Lienekevanden heuvel e_day_160910
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Lienekevanden heuvel e_day_160910

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Lienekevanden heuvel e_day_160910 Lienekevanden heuvel e_day_160910 Presentation Transcript

  • Emerce eDay, 16 september 2010 Lieneke van den Heuvel: Publisher Auto
  • Agenda
    • Positie binnen onze strategie
    • Business case:
      • Doelgroep
      • Concept
      • Verdienmodel
      • Promotie
    • Learnings
    • Demo
    • Vragen
    Doel: Doel: meenemen in gemaakte keuzes & learnings delen
  • Gek op de iPad, maar soms…
  • 360 º Strategie Mobile devices: 100.000 downloads Website: 1,5 mln unique visitors Auto Week Brand Extensions Social Media Magazine > 100.000
  • Aanwezig in elke fase van aankoopproces Inspiring content Search, find & obtain Reliable buy Maintenance CPM CPC CPL CPS Finance Maintenance
  • Business Case: eerst denken, dan doen!
            • Doelgroep
            • Concept: Opzet App + Magazine
            • Verdienmodel
  • Doelgroep: magazinelezers of...? Auto Week Magazine Male Age: 15-49 Social class: B1/B2/C Family Stage: 2-person household Household with young children Auto Week Website Male Age: 15-45 Social class: A/B1/B2 Family Stage: Middle aged 2-person household without children Household with young children Auto Week iPad app Male Age: 18-40 Social class: A/B1/B2 Family Stage: Young 2-person household without children Household with young children Other: Trend watcher Gadget lover Early adopter Potential brand ambassador
  • Concept App: kiosk of meer? E. My Auto Week Kiosk MultiTests Filter brand/model Magazine Paid Content: in app purchases News Tests Reviews Free Content: within the app Specs
  • Magazine: 1 op 1 overnemen? FIRST PHASE: half the magazine, twice as rich! SECOND PHASE : distinctive content, maximum experience! THIRD PHASE: in app purchases
  • Content App/Magazine : roll out in phases 24-04-10 Planet of the apps | project proposal x
    • News
    • Sharing: Twitter, Facebook
    • 360 graden interieur photos
    • Audio fragments
    • Tests
    • Car base (specs)
    • Reviews
    • Location based dealer locator (Google maps)
    • (dual) Slideshow
    • Video content
    • Top 10 lists
    • Advertising formats (standard sized + specials)
    2010 2011 2012 FIRST PHASE: half the magazine, twice as rich! SECOND PHASE : distinctive content, maximum experience! THIRD PHASE: In app purchases
    • Publication one
    • day ahead of
    • AutoWeek magazine
    • Premium brand
    • Rich content
    • Never out of stock
    • Worldwide access:
    • anytime, anywhere, any
    • place
    • Subscription price
    • advantage (phaase 2)
    • Archive of items of interest
    • Share magazine content by
    • twitter, Facebook,etc.
    • Visual experience of
    • content
    USP’s: premium price, premium product
  • Business Model “ Show me the money!”
  • BtoC: rich content, premium priced
    • App
      • Paid download : € 2,99 (incl. 1e editie gratis)
    • Magazine
      • Editie (wekelijks) : € 2,99
      • Abonnementsvormen : Fase 2
    • Others
      • Archief van eerdere edities
      • Multi Test Rapport (fase 2)
      • Filter van alle informatie over specifiek Merk / Model (Fase 3)
    Rich content, premium priced Groei d.m.v. in app purchases
  • B2B: advertising propositions
    • Launching Partners
    • Regulier adverteren
    • iAds: fase 2
    • CPM/Perfomance based: fase 2/3
  • Multimediale Lancerings Campagne: print, online, mobiel, NU.nl iPad, social media
  • Gek op de iPad, maar…
  • Projectteam iPad: blijf communiceren… Apple Store Techniek extern Redactie Marketing/Sales Adverteerders Techniek intern
  • Learnings iPad app: organisatorisch
    • Projectteam inrichten
    • Verantwoordelijken voor elke discipline
    • (vormgeving, techniek, redactie, sales, marketing)
    • Maak een blauwdruk van je plannen
    • Houd iedereen aan die plannen: de (technische) verleidingen om nog meer, nog beter te maken, liggen continu op de loer
  • Learnings iPad: maken van het magazine
    • USP’s medium uitnutten: iPad is beeld, dus foto’s, video’s, animaties!
    • Wat doe je extra ten opzichte van je website, je huidige papieren magazine?
    • Dus… iPad-only: maak onderscheidende content, de 360-graden foto
    • Laat print mindset los: kleuren op papier zijn minder helder dan op de iPad
    • Navigatie is key, laat de gebruikers niet verdwalen, neem ze bij de hand (anders missen ze de helft).
    • Testen, testen en nog eens testen
    • Niet alles wat technisch kan, moet in één nummer: beperk jezelf in creativiteit
    • Ontwikkel 0-nummer: tijd bijhouden, het duurt langer dan je denkt
    • Vergeet de workflow op de werkvloer niet!
  • We proudly present…
  • Demo: AutoWeek iPad app, edition 1
  • VRAGEN???