ROUNDTABLE 2016: BRIGHT

N E W M E X I C O ’ S L E A D I N G N E W S S O U R C E

A U G U S T , 2 0 1 6

A D V E R T I S E R S U P P O R T P R O J E C T S

G R E G B R I G H T

D I R E C T O R / D I G I T A L S T R A T E G Y & A N A L Y T I C S


It is what we do

• Full service• Print

• Multi-product buy (across all pubs)• Digital

• O & O• Programmatic• Targeted and SEO/SEM

• Rewards program• Analysis Services

• Profiling• Target identification• Execution recommendation


Why we do it

• Not about ‘us’ but about our customers• Sure there is something in it for us.• Delivering a return to the customer is a core element in

our service and how we sell it• Building repeat business (beyond the nationals/regionals)


How we do it• Partnerships

• LEAP• Mather• AMR• LocalStars• AdUs

• Products• Print, Mobile, Tablet, Desktop, email• App development• Responsive site design (ad placement on pages)

• Analytics• Internal and thru partners

• RAM• PressReader• NewsCycle• InfoGroup• And others…


Examples of our advertiser connecting work

“White Label” Rewards App• 300+ Merchants participating• Location aware navigation• Selfishly we see a 25% boost

in retention for users.

Development partnership• Official App of the Fiesta• 3-way split of

development cost• 5 Advertising sponsors

Rack Advertising• Selling spots on our

in-store displays


Talking Points for Sales Reps


Partnership(s) used to build connectionNielsen/Scarborough

Sales tools to help businesses understand radio and broadcast terminology.


Partnership(s) Work

• Circulation telemarketing acquisition & retention• Transactional & demographic based custom scripts

• 80% prepaid (50% ezpay)

• 10-touch point program (locks in churners & non-pays)

• 52-week retention moved from 14% to 60%

• Classified advertising• All inbound/outbound sales (except Legals and Obits)

• Reduced internal staff

• Professional sales team

AMR


Partnership(s) Work

• Sales Assistance materials• Scheduling/monitoring

AdUs


Partnership(s) Work

• Circulation Pricing• Value pricing

• $1.5 million incremental revenue

• Very conservative rules (about $1.00 left in elasticity curve)

• Control group is < 1% variance from priced group

• Adding additional pricing rules to account for subtle needs

• Listener• Supplements Google Analytics

Mather: economics


Partnership(s) Work

• Management of Consolidated Analytical Database• Licensed demographics for every household in CBSA

• Targeted growth model reversing trends in circulation losses

• 52 week retention up 73%

• Site tagging to build cross-platform data into a ‘single customer view’

• Customer Lifecycle Management• A full suite of messaging all ‘auto-magically’ done for us

• 44% reduction in non-pay stops

• Analytics• Do it for us

• Do it with us

• Let us do it ourselves (Tableau and direct access to ADS)

LEAP Media Solutions


Partnership(s) WorkLEAP Media Solutions – Detail on Advertiser assistance program


Partnership WorkLEAP Media Solutions – Detail on Advertiser assistance program


Does it work?

• Without a doubt!– Growth in new advertisers– Multi-year advertiser sponsorship programs– Almost 100% retention with Journal Rewards Advertisers– Increased spending from all that have run through the process– “Can you do it again?” is an often repeated request


Consumer Marketing Ecosystem

00

Digital Readership

Subscribers

Former Subscribers

Never Subscribers

External Sources• Acxiom• InfoGroup• LEAP (Models)• USPS• Newsletter

Registrations

a

CircPro AMRLEAP

Acq ListsRetentionLifecycle

(Simplified)


At the coreInternal resourcing for ‘core’ functions. Partnerships to ‘instantly’ stand-up a skill all backed up with a consolidated marketing database that links terrestrial and digital customer interactions.

LEAP hosts our database.

Partners either feed or are fed from the database.


One Last thing…• The first time people look at any given ad they don’t even see it.• The second time, they don’t notice it.• The third time, they are aware that it is there.• The fourth time, they have a fleeting sense that they’ve seen it somewhere before.• The fifth time, they actually read the ad.• The sixth time they thumb their nose at it.• The seventh time, they start to get a little irritated with it.• The eight time, they start to think, “Here’s that confounded ad again.”• The ninth time, they start to wonder if they’re missing out on something.• The tenth time, they ask their friends and neighbors if they’ve tried it.• The eleventh time, they wonder how the company is paying for all these ads.• The twelfth time, they start to think that it must be a good product.• The thirteenth time, they start to feel the product has value.• The fourteenth time the start to remember wanting a product exactly like this for a long time.• The fifteenth time, they start to yearn for it because they can’t afford to buy it.• The sixteenth time, they accept the fact that they will buy it sometime in the future.• The seventeenth time, they make a note to buy the product.• The eighteenth time, they curse their poverty for not allowing them to buy this terrific product.• The nineteenth time, they count their money very carefully.• The twentieth time prospects see the add, they will buy what is offering.

- Thomas Smith, 1885


Thank You

[email protected]

ROUNDTABLE 2016: BRIGHT

Marketing

Transcript of ROUNDTABLE 2016: BRIGHT