Neal Farrell Publisher Ramsaymedia

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Creating award-winning world class customer magazine and successful customer publishing business model
• Key Trends
• Critical successfactors
• Balancing needs of reader, client and advertisers
• Not just a catalogue but exceptional editorial, art and design
• Enhancing brand affinity and cost effectively reach your target customers
• Synergising your magazine within the clien’s marketing mix
• Digital customer publications – friend or foe?
• Business models – risk and reward
• ROIs and metrics
Neal Farrell, Publisher
Ramsay Media

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Neal Farrell Publisher Ramsaymedia

  1. 1. Infinite<br />Possibilities<br />Neal Farrell - Publisher<br />
  2. 2. Also known as…<br />Contract publishing<br />Customer publishing<br />Content marketing<br />Custom media<br />Branded content<br />Member media<br />
  3. 3. Key trends<br />
  4. 4. Key trends<br />
  5. 5. Critical success factors!<br />It’s a partnership…<br />Clearly defined objectives<br />Full transparency<br />Built on trust and respect<br />Agreed performance metrics<br />Flexible enough to change<br />
  6. 6. Critical success factors!<br />Platform agnostic<br />Be active on social media<br />One size doesn’t fit all<br />Content is king!<br />A sale starts with a brand conversation<br />
  7. 7. Critical success factors!<br />Publishers now have to be marketing specialists as well<br />Get to know and understand your reader – no seriously! CRM!!<br />
  8. 8. Balancing the need of readers, clients and advertisers<br />If you start with content it’s a much easier balancing act!<br />Content will engage the readers who in turn will respond, thereby generating response that will delight your clients and your advertisers<br />
  9. 9. Not just a catalogue but exceptional art, edit and design<br />Or you won’t grab the readers attention!<br />Award winning art directors and designers<br />Top end editors and journalists<br />Professional photography<br />Beautifully conceptualised words<br />Our readers demand it!<br />Our advertisers demand it!<br />As publishers we demand it!<br />As clients you should demand it too!<br />
  10. 10. Synergising your magazine with the client’s marketing mix<br />As publishers our role is to immerse ourselves in our client’s business<br />As clients your role is to invite your publishers in<br />At your next workshop invite the ad agency!<br />It’s a tripartite relationship that will foster new thinking<br />
  11. 11. Digital customer publications – friend or foe?<br />Your ally!<br />As complimentary<br />As a stand alone<br />It’s really about how (where and when) your readers want you to communicate with them<br />
  12. 12. Business models – risk and reward<br />Successful partnerships are those where risk is shared (to some extent)<br />But where there is risk there should also be reward!<br />Ad sales…<br />Budgets…<br />Sales…<br />Leads…<br />Affinity…<br />
  13. 13. ROIs and metrics<br />Measure, measure, measure!<br />As publishers our role is to draw a straight line between business performance and publishing activities<br />As customers you must be clear what it is you are trying to achieve and how you intend measuring return<br />
  14. 14. ROIs and metrics<br />Reader feedback<br />Sales<br />Leads<br />Share of wallet<br />Brand affinity<br />Response mechanisms<br />Circulation<br />Budget<br />Awards<br />Innovation<br />
  15. 15. Thank <br />you!<br />Neal Farrell<br />neal@ramsaymedia.co.za<br />http://za.linkedin.com/in/nealfarrell<br />

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