This document discusses the 7 deadly sins that traditional print publishers commit as digital transformation occurs. It argues that publishers focus too much on anger over competition and envy of digital players' advantages instead of adapting. Publishers also take pride in past successes but not adapting, and greedily try to replace all print revenue with digital instead of diversifying. The document advocates that publishers focus on customers, create new revenue streams, market aggressively, bundle digital and print products, and target many small advertisers instead of few large ones.
A significant brand is a rare breed. Not many of them exist in this world, but when you meet one you soon know about it. Becoming one does not require luck, timing or large advertising budgets. Significant brands simply value their customers more than themselves, and they are willing to do the things that other brands don't do.
I didn’t actually create this list of "Significant Brands” to produce a ranking table, but to spark a debate. These brands are significant to me because of what they stand for, not how much money they have made. After all, isn’t that the real purpose of business… To not just make a profit, but to make a profit that has a purpose?
Significant brands are run by companies who's intentions lie beyond profits. They want to make profits with purpose.
Significant brands stand for something larger than themselves. They inspire and add value to the lives of everyone they touch.
So, these are my top 25 most #SignificantBrands. I've tried to include a few stories around why I think they are significant, and a couple of words from one of their founders or executives. I hope you like them. If you don't, even better... create your own list and post it on slideshare ~ because we don't have deep conversations about brand purpose often enough.
What are your most significant brands?
5 keys for brands to win the hearts of Generation Z in VietnamCarl Content
This deck gives a peek into Generation Z targeting experiences in Vietnam. It showcases fresh thinking and new approaches that can win you next generation of lucrative Asian consumers - today.
Based on Nielsen data and illustrated with local Content Marketing case studies by Carl Content, first data-driven content marketing bureau in Vietnam.
Everybody wants a share of your time. All your suppliers fight for your loyalty. So do banks, that not only want you loyal, but would also want you to self service yourself and promote their business. Gamification is how they could achieve all of these.
Silverpop: Taking Loyalty Beyond the DiscountSilverpop
The term "loyalty" means different things to different digital marketers. Many small- to medium-sized businesses have implemented punch card programs to encourage repeat business and reward frequent customers, while failing to capture important customer information in a meaningful and trackable way. Some large companies spend millions of dollars on loyalty programs that drive sales and customer satisfaction, but sometimes also create discount-happy customers.
In this Webinar, Silverpop's Dave Walters will offer his advice on shifting the current thinking around these types of programs to focus on what he calls "experience-based loyalty" -- focusing on identifying user actions that indicate a deep affinity for your brand and the kinds of experiences that will amaze your customers, rather than simply handing out discounts and coupons.
A significant brand is a rare breed. Not many of them exist in this world, but when you meet one you soon know about it. Becoming one does not require luck, timing or large advertising budgets. Significant brands simply value their customers more than themselves, and they are willing to do the things that other brands don't do.
I didn’t actually create this list of "Significant Brands” to produce a ranking table, but to spark a debate. These brands are significant to me because of what they stand for, not how much money they have made. After all, isn’t that the real purpose of business… To not just make a profit, but to make a profit that has a purpose?
Significant brands are run by companies who's intentions lie beyond profits. They want to make profits with purpose.
Significant brands stand for something larger than themselves. They inspire and add value to the lives of everyone they touch.
So, these are my top 25 most #SignificantBrands. I've tried to include a few stories around why I think they are significant, and a couple of words from one of their founders or executives. I hope you like them. If you don't, even better... create your own list and post it on slideshare ~ because we don't have deep conversations about brand purpose often enough.
What are your most significant brands?
5 keys for brands to win the hearts of Generation Z in VietnamCarl Content
This deck gives a peek into Generation Z targeting experiences in Vietnam. It showcases fresh thinking and new approaches that can win you next generation of lucrative Asian consumers - today.
Based on Nielsen data and illustrated with local Content Marketing case studies by Carl Content, first data-driven content marketing bureau in Vietnam.
Everybody wants a share of your time. All your suppliers fight for your loyalty. So do banks, that not only want you loyal, but would also want you to self service yourself and promote their business. Gamification is how they could achieve all of these.
Silverpop: Taking Loyalty Beyond the DiscountSilverpop
The term "loyalty" means different things to different digital marketers. Many small- to medium-sized businesses have implemented punch card programs to encourage repeat business and reward frequent customers, while failing to capture important customer information in a meaningful and trackable way. Some large companies spend millions of dollars on loyalty programs that drive sales and customer satisfaction, but sometimes also create discount-happy customers.
In this Webinar, Silverpop's Dave Walters will offer his advice on shifting the current thinking around these types of programs to focus on what he calls "experience-based loyalty" -- focusing on identifying user actions that indicate a deep affinity for your brand and the kinds of experiences that will amaze your customers, rather than simply handing out discounts and coupons.
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Customer shopping expectations are racing ahead at light speed. We are at the point where buying online is often simpler and preferred over talking with a person. When that happens, new value is created, and a new buying preferences are formed. In this session, you will learn how to leverage your relationships, while participating in the burgeoning online channel. A great web experience enhances customer relationships – and drives more sales. You will leave with actionable information to help you create your own strategy for hybrid selling.
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The world is changing quickly. This presentation looks at 8 interactive trends that are changing the business landscape. Technology is changing the way consumers interact with brands and how brands interact with consumers. Buying habits and consumer expectations are rapidly evolving. This is and will continue to have major implications for marketing. Is your business ready to adapt and take full advantage of how these trends are changing the way we do business?
Co-Author of the book, Rockstar Entrepreneur, Ben Littlefield and Laura Capes hold a bootcamp style seminar to help entrepreneurs - new and veteran alike - get on track and learn the tools of modern entrepreneurial warfare...
How do you connect the worlds of social and mobile with affiliate marketing ROI? By connecting your customer at multi-touch points through the new marketing conversion called brevenue.
Experience level: Intermediate
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Niche/vertical: Lead Generation
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Slides from a client presentation given recently to a group of finance executives, outlining how to think about digital strategy and its relevance to their business. Works for just about any service industry in terms of thinking about digital strategy.
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1. The 7 deadly sins of the traditional print publisher.
Drew Fortin Isaac Taylor
Marketing Director, Digital Products Product Manager, PowerSites
PennySaverUSA PennySaverUSA
dfortin@pennysaverusa.com itaylor@pennysaverusa.com
@fortin on Twitter
2.
3.
4. It’s still a …the reason newspapers are in
trouble isn't that they aren't making
lots of money -- they still are...but
that their business models and
payroll depend on so much more
money.
$20B -Derek Thompson of The Atlantic
industry
1962 Mission – Connect buyers with sellers.
5.
6. State of Local
And it’s Business Marketing
•28% of SMBs’ marketing budgets still
go to direct mail
•$23.4 Billion 2011 Global Yellow Pages
NOT
Revenue
•New services are primary digital growth
drivers over established Internet
platforms
•Investment shifts to digital products are
critical to any return on growth
going away
7. Digital Means Good Things
For Advertisers
83
Of consumers research
% online before shopping
in-store.
- Pricewaterhouse Coopers March 2012 Report
13. Lessons From The 3-Pointer
"People will say, 'You're putting
the little man back in the game,'
and that's good.“
– Ed Steitz, inventor of the 3 point shot
Photo Credit: billaday
14. Digital Anger Management 101
Take a serious look at the
competition…
•What do you have that they
don’t?
• Localized products
• Targeted traffic
• Loyal readers
• Relationships
• Brand voice and assets
• What do they have that you
don’t?
• Traffic/Users
16. Look forward.
“Until recently, the holy grail was summed up in two
words: replacement revenue. Now the jig’s up. No matter how fast
you shovel digital dirt into the chasm of print loss, you can’t recreate
the past; you can’t fill the hole.” –Ken Doctor
18. We all need to adapt.
• Bundle products together
• Use digital to create sticky customers
• Constantly test new products & pricing
• It’s okay to fail, but fail fast
“it’s not the strongest that survives. Or the
most intelligent that survives. It’s the
species that is most adaptable to change.”
- Darwin
23. Lessons from the Long Tail
Small pool of print customers
that account for majority of
revenues
Revenue
Larger pool of potential online
customers but each with lower
revenue potential
POTENTIAL CUSTOMERS
25. Mom and pop shops are like
rabbits. They’re small, but
when you get enough of
them together an elephant
will seem small in
comparison.
Mom and Pops are,
and will continue to be
where our margins
are.
26. Sloth
Not adapting to change
Reluctance to work because of pride can be bad.
or make an effort;
Being slow to adapt because
laziness of slothfulness can put you in
an equally bad position
27. It’s really not about digital…it’s
about your customer
Take a serious look at the competition
Create new revenue streams
Marketing or bust!
Diversify & bundle with digital products
Stay focused on the end game
Hunt bunnies, not elephants
Use your size to your advantage
32. Now is a GREAT time to start!
The other guys: PowerSites:
$500+ Typical Setup Fee $50 PowerSite Setup Fee
X X
25 Websites 25 PowerSites
$12,500 $1,250
We’re giving away 25 FREE PowerSite setups to everyone who
signs up to sell PowerSites by May 31st.
33. Thank You!
Drew Fortin Isaac Taylor
Marketing Director, Digital Products Product Manager, PowerSites
PennySaverUSA PennySaverUSA
dfortin@pennysaverusa.com itaylor@pennysaverusa.com
@fortin on Twitter
Editor's Notes
(Isaac)Are you dead yet? State of local business advertisinga. Today print advertising takes up about 29% of local business budget (ISAAC)
(Isaac)“…the reason newspapers are in trouble isn't that they aren't making lots of money -- they still are; advertising is a huge, huge business, as any app developer will try to tell you -- but that their business models and payroll depend on so much more money.” - Derek ThompsonIt’s not about the newspaper business or the internet business. It’s about local advertising. Connecting local buyers with local sellers.a. Today print advertising takes up about 29% of local business budget (ISAAC)http://www.theatlantic.com/business/archive/2012/02/the-collapse-of-print-advertising-in-1-graph/253736/
(Isaac)State of local business advertisinga. Today print advertising takes up about 29% of local business budget (ISAAC)http://www.theatlantic.com/business/archive/2012/02/the-collapse-of-print-advertising-in-1-graph/253736/http://www.marketingcharts.com/uncategorized/internet-top-local-biz-research-channel-20442/pew-research-sources-for-information-on-local-businesses-dec11gif/
(Isaac)SMBs use about 28% of their marketing budgets on direct mail today.In five years that number is expected to drop a tiny 1% to 27% of their budget.BIA/Kelsey Estimates 2011 Global Yellow Pages Revenues at $23.4 Billion… BIA/Kelsey believes newer services (websites, video, social, mobile, SEM) rather than established Internet Yellow Pages platforms will be the primary digital growth drivers for directory publishers in the coming years….“A noteworthy factor of this forecast is the moderating of print declines,” said Global Yellow Pages coauthor Charles Laughlin, senior vice president, program director, BIA/Kelsey. “As print declines flatten out, a shift to digital will be a key to any return to growth. Recent stock market gains by publishers may indicate increasing confidence in publishers’ ability to turn the corner with new digital products.”
(Drew)March 2012, PricewaterhouseCoopers reported 83% of U.S. consumers go online to research before shopping in store. (http://www.internetretailer.com/2012/03/30/most-shoppers-go-online-research-products)Even if 100% of all of the residents that received the PennySaverUSA book everyday picked it up to read it, the numbers still don’t even come close to online reach
(Drew)MORE CUSTOMERS (better reach and chances of engagement)March 2012, PricewaterhouseCoopers reported 83% of U.S. consumers go online to research before shopping in store. (http://www.internetretailer.com/2012/03/30/most-shoppers-go-online-research-products)Even if 100% of all of the residents that received the PennySaverUSA book everyday picked it up to read it, the numbers still don’t even come close to online reachMEASURE SUCCESS (soft economy means you need to better account for your spend)RELEIVE ROI ANXIETYBecause it is so measurable and there are multiple ways to target and optimize campaigns, it makes it easier to see the fruit of your labor in rationalize spendingIt’s not that print is inneffetive
(Drew)Jan 2012, eMarketer released an updated forecast of Print vs. Online Advertising spend and 2012 will be the first year that online ad spending will surpass print spend (http://www.emarketer.com/PressRelease.aspx?R=1008788)“Digital revenues remain sole bright spot” for newspaper industry as print revenues are expected to decline 18% from 2011 to 2016There are multiple reasons why this is, but the two main reasons sighted for the growth is “The growing amount of time consumers spend with digital platforms and advertisers’ view of the internet as a more measurable medium”
MORE SOLUTIONSPrint is no longer the only solution to offer. Local businesses are looking for the most effective ways to reach their customers we all have the opportunity to fulfill that need.Expansion-Think outside the traditional advertiser box and expand your competency to help your advertisers achieve their overall objectivesBe a leaderLocal businesses are one some of the slowest to adopt to the digital space. Us publishers can capitalize on this moment educate our advertisers and show them that we can offer much more beyond advertising in the traditional sense.
Carissa to create title slide
(Drew)WRATH – Extreme angerMany of us have grown to hate the rise of companies like Craigslist and I think we pile all of these companies together as “digital” and say that digital or online products are killing usFor many of us, PSUSA including, the growth of our own websites and digital products has caused a similar feeling internally between our sales reps and the web unitIt makes complete sense why our reps feel this way, but it is not solving anythingIn fact, when speaking with Loren about his experiences he mentioned conversations that he had with attendees from AFCP 3 years ago and the sentiment was “Craigslist? Oh, my publications is too far removed from the big cities that Craigslist covers to have an impact on my business.”
(Drew)EXAMPLE - 3 point shot.http://en.wikipedia.org/wiki/Three-point_field_goalhttp://espn.go.com/mens-college-basketball/story/_/id/7178690/one-man-believed-adopting-3-pointer-college-basketball- “The three-point rule was first tested at the collegiate level in a 1945 National Collegiate Athletic Association game between Columbia and Fordham. However, professional basketball was the first to adopt the rule on a permanent basis. The short-lived American Basketball League did so in 1961, and the Eastern Professional Basketball League followed in its 1963–64 season. The three-point shot later became popularized by the original American Basketball Association after its introduction in the 1967–68 season. During the 1970s, the ABA used the three-point shot, along with the slam dunk, as a marketing tool to compete with the National Basketball Association (NBA). In the 1979–80 season, the NBA adopted the three-point shot.”- ESPN noted the shot was adopted with “all the enthusiasm as a root canal.”- Ed Steizts, inventory of the shot "It's going to force teams to play more defense away from the basket," Ed Steitz said when the 3-pointer was adopted. "People will say, 'You're putting the little man back in the game,' and that's good."
b. What it could be - Embrace Craig’s list as the industry standard/benchmark and realize you actually have the upper hand- The internet is not your enemy. It is a gateway to helping your customers get good response.
(Isaac)Envy– resentful longing aroused by someone else’s possessionsa. What it is - Envy what it used to be. We all want our old profits.
a. What it is - Envy what it used to be. We all want our old profits. b. What it could be - Print has reached its peak as well, HOWEVER we have to tap new revenue streams to stay alive. Use every effort to build business back up by focusing on the customer. Print will be here for a while.EXAMPLE - FAT quarterback at 30 year reunion
(Isaac)a. What it is – PRINT OR BUST baby. Online is cool, but it’s only an add-on to my print productsb. What it could be – Darwin Quote – it’s not the strongest that survives. Or the most intelligent that survives. It’s the species that is most adaptable to change.EXAMPLE - craigslist - first 10 years that we were on the internet, they had to buy an ad on print and still have to pay to have an ad online 1995-2006.
(Isaac)a. What it is – PRINT OR BUST baby. Online is cool, but it’s only an add-on to my print productsb. What it could be – Darwin Quote – it’s not the strongest that survives. Or the most intelligent that survives. It’s the species that is most adaptable to change.EXAMPLE - craigslist - first 10 years that we were on the internet, they had to buy an ad on print and still have to pay to have an ad online 1995-2006.
(Drew)Gluttonya. What it is – these ad sales are so delicious and easy to acquire! (won’t diversify across accounts)
(Drew)MySpace’s demise was due to gluttonyThey preferred ad revenue over user experience (better the user experience, better the loyalty, more valuable the advertising space)This is a picture of a MySpace welcome page from 2007. Not ONE item is content produced or provided by MySpace, it’s ALL advertisingPictures from Michael Hanscom’s blog post made in 2007 (Facebook is MySpace without the pain… http://www.michaelhanscom.com/eclecticism/2007/09/26/facebook-myspace-without-the-pain/)Even before the internet, consumers would most certainly react the same way with print, but free print publications had no way of knowing it unless they had advanced measuring techniques.This means it IS NOT the medium. Print is not the problem, it’s our gluttony that’s the problem. Even at PSUSA we are combating issues like this on PSUSA.com where a majority of our revenue comes from externally served ads from Google AdSenseWe are in the process of developing serveral product enhancements to make the users’ experience better and we hope this will increase amount of classified ads placed so we can be less dependent on the external ads.
(Drew)Don’t go the way of MySpaceMost print publications have had to increase the amount of ad space to accommodate rising print and distribution costs and shrinking readershipDiversify by adding digital products to your advertising packages and start to get your clients to acquire the taste for digitalNot only will this help you avoid “exhausting your readership with ads, but it will allow your advertisers to reach them across multiple channelsIt’s incredibly easy to lose sight of our objectives. If generating revenue is your primary objective, then you have already failedConcentrate on creating a great user experience for both the advertiser and the consumer and the revenue will follow
(Drew)GREED – intense desire & selfish desire for wealth or powera. What it is – don’t want to let those margins gob. What it could be – put your customers before margins and profits will come along with itEXAMPLE - Not going to trade print dollars for digital dimes. Craig Newmark, his price point was $0. Now he’s making $100M+ off of this. Ironic that people that are acting the most greedy will make the least money in the long wrong. Real way to success is helping connect buyers and sellers.
(Drew)Lessons from the long tail.a. What it is – don’t want to let those margins gob. What it could be – put your customers before margins and profits will come along with itEXAMPLE - Not going to trade print dollars for digital dimes. Craig Newmark, his price point was $0. Now he’s making $100M+ off of this. Ironic that people that are acting the most greedy will make the least money in the long wrong. Real way to success is helping connect buyers and sellers.
a. What it is – lust after really BIG customerb. What it could be – Bunny over the elephant. Don’t make that much money off of BIG customers. Majority of mom and pops are our margins. Even in the digital world, the internet is slow to adopt, we should be providing the digital answers for them.
a. What it is – lust after really BIG customerb. What it could be – Bunny over the elephant. Don’t make that much money off of BIG customers. Majority of mom and pops are our margins. Even in the digital world, the internet is slow to adopt, we should be providing the digital answers for them.
a. What it is – Slow to adopt. Customers are changing with or without you. You are behind the curve. CANNOT do the internet at the speed of print. Print at the speed of web. b. What it could be – Get in front of the curve, explore new options, and reap the benefits of being there first.
Don’t turn a blind eye to this. Kind of talking to ourselves - on the digital side we are offering about 6 products. the powersite product line makes the lion’s share. it makes 50% margins and north of $8M/year. We sell for $18 week. We are going to sell it to you for $7 week. Help us cover our costs and keep our industry alive. Powersite product was not making money in the first two years.
Don’t turn a blind eye to this. Kind of talking to ourselves - on the digital side we are offering about 6 products. the powersite product line makes the lion’s share. it makes 50% margins and north of $8M/year. We sell for $18 week. We are going to sell it to you for $7 week. Help us cover our costs and keep our industry alive. Powersite product was not making money in the first two years.
Don’t turn a blind eye to this. Kind of talking to ourselves - on the digital side we are offering about 6 products. the powersite product line makes the lion’s share. it makes 50% margins and north of $8M/year. We sell for $18 week. We are going to sell it to you for $7 week. Help us cover our costs and keep our industry alive. Powersite product was not making money in the first two years.
Don’t turn a blind eye to this. Kind of talking to ourselves - on the digital side we are offering about 6 products. the powersite product line makes the lion’s share. it makes 50% margins and north of $8M/year. We sell for $18 week. We are going to sell it to you for $7 week. Help us cover our costs and keep our industry alive. Powersite product was not making money in the first two years.
Don’t turn a blind eye to this. Kind of talking to ourselves - on the digital side we are offering about 6 products. the powersite product line makes the lion’s share. it makes 50% margins and north of $8M/year. We sell for $18 week. We are going to sell it to you for $7 week. Help us cover our costs and keep our industry alive. Powersite product was not making money in the first two years.
Print vs. Online ad revenues in Newspaper industry with % of revenue attributed to Online from 2011 to 2016.Does your
(Isaac)a. What it is - Envy what it used to be. We all want our old profits. b. What it could be - Print has reached its peak as well, HOWEVER we have to tap new revenue streams to stay alive. Use every effort to build business back up by focusing on the customer. Print will be here for a while.EXAMPLE - FAT quarterback at 30 year reunion