Introducing the concept of Lead Generation to License! Global magazine.

1. Proposed 2014 Strategy
License! Global Lead Generation
November 5, 2013
© 2013 Advanstar Inc.
CONFIDENTIAL

2. LEAD GENERATION OVERVIEW
 Why are we meeting today?
Two reasons. First, introduce the concept of lead generation to License! Global.
Second, convince License! Global to move forward with a lead generation test in
order to discover how to launch long-term lead generation projects with L!G and
other Advanstar groups.
 In general, what is lead generation?
For the purpose of this meeting, lead generation is the process of matching the
right License! Global readers with the right advertisers in order to facilitate a
mutually agreeable meeting with a high likelihood for new business opportunities.
In other words... match.com for the licensing industry
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3. HOW LEAD GENERATION WORKS
 Starting Point: Calls to Action (CTAs)
 Landing Pages

• Year-round landing pages
• Pre-show landing pages
Additional Lead Nurturing
• Re-targeting (additional fee/integration)
• Educational resources (white papers,
assessments, webcasts, etc.)
• Various widgets (polls, quizzes,
contests, topic
tracking)
 Lead Scoring
 Lead Delivery
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4. WHAT’S A GOOD LEAD? MATCH-MAKING.
 Pre-qualifying Leads
• Contact information
• Contact title(s)
• Business stability
–

Size, location, legal representation, years in business,
agent representation, etc.)
• Reason(s) for meeting
• Past/future show attendance
• Add more with L!G and advertiser guidance
Pre-qualifying Advertisers
• Type of Business
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–
–
–
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Licensor/Brand Owner
Licensee/Manufacturer/Distributor/Wholesaler
Retailer (size/type)
Marketing/Promo/Design Agencies
Professional Service Provider
• Areas of Interest
–
Apparel/Fashion, Art/Design, Entertainment, Home, Emedia, Toys, and other consumer product categories
• Dates/Times/Duration/Venue Available
GOOD LEADS
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5. WHERE CAN WE OFFER LEAD GENERATION?
 E-news
 Website

• Banner ads
• Pop-over homepage ads
• In-article text ads
• Page curl ads
Digital Edition
• Appended CTAs
• Additional ads not in print version
• Match-making section not in print
BEFORE:
AFTER with button:
AFTER with page curl:
version
 L!G Sponsored Options
• House advertisements
• Direct email
• Match-making area on
licensemag.com
• Match-making area on mobile app
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6. RESOURCES NEEDED AND RELATED COSTS
 Marketing Automation
• Hubspot Low estimate: $2,550/monthly – High estimate: $3,100/monthly
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–
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Low estimate assumes 25,000 contacts. High estimate assumes 80,000 contacts. Hubspot will negotiate lower pricing
during test period.
Includes default landing pages, progressive profiling, website widgets, reporting
$2,400 monthly fee (10,000 contacts) + Additional 15,000 contacts @ $10/m = $2,550/month for 25,000 contacts
• Salesforce with Marketo
–
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Company owns software, but it requires subscriber record migration and higher creative design costs
Allows for better overall reporting across all properties (print, digital, web, e-news, social, trade shows, etc.)
Not feasible for quick test, but may be a better long term solution
 Project Management
• Develop lead qualification criteria, automation workflows, scoring criteria
• Oversee project (meetings, testing, reporting, refinements, etc.)
–
For testing purposes, Audience Development assumes this time/cost in place of BPA Audit time/costs
 Creative Design
• HTML/Graphic/Copywriting needed for any proprietary landing pages, direct email, new website
sections, Ad CTA options, new digital edition sections
–
–
Most design work and cost can be avoided by using Hubspot defaults for test
Creation of Ad CTA options, Ad guidelines, Media kit updates may take up to 40-80 labor hours
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7. HOW DO WE MAKE MONEY? NEW SALES MODELS.
 Current Sales Model
• Ad size with frequency breaks
• Pros: Top of mind awareness. Measure impressions and clicks.
• Cons: No proof of ROI. No control over lead nurturing/delivery. Ad dollars moving away from this
model.
 Proposed Hybrid Model
• Lower placement cost with a low pay-per-lead cost.
• Pros: Brand awareness coupled true ROI. Measures impressions (brand), clicks (interest), lead quality,
lead delivery. Advantage over competitors.
• Cons: Ad dollars still moving toward pay-per-lead options.
 Future Pay-Per-Lead (PPL) Model
• Advertisers pay for each lead. Requires a system for L!G to measure potential leads that match
advertiser needs. Requires a system for L!G to valuate between different kinds of leads.
• Pros: True ROI for advertiser. No wasted ad dollars. Advantage over competitors.
• Cons: Risk to L!G of undercharging. Risk to L!G of low lead generation.
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8. HOW DO ADVERTISERS MEASURE SUCCESS? REPORTING.
 Funnel Reports


• Calls-to-Action analytics (impressions, clicks)
• Landing Page analytics (impressions, submissions)
• Lead Nurturing analytics (scoring progress)
• Leads Delivered analytics
Brand Awareness Reports
• Brand impressions across all L!G properties
ROI
• Dollars invested vs. dollars delivered
(based on lead values)
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9. HOW TO GET STARTED? PROPOSED TEST.
 Create Key Performance Indicators (KPIs)
 Proposed Advertisers


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• Small/Medium sized business
• Current advertiser
• Inability to do lead generation
• Willingness to participate in organized feedback
• Show exhibitor
Proposed Systems
• Hubspot
Proposed Sales Model
• Hybrid model
• Lead Generation portion potentially free during test
Proposed Timeline
• January 2014 start year-round style test (with lead nurturing)
• February 2014 start trade show style test (no lead nurturing)
• Evaluate success by July 2014
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10. ASK QUESTIONS. PONDER. SAY, “YES.”
 Additional Questions
 Create Next Steps / Action Items
THANKS!
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