Dovetail Conference January 2016 - Jim Bilton
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Transcript of Dovetail Conference January 2016 - Jim Bilton
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Jim BiltonManaging Director
Wessenden Marketing & Brandlab Research
#dovetail2016
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Graze: driven by automated technology
Automated Insight• Register initial preferences• Track purchasing patterns• Constant product reviews• Constant NPD testing• Focus groups• The Audience Within
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Graze: driven by automated technology
Automated Insight• Register initial preferences• Track purchasing patterns• Constant product reviews• Constant NPD testing• Focus groups• The Audience Within
Automated Fulfilment• Robotic pick & pack• Personalised comms• Tracking delivery
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Graze: driven by automated technology
Automated Insight• Register initial preferences• Track purchasing patterns• Constant product reviews• Constant NPD testing• Focus groups• The Audience Within
Automated Fulfilment• Robotic pick & pack• Personalised comms• Tracking delivery
Automated CS• Website self-serve area• Clear FAQ’s• Twitter & Facebook• Email only CS
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Graze: flexing the modelRetail
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Graze: flexing the modelRetail More direct options
• Wholesale• Sharing boxes• One-off gifts• One-off self purchase• New packages
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Project methodology & background
The mag sub in context
YouGov Survey (2,000)
7 focus groupsDovetail SSS (145,000)
Publisher research
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Reimagining the mag sub
The mag sub in context
Mapping the RRM world
Mapping current mag purchasing
Enhancing the mag subscription
The B2B dimension
The structure of the report
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Mapping the RRM world
9%
80%
22%
46%
41%
Amazon Prime
Amazon ad hoc
Other RRMs
Media RRMs
Magazine Sub
Penetration of the RRM into Mags
Base: All magazine readers / buyers
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Following the global RRM trends
• From front-end choice to in-service control
• From lock-in to satisfaction
• From subscription to membership
• Free as a pathway to paid
• Maximising the multiples
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Magazine content platform
2%
7%
21%
70%
Digital Only
Digital First
Print First
Print Only
Magazine Content Platform
Base: All magazine readers / buyers
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Magazine content platform
2%
7%
21%
70%
Digital Only
Digital First
Print First
Print Only
Magazine Content Platform
Base: All magazine readers / buyers
95
127
35
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Magazine purchase channel
5%
17%
24%
54%
Do not buy magazines
Subs Only
Subs & Retail
Retail Only
Base: All magazine readers / buyers
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Magazine purchase channel
5%
17%
24%
54%
Do not buy magazines
Subs Only
Subs & Retail
Retail Only
Base: All magazine readers / buyers
93
148
79
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The magazine purchasing model
Magazine Consumption
Content Platform
Purchase ChannelRepertoire Flex
Magazine Addiction
Subscription Mentality
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Magazine purchasing personas
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Magazine purchasing personas
10
20
30
40
50
60
70
80
90
100
110
10 15 20 25 30 35 40
Mag Sub %
Age (% under 35)
Persona Magazine Spend
Print ZealotsPrint Conservatives
121
Print Flexers
Print Dabblers
Digital Radicals
Digital Enhancers
Digital Experimenters
102
11644 63
128
35
Older Younger
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DTLab
The “Audience Within” • Granular insights• Practical outputs• DT Staff engagement• Culture change in DT
• 3 groups of 8 people• 19-24 x 2 / 34-55 x 1• Range of job roles• Preparatory homework
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“Publishers may know what readers want
to see in the magazine,but do they really know how their subscribers want to be treated.”
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General context of respondents
• Light magazine readership
• Usage of other subscriptions
• Three distinct life-stages
• Common pressures
• Overloading
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The overload cycle: subscriptions & benefits
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Frictionless cancellation
“Netflix never query a cancellation. And they hold on to all my data. I cancelled, then changed my mind three months later. They just started me straight up again – with all my usage history – as if I’d never been away. It was more of a holiday than a cancellation. Why can’t we be more like that with magazine subscriptions?”
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Frictionless cancellation
• 23 different refund policies among DT clients.• Some very negative: conditions, written, slow refund.• Time hungry. • Sours any ongoing reader relationship.
“Netflix never query a cancellation. And they hold on to all my data. I cancelled, then changed my mind three months later. They just started me straight up again – with all my usage history – as if I’d never been away. It was more of a holiday than a cancellation. Why can’t we be more like that with magazine subscriptions?”
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“It doesn’t seem fair that someone who has been reading a magazine for years should pay more than someone subscribing for the first time. Couldn’t we give them a little thank you gift
or a reward?”
Not rewarding loyalty at renewal
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“When someone wants to cancel, I’d like to be able to
offer them another mag from another publisher which would
be more appropriate, like an Amazon recommendation – we handle such a range of titles at DT. I know that we’d never be allowed to do that. But that is
what Netflix would do, isn’t it?”
Cross publisher choice of titles
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The 360 degree flip: other issues
• First issue delivery
• Free trials
• Digital editions & bundles
• Smaller & more regular payments
• Membership benefits
• Adequate stock levels
• Multiple comms channels
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Specific services
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Specific services
• Instantly understandable offer & service• Membership benefits: exclusive & related to core• Flex the service in-service• Avoid front-end “cons”• Personalisation is key
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What if?......
+ + = ?
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The magazine consumer’s purchase optionsContent Platform
Delivery Channel Commitment Information
Unit Payment
Print Retail Single Copy Issue Method
DigitalHome Delivery
PostRetail home delivery
OngoingOpen-endedFixed term
Article Frequency
Click & Collect(shop save)
Minimum Information
Unit
DigitalStream
Download
Flow of free (access-level) content
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DTLabThe “Audience Within”Granular insights & practical outputs
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Unpacking the magazine subscriptionGivens Enhancements Variables
Content quality Rewarding loyalty Title flexibility
Competitive pricing Payment options Membership
Easy cancellation Frictionless processes Gifting
Fast & faultless delivery Trial Content Atomisation
Fast problem resolution Added value
Control & personalisation
Subscription theatre
Content architecture
Ecommerce
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Understanding the magazine now
• Understanding buying as deeply as reading
• Tracking readers’ changing digital activity
• Understanding the role of the magazine brand
• Mapping the multiples
• Preparing for the Digital Jump
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Following the global RRM trends
• From front-end choice to in-service control
• From lock-in to satisfaction
• From subscription to membership
• Free as a pathway to paid
• Maximising the multiples
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Optimising the existing assets
• Joining up the dotsPrint + digitalRetail + directReading + buying
• Moving from bolt-on to rebuild
• Maintaining quality in every dimension
• Owning the complete magazine experience
• Tailoring offers & models
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Some practical suggestions
• Break down the internal silos
• Take everything apart & then reassemble it
• Develop a deeper understanding of the end user
• Segment and automate everything possible
• Rethink what “customer service” really means
• Build partnerships
• Watch Amazon and grocery retail
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Managing Change in Publishing
42
PublishingFutures2016
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Publishers managing changeCompany
Vision
Company Culture
Company Structure
Staff Headcount
Staff Skills
Financial Resources
IT Resources
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Some questions relating to Dovetail
• What will your company look like in 2 years’ time?
• What do you want DT to look like in 2 years’ time?
• What kind of relationship do you want with DT?
• Are you prepared to invest in that relationship?
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4 key challenges for the industry
Balancing Retro & Relic
The loyalty timebomb
The smartphone opportunity
Breaking through the noise
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A final thought about the future
“There are no more silver bullets. There’s only shrapnel.”
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“Amazon wouldn’t do
that!”