THE CIRCULATION & AUDIENCE EXECUTIVES PLAYBOOK TWENTY WINNING - - PowerPoint PPT Presentation

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May 27, 2023 39 likes •289 views

THE CIRCULATION & AUDIENCE EXECUTIVES PLAYBOOK TWENTY WINNING PLAYS Bill Huffhine www.billhuffhine.com THE CIRCULATION & AUDIENCE EXECUTIVES PLAYBOOK Circulation and audience growth professionals in our industry must own a

SLIDE 1

THE CIRCULATION & AUDIENCE EXECUTIVE’S PLAYBOOK

TWENTY WINNING PLAYS

Bill Huffhine www.billhuffhine.com

SLIDE 2

THE CIRCULATION & AUDIENCE EXECUTIVE’S PLAYBOOK

Circulation and audience growth professionals in our industry must

wn a philosophy and execute a skill

set foreign to those from a generation ago. We must learn constantly, pivot quickly, innovate boldly, and lead our teams as explorers, revolutionaries, generals, and humanitarians.

Twenty Winning Plays

SLIDE 3

CREATING LEGENDARY CUSTOMER SERVICE

PLAY #1

Invite conversations with subscribers about their service to reduce “passive” stops.

Twenty Winning Plays

SLIDE 4

CREATING LEGENDARY CUSTOMER SERVICE

PLAY #2

Create and use a “happiness” survey and track and discuss your score with the same attention as your CPM.

Twenty Winning Plays

Host the survey online with a link on your website.
Use mass email to send link to subscribers.
Publish the link to the survey in the paper.
Share the link on subscriber invoices.

SLIDE 5

CREATING LEGENDARY CUSTOMER SERVICE

PLAY #3

Reward your contractors with a monthly “perfect service” fee.

Twenty Winning Plays

SLIDE 6

CREATING LEGENDARY CUSTOMER SERVICE

PLAY #4

Utilize a special “exceptional delivery” hot dot system.

Twenty Winning Plays

A special color dot for a unique placement
A special color dot for history of complaints

SLIDE 7

ACQUIRING HIGH-QUALITY, LOW-COST SUBSCRIBERS

PLAY #5

Maximize voluntary starts through your website.

Twenty Winning Plays

Link to subscription page at the top in main nav bar.
“Subscribe now” button at end of each story.
These cost you nothing and retain longest.

SLIDE 8

ACQUIRING HIGH-QUALITY, LOW-COST SUBSCRIBERS

PLAY #5

Maximize voluntary starts through your website.

Twenty Winning Plays

5 10 15 20 25 30 35 40 Number of Starts

Monthly Starts Via Internet

Year 15 Year 16

SLIDE 9

ACQUIRING HIGH-QUALITY, LOW-COST SUBSCRIBERS

PLAY #6

Utilize email marketing. Your success is in your list!

Twenty Winning Plays

Subscriber & former subscriber database
Registrations for commenting on your website
Registrations for voting on contests i.e. “Best of”
Opt in for niche email newsletters
Registration for winning prizes and giveaways

SOURCES OF EMAIL ADDRESSES

SLIDE 10

ACQUIRING HIGH-QUALITY, LOW-COST SUBSCRIBERS

PLAY #7

Mine your data regularly and put it to work.

Twenty Winning Plays

Found 1,400 cancelled accounts with money on them
Called subscribers informing them they would restart
Mailed letters to addresses with disconnected numbers
Over 600 starts, with zero expense
Several hundred dollars donated to NIE

CASE STUDY:

SLIDE 11

ACQUIRING HIGH-QUALITY, LOW-COST SUBSCRIBERS

PLAY #8

Put your Facebook “Call to Action” button to use.

Twenty Winning Plays

SLIDE 12

A SUBSCRIBER RETAINED IS CHEAPER THAN ONE ACQUIRED

PLAY #9

Offer an “Early Bird” renewal bonus.

Twenty Winning Plays

SLIDE 13

A SUBSCRIBER RETAINED IS CHEAPER THAN ONE ACQUIRED

PLAY #10

Offer 24 or 36 month subscriptions for less.

Twenty Winning Plays

SLIDE 14

A SUBSCRIBER RETAINED IS CHEAPER THAN ONE ACQUIRED

PLAY #11

Offer auto-renewal on all terms subscription terms.

Twenty Winning Plays

SLIDE 15

A SUBSCRIBER RETAINED IS CHEAPER THAN ONE ACQUIRED

PLAY #12

Use automated dialing to contact all expiring subscribers by phone.

Twenty Winning Plays

SLIDE 16

EVERY SINGLE COPY STILL MATTERS

PLAY #13

Create a mobile app for your dealer network to improve positioning and drive store traffic.

Twenty Winning Plays

Use geo-fencing to drive people to a store
Use push-notification to drive people from pay at pump inside
Insist that initial offer includes a copy of the paper

SLIDE 17

EVERY SINGLE COPY STILL MATTERS

PLAY #14

Offer multiple Sunday copies to home delivery subscribers.

Twenty Winning Plays

SLIDE 18

EVERY SINGLE COPY STILL MATTERS

PLAY #15

Partner with rental car and oil change shops to provide complimentary copies.

Twenty Winning Plays

SLIDE 19

EVERY SINGLE COPY STILL MATTERS

PLAY #16

Segment your single copy price increase to drive revenue, yet protect volumes.

Twenty Winning Plays

SLIDE 20

THE BOTTOM LINE IS STILL THE BOTTOM LINE

PLAY #17

Create a “Good Samaritan” fund to retain and recycle revenue already in house.

Twenty Winning Plays

Target stops for reasons of death or moving
Move balance to “Good Samaritan” fund
Use revenue to fund free or discounted subscriptions

SLIDE 21

THE BOTTOM LINE IS STILL THE BOTTOM LINE

PLAY #18

Partner with advertising to sell bag sponsorships to create big revenue/expense wins for everyone.

Twenty Winning Plays

SLIDE 22

THE BOTTOM LINE IS STILL THE BOTTOM LINE

PLAY #19

Sell bill stuffers to offset your invoicing expense or raise revenue for NIE.

Twenty Winning Plays

SLIDE 23

THE BOTTOM LINE IS STILL THE BOTTOM LINE

PLAY #20

Charge a refund processing fee for cancellations before end of term.

Twenty Winning Plays

SLIDE 24

THE CIRCULATION & AUDIENCE EXECUTIVE’S PLAYBOOK

Circulation and audience growth professionals in our industry must

wn a philosophy and execute a skill

set foreign to those from a generation ago. We must learn constantly, pivot quickly, innovate boldly, and lead our teams as explorers, revolutionaries, generals, and humanitarians.

Twenty Winning Plays

SLIDE 25