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WWW.CIRCDATA.COM,[object Object],Thoughts on subs marketing,[object Object],Andy Guy ,[object Object],Operations Director,[object Object]
WWW.CIRCDATA.COM,[object Object],outline,[object Object],subs marketing – past, present and future,[object Object],renewal activity,[object Object],acquisition activity,[object Object],what else can you sell to your customers?,[object Object],the top five factors in an effective campaign,[object Object],a key challenge for the next decade,[object Object],a sign of things to come,[object Object]
WWW.CIRCDATA.COM,[object Object],subscription marketing – past, present and future,[object Object],past,[object Object],nerdish and ignored,[object Object],Direct Mail centric,[object Object],lacking the glamour and “easy” money of display advertising,[object Object],present,[object Object],Marketing magazine – “Publishers are increasingly turning to subscription marketing as the recession forces ad rates downwards”,[object Object],cost and availability of newsstand ,[object Object],Audience Development in the spotlight – three jobs placed on InPublishing last week,[object Object],challenge for small-to-medium publishers ,[object Object],future,[object Object],expert in multiple delivery channels,[object Object],in charge of primary revenue streams as ad revenues decline further,[object Object],in media res,[object Object]
WWW.CIRCDATA.COM,[object Object],renewals - basics,[object Object],typically 3-4 letters, 2-3 emails and 1 phone call,[object Object],make hard copy forms easy to use and include ID for easy order processing,[object Object],freshen up the images regularly,[object Object],welcome letter for first time subs ,[object Object],different letter for first time renewals (danger point),[object Object],renewal at birth – try 2 or 3 year offer ,[object Object],concerted renewals start at 6 issues to go (for monthly titles),[object Object]
WWW.CIRCDATA.COM,[object Object],renewals – more advanced ,[object Object],if not available, collate your renewals history as starting point for future analysis,[object Object],offer DD with every effort – 90%+ retention (speak with your bank ref Originator or your agency if don’t meet bank’s criteria,[object Object],if people subscribe online, concentrate on email for first renewal efforts ,[object Object],allow people to renew online & recognise the same offer,[object Object],send covers & content page in lieu of grace issue  - offer to provide issue FOC if subscriber renews,[object Object],ask subscribers why they are not renewing ,[object Object],remember – the only way is down,[object Object]
WWW.CIRCDATA.COM,[object Object],acquisition – basics,[object Object],top the search rankings – no excuse,[object Object],use portals such as I-Subscribe, Unique Magazines and Magazines.co.uk ,[object Object],if international appeal, use portals in US, Australia, NZ & South Africa,[object Object],all promotional activity from the Editor,[object Object],URLs for website  and subs form on all material,[object Object],don’t hide the subscription form!,[object Object],no surprises – brief your team and agency on new offers,[object Object],work with organisations in your field – data swaps or overlays, link exchanges, joint offers,[object Object]
WWW.CIRCDATA.COM,[object Object],acquisition – more advanced,[object Object],in specialist media, encourage collection to help retention - offer binders,[object Object],create personalised reactivation programme using benefit statements derived from expiry survey – test timing of this but at least 6 months after expiry,[object Object],build a geo-demographic profile of your live subs as starting point for data research,[object Object],offer free newsletter & RSS feed to stay on radar, then build offers into the content,[object Object],build your own community – use social media to retain existing customers and attract new ones,[object Object]
WWW.CIRCDATA.COM,[object Object],what else could you sell to your customers?,[object Object],develop a range of additional products on which you could make a margin,[object Object],additional paid-for online content of your own,[object Object],package and sell annualised collections of content ,[object Object],work with book publishers to see relevant titles through your channels,[object Object],sell relevant consumer products –try CDs, DVDs, and tickets to concerts, exhibitions or leisure attractions,[object Object],sell useful business products – try personal development books, training courses and  tickets to relevant business events or cross sell other business services such as hotel rooms, car hire or travel,[object Object]
WWW.CIRCDATA.COM,[object Object],the top five factors in an effective campaign ,[object Object],#5 – learn lessons from past campaigns,[object Object],#4 – think about what motivates your customers before starting to write copy ,[object Object],#3 - vary the offer,[object Object],#2 – make offers clear, concise and easy to respond to,[object Object],#1  ??? – ask the audience!,[object Object]
WWW.CIRCDATA.COM,[object Object],the most important factor in any campaign,[object Object],..... is also the skill which media owners most need to develop within their organisations,[object Object],and the skill which all Audience Development, Subscriptions, Circulation and Marketing teams need to master,[object Object],the most important factor is data,[object Object],what these people need is the opportunity and skill to manage, interrogate and segment their organisation’s entire data universe,[object Object]
WWW.CIRCDATA.COM,[object Object],name that year!,[object Object]
1999 – easy sources,[object Object],Conference data,[object Object],Exhibition data,[object Object],attendees,[object Object],pre-reg non attendees,[object Object],crossovers,[object Object],across all years,[object Object],delegates,[object Object],inquirers,[object Object],speakers,[object Object],sponsors,[object Object],paid subscribers,[object Object],lapsed subscribers,[object Object],qualified circ,[object Object],reader inquiries,[object Object],promotional pool,[object Object],Magazine data,[object Object],WWW.CIRCDATA.COM,[object Object]
1999 – other possible data sources,[object Object],data provided by,[object Object],exhibitors to generate,[object Object],attendance at events,[object Object],3rd party ,[object Object],lease data,[object Object],in-house data ,[object Object],held in Access, Excel,[object Object],Goldmine, MS Outlook,[object Object],& paper files,[object Object],staff in other offices,[object Object],or working remotely,[object Object],with useful databases,[object Object],directory data ,[object Object],& downloads,[object Object],WWW.CIRCDATA.COM,[object Object]
WWW.CIRCDATA.COM,[object Object],a decade on – and the challenge has grown,[object Object],active magazine paid subs        active mag paid subs - digital,[object Object],lapsed magazine paid subs       lapsed mag paid subs - digital,[object Object],qualified magazine circ             qualified circ- digital,[object Object],promotional pool                       paid newsletter subs,[object Object],reader inquiries                          free newsletter regs,[object Object],directory data                             word-specific alerts regs,[object Object],conference delegates                online content – paid subs                   ,[object Object],conference inquirers                  online content – alerts,[object Object],speakers                                       Facebook,[object Object],exhibition attendees                  Twitter,[object Object],exhibition pre-reg no shows     Linked-In,[object Object],cross-over visitors                       e-reader customers,[object Object],downloads                                   iphone app customers,[object Object],data in Goldmine et al               ipad app customers ,[object Object]
WWW.CIRCDATA.COM,[object Object],the next 2-3 years,[object Object],media owners seeking to take advantage of developing channels to broaden their brand reach,[object Object],media owners seeking to sell range of products through these channels,[object Object],media owners needing to integrate data from these channels to provide a single view of their customers,[object Object],media owners needing an affordable integrated IT solution,[object Object]
WWW.CIRCDATA.COM,[object Object],discussion,[object Object],Circle Publishing have one such solution already in place using Circdata’s FusionTM system ,[object Object],discussion and audience questions,[object Object]

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