Lienekevanden heuvel e_day_160910

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iPad lancering AutoWeek iPad app

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Lienekevanden heuvel e_day_160910

  1. 1. Emerce eDay, 16 september 2010 Lieneke van den Heuvel: Publisher Auto
  2. 2. Agenda <ul><li>Positie binnen onze strategie </li></ul><ul><li>Business case: </li></ul><ul><ul><li>Doelgroep </li></ul></ul><ul><ul><li>Concept </li></ul></ul><ul><ul><li>Verdienmodel </li></ul></ul><ul><ul><li>Promotie </li></ul></ul><ul><li>Learnings </li></ul><ul><li>Demo </li></ul><ul><li>Vragen </li></ul>Doel: Doel: meenemen in gemaakte keuzes & learnings delen
  3. 3. Gek op de iPad, maar soms…
  4. 4. 360 º Strategie Mobile devices: 100.000 downloads Website: 1,5 mln unique visitors Auto Week Brand Extensions Social Media Magazine > 100.000
  5. 5. Aanwezig in elke fase van aankoopproces Inspiring content Search, find & obtain Reliable buy Maintenance CPM CPC CPL CPS Finance Maintenance
  6. 6. Business Case: eerst denken, dan doen! <ul><ul><ul><ul><ul><li>Doelgroep </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Concept: Opzet App + Magazine </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Verdienmodel </li></ul></ul></ul></ul></ul>
  7. 7. 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
  8. 8. 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
  9. 9. Magazine: 1 op 1 overnemen? FIRST PHASE: half the magazine, twice as rich! SECOND PHASE : distinctive content, maximum experience! THIRD PHASE: in app purchases
  10. 10. Content App/Magazine : roll out in phases 24-04-10 Planet of the apps | project proposal x <ul><li>News </li></ul><ul><li>Sharing: Twitter, Facebook </li></ul><ul><li>360 graden interieur photos </li></ul><ul><li>Audio fragments </li></ul><ul><li>Tests </li></ul><ul><li>Car base (specs) </li></ul><ul><li>Reviews </li></ul><ul><li>Location based dealer locator (Google maps) </li></ul><ul><li>(dual) Slideshow </li></ul><ul><li>Video content </li></ul><ul><li>Top 10 lists </li></ul><ul><li>Advertising formats (standard sized + specials) </li></ul>2010 2011 2012 FIRST PHASE: half the magazine, twice as rich! SECOND PHASE : distinctive content, maximum experience! THIRD PHASE: In app purchases <ul><li>Publication one </li></ul><ul><li>day ahead of </li></ul><ul><li>AutoWeek magazine </li></ul><ul><li>Premium brand </li></ul><ul><li>Rich content </li></ul><ul><li>Never out of stock </li></ul><ul><li>Worldwide access: </li></ul><ul><li>anytime, anywhere, any </li></ul><ul><li>place </li></ul><ul><li>Subscription price </li></ul><ul><li>advantage (phaase 2) </li></ul><ul><li>Archive of items of interest </li></ul><ul><li>Share magazine content by </li></ul><ul><li>twitter, Facebook,etc. </li></ul><ul><li>Visual experience of </li></ul><ul><li>content </li></ul>USP’s: premium price, premium product
  11. 11. Business Model “ Show me the money!”
  12. 12. BtoC: rich content, premium priced <ul><li>App </li></ul><ul><ul><li>Paid download : € 2,99 (incl. 1e editie gratis) </li></ul></ul><ul><li>Magazine </li></ul><ul><ul><li>Editie (wekelijks) : € 2,99 </li></ul></ul><ul><ul><li>Abonnementsvormen : Fase 2 </li></ul></ul><ul><li>Others </li></ul><ul><ul><li>Archief van eerdere edities </li></ul></ul><ul><ul><li>Multi Test Rapport (fase 2) </li></ul></ul><ul><ul><li>Filter van alle informatie over specifiek Merk / Model (Fase 3) </li></ul></ul>Rich content, premium priced Groei d.m.v. in app purchases
  13. 13. B2B: advertising propositions <ul><li>Launching Partners </li></ul><ul><li>Regulier adverteren </li></ul><ul><li>iAds: fase 2 </li></ul><ul><li>CPM/Perfomance based: fase 2/3 </li></ul>
  14. 14. Multimediale Lancerings Campagne: print, online, mobiel, NU.nl iPad, social media
  15. 15. Gek op de iPad, maar…
  16. 16. Projectteam iPad: blijf communiceren… Apple Store Techniek extern Redactie Marketing/Sales Adverteerders Techniek intern
  17. 17. Learnings iPad app: organisatorisch <ul><li>Projectteam inrichten </li></ul><ul><li>Verantwoordelijken voor elke discipline </li></ul><ul><li>(vormgeving, techniek, redactie, sales, marketing) </li></ul><ul><li>Maak een blauwdruk van je plannen </li></ul><ul><li>Houd iedereen aan die plannen: de (technische) verleidingen om nog meer, nog beter te maken, liggen continu op de loer </li></ul>
  18. 18. Learnings iPad: maken van het magazine <ul><li>USP’s medium uitnutten: iPad is beeld, dus foto’s, video’s, animaties! </li></ul><ul><li>Wat doe je extra ten opzichte van je website, je huidige papieren magazine? </li></ul><ul><li>Dus… iPad-only: maak onderscheidende content, de 360-graden foto </li></ul><ul><li>Laat print mindset los: kleuren op papier zijn minder helder dan op de iPad </li></ul><ul><li>Navigatie is key, laat de gebruikers niet verdwalen, neem ze bij de hand (anders missen ze de helft). </li></ul><ul><li>Testen, testen en nog eens testen </li></ul><ul><li>Niet alles wat technisch kan, moet in één nummer: beperk jezelf in creativiteit </li></ul><ul><li>Ontwikkel 0-nummer: tijd bijhouden, het duurt langer dan je denkt </li></ul><ul><li>Vergeet de workflow op de werkvloer niet! </li></ul>
  19. 19. We proudly present…
  20. 20. Demo: AutoWeek iPad app, edition 1
  21. 21. VRAGEN???

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