Five Campaigns to Improve Subscriber b Loyalty

Transcription

1 Five Campaigns to Improve Subscriber b Loyalty Michelle Novak Manager, Client Sales & Services Presslaff Interactive Revenue mnovak@presslaff.com

2 PRESSLAFF INTERACTIVE REVENUE Company was established in 1988 by Ruth Presslaff. It has a long and successful history of creating interactive products for media, focusing on using databases to grow audience and advertising dollars. SERVICES Dat e Base Software Online data collection, contesting, surveying, loyalty clubs and deeply targeted ing. A.C.E. SM Automated Circulation s Stand alone or integrated platform for delivering subscriber service s. CONSULTATION Our backgrounds in media, product development, data development and data analysis provide the ideas and support that turn databases into a valuable tool for building audience and revenue. Presslaff Interactive Revenue works with over 1,000 media properties including companies like Evening Post Publishing, Schurz Communications, LANG, Hearst, Clear Channel, Cordillera Communications and dozens more.

3 GOAL: A UNIFIED DATABASE Using the Dat e Base software features, a variety of APIs and Auto Import tools, we can pull together all of your audience touch points to help Grow Your Readership & Ad Revenue Newsletters Contests Circulation Classifieds eedition Facebook Fans Advertisers Registered Users On Site Event Registrants Automated Newsletters Data Collection & Targeted s on Behalf Bhlfof Advertisers Contests & Surveys to Collect Data and Qualified Leads Triggered s for Circulation Retention Data Segmentation for Sales & Marketing Subscriber Loyalty Programs

4 AGENDA marketing is a cost effective method to acquiring and retaining subscribers. Whether you've been gathering subscriber addresses for years or just getting started, you should be communicating regularly with your subscribers. It will keep your retention up and costs down. Learn the 5 campaigns you should be constructing. 1. Welcome Say Thanks! 2. Retention Pre /Post Expire 3. Acquisition & Re Acquisition Automated Acquisition Campaigns Non Subscriber/Former Subscriber 4. Activation Promote Your Products 5. Loyalty Reward Your Readers

5 WELCOME Thanks for Becoming a Subscriber/Member

6 WELCOME Highlight Benefits

7 WELCOME Highlight Benefits

8 RETENTION Add Automated s to Your Retention Process

9 RETENTION Use to help reduce telemarketing and direct mail costs Map Out Your Retention Calendar Slot into the flow of your current retention process Direct Mail Bill: Mail 30 days before Add:Pre expire 21 days before expiration date Telemarketing: Call 14 days pre expire Add:Pre expire 7 days before expiration date Direct Mail Bill: Day of Expiration Add: Post expire 10 days after expiration date Telemarketing: Call 14 days after expire Add: Post expire 25 days after expiration date Add: 1 day before Stop Date Telemarketing: Call on Stop date

10 RETENTION Content Suggestions Staffer reading the paper in a recognizable public setting Highlight g Benefits/ What would they be missing From a PERSON not a company

11 RETENTION Content Suggestions It s Not A Subscription = It s a Membership

12 RETENTION Incentive to Convert to EZPay

13 RETENTION Make It Simple to Click Through and Renew Promote Other Products

14 RETENTION A Little Bit of Attitude Include Account Info

15 RETENTION STEPS Planning Map Out Retention Cycle Craft Campaigns Promotion Branding/Localize Benefits of Subscription Personalize Provide Incentives Promote Other Products Mk Make it Easy (Links/Account Info) Make it Fun

16 ACQUISITION And Re Acquisition It s More Than Discount Pricing

17 ACQUISITION Case Study - Contest Which Helped Identifying Subscriber Leads Readers were invited to submit their Love Story for a chance to win a bundle of prizes from 9 advertiser sponsors 9 Advertiser Sponsors

18 ACQUISITION Case Study - Contest Which Helped Identifying Subscriber Leads STEP 2 STEP 1 Contest login page Share Your Love Story

19 ACQUISITION Case Study - Contest Which Helped Identifying Subscriber Leads STEP 3 Registration Questions, as needed Identify Subscriber Status

20 ACQUISITION Case Study - Contest Which Helped Identifying Subscriber Leads Automated to Those Who Requested More Information

21 ACQUISITION Case Study - Contest Which Helped Identifying Subscriber Leads Editorial Content for the Website and in Print

22 ACQUISITION Case Study - Contest Which Helped Identifying Subscriber Leads Results: 34 new subscriber LEADS! 70 wanted to become "Rewards Members, triggering i info to the paper's Customer Service team in order to associate the subscriber's address with their subscription. 9 Advertising sponsors Editorial Content online/in print

23 ACQUISITION: Non-Subscriber Special Pricing Offers

24 ACQUISITION: Non-Subscriber Offer Topical/Seasonal Promotions

25 ACQUISITION: Non-Subscriber Focus on Sunday Subscription And Benefits

26 ACQUISITION: Non-Subscriber Deals Offer

27 ACQUISITION: Gift Subscription Encourage Gift Subscriptions

28 ACQUISITION: Upgrades/Gift Subscription Contests to Incentive Subscription Upgrades/Gift Subscriptions to Existing Subscribers

29 ACQUISITION Offer incentives other than price Extra Perk

30 ACQUISITION Conduct a Contest Followed By Special Subscription Offer to ALL entrants

31 RE-ACQUISITION Offers to Formers Come Back

32 ACQUISITION & RE-ACQUISITION Planning More Than Price Schedule Campaigns Identify Formers Promotion Automate Acquisition Campaigns Be Topical Focus on Benefits Gift Subscriptions/Upgrades pg Offer Incentives other than price Contests

33 ACTIVATION Drive them to Your Products Whenever we need to promote one of our products or our advertisers products we send an and the audience responds. Marketing Director

34 ACTIVATION Membership Digital Subscription

35 ACTIVATION Digital Products

36 ACTIVATION NTR Products

37 ACTIVATION Spotlight In Print and Online Content

38 ACTIVATION Magazines

39 ACTIVATION Magazines

40 ACTIVATION NTR Events

41 ACTIVATION Putting It All Together Promoting Content & Driving Website Traffic What s Happening Around Town Rewards

42 ACTIVATION STEPS Planning What do you want your readers to do? What products do you want to promote? Promotion Digital Subscriptions Digital Products/Apps NTR Products Print Content Online Content Special Publications Events

43 Loyalty Reward Subscribers Give them a little more love

44 Loyalty Reward Subscribers Build loyalty ywith exclusive contests and savings offers. Include Advertising partner offers to grow advertising revenue.

45 LOYALTY Promote Your Rewards Program

46 LOYALTY Promote Highlight The Benefits

47 LOYALTY Promote In s Different reward benefits based on subscription level

48 LOYALTY Send Weekly s with Rewards Coupons Contests

49 LOYALTY Send Weekly s with Rewards Freebies and Savings Offers

50 LOYALTY Send Monthly s with Rewards Promote Your Content Special Incentive/Pricing

51 Loyalty Reward Subscribers Exclusive Contests

52 LOYALTY Always Have Something Going On

53 LOYALTY Celebrate! With Birthday Gifts Sales Revenue!

54 LOYALTY Celebrate! With Birthday Gifts Sales Revenue!

55 LOYALTY Celebrate! With Birthday Gifts Sales Revenue!

56 LOYALTY Invitation Only Events

57 LOYALTY STEPS Planning Frequency Benefit Types Sales Tie Ins Promotion Coupons Exclusive Savings Offers Contests Birthday gifts Events

58 Five Campaigns to Improve Subscriber Loyalty 1. Welcome 2. Retention 3. Acquisition & Re Acquisition 4. Activation 5. Loyalty Michelle Novak Manager, Client Sales & Services Presslaff Interactive Revenue