to Door Smart Card Canvassing Door to door canvassing for new HND customers is an expensive operation The smart card/digital voucher may be used as an effective offer of last resort to prospects who reject the HND offer to provide the opportunity for some secondary marketing The prospect having rejected the HND offer is then offered a smart card containing one free copy and one month s half price newspaper discount in return for a minimum of an address or a contact phone number The purpose of the free copy is to encourage immediate redemption at an appropriate local retailer as directed by the canvasser The prospect will be encouraged to use the month s discounts before they expire. Card usage will be reported in real time to enable immediate follow up marketing via or telephone

31 Subscription Services casual copy Enabling decision making Drive incremental sales from customers adverse to traditional use it and lose it subscriptions Example prepay for a discount on 8 weeks of issue vouchers to redeem over the next 16 weeks and save 20% Customers recruited via in-store merchandising, direct marketing or online Incentivised to register their details on website Possible offer to make to existing subscription customer wanting to cancel order Prepaid voucher or smart card / mobile voucher redemption solution If smart card mechanic used: Customer behaviour is tracked to influence relevant CRM campaign Cardholder can check remaining credits/discounts, expiry date etc online

32 Mobile electronic vouchering PaperPay is a digital subscription app The vouchers are delivered via a mobile app which creates a barcode which is able to be read by the participating retailer Multiple title functionality Hard copy and digital copy combinations PayPoint, Pay Zone and epay Complete service offering Marketing messaging and survey opportunity Comprehensive data reporting Safe and secure Ease of installation Simple commercials

33 Newsagents, Rounds men and Direct Delivery A delivery agent management and payment system for home new delivery PaperRound will maintain a database of delivery agents and the territories covered, organised by postcode sector Consumers may go to a titles subscription website and by entering their postcode establish what subscription delivery services are on offer. A delivery agent can be a newsagent, rounds man or a publisher managed direct delivery service. Subs platform maintains a database of all subscription orders and sends daily updates via PaperRound to all delivery agents so that new subscriptions and changes can be in place for delivery the following day. The PaperRound App allows an updated delivery list to be downloaded every day to each delivery person and provides real time feedback of delivery time and geo-location of each drop. PaperRound provides the tools for publisher staff to manage direct deliveries.