WINNERS CIRCLE Welcome #NMA19 WINNERS CIRCLE Julie Cailliau - - PowerPoint PPT Presentation

WINNERS’ CIRCLE

Welcome

#NMA19

WINNERS’ CIRCLE

Julie Cailliau

President, National Media Awards Foundation Associate Publisher and Editor-in-Chief, Les Affaires

WINNERS’ CIRCLE

Kyle Verge

President, PUSH Media Inc.

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Agenda

• Ask questions!
• Quick Introduction: PUSH Media
• NMA subscription conversion beta test
• Strategy & creative
• Our findings so far & ideas to consider going forward
• Great content vs sustainable business

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PUSH is a Performance Marketing Consultancy. We use precision data to lead engaging one-on-one conversations with target consumers at optimal touchpoints.

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PUSH utilizes a Zero-Waste™ approach to full-funnel marketing. From traditional formats to digital platforms, our performance-first method optimizes today’s information landscape. Data-driven, insightful strategies and predictive marketing analytics allow us to accurately predict, report and deliver highly successful full-funnel marketing strategies.

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How do we do it? Our Zero-Waste™ Approach.

We maximize budgets with real-time analysis and intelligent pivoting to boost campaign efficacy and collect valuable learnings for the future.

Analyze & Adapt

Every persona has multiple paths to

• conversion. We test to
• ptimize the perfect

messages and creative that drive audiences down the funnel to purchase.

Empathetic Journeys

We use insights to build target personas before testing funnel performance across hundreds of multi-channel touchpoints.

Smarter Testing

At the core of every PUSH campaign is data-driven research, insightful strategies, and predictive analytics — allowing us to surpass expected KPIs before your campaign goes live.

Predictive Marketing

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We’re not traditional and we don’t just do digital.

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A holistic approach to marketing

• Today’s advertising landscape is more complex than ever before. Most of our clients execute full-

funnel marketing strategies with up to 10+ channels that need to operate in concert and sequence — and must be tied back to measurable performance and ROAS.

• Sophisticated strategies cannot afford leaks at any stage in the customer journey. By taking a

holistic view of the entire purchase funnel, we ensure a streamlined strategy devoid of fragmentation and gaps. Precision and efficiency is the key to affordable cost-per-lead or cost-per-subscription marketing.

• Today, all advertising channels must all work together to convert or sell, and our unique strategic

approach makes sure they do.

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Main channels we operate in.

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Clients we work with.

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We PUSH the traditional model farther to deliver record-setting ROAS for cross-channel advertising campaigns. NMA’s contacted us to see if we could develop a conversion funnel utilizing our method that could help award-winning Canadian magazines sell more subscriptions.

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NMA Subscription Conversion Case Study

Campaign Background

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• The decline of paper magazine subscriptions is nothing new, yet, it would seem that many

magazine publishers in Canada still rely on paper subscriptions to account for a substantial portion of their revenue.

• We started this project with an audit and found that +90% of Canadian magazines do not

currently invest advertising dollars to support digital paid media from a subscription conversion POV with the goal of tracking and selling incremental paper-based magazines.

Background

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• If subscriptions remain a substantial component of magazine sustainability (online &
• ffline), why are the vast majority of Canadian magazines not executing cost-per-

subscription based advertising programs?

• Is it because they tried and the campaigns failed?
• Is it because the wrong campaign strategy, budgets, or channels were used?
• Was the advertising cost-per-subscription too high?
• Have some magazines simply never tried?
• ….or, are their other factors at play? (lack of consumer interest, digital infrastructure

issues, advertising resources, etc).

But Why?

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• Short answer: Yes! To all questions.
• Magazines have tried to build conversion strategies and execute advertising campaigns but

many were unsuccessful (so far!).

• Some of the tactics, budgets, and channels that magazines attempted to implement were

incorrect to achieve goals. Multi-channel CPA strategies are complex to build/understand and even more expensive to manage. Lack of resources is an issue.

• For those that built conversion tracking, the advertising cost-per-subscription was far too

high.

• Many magazines have simply never tried. Not because they don’t want to, but lack of

resources.

• Other factors are at play. There is a gradual YoY lack of consumer interest for paper
• products. Digital infrastructure issues are widespread across magazine websites.

Answer…

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How can we help? What can we test? Is their a sustainable business model in advertising print subscriptions at an affordable rate of return to solve for some of these issues?

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• 1. PUSH will develop a multi-channel digital strategy for a national bilingual campaign to increase NMA’s

award winning magazines awareness, reach, and subscriptions with 25-40yo consumers across Canada.

• 2. Through a digital performance strategy, PUSH will enable an omnichannel approach to reach, qualify and

convert sales in readers native digital platforms. Consumers are targeted based on interests, online behaviour and geographic locations.

• 3. The pilot campaign will additionally allow us to acquire data on consumers for extensive remarketing and

lookalike modelling. With behavioural and engagement data, PUSH will serve top-of-mind ads across Social & Search until conversion (subscription) or disqualification.

• Conversion Test Mandate

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• 1. Brand Awareness: Engage and qualify target audiences on paid social channels (FB/IG) as well as in-market

display (Google) based on demographics/interests suited to each unique publication as well as users previous behaviour, buying habits and lifestyle.

• 2. Local Search: Ensure competitive positioning on Google through search placement on high-value searches to

capture actively engaged new and qualified consumers.

• 3. Native Platform Remarketing: Keep the magazine top of mind to each previously engaged user across the

multiple platforms that they use daily. Develop a strong value proposition micro-narrative stories (the “real thing” is better, looks great on your coffee table, etc) and deploy these stories as paid sequences over a period

• f time with pricing incentives until the each engaged user converts to subscription or exhausts the process.
• Channels in our strategy

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Creative Strategy

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TECHNOLOGY True design inspiration deserves more than to be bookmarked online. TECHNOLOGY Because a screen can’t capture the full complexity and beauty of truly great design. LIFESTYLE Like a piece of art you can touch. LIFESTYLE Make your home come alive with the brilliance of high-quality photography. TECHNOLOGY Breathtaking photography is best appreciated from the pages of an award-winning magazine. TECHNOLOGY Photography the way it was meant to be experienced – printed to perfection.

1 small investment and 12 months of delicious dividends. Never miss Toronto’s freshest and most delicious details.

Creative Strategy

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* Don’t pay attention to Facebook’s terrible auto-translation —>

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Results to-date

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• For example: We set multiple interest groups as separate ad sets:


For Magazine A: Culture, Art, Travel, Film, etc.
 For Magazine B: LifeStyle, Interior Design, Nature, etc.

• We built remarketing campaigns by targeting people who visited the website
• r engaged with the social media posts but didn’t subscribe yet, we tried to

bring them back.

• We applied A/B test on targeting as well as ad creative to narrow down the

best performing creative.

• We set bid controls at different levels to find out the best positioning in the

market.

Although we applied all the best practices…

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• Lack of conversion tracking ability 


Only 2 of 6 magazines were able to implement and provide us a proper pixels to track conversions.

• Inconvenient website structures to sell online


Most websites are missing the key layers between product pages and conversion pages (such as add to card, payment info, etc). Instead, +90% have a single multi-entry required subscription page, which is by far the lowest performing method of generating online sales or conversions.

• Poor UX/UI for consumers navigating website in general.
• Campaigns are still ongoing and live, they continue to become more efficient, however, they will not reach

desired or profitable efficiency until these barriers are fixed.

• These same principles apply to performance of digital content, impressions, time spent on page, etc.

which ultimately also impacts digital advertising revenue and business sustainability as well. 


We haven’t yet obtained efficiency because of..

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Analytics so far

• We clearly observed that a well structured website, allowing us to

track and optimize campaign properly, provided much better results.

Website Structure Magazine Impressions Clicks Conversions Conversion Rate Well Structured Mag 1 290,374 1,113 47 4.2% Mediocre Mag 2 339,513 324 8 2.4% Inconvenient for Ecommerce Mag 3 949,047 1,851 3 Low

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Conclusion

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Conclusion (to-date)

• The same principles of marketing subscriptions we’ve discussed can be applied to the success
• f your online content/articles and digital experience as well.
• PUSH does not have enough research yet on paywall vs no paywall debate for the digital side
• f your business, but, 9/10 of successful digital premium content providers that we investigated

had excellent conversion-driven digital paid media campaigns and excellent online UX.

• But it would seem (so far) in our findings that minimum barrier for successful subscription

conversions and successful online paid content is to solve for these digital infrastructure issues first, followed by an investment in a properly executed advertising conversion strategy.

• What we discovered so far isn’t revolutionary, our findings echo a general consensus of how

this industry continues to evolve.

• With more time, money, better collaboration with magazines, it’s very possible that we could

find the sweet spot and develop a successful strategy for growth.

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Kyle Verge President PUSH Media Inc kyle@pusinc.ca 411 Richmond St E Suite 308 pushinc.ca

THANK YOU !

Winners’ Circle 2019

#NMA19