Partnerships:Leveraging Advertiser Revenue and Reader Loyalty
Overview Understanding The Globe and Mail How we’ve set up our data in AnalytiX Program Definition Advertiser Upside Subscriber Benefits Results Next Steps Questions for the Users Group
The Globe and Mail Canada’s National Newspaper 1,000,000 readers per day Circulation 350,000 daily Home delivery 220,000 80% EZ-Pay 94% Full Price Home Delivery Subs Subscription Price $312 per year
The Globe and Mail Highly educated, affluent audience Managers, Owners, Professionals etc. White collar males make up a large component of the subscriber base Delivered in every major market in Canada Majority ownership is Bell Canada Enterprises
Circulation Sales Very traditional: One TM Vendor One offer No Discounts / No Premiums All orders prepaid Retention Concerns especially EZ-Pay High Cost per Order/Unit Limited in Marketing Technology
Our Team We have been created as a special project team to address acquisition and retention issues We are new users of AnalytiX and R-Logic We have recently acquired a new robust source of demographic and clustering data.
Our Data The circulation system is an older legacy system. (SAP may be on the horizon) We export a monthly dump of information to Astech from several sources. We receive a monthly build of householded information that is accessed through our ASP license.
Current Tables in AnalytiX UNIV DONOT DISP_BELL and DISP_COM (telemarketers) SUBSCRIBER RETENTION TRANSACTION CAMPAIGN EMAIL
UNIVSource: Cornerstone (White page listings)Contents: ID and Name Address Telephone Cluster/Mosaic codes
DONOTSource: Telemarketers + CMA do not call listContents: ID and Name Telephone, Address Do Not Call Do Not Fax Do Not Mail
DISP_BELL and DISP_COMSource: TelemarketersContents: ID and Subscriber Name Address Project Date Disposition Code
SUBSCRIBERSource: Circulation systemContents: ID, Name, Address, Telephone Status (active, stop, temporary stop) Service (MF, MS, FS, SA) Start/Stop Date Rate Cycle, Rate Codes, etc.
RETENTIONSource: Circulation systemContents: ID and Name Start/Stop Dates Source Location (who started the subscription) Delivery Days, Vacation Gaps
TRANSACTIONSource: Circulation systemContents: ID and Subscriber Name Subscriber Class (regular, student, employee, etc) Product (local, national) Transaction Code (start, stop, restart) Rate Cycle, Rate Code, Bill Cycle
CAMPAIGNSource: Customer ServiceContents: Subscriber ID Campaign Type (cold call, new subs, ex-subs) Campaign Method (direct mail, telemarketing) Campaign Date
EMAILSource: Globe and Mail contest results, Web registrantsContents: ID and Name Email Address Address Telephone
Data Appends To AnalytiXCornerstone Telemarketing DispositionsCirculation System Append AnalytiXContests, Direct Mail, EmailCluster Information
Loyalty Issues Our subscribers pay a $312/year We almost never communicate with them We think we know their interests and hot buttons at a macro level and we’re getting better. We want to test the impact of providing relevant value adds to their subscription
Advertiser Opportunities We do not do any direct mail like Columbus or Phoenix, but maybe we should. Our subscriber list is not rented, but our advertisers want to access it. Our subscriber base is difficult to reach by traditional marketing channels.
The Landscape Our biggest theatre advertiser needed to boost Lion King ticket sales The contract with this advertiser was being negotiated during this timeframe Globe subscribers have an affinity to the theatre. We operate in a very competitive market, nationally and more specifically locally in Toronto. We just had a 4% HD price increase
The Program Details A mailing sent from the Globe with a Lion King ticket offer reaching Toronto area subscribers providing access to a very desirable but previously inaccessible list. This value-added service should help secure the advertising contract. The advertiser was part of positive offer to the subscriber base, helping with their brand image.
What We Did Extracted All Subscriber records through AnalytiX Removed businesses Targeted the Geographic trade area for the client Established a campaign for the project Track results
Subscriber Benefits 25% percent off Lion King tickets Special “Globe and Mail Night” ($50,000) Front of the Line privileges for an upcoming production. All costs were paid by the advertiser Perceived as a value add to their subscription
Results Orders: 1,440 Seats: 4,153 Close to $300,000 in seats were sold! Representing an ROI of six times their investment. Excellent response from the subscriber base. All respondent data is feed back to The Globe and into AnalytiX for tracking. Advertiser signed a 2 year contract.
Next Steps Analyze the retention of the 1,440 responders and 250 Globe Night special guests Create another relevant offer with high perceived value. Test similar offers but for acquisition Continue collecting data to understand them better
Next Steps There have been several other advertisers interested in duplicating the program. Our client is interested in sponsoring and supporting a “Globe Theatre Club.” Considering 4 - 6 similar mailings per year. (golf, travel, theatre, dining) Further development and segmentation of our database is essential as well as continued campaign management.
Questions for the GroupWe have several data sets in Access that we would like to integrate into AnalytiX. What is the best, most efficient process to build in: CONTESTS e-MAIL campaigns e-NEWSLETTER Subscriber bases DEMOGRAPHIC INFORMATION
GOLFSource: Contests, Direct Mail, Email projectsContents: ID and Name Project Name (i.e. Masters) Project Type (i.e. Contest) Date Participation Level (i.e. qualified, participated) Number times play a year Play at Private or public course Type of equipment used
THEATRESource: Contests, Direct Mail, EmailContents: ID and Name Project Name (i.e. Lion King) Project Type (i.e. Direct Mail) Date Participation Level (i.e. qualified, participated) Preferred Performance (i.e. Musical)