Audience Development Best Practices Good News! 137 Million - - PowerPoint PPT Presentation
Audience Development Best Practices Good News! 137 Million American adults read a newspaper each week 81% acted upon advertising $5.58 billion is being spent on circulars by advertisers Newspaper digital reaches more than 8
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Source: naa.org/Topics-andTools/Advertising/Research/2014
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INTERESTED UNAWARE ENGAGED SHARING SUBSCRIBER
SMARTER TARGETING USE DATA TO INFORM CRM DEMONSTRATE VALUE WITHOUT GIVING IT AWAY
Goal: Find new audiences and drive them up the funnel, toward engagement, disclosure and subscription/retention.
Unaware- Interested Interested - Engaged Engaged - Registered - Subscriber Retention
RETENTION
LOYALTY; CUSTOMER SATISFACTION
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PROSPECTING ENGAGEMENT PURCHASE RETENTION
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Comcast.net Sign In Takeover Groupon
OBJECTIVES: Find additional ways to reach prospects online. SALES SOURCE: Partnerships TARGET AUDIENCE Online users RESULTS Xfinity/Comcast.net:
provider
Groupon
campaign
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OBJECTIVE Geo-target offers through OptIntelligence affiliate websites SALES SOURCE Online ads TARGET AUDIENCE Visitors of 100+ websites that require registration RESULTS 2% lead conversion rate: $27 CPO
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Metro PCS Call In Contest PURL – Personalized response URLs
OBJECTIVES: Test new ways to engage with prospects and entice them to respond. SALES SOURCE Inbound Telemarketing and Direct Mail TARGET AUDIENCE Metro PCS users and Prospects RESULTS Metro PCS Call In Contest generated 800 calls and converted 70 to subscribers.
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Comcast.net Sign In Takeover
OBJECTIVES: Find additional ways to reach prospects online. SALES SOURCE: Social Media TARGET AUDIENCE Online users RESULTS Facebook ad
Facebook and Twitter
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OBJECTIVE Make emails more mobile friendly recognizing that many emails are read on a mobile device. SALES SOURCE Email TARGET AUDIENCE Former subscribers or prospects RESULTS tbd
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OBJECTIVE Test holiday themed sales approach SALES SOURCE FSI TARGET AUDIENCE Single Copy buyers RESULTS .1% response rate, $7.82 CPO OBJECTIVE Test March Madness themed sales approach SALES SOURCE Email TARGET AUDIENCE Former subscribers flagged as sports enthusiasts RESULTS 28 new print/digital subscribers
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OBJECTIVE Test images, subject lines, and offer presentations that capture the most attention and response. SALES SOURCE Email TARGET AUDIENCE Recent stops RESULT The baseball themed subject line and visual had a response 4x higher than the generic version.
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OBJECTIVE Create awareness and drive trial of digital copy, especially among segments with some to high print affinity. SALES SOURCE
TARGET AUDIENCE
RESULTS
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OBJECTIVE: Reach new single copy audiences by
participating locations. TARGET AUDIENCE Single Copy readers RESULTS
previous outside rack program
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OBJECTIVES: Expand calling material Reach more prospects SALES SOURCE Telemarketing TARGET AUDIENCE Callable households
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OBJECTIVE Increase response rate SALES SOURCE Direct Mail TARGET AUDIENCE Formers and targeted prospects RESULTS LA Times: .60% Hartford Courant: .65%
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OBJECTIVE Test response of a print/digital bundle against a print only offer at 5% less in rate SALES SOURCE FSI TARGET AUDIENCE Single Copy and Sunday Select readers RESULTS 249 sales
bundle
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OBJECTIVE: Promote home delivery rate per issue for a comparison to single copy, and highlight the best deal. SALES SOURCE FSI TARGET AUDIENCE Single Copy readers RESULTS 59% of sales were for 7-day service, the highlighted offer. Increased response rate from .08% to .11% versus percent off or dollar amount
BEST DEAL!
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OBJECTIVE Test self-mailer creative against control letter package to save costs. SALES SOURCE Direct Mail TARGET AUDIENCE Formers Targeted Prospects RESULTS Control letter package: 1.3%. CPO $27 Test self-mailer: 1.3% CPO $24 Cost savings of $5,993
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OBJECTIVE Drive value of brand and Lead to sale SALES SOURCE Email TARGET AUDIENCE Registered Users RESULTS
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OBJECTIVE Activate or upgrade current print subscribers to include digital SALES SOURCE Email and In-paper promotion TARGET AUDIENCE Current print subscribers RESULTS 562 upgrades in Q4 2014
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OBJECTIVE: Increase revenue with higher price points based on last rate. Customers grouped into three pricing tiers (high, mid, low). SALES SOURCE Direct Mail TARGET AUDIENCE Former seasonal subscribers RESULTS 13% average rate increase over standard intro rate
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OBJECTIVE Offer a low trial rate, and incent longer renewal terms with discounts SALES SOURCE Website TARGET AUDIENCE New Digital Members RESULTS tbd, rolled out in April 2015
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OBJECTIVES: Lock in responders for a longer term by offering one and two year options SALES SOURCE: Online TARGET AUDIENCE Groupon members RESULTS 41% of responders selected the two year option
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OBJECTIVE Provide all subscribers exclusive access to contests for a chance to win tickets to movie screenings, concerts, and sporting events tickets, plus gift cards. In addition, discounts to an assortment of venues. TARGET AUDIENCE Current Subscribers – Print and Digital RESULTS Membership: 65,000 (as of March)
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OBJECTIVE Deepen relationship to retain and maximize revenue potential. TARGET AUDIENCE Current Subscribers – Print and Digital
M O N I C A W E S O L O W S K I 9 5 4 - 4 2 5 - 1 9 3 0 M W E S O L O W S K I @ S U N S E N T I N E L . C O M