Inge van Gaal
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  • it is a  weapon of prohibition :   read it in one breath
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Inge van Gaal Presentation Transcript

  • 1. Newsmedia Marketing.....
    II Ukrainian Newspaper Congress
    Inge Van Gaal
    Kiev October 2010
  • 2. Headquarter European Union
    2
  • 3. Nato headquarters
    3
  • 4. ....Manneken Pis....
    Atomium
    4
  • 5. Chocolate
    The best.....
    Forget the swiss forever
    5
  • 6. No words, just taste it....
    6
  • 7. 7
  • 8. INMA
    =
    Sharing ideas
    8
  • 9. INMA
    =
    Inspiring Change
    9
  • 10. The environment is changing
    The life style is changing
    The number of media channels is increasing
    10
  • 11. The customer wants
    • to share
    • 12. participate
    • 13. express himself
    11
  • 14. We need to adapt!
    12
  • 15. mass media
    to
    specialized niche media
    few media
    to
    many media
    13
  • 16. one way communication
    to
    two way - interactive
    communication
    14
  • 17. social networks:
    technology removes control from communicators,
    from you…
    …to the reader
    15
  • 18. consumers play a more
    active role
    audiences
    influence content
    16
  • 19. Therefore
    newspapers should
    learn more
    about their
    audiences
    17
  • 20. Customer Relationship Management
    Identify Customers
    Differentiate Customers
    Interact with Customers
    Integrate Customers
    =
    Treating different customers differently
    18
  • 21. 19
  • 22. Before 2000
    Branding?
    Not for newspapers....
    Marketing?
    We are not soap!
    Publicity?
    No, we journalists know what people want!
    Change?
    O dear, why? We are good enough
    20
  • 23. Segmentation of a local market, the case of
    21
  • 24. 22
  • 25. 23
  • 26. 24
  • 27. 25
  • 28. 26
    • Increased circulation
    • 29. Sustained advertising revenue
    • 30. Increased online readership
    … a Swedish success story
  • 31. 27
  • 32. Product changes
    They had no problem.
    Circulation stable to growth.
    BUT....
    Mentally they always want to improve
    “Every 10 years we change!”
    28
  • 33. 29
    This time they focused
    Background info
    Local strenghts
    Format and presentation
    Service and life style
  • 34. Format changes???
    Old format: 470 * 305 mm
    New format: 450 * 300 mm
    Creates better lay out opportunities
    It fits better to the need of the public
    It makes Kleine Zeitung more different
    30
  • 35. 31
  • 36. 32
  • 37. 33
  • 38. 34
  • 39. 35
  • 40. Results
    0.2% phone calls
    0.1% about smaller letters...
    = mistake
    Image perfect !!!
    36
  • 41. Staying at the topis more difficult thangetting there....
  • 42. Reasons for their success?
    Top management involved
    Drive to be different
    Drive to be better
    Local focus
    Long term planning
    38
  • 43. 39
  • 44. Promotions
    Today everybody does it....
    The old formula is “finished”
    • Readers are tired of them
    • 45. Advertisers do not respond on promotions
    • 46. Expensive...
    40
  • 47. The promotional idea
    Books....
    People can’t make a selection
    Well known authors
    The classics
    41
  • 48. 42
  • 49. The concept
    Select 50 top titles
    Start with “a big one”
    Give the first book away
    Sell the next 49 at 4,9 €
    Big advertising campaign
    43
  • 50. 44
  • 51. 45
  • 52. 46
  • 53. The financial result
    47
  • 54. Final evaluation
    Biggest bookpublisher
    in Italy...
    Important increase in circulation
    Profitable
    48
  • 55. Keys to succes
    Be different and innovative
    Good cooperation with outside company
    “shelving” effect: good quality
    Advertising campaign
    Own newsroom cooperated actively
    49
  • 56. Wake-up break …
  • 57. INMA
    =
    Sharing ideas
    51
  • 58. Product development
    52
  • 59. Knowledge before news?
    Need to know versus want to know.
    Need = news
    Want = knowledge
    When knowledge = need : specialisation
    53
  • 60. Knowledge before news?
    But news = ..... Free....
    Except for ... business press.
    So specialisation versus generalisation.
    54
  • 61. Knowledge before news?
    Therefore:
    the real question is how to bring news and knowledge together under one brand!!
    55
  • 62. Who do we need to be afraid of?
    TELEVISION
    • Have all the news.
    • 63. Invest in websites.
    • 64. Specialists in short messages.
    • 65. Trusted brands.
    56
  • 66. Television.....
    Television was:
    News at some fixed moments.
    Short and no context.
    Displayed at television set.
    Attractive to youngsters.
    57
  • 67. Television.....
    Television is:
    News at all moments of the day.
    Short and long versions.
    Follows the client.
    Attractive to youngsters.
    58
  • 68. Television: The enemy.
    If we allow them to become “needed” and “wanted”, we lose.
    If we do not cooperate with them, they will see our readers as their clients in search of news and ... context.
    59
  • 69. Television: The enemy
    BUT...!
    We can beat them if
    We are fast(er).
    We are easier to use.
    60
  • 70. Television: The enemy.
    We can beat them if
    we are more trusted by the readers
    We need to be linked to the youngsters. (“belong to the future”)
    We add more value.
    61
  • 71. Triangleof succes
    Newspaper
    Mobile Services
    Internet
    62
  • 72. Modern newspapers
    Compact. (time consumption goes down)
    Strong in local news, good enough in national/international news.
    News and knowledge (need and want to know)
    63
  • 73. Modern newspapers have
    Strong website
    under same brand
    64
  • 74. Modern newspapers have
    Mobile services
    = Triangle
    65
  • 75. Modern newspapers
    Invest in branding, on all platforms if possible.
    Most important:
    Follow their clients.
    66
  • 76. 67
  • 77. 68
  • 78. 69
  • 79. 70
  • 80. De Standaard website
    71
  • 81. View Printed newspaper online
    72
  • 82. 73
  • 83. Keys for succes
    Think before acting
    Editor in chief and commercial manager work closely together
    Try to simplify paying model as much as possible
    74
  • 84. Keys for succes
    Use one strong brand
    See everything related to each other
    Focus on news
    75
  • 85. Keys for succes
    Publishing model:
    readers and advertisers
    Top management supports but gives freedom
    76
  • 86. Lessons in summary
    The best examples change....all the time
    Be different
    Top management is involved
    Editorial and marketing: same market orientation
    Important marketing budgets
    77
  • 87. ChallengesSocial media
    78
  • 88. The rise of social media
    Hundreds of millions of us have turned into
    content generators +
    placed billions of opinions online
    79
  • 89. The rise of social media
    The world’s collective thinking is online
    +
    published
    for the 1st time in history
    80
  • 90. The rise of social media
    A revolution in the way consumers
    share influence + opinion
    81
  • 91. Digital Friends
    Digital channels have moved many of our social interactions into
    the virtual space
    + into text
    + the written word !
    82
  • 92. Digital Friends
    The web has expanded our networks to include
    - peoplewedon'tknow
    • peopleweused to know and in a preweb age we lost contactwith
    83
  • 93. Digital Friends
    Digital channelsencouragemorefrequentinteraction and makeiteasier to shareinfluencethroughsending links, videosorpictures
    84
  • 94. Social media
    Make sure all your personnel
    is on a social network
    and
    you too!
    give everyone full authority
    85
  • 95. ChallengesTechnology
    86
  • 96. Battle of Waterloo - 1815
    87
  • 97. 88
  • 98. Opportunities
    89
  • 99. 90
  • 100. reuters
    91
  • 101. reuters
    92
  • 102. reuters
    93
  • 103. Opportunities
    Research
    94
  • 104. In-house Information
    95
  • 105. Research used
    Audience and market studies
    Strategicmarketpositioning research
    News and editorial research
    Circulation research
    Advertising research
    Customersatisfaction research
    96
  • 106.  WARNING !
    “ Media Researchers are a group of people who pass as experts on the basis of their prolific ability to produce an infinite variety of incomprehensible figures calculated with micrometric precision from the vaguest assumptions based on debatable evidence from inconclusive data derived by persons of doubtful reliability for the sole purpose of confusing an already hopelessly befuddled group of people who never read the statistics anyway”
    97
  • 107. Ideas?
    ThankYou!
    www.tijd.be
    98