Neal Farrell Publisher Ramsaymedia
15
Infinite Possibilities Neal Farrell - Publisher
-
Upload
nigel-brown -
Category
Business
-
view
607 -
download
3
description
Creating award-winning world class customer magazine and successful customer publishing business model• Key Trends• Critical successfactors• Balancing needs of reader, client and advertisers• Not just a catalogue but exceptional editorial, art and design• Enhancing brand affinity and cost effectively reach your target customers• Synergising your magazine within the clien’s marketing mix• Digital customer publications – friend or foe?• Business models – risk and reward• ROIs and metricsNeal Farrell, PublisherRamsay Media
Transcript of Neal Farrell Publisher Ramsaymedia
InfinitePossibilities
Neal Farrell - Publisher
Also known as…
Contract publishingCustomer publishingContent marketingCustom mediaBranded contentMember media
Key trends
Key trends
Critical success factors!
It’s a partnership…
Clearly defined objectives
Full transparency
Built on trust and respect
Agreed performance metrics
Flexible enough to change
Critical success factors!
Platform agnostic
Be active on social media
One size doesn’t fit all
Content is king!
A sale starts with a brand conversation
Critical success factors!
Publishers now have to be marketing specialists as well
Get to know and understand your reader – no seriously! CRM!!
Balancing the need of readers, clients and advertisers
If you start with content it’s a much easier balancing act!
Content will engage the readers who in turn will respond, thereby generating response that will delight your clients and your advertisers
Not just a catalogue but exceptional art, edit and design
Or you won’t grab the readers attention!
Award winning art directors and designers
Top end editors and journalists
Professional photography
Beautifully conceptualised words
Our readers demand it!Our advertisers demand it!As publishers we demand it!As clients you should demand it too!
Synergising your magazine with the client’s marketing mix
As publishers our role is to immerse ourselves in our client’s business
As clients your role is to invite your publishers in
At your next workshop invite the ad agency!
It’s a tripartite relationship that will foster new thinking
Digital customer publications – friend or foe?
Your ally!
As complimentary
As a stand alone
It’s really about how (where and when) your readers want you to communicate with them
Business models – risk and reward
Successful partnerships are those where risk is shared (to some extent)
But where there is risk there should also be reward!
Ad sales…
Budgets…
Sales…
Leads…
Affinity…
ROIs and metrics
Measure, measure, measure!
As publishers our role is to draw a straight line between business performance and publishing activities
As customers you must be clear what it is you are trying to achieve and how you intend measuring return
ROIs and metrics
Reader feedback
Sales
Leads
Share of wallet
Brand affinity
Response mechanisms
Circulation
Budget
Awards
Innovation
Thank you!Neal [email protected]://za.linkedin.com/in/nealfarrell
