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Chrissann G
- 1. | 1 How an editorial mindset can fuel product innovation Creating a content-to- commerce flywheel
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- 3. | 3 187M Consumers 115M Women 53M Millennials 45M Subscribers 56M Multicultural 8B Emails #2 Global Licensor 3,000+ SKUs in Walmart
- 4. | 4 Our 5B+ 1P signals give us a contextually rich understanding of consumers’ interests, intent, and actions today… Share “I madethis” — Createprofiles — Social listening — Share with Personal Network Search NeedStates | Recipes — Real-time List Createshopping list __ CreateCollection Engage Visits | Registrations | Email | Newsletter — Video| Podcast — Actions: Save| Print Visits Buy Click tocart __ Local offers — Shoppablecontent and video — Product Data 5B+ Signals 4
- 5. | 5 …with the goal of understanding what she might want, need & do in the future INSIGHTS DATA + RESEARCH + EDITORIAL • Predictive trend forecasts • Behavioral Insights & Social Listening • Editorial Insights • 1P Research • Meredith Product Studio Market Testing Smarter media and creative Strategies + People-based targeting throughout the Journey + Expanded client data sets + Identification of new usage occasions + New product development & business decision- making support + = 187M+E N G A G E D C O N S UM E R S A C R O S S P L A T F O R M S 5B+ A C T I O N S & I N T E NT S I G N A L S A R E G E N E R A T E D B Y O U R C O N S U M E R S
- 6. | 6 ‘We aim to understand why people do what they currently do, with the goal of understanding what they might do in the future.’ --David Kelley ‘Deep empathy for people makes our observations powerful sources of inspiration.
- 7. | 7 Viable Desirable Feasible Designed Packaged Tested Optimized Content is a product Like any great product, successful content serves a functional purpose and provides a rewarding experience for the consumer.
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- 10. | 10 (Call me.) Content & consumer engagement data provide a dynamic way to identify existing problems and inspire new, product-based solutions.
- 12. | 12 Easy, basics, recipe, plan convenient Impress, stunning, unique, beautiful, creative, surprising, spectacular, charm, upgrade stylish Heat-loving, deer resistant, drought tolerant, scorching, shade needs, rabbit resistant successful +4637 % YoY growth +64%YoY growth +37%YoY growth
- 13. | 13 The Insight: 13 Consumers want their outdoor planters to make a statement. After all, it’s your friends’ and neighbors’ first impression of your home. But picking the perfect plants is hard— Do they match my home’s style? Will they grow well together? Are they suitable to my climate?
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- 15. | 15 15 Meredith Product Studio Knock! Knock! Product development & launch in partnership with lawn care client Plant subscription opportunity identified and developed by Meredith using 1P data, research and creative team
- 16. | 16 WE’RE MORE THAN MEDIA content provides a nimble & responsive POV into consumers’ needs, pain points, interests and intent How might early funnel clickstream data round out & supplement your lower-funnel insights? SEEK OUT AN EDITOR’S EYE consider pulling editorial expertise up from marketing and into R&D How might they help craft, shape, or evolve the product’s value proposition earlier in the process? FAIL FASTER TOGETHER; WIN LONGER TOGETHER test concepts early & quickly with the same consumers you’ll seek to reach in market How can we help you test benefits, features, identity, etc. with our audiences & experts? Takeaways
- 17. | 17 Chrissann Gasparro Head of Meredith Product Studio chrissann.gasparro@Meredith.com
Editor's Notes
- The print industry might not be the first place you to when you think of sources of inspiration for product design. At Meredith, we produce 42 brands that are all about inspiring, educating, and empowering consumers across a range of interests and passions, through which we’ve cultivated a powerful relationship with consumers. Consumers come to Meredith to be inspired, entertained, informed, and understood. LINE ABOUT FROM WHAT THEY EAT TO HOW THE PARENT, we’re powering their every day
- Lots of consumers. Go thru bonafides. We also send 8B emails a year. Sometimes when I look at my inbox I feel like they’re all being sent to me. Might be surprised to hear that we are the 2nd largest licensor on the planet behind disney
- About our relationship—Digital is a powerful tool for us, not a threat. Each new platform and tech product gives us an exciting new way to connect with our consumers and provide them with a contextually appropriate service and value to fit that need. Digital enables our consumers to engage with us throughout her every day, whether she’s at the gym, up in the middle of the night feeding her newborn, or sitting in the parking lot of the grocery store frantically trying to figure out what’s for dinner. 50% of consumers who visit our food & lifestyle sites are in-store in 24 hrs Third thing advantage is our ability to understand consumer intent Generate 1P interest & intent signals from our proprietary engagement technology platforms integrated with content Example…helps us to understand both the need state of the consumer and level of intent Understanding intent helps to bring the relevant target story and product into the consumer journey at the right place
- This defines the ethos of product design AND content. Without a keen understanding of what consumers want and need from us, we wouldn’t be in existence. Our first magazine was published in 1902—everyone’s favorite magazine SUCCESSFUL FARMING. And BHG was first published nearly 100 years ago in 1922. You won’t turn to someone for help who doesn’t understand you.