2. Introduction
• Daniel Macco – NT Publishers/DVV Media
• Jean-Jacques Vossen – Tripolis Solutions
2 04-11-2009
3. Agenda
DVV Media Group
Introduc2on
Challenges
Our past, the journey over the last years
Some results, our lessons and a sneak preview in our future
Tripolis Solu2ons
Introduc2on
The e‐business case modeller – to support the simula2on of
YOUR ‘marke2ng‐mix change’
3
4. Agenda
DVV Media Group
Introduc2on
Challenges
Our past, the journey over the last years
Some results, our lessons and a sneak preview in our future
Tripolis Solu2ons
Introduc2on
The e‐business case modeller – to support the simula2on of
YOUR ‘marke2ng‐mix change’
4
6. DVV Media Group
Over 60 years of history
Producing newspapers and magazines, newsle0ers,
specialist 3tles as well as reference books.
Sectors of transport, logis3cs, mari3me technology, rail technology,
travel and mee3ngs.
Hamburg, Germany HQ
12 publishing companies in Germany and abroad
> 250 employees
6
10. NT Publishers
RoVerdam based publishing
house that specializes in
transport and logis2cs
Founded July 2006,
joining DVV
Former Transport publishing
division of RBI
NT Publisher’s main brands
are Nieuwsblad Transport
and Mainport
10
11. Nieuwsblad Transport
> 20 years of history in print
B2B publishing
Reaches C‐level in transport and logis2cs
Close to 650,000 contacts each month
Mul2 Modal covering Road, Air, Ocean, Rail and Inland Shipping
In‐house editorial department
Today the NT brand consists of :
a website
two newsleVers
video
a mobile solu2on
a weekly print publica2on
seminars and congresses
11
13. Agenda
DVV Media Group
Introduc2on
Challenges
Our past, the journey over the last years
Some results, our lessons and a sneak preview in our future
Tripolis Solu2ons
Introduc2on
The e‐business case modeller – to support the simula2on of
YOUR ‘marke2ng‐mix change’
13
14. Business Challenges
Ongoing and increasing churn on paid models
Highly compe22ve adver2sing market
Shi^ of readership to online
Online is free...
For users that is!
Low adver2sment contribu2on on e‐channels
Controlled circula2on compe22on
Economic situa2on, crises.
14
21. Agenda
DVV Media Group
Introduc2on
Challenges
Our past, the journey over the last years
Some results, our lessons and a sneak preview in our future
Tripolis Solu2ons
Introduc2on
The e‐business case modeller – to support the simula2on of
YOUR ‘marke2ng‐mix change’
21
22. Once upon a time…
Tradi2onal print publica2on
22
23. March 2000
Introduc2on of a newsleVer to facilitate a decrease in publica2on 3 to 2
publica2ons per week
Goal: Establish cost reduc2on without loss of subscrip2on revenu in print
23
24. Results
Savings 28% due to decreased print and distribu2on costs
No loss in subscrip2on revenu
> 7,5K mail adresses gained
Succesful introduc2on of a new medium
24
25. Introduction of e-mail newsletters
The development of NT E‐mail
'"#!!!
Introduc2on
Renewed growth in
'!#!!! period paid
online proposi2on,
subscrip2on
where print shows
con2nued decline
&#!!!
%#!!! ‐ Decrease in subscrip2ons to
5,800
‐ Increase of revenu in subs
and ads to € 121,000.‐ NT E‐mail wins
$#!!! The Dutch
E‐mail
Publishing
Award 2005
"#!!!
!
"!!' "!!" "!!( "!!$ "!!) "!!% "!!* "!!&
25
28. Market Research
Goal
Brand awareness and loyalty among both subscribers
and non subscribers
Media preference of target groups
Determining a new business model
Execu2on
External, Leon de Wolff
Research 2meline Jan‐May 2009
Over 1400 respondents
28
30. Market Research
Information preference:
Latest news, information that delivers the facts of recent developments
80,00%
72,7%
70,00%
60,00%
50,00%
40,00% 34,1%
30,00%
19,4%
20,00%
10,00%
3,2%
0,8%
0,00%
Newspaper / Website Email newsletter Personal None
magazine Contact
n=1425
30
31. Market Research
Information preference:
Connectivity: information that delivers a sense of belonging
45,00%
40,4%
40,00%
35,00%
29,8%
30,00% 26,7%
25,00%
20,00% 18,2%
15,00%
10,7%
10,00%
5,00%
0,00%
Newspaper / Website Email newsletter Personal None
magazine Contact
n=1425
31
33. Market Research
Reading an email newsletter:
Where? At Home, At work, on the road etc
100,00%
87,7%
90,00%
80,00%
70,00%
60,00%
50,00%
40,00%
30,00% 23,2%
20,00%
10,00% 4,8%
2,2%
0,00%
At Hom e At Work On the road Now here
n=1424
33
36. Agenda
DVV Media Group
Introduc2on
Challenges
Our past, the journey over the last years
Some results, our lessons and a sneak preview in our future
Tripolis Solu2ons
Introduc2on
The e‐business case modeller – to support the simula2on of
YOUR ‘marke2ng‐mix change’
36
37. Market Research
Results
Informa2on is preferably received electronically by 74%, via internet,
web pages and e‐mail newsleVers
Near 54% of respondents that prefer internet choose e‐mail newsleVers
as most preferred over web pages (28%), databases (15%),
forums and rss
Of those 54% over 2/3rd desire daily newsleVers. 16% prefers weekly and
more 2mes a day is preferred by almost 9%
73% of all respondents favor e‐mail newsleVers to be informed
on latest news facts
80,4 % of respondents familiar with our products are frequent users of
the e‐mail newsleVer
37
38. Market Research
Transi2on of our Business Model
Convert the # ### * 0
## * €?
Use mail
for loyalty, profiling
Explore possibili2es
for print premium
# * €€€
38
43. In summary, what’s the challenge a lot of us face – HOW to shift?
43 04-11-2009
44. Tripolis Dialogue: TripolisPublish & Delivery
(External database)
Tripolis Ad
database
Ad
Profile info Ad
MERGE
data & Article Ad
content Article
Articles Ads
Article Ad
Article
Article
(CMS / RSS feed / WoodWing)
45. E-mail is...
• Personal & Relevant
• Timed & Fast
• Guiding individuals on a journey across
communication channels
• Supporting the dialogue in time
• Driving individuals nicely into ‘conversion’ mode
• Low cost & Measurable
49. What’s ‘value’
• Value examples for a publisher/marketer:
– Efficiency
– Margin
– Customer loyalty (churn reduction)
– Cross sell
– Revenues
– Market share
– Exploration of new markets/communities
– …..
49 04-11-2009
50. Value in E-mail?
• E-mail database
– The size of the database (+ growth rate)
50 04-11-2009
51. Value in E-mail?
• E-mail database
– The size of the database (+ growth rate)
– The hygiene of the database (impact on bounce
rate)
51 04-11-2009
52. Value in E-mail?
• E-mail database
– The size of the database (+ growth rate)
– The hygiene of the database (impact on
bounce rate)
– The richness of the profile data of customers eg.
contact dialogue history (= understand
preferences to influence behavior)
52 04-11-2009
53. Value in E-mail?
• Content or message (is King)
– Ideal customer profile included in ‘content tags’
53 04-11-2009
54. Value in E-mail?
• Content or message (is King)
– Ideal customer profile included in ‘content tags’
– Relevancy factor achievable by 1:1 matching
customer profiles & content tags
54 04-11-2009
55. Value in E-mail?
• Deliverability
– % deliverability into the inbox x % conversion
x transaction €€ value = €€€ (value)
55 04-11-2009
57. Value in E-mail?
• Open rate
– Marketing techniques to
make people open the
email (autentication,
subject header)
57 04-11-2009
58. Value in E-mail?
• Open rate
– Marketing techniques to
make people open the email
(autentication, subject
header)
– Timing of delivering the email
+ 100’s of other tips
58 04-11-2009
59. Value in E-mail?
• Click through rate on content
– Contextual relevant content
– Design of the email
– Microsites/landing pages (incl. common design)
59 04-11-2009
60. Value in E-mail?
• Conversion rate
– Recieve, open, view,
– click on relevant content,
– click on ‘action’ content,
– convert (commit) into action
– and pay (if relevant)
60 04-11-2009
61. Value in E-mail?
• Co-sponsorships (adverts), pay per:
– (banner) Content size
– Open/View
– Click
– Order
– Poll mechanism’s
• Analytics & Reporting integration
– Leading into event driven marketing/publishing
– Improvements on all of the above
61 04-11-2009
63. The Approach
1. IST:
a) An extensive questionnaire (will make you blush…)
b) A summary of facts based on the questions asked
c) An analysis of the current situation
(Off-Line vs On-Line)
2. SOLL:
a) A simulation of scenario’s to improve:
I. The speed of change from Off-Line into On-Line
II. The (positive) impact on the contribution margin
64. The Approach
1. IST:
a) An extensive questionnaire (will make you blush…)
b) A summary of facts based on the questions asked
c) An analysis of the current situation
(Off-Line vs On-Line)
2. SOLL:
a) A simulation of scenario’s to improve:
I. The speed of change from Off-Line into On-Line
II. The (positive) impact on the contribution margin
68. The Approach
1. IST:
a) An extensive questionnaire (will make you blush …)
b) A summary of facts based on the questions asked
c) An analysis of the current situation (Off-Line vs On-
Line)
2. SOLL:
a) A simulation of scenario’s to improve:
I. The speed of change from Off-Line into On-Line
II. The (positive) impact on the contribution margin
74. The Approach – The facts on Discussions & Polls (example)
75. The Approach
1. IST:
a) An extensive questionnaire (will make you blush…)
b) A summary of facts based on the questions asked
c) An analysis of the current situation
(Off-Line vs On-Line)
2. SOLL:
a) A simulation of scenario’s to improve:
I. The speed of change from Off-Line into On-Line
II. The (positive) impact on the contribution margin
77. The Approach – The Analysis (example)
1. Print revenues kept equal
2. E-Channels slowly improving
78. The Approach – The Analysis
1. E-Channels contribution
2. margin moving from 30 into 50%
79. The Approach
1. IST:
a) An extensive questionnaire (will make you blush…)
b) A summary of facts based on the questions asked
c) An analysis of the current situation
(Off-Line vs On-Line)
2. SOLL:
a) A simulation of scenario’s to improve:
I. The speed of change from Off-Line into On-Line
II. The (positive) impact on the contribution margin
81. The Approach – The high-level summary of the initial analysis
After analysis:
1.Print contribution margins stay the same (for the
example)
2.E-Channels contribution margins are improving slightly
3.Overall margin improving slightly
82. The Approach – The Simulation of Scenario’s to improve - impressions
Reality today, reduction in subscriptions
(Email) database focus, size, hygiene
& audience profiling – costs & gains
Email Service Provider’s reputation &
Same applies for Action Email and
deliverability
Polls
Authentication, 1:1 Publishing,
relevancy
Simulation metricsbased onon analysis best practices
Current metrics based discussion &
83. The Approach – The Simulation of Scenario’s to improve - margins
Resulting in Contribution margin Reality today: decrease
decline …. subscription & add revenues
New Business Models are
possible: ONLY pay per open, -
click, - lead, - sales
Resulting in Contribution margin
increase ….
Very realistic simulator:
Additional headcount costs are
taken into account, ex:
- Web & Template designer
- Database & Email Marketer
- Sales
84. The Approach – The Simulation of Scenario’s to improve - margins
Realistic e-channels margin
contribution (best practices)
Today’s print/DM margin
contribution assuming no change
….. (not really realistic)
Realistic prediction on print/DM
margin contribution (really
realistic)
Today’s e-channels margin
contribution (conservative)
85. Conclusions:
ThePrint/Direct Marketing margin contribution is declining in a consistent
1. Approach – The Simulation of Scenario’s to improve - margins
way
2. E-channels can be used to compensate in a serious way (x 1.5 – 2
times) if executed in a professional way
86. What are the costs to achieve all of the before?
87. The Approach – The Simulation of Scenario’s to improve - costs
Compared to margin contribution
improvements, not really
significant number of costs to be
made
89. From Lead – Order – Invoice - Cash
eMarketing
Lea
ds Con
Repor
ting Acti
tact
Sales & CRM
Analy vity Con (Sa
le
sis tent Lea s)
Deliv ds
Cam Op
ery paig
n
por
tuni
Orders & Cash
Su Cus ties Pipe
pp tom line
ort er
Reve Mg
nue Call mt
Mgmt cent
er
89
90. Secure E-mail invoicing and payments – cashflow improvement!
AcceptEmail – payments via e-mail – huge cost savings!
92. The potential solution to create opportunities
• A workshop (like we did with other
Publishers/Marketing departments):
– The current performance in marketing/publishing
execution (the ‘ist’- situation)
• An indepth analysis of the current situation
(channel by channel, performance indicator per
indicator
• While analyzing, Tripolis partners are proving their
indepth capabilities and knowledge in the several
email topics
• ……
92 04-11-2009
93. The potential solution to create opportunities
• A workshop:
– The potential performance (where to improve)
• Per ‘value indicator’ discuss the ‘industry
benchmark’
• Proof execution power of your power (based on
success achieved with references) per indicator
• …..
93 04-11-2009
94. The potential solution to create opportunities
• A workshop:
– The simulation of the future
• Indicator by indicator (based on references)
• Simulation of scenario’swith the Tripolis
e-Business Case Modeller
• ……
94 04-11-2009
95. The potential solution to create opportunities
• The result
– Business Case & roadmap
– Commitment for results
– Buy-in from the Management
– …..
95 04-11-2009
