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Subscriptions for small publishers

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Practical tips and case studies on subscriptions for small publishers from Circdata

Practical tips and case studies on subscriptions for small publishers from Circdata

Published in: Business, Technology

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  • 1. WWW.CIRCDATA.COM
    Thoughts on subs marketing
    Andy Guy
    Operations Director
  • 2. WWW.CIRCDATA.COM
    outline
    subs marketing – past, present and future
    renewal activity
    acquisition activity
    what else can you sell to your customers?
    the top five factors in an effective campaign
    a key challenge for the next decade
    a sign of things to come
  • 3. WWW.CIRCDATA.COM
    subscription marketing – past, present and future
    past
    nerdish and ignored
    Direct Mail centric
    lacking the glamour and “easy” money of display advertising
    present
    Marketing magazine – “Publishers are increasingly turning to subscription marketing as the recession forces ad rates downwards”
    cost and availability of newsstand
    Audience Development in the spotlight – three jobs placed on InPublishing last week
    challenge for small-to-medium publishers
    future
    expert in multiple delivery channels
    in charge of primary revenue streams as ad revenues decline further
    in media res
  • 4. WWW.CIRCDATA.COM
    renewals - basics
    typically 3-4 letters, 2-3 emails and 1 phone call
    make hard copy forms easy to use and include ID for easy order processing
    freshen up the images regularly
    welcome letter for first time subs
    different letter for first time renewals (danger point)
    renewal at birth – try 2 or 3 year offer
    concerted renewals start at 6 issues to go (for monthly titles)
  • 5. WWW.CIRCDATA.COM
    renewals – more advanced
    if not available, collate your renewals history as starting point for future analysis
    offer DD with every effort – 90%+ retention (speak with your bank ref Originator or your agency if don’t meet bank’s criteria
    if people subscribe online, concentrate on email for first renewal efforts
    allow people to renew online & recognise the same offer
    send covers & content page in lieu of grace issue - offer to provide issue FOC if subscriber renews
    ask subscribers why they are not renewing
    remember – the only way is down
  • 6. WWW.CIRCDATA.COM
    acquisition – basics
    top the search rankings – no excuse
    use portals such as I-Subscribe, Unique Magazines and Magazines.co.uk
    if international appeal, use portals in US, Australia, NZ & South Africa
    all promotional activity from the Editor
    URLs for website and subs form on all material
    don’t hide the subscription form!
    no surprises – brief your team and agency on new offers
    work with organisations in your field – data swaps or overlays, link exchanges, joint offers
  • 7. WWW.CIRCDATA.COM
    acquisition – more advanced
    in specialist media, encourage collection to help retention - offer binders
    create personalised reactivation programme using benefit statements derived from expiry survey – test timing of this but at least 6 months after expiry
    build a geo-demographic profile of your live subs as starting point for data research
    offer free newsletter & RSS feed to stay on radar, then build offers into the content
    build your own community – use social media to retain existing customers and attract new ones
  • 8. WWW.CIRCDATA.COM
    what else could you sell to your customers?
    develop a range of additional products on which you could make a margin
    additional paid-for online content of your own
    package and sell annualised collections of content
    work with book publishers to see relevant titles through your channels
    sell relevant consumer products –try CDs, DVDs, and tickets to concerts, exhibitions or leisure attractions
    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
  • 9. WWW.CIRCDATA.COM
    the top five factors in an effective campaign
    #5 – learn lessons from past campaigns
    #4 – think about what motivates your customers before starting to write copy
    #3 - vary the offer
    #2 – make offers clear, concise and easy to respond to
    #1 ??? – ask the audience!
  • 10. WWW.CIRCDATA.COM
    the most important factor in any campaign
    ..... is also the skill which media owners most need to develop within their organisations
    and the skill which all Audience Development, Subscriptions, Circulation and Marketing teams need to master
    the most important factor is data
    what these people need is the opportunity and skill to manage, interrogate and segment their organisation’s entire data universe
  • 11. WWW.CIRCDATA.COM
    name that year!
  • 12. 1999 – easy sources
    Conference data
    Exhibition data
    attendees
    pre-reg non attendees
    crossovers
    across all years
    delegates
    inquirers
    speakers
    sponsors
    paid subscribers
    lapsed subscribers
    qualified circ
    reader inquiries
    promotional pool
    Magazine data
    WWW.CIRCDATA.COM
  • 13. 1999 – other possible data sources
    data provided by
    exhibitors to generate
    attendance at events
    3rd party
    lease data
    in-house data
    held in Access, Excel
    Goldmine, MS Outlook
    & paper files
    staff in other offices
    or working remotely
    with useful databases
    directory data
    & downloads
    WWW.CIRCDATA.COM
  • 14. WWW.CIRCDATA.COM
    a decade on – and the challenge has grown
    active magazine paid subs active mag paid subs - digital
    lapsed magazine paid subs lapsed mag paid subs - digital
    qualified magazine circ qualified circ- digital
    promotional pool paid newsletter subs
    reader inquiries free newsletter regs
    directory data word-specific alerts regs
    conference delegates online content – paid subs
    conference inquirers online content – alerts
    speakers Facebook
    exhibition attendees Twitter
    exhibition pre-reg no shows Linked-In
    cross-over visitors e-reader customers
    downloads iphone app customers
    data in Goldmine et al ipad app customers
  • 15. WWW.CIRCDATA.COM
    the next 2-3 years
    media owners seeking to take advantage of developing channels to broaden their brand reach
    media owners seeking to sell range of products through these channels
    media owners needing to integrate data from these channels to provide a single view of their customers
    media owners needing an affordable integrated IT solution
  • 16. WWW.CIRCDATA.COM
    discussion
    Circle Publishing have one such solution already in place using Circdata’s FusionTM system
    discussion and audience questions