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Mari Kate Costin ASBPE


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Mari Kate Costin ASBPE

  1. 1. Injecting Online into Your Print Sales Model February 29, 2008
  2. 2. OVERVIEW <ul><li>Why Mari Kate Costin? </li></ul><ul><li>Why Reed? </li></ul><ul><li>Why Online? </li></ul><ul><li>Why Online-Focused Sales Position? </li></ul><ul><li>Which Products? </li></ul><ul><li>Why Integrated? </li></ul>
  3. 3. Mari Kate Costin Background <ul><li>Manufacturing and Electronics Division: </li></ul><ul><ul><li>Director of eSales </li></ul></ul><ul><li>5 years with Reed Business Information </li></ul><ul><ul><li>Manufacturing Business Technology (MBT): Territory Manager </li></ul></ul><ul><ul><li>MBT and Control Engineering: Region Manager </li></ul></ul><ul><ul><ul><li>Best success selling combination integrated marketing programs. </li></ul></ul></ul><ul><ul><ul><ul><li>Print </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Online </li></ul></ul></ul></ul><ul><ul><ul><ul><li>In person </li></ul></ul></ul></ul><ul><ul><li>Food and Hospitality Vertical: eMedia Solutions Manager </li></ul></ul><ul><li>Prior to Reed Business </li></ul><ul><ul><li>Reed Elsevier/Harcourt: European Software Channel Manager </li></ul></ul>
  4. 4. Reed Elsevier Group plc <ul><li>Worldwide Resources </li></ul><ul><ul><li>North America, Europe, China, Asia Pacific, Southern Africa, Latin America </li></ul></ul><ul><li>10,000+ publications, journals, books, CDs </li></ul><ul><li>3,000+ websites/portals </li></ul><ul><li>440 trade shows </li></ul><ul><li>Industry Focus: </li></ul><ul><ul><li>Education </li></ul></ul><ul><ul><li>Legal </li></ul></ul><ul><ul><li>Science & Medical </li></ul></ul><ul><ul><li>Business </li></ul></ul>
  5. 5. Reed Business Information <ul><li>In United States: </li></ul><ul><ul><li>Leading provider of critical information and marketing solutions to business professionals in key industry sectors </li></ul></ul><ul><ul><ul><li>100 print publications </li></ul></ul></ul><ul><ul><ul><li>4,000,000 registered subscribers </li></ul></ul></ul><ul><ul><ul><li>Over 130 weekly email newsletters </li></ul></ul></ul><ul><ul><ul><li>20,000,000 newsletter messages/month </li></ul></ul></ul>Reed Elsevier Group plc-Business
  6. 6. Why Online?
  7. 7. Hollywood Writer’s Strike <ul><li>Writers Guild of America were on a 100+ day strike </li></ul><ul><li>Cost the Los Angeles area economy approx $3 billion US dollars </li></ul><ul><li>What was the reason for the strike? </li></ul><ul><li>Because of this reason, people were willing to stop working. </li></ul><ul><li>… Studios etc were willing to risk production stops. </li></ul><ul><li>“… for a share of revenues from programs distributed through new media such as the Internet.” </li></ul><ul><li>&quot;This contract is a new beginning for writers in the digital age,&quot; said Patric Verrone, president of the guild's western branch. &quot;It ensures that guild members will be fairly compensated for the content they create for the </li></ul><ul><li>Internet.&quot; </li></ul>
  8. 8. BtoB Magazine Survey: Key Findings* <ul><li>60.1% of marketers plan to increase marketing budgets this year </li></ul><ul><li>79.1% plan to increase online marketing budgets this year </li></ul>*BtoB Magazine: Nov/Dec 2007 and Jan/Feb 2008 Survey to B-to-B Marketers
  9. 9. BtoB Research (cont)
  10. 10. Online Marketing Spend Increase <ul><li>Forrester, eMarketer, BtoB and ABM all found in recent research: </li></ul><ul><ul><li>The online marketing spend in 2008 will increase by 22-28% over 2007. </li></ul></ul>
  11. 11. Why Online? <ul><li>Where the market is going whether we are ready or not…. </li></ul><ul><li>Online products deliver measurable results </li></ul><ul><li>Offer Flexibility </li></ul><ul><li>Versatility of Product line </li></ul><ul><li>Vast Customization Opportunity </li></ul><ul><li>Lead Generation </li></ul><ul><li>Analytics </li></ul>
  12. 12. Why Online-Focused Sales Position?
  13. 13. eSales Focused Position <ul><li>Why? </li></ul><ul><ul><li>Traditionally print-focused market and sales staff </li></ul></ul><ul><ul><li>Too much information available at once </li></ul></ul><ul><ul><li>Too many changes happening all the time </li></ul></ul><ul><ul><li>Too many products available online </li></ul></ul><ul><li>Drive eSales </li></ul><ul><li>Educate: Internal and External </li></ul><ul><li>New Solutions: </li></ul><ul><ul><li>Uncover Objectives to Drive New Solutions </li></ul></ul>
  14. 14. What Products?
  15. 15. (C) Reed Business Information 2007 Why Customers are Hesitant to Buy eMedia? X X Podcasts X X X Videos X X X Microsites X X X eNewsletters X X Online Display Ads Driving Traffic to Client Site X Surveys X X White Papers X Blogs X X Webcasts Lead Generation Branding / Product Awareness
  17. 17. eNewsletters Daily Weekly Monthly Advertorial Editorial
  18. 18. Blogs
  19. 19. Webcasts
  20. 20. Video
  21. 21. Why Integrated Approach?
  22. 22. Communication Methods Used Vary Throughout the Buying Process
  23. 23. Audience Comparison Magazine/eNewsletter Combined Total Reach = 170,698 Unique eNewsletter Circulation 30,698 Unique Magazine Circulation 109,920 Magazine Total Circulation 140,000 eNewsletter Total Circulation 60,778 Common Magazine/eNewsletter Circulation 30,080