The Multiple Benefits of Marketing

Transcription

1 The Multiple Benefits of Marketing From Reader Rewards to Revenue, marketing can help you forge stronger reader relationships while bolstering circulation and sales. Walk into this session with a robust database (or no data at all ) and walk out with the ideas and methods that will make marketing a powerful part of your business.

2 Presslaff Interactive Revenue Help media cos build and execute vibrant, engaged marketing campaigns. Demonstrate how the data you collect is the pathway to audience loyalty and advertiser revenue. Provide the technology and consultation to turn s and data into dollars.

3 Agenda Value of Variety of Print Specific Campaigns Benefits: Revenue Retention Acquisition

4 The Value of

5 A survey from Kinsey and Company found that is almost 40 times more effective at gaining customers than Facebook and Twitter combined.

6 For every $1 spent, $44.25 is the average return on marketing investment. - Expert "[Infographic] 10 Must Know Marketing Stats 2014" (2014)

7 When marketed through , consumers spend 138% more than people who don t receive offers. (Source: Convince and Convert)

8 Mobile. . Money.

9 The Variety of

10 Advertiser Campaigns: Savings & Offers to All or Zip Code Targeted s

11 Advertiser Campaigns: Client Preferred Digital.

12 Birthday s Relationship and Revenue Builders

13 RETENTION S: Promote the Value of Your Product s to Subscribers and/or Non-Subscribers promoting print content

14 RETENTION: Build Loyalty - Reward Subscribers s to Active Subscribers with Exclusive Contests & Savings Offers Develop a Rewards program and build loyalty with exclusive contests and savings offers. Include Advertising partner offers to grow advertising revenue.

15 PRODUCT SUPPORT: Promote Your Other Offerings Events, Publications, Digital

16 PRODUCT SUPPORT: Ask for Feedback Surveys to get Reader Feedback and help inform product decisions

17 ACQUISITION: Non-Subscriber Offers Target s to Non-Subscribers with Special Offers

18 Benefit: DATA

19 Benefit: REVENUE

20 Turning Data into Dollars.

21 Turning Data into Dollars Collect more data so you can target relevant marketing messages... and generate more revenue. Zip Codes Date of Birth Interests Special Offer Newsletters

22 Turning Data into Dollars How clients are using the data to make money. Zip Codes Zip Code Targeted Campaigns Newspaper: Circ 25k List Size: 41k 2012 Revenue Generated: $40k Birthday s Multiple Clients of All Market Sizes Annual Revenue: Ranges from $1,200 to $18,000 Date of Birth Interests Interest Category Targeted Campaigns Newspaper: Circ k List Size: 40k 2014 Projected Revenue : $120k Savings/Offers Newsletter List Campaigns Newspaper: Circ 10-20k Special Offers List Size: 10k 2013 Revenue: Over $15k (Launched May 2013) Special Offer Newsletters

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28 Build The Database While Building Revenue

29 1 Newspaper - 10 Sponsors

30 Benefit: RETENTION

31 Thanks for Becoming a Subscriber/Member

32 Highlight Benefits Reaffirm Purchase Automate Everything You Get with Your Membership

33 Highlight Benefits Verify Start

34 Retention Add Automated s to Your Retention Process

35 Reduce Telemarketing & 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

36 Not Just a Bill Make It Simple to Click Through and Renew Highlight Benefits/ What would they be missing Include Account Info From a PERSON not a company

37 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

38 Membership Digital Subscription Success Click Thus

39 Events In-Print/Online Content

40 SERVICE

41 Loyalty Reward Subscribers Give them a little more love

42 Build loyalty with exclusive contests, savings offers and events. Include Advertising partner offers to grow advertising revenue.

43 Deliver - Weekly s with Rewards & Birthday Gifts Include Advertisers Recognize Winners

44 Surveys - Provide The Rewards Your Readers Want

45 Benefit: ACQUISITION And Re-Acquisition Convert Database Members It s More Than Discount Pricing

46 Gift Subscription Encourage Gift Subscriptions Upgrade Subscriptions

47 Conduct a Contest Followed By Special Subscription Offer to ALL entrants

48 Acquisition + Advertising Revenue + Retention + Editorial Support Readers were invited to submit their Love Story for a chance to win a bundle of prizes from 9 advertiser sponsors 9 Advertiser Sponsors

49 STEP 2 STEP 1 Contest login page Share Your Love Story

50 STEP 3 Registration Questions, as needed Identify Subscriber Status

51 Automated to Those Who Requested More Information Automated to Customer Service I m Not Sure Response: First Last Street City, State ZIP Phone

52 Putting it Together A unified database Newsletters Contests Circulation Classifieds eedition Facebook Fans Advertisers Registered Users On Site Event Registrants 1 Automated Newsletters Data Collection & Targeted s on Behalf of Advertisers Contests & Surveys to Collect Data and Qualified Leads Triggered s for Circulation Retention Data Segmentation for Sales & Marketing Subscriber Loyalty Programs

53 Questions? # 2 Ruth Presslaff ruth@presslaff.com