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 out of 10 online adults in the US Source: naa.org/Topics-andTools/Advertising/Research/2014 2
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Audience Development Funnel RETENTION Goal: Find new audiences SUBSCRIBER and drive them up the funnel, toward engagement, disclosure and subscription/retention. SHARING LOYALTY; CUSTOMER SATISFACTION SMARTER ENGAGED TARGETING USE DATA TO INFORM CRM INTERESTED DEMONSTRATE VALUE WITHOUT GIVING IT AWAY UNAWARE Unaware- Interested - Engaged - Registered - Retention Interested Engaged Subscriber
Fueling the Funnel Fueling the Funnel PROSPECTING ENGAGEMENT PURCHASE RETENTION 5
Groupon Online Channel Online Channel Development Development OBJECTIVES: Find additional ways to reach prospects online. SALES SOURCE: Partnerships Comcast.net Sign In Takeover TARGET AUDIENCE Online users RESULTS Xfinity/Comcast.net: Local cable company and email • provider CPO of $32. • Groupon Thousands of orders per • campaign 6
Lead Generation Lead Generation 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 7
PURL – Personalized Metro PCS response URLs Call In Contest Improve Response Improve Response Experience Experience Response Testing Response Testing 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. 8
Facebook and Twitter Online Channel Online Channel Development Development OBJECTIVES: Find additional ways to reach prospects online. SALES SOURCE: Social Media TARGET AUDIENCE Comcast.net Sign In Takeover Online users RESULTS Facebook ad 1.3% click thru rate, 136 sales • CPO of $19 • 9
Optimizing for Mobile Optimizing for Mobile 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 10
Sample Web Ads Sample Web Ads 11
Themes and Affinity Themes and Affinity 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 12
Email Testing Email Testing 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. 13
Digital Copy Campaign Digital Copy Campaign OBJECTIVE Create awareness and drive trial of digital copy, especially among segments with some to high print affinity. SALES SOURCE • Email • Outdoor/transit advertising • Digital kiosk & Free trial cards • In-paper ads TARGET AUDIENCE • Current and former newspaper readers • Suburban commuters • Event and festival attendees RESULTS • 3,584 total conversions for 2 week free trial • Increases in usage and time spent with product 14
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Engage Non-Subscribers Engage Non-Subscribers Reinforce value and capture user information � Tie into paid product promotion � 16
Engage Non-Subscribers Engage Non-Subscribers New and Revamped Products � 17
Leverage Leverage Partnerships Partnerships OBJECTIVE: Reach new single copy audiences by offering the paper over the counter in participating locations. TARGET AUDIENCE Single Copy readers RESULTS • 79 participating locations to date • Improvement in sales compared to previous outside rack program 18
Telemarketing Telemarketing • Disconnect program Opportunities Opportunities • New wireless dialing policy • Using Direct Response OBJECTIVES: Expand calling material channel to drive inbound calls Reach more prospects − Sweepstakes programs − Rest.com give away SALES SOURCE Telemarketing • Managing a DNC cleanse program TARGET AUDIENCE Callable households • Dialing strategies 19
Test and Scale Winning Test and Scale Winning Direct Mail Creative Direct Mail Creative OBJECTIVE Increase response rate SALES SOURCE Direct Mail TARGET AUDIENCE Formers and targeted prospects RESULTS LA Times: .60% Hartford Courant: .65% 20
Incremental Pricing Test Incremental Pricing Test 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 24% of responders took the print/digital - bundle 76% of responders took the print only - option 21
Offer Presentation Offer Presentation OBJECTIVE: Promote home delivery rate per issue for a comparison to single copy, and highlight the best deal. SALES SOURCE BEST FSI DEAL! 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 22
Direct Mail Effectiveness Direct Mail Effectiveness 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 23
Registration Welcome Registration Welcome Series Series OBJECTIVE Drive value of brand and Lead to sale SALES SOURCE Email TARGET AUDIENCE Registered Users RESULTS Strong engages throughout series. • Conversion strong • 24
Digital Email Strategy 25
Digital Activations Digital Activations and Upgrades and Upgrades 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 26
Expand Revenue Expand Revenue Thresholds Thresholds 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 27
Retaining Digital Retaining Digital Sales Sales 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 28
Online Channel Online Channel Development Development 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 29
Rewards Rewards 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 ) 30
Exclusive Events Exclusive Events Merchandise Merchandise OBJECTIVE Deepen relationship to retain and maximize revenue potential. TARGET AUDIENCE Current Subscribers – Print and Digital 31
Q & A 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
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