Download - Keep the Company of Audiences: LEAP
LEAP Media Solutions
The Company of AudiencesGrow | Activate | Engage | Monetize
leapmediasolutions.com
The Underlying Premise
The prosperity of the newsmedia will be determined not by how much you can charge for your content…
…but by how much you know about your customers and your customers’ customers.
Meet Mary
grow | activate | enage | monetize
Mary Smith40 Cove Road
Stonington, CT 06371
Meet Mary
Mary Smith40 Cove Road
Stonington, CT 06371
Consider all the ways you “touch” Mary across your
portfolio of print and digital products – and what
those touchpoints might tell you about her.
44 years old
HH Income > $150,000
Registered Independent
High-value customer atBed, Bath & Beyond
Six daily deals purchases since 2011
Attended Home Show
Signed up for mobilebreaking news alerts
Registered for weeklyWine & Dine e-newsletter
Participated in MarchMadness Contest
Acxiom Lifestage:Mature Wealth
Scores high for Online Purchasing
Prefers email todirect mail
Interest in Community
Digital content: real estate, finance
Four free ticket offers redeemed this year
Mary Smith40 Cove Road
Stonington, CT 06371
Married with children 8 and 12
Interest in Home Decor
MultichannelCampaign
ManagementPlatform(MCCM)
Subscribers
Data Management
Platform
User Registration
Newsletters
Deals
Contests & Events
Loyalty
Merchants
Demographics
Voter Registrations
$847 in total revenue in past 3 years
International travel video consumption
Meet Mary
leapmediasolutions.com
The Blatantly Obvious
• Inexorable decline in print circulation
• Unrelenting decay of traditional ad revenue
• Rapidly decreasing share of ad spend
• Profit margins approaching zero or negative
There’s no need to revisit in detail the bitter devastation wreaked upon the newsmedia over the past 10+ years…
leapmediasolutions.com
Reacting to the Adversity
…but let’s briefly discuss how the industry reacted
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Reacting to the Adversity
• Reflex #1: CutThe first reaction was to cut. But while you might cut your way to short-term viability, you can’t cut your way to long-term prosperity.
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Reacting to the Adversity
• Reflex #1: Cut
• Reflex #2: Digital First
The sometimes chaotic efforts to rapidly become “digital first” – rather than “customer first” – led to the disastrous consumer experiences and privacy concerns that have, in turn, been manifested in ad blockers and, frighteningly, digital revenue declines at some highly visible publishing companies.
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Reacting to the Adversity
• Reflex #1: Cut
• Reflex #2: Digital First
• Reflex #3: Content Monetization
The supply of digital content is infinite. The law of supply and demand implies monetizing something for which the supply is unlimited is a dubious business model. Most alarming, aggressive content monetization initiatives suppress the amount of consumer intelligence that supports profitable revenue diversification activities.
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The Measured Response: Revenue Diversification
• Events
• Native advertising
• Digital services
• Video
• Niche publishing
• Email marketing
• Direct mail marketing
Growing evidence suggests that the path to prosperity resides not in requiring a finite audience to pay for content, but in the thoughtful, strategic pursuit of revenue diversification – diversification that is driven by relevance and value.
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The Measured Response: Revenue Diversification
• Events
• Native advertising
• Digital services
• Video
• Niche publishing
• Email marketing
• Direct mail marketing
In other words, the success of each of these initiatives is vitally dependent upon your knowledge of the customer.
leapmediasolutions.com
Bob Gilbert, VP/Audience, Morris Publishing Group
“Revenue follows audience[s]”
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How Do We Define an “Audience?”
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How Do We Define an “Audience?”
1. the group of spectators at a public event; listeners or viewers collectively, as in attendance at a theater or concert.
The first dictionary definition doesn’t really apply.
leapmediasolutions.com
How Do We Define an “Audience?”
1. the group of spectators at a public event; listeners or viewers collectively, as in attendance at a theater or concert..
2. the persons reached by a book, radio or television broadcast, etc.
The second gets us closer and fits with the traditional characterization of a newspaper audience…but we’re not quite there yet.
leapmediasolutions.com
How Do We Define an “Audience?”
1. the group of spectators at a public event; listeners or viewers collectively, as in attendance at a theater or concert..
2. the persons reached by a book, radio or television broadcast, etc.
3. a regular public that manifests interest, support, enthusiasm, or the like; a following.
BINGO! Now we know how to deliver relevance and value – and that’s something we can monetize.
AudienceS Are Built with Data
44 years old
HH Income > $150,000
Registered Independent
High-value customer atBed, Bath & Beyond
Six daily deals purchases since 2011
Attended Home Show
Signed up for mobilebreaking news alerts
Registered for weeklyWine & Dine e-newsletter
Participated in MarchMadness Contest
Acxiom Lifestage:Mature Wealth
Scores high for Online Purchasing
Prefers email todirect mail
Interest in Community
Digital content: real estate, finance
Four free ticket offers redeemed this year
Mary Smith40 Cove Road
Stonington, CT 06371
Married with children 8 and 12
Interest in Home Decor
MultichannelCampaign
ManagementPlatform(MCCM)
Subscribers
Data Management
Platform
User Registration
Newsletters
Deals
Contests & Events
Loyalty
Merchants
Demographics
Voter Registrations
$847 in total revenue in past 3 years
International travel video consumption
leapmediasolutions.com
What Do We Know?
Core Operational Systems• Name/address• Tenure• Frequency• Price• Source• Products• Credit status• Vacation schedules• Complaints/satisfaction
Data Management Platforms• Content engagement• Frequency• MAC/IP address
Digital Registration• Email address• Channel preference• Content consumption
E-Commerce/Deals• Email address• Shopping preferences• Consumption behavior• Price sensitivity
Contests/Events• Lifestyle interests
Loyalty Platforms• Lifestyle interests• Content preferences
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What Else Can We Know?
Demographics• Name/address/phone• Age/gender/ethnicity• Marital status• Occupation/education• Hispanic language preference• Number of children/ages• Political party• Homeownership/home value/type/age• Length of residence
Merchant Customers• Content engagement• Frequency
Other• Vehicle interest/car buyer/number• Channel preference• Online purchaser• Direct mail purchaser• Military veteran
Lifestyles• Dog/cat owner• Culture/arts/collectibles• Fashion• Camping/fishing/hunting/shooting• Gardening• Gourmet cooking/food• Travel – foreign/domestic• Home video games/computers• Bicycling/boating/golf/tennis/skiing• Home furnishing/decorating• Home improvement• Fitness/running• Casino gambling• Sweepstakes/contests• Wines
Voter Registrations• Party affiliation
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GROWACTIVATEENGAGEMONETIZE
Customer knowledge impacts every aspect of the business model –none more so than marketing productivity.
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GROW Audiences
1. Improve the allocation of limited resources
For starters, analysis of the data can tell you where you should be investing your limited sales budget to see the maximum return.
The LEAP Targeted Growth Model™
Define & invest in audiences based on key criteria
Transaction history
Product usage
Demographics
Lifestyle attributes
Channel preference
Merchant relationships
Contact history
Segment A
Segment B
Segment C
Segment DSegment E
Segment F
Segment G
Segment H
High-value TGM prospects are 3-5 times more likely to convert to customer status
leapmediasolutions.com
GROW Audiences
1. Improve the allocation of limited resources
2. Optimize channel selection
Your multichannel communications should work synergistically – not independently. Use the right channel based on expressed user preferences, demonstrated consumer behavior, business objective and cost. It’s all in the data.
leapmediasolutions.com
GROW Audiences
1. Improve the allocation of limited resources
2. Optimize channel selection
3. Execute targeted, personalized, multichannel initiatives
LEAP makes the execution of those communications seamless, cost efficient and exceedingly effective.
LEAP Customer AcquisitionLEAP Digital Automation Studio• Unlimited email executions• Creative development• Online fulfillment• List management• MCCM integration• Test/control benchmarking• On-demand reporting
Direct Mail Execution• Creative development• Postal interface• Test/control benchmarking• LEAP coalition economies of scale
Automated TM File Outputs• TGM• Segmented reacquisition• Other TBD
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GROWACTIVATEENGAGEMONETIZE
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LEAP Customer Lifecycle Management
• Automated, multichannel curriculum of critical touch points
• Optimizes cross-sell/up-sell opportunities
• Digital activation
• Improves operational efficiency
• Drives retention and customer profitability
The LEAP CLM Curriculum is engineered to do more than just retain your customers: We grow their value through best practice, multichannel communications designed to activate, up-sell, cross-sell, re-sell and engage with your brand.
LEAP Customer Lifecycle Management
The CLMCalendar
• Automated• Timely• Channel integrated• Targeted• Personalized
Wouldn’t it be awesome to know that your tested, data-optimized campaigns are firing every day of every month without human intervention?
leapmediasolutions.com
GROWACTIVATEENGAGEMONETIZE
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LEAP Engagement
• Digital content marketing platform
• Responsive-designed, RSS-driven e-newsletter templates
• Promote engagement with content and social sharing
• Nurture awareness and adoption of all products
• Build email database
• Develop customer intelligence
• Generate new revenue through sponsorships and advertising
LEAP’s content marketing platform streamlines the production of digital newsletters and enables rapid expansion of your newsletter portfolio.
leapmediasolutions.com
GROWACTIVATEENGAGEMONETIZE
Once you’ve put the pieces in place to optimize the size of your audiences and your intimacy with them, it’s time to make some money.
leapmediasolutions.com
LEAP: Monetize Your Audiences
Deliver Qualified Customers/Prospects to Merchant Community
This is what your advertisers want. In fact, it’s all they’ve ever wanted. Not eyeballs. Not even discounts. CUSTOMERS! And your audiences put you in the unique position of being able to deliver them.
44 years old
HH Income > $150,000
Registered Independent
High-value customer atBed, Bath & Beyond
Six daily deals purchases since 2011
Attended Home Show
Signed up for mobilebreaking news alerts
Registered for weeklyWine & Dine e-newsletter
Participated in MarchMadness Contest
Acxiom Lifestage:Mature Wealth
Scores high for Online Purchasing
Prefers email todirect mail
Interest in Community
Digital content: real estate, finance
Four free ticket offers redeemed this year
Mary Smith40 Cove Road
Stonington, CT 06371
Married with children 8 and 12
Interest in Home DecorMultichannel
CampaignManagement
Platform(MCCM)
Subscribers
Data Management
Platform
User Registration
Newsletters
Deals
Contests & Events
Loyalty
Merchants
Demographics
Voter Registrations
$847 in total revenue in past 3 years
International travel video consumption
Monetizing Mary
Start by integrating your advertiser’s customer data with the most robust database in the market – YOURS!
44 years old
HH Income > $150,000
Registered Independent
High-value customer atBed, Bath & Beyond
Six daily deals purchases since 2011
Attended Home Show
Signed up for mobilebreaking news alerts
Registered for weeklyWine & Dine e-newsletter
Participated in MarchMadness Contest
Acxiom Lifestage:Mature Wealth
Scores high for Online Purchasing
Prefers email todirect mail
Interest in Community
Digital content: real estate, finance
Four free ticket offers redeemed this year
Mary Smith40 Cove Road
Stonington, CT 06371
Married with children 8 and 12
Interest in Home DecorMultichannel
CampaignManagement
Platform(MCCM)
Subscribers
Data Management
Platform
User Registration
Newsletters
Deals
Contests & Events
Loyalty
Merchants
Demographics
Voter Registrations
$847 in total revenue in past 3 years
International travel video consumption
Monetizing Mary
Subsequently, you can not only inform your advertiser about the characteristics of their best prospects…
44 years old
HH Income > $150,000
Registered Independent
High-value customer atBed, Bath & Beyond
Six daily deals purchases since 2011
Attended Home Show
Signed up for mobilebreaking news alerts
Registered for weeklyWine & Dine e-newsletter
Participated in MarchMadness Contest
Acxiom Lifestage:Mature Wealth
Scores high for Online Purchasing
Prefers email todirect mail
Interest in Community
Digital content: real estate, finance
Four free ticket offers redeemed this year
Mary Smith40 Cove Road
Stonington, CT 06371
Married with children 8 and 12
Interest in Home DecorMultichannel
CampaignManagement
Platform(MCCM)
Subscribers
Data Management
Platform
User Registration
Newsletters
Deals
Contests & Events
Loyalty
Merchants
Demographics
Voter Registrations
$847 in total revenue in past 3 years
International travel video consumption
Monetizing Mary
…you can quantify how your media portfolio enables you to reach those high opportunity audiences both geographically and digitally…
leapmediasolutions.com
LEAP: Monetize Your Audiences
Deliver Qualified Customers/Prospects to Merchant Community
• Integrate merchant customer information with your data
• Identify the characteristics of best customers
• Locate high-opportunity audiences both geographically & digitally
• Optimize media mix across portfolio
• Create value-exchange: Targeted, timely, channel-integrated access to buyers for $
…all of which puts you in unique position to deliver advertising solutions that are targeted and optimized across online and offline platforms…
44 years old
HH Income > $150,000
Registered Independent
High-value customer atBed, Bath & Beyond
Six daily deals purchases since 2011
Attended Home Show
Signed up for mobilebreaking news alerts
Registered for weeklyWine & Dine e-newsletter
Participated in MarchMadness Contest
Acxiom Lifestage:Mature Wealth
Scores high for Online Purchasing
Prefers email todirect mail
Interest in Community
Digital content: real estate, finance
Four free ticket offers redeemed this year
Mary Smith40 Cove Road
Stonington, CT 06371
Married with children 8 and 12
Interest in Home DecorMultichannel
CampaignManagement
Platform(MCCM)
Subscribers
Data Management
Platform
User Registration
Newsletters
Deals
Contests & Events
Loyalty
Merchants
Demographics
Voter Registrations
$847 in total revenue in past 3 years
International travel video consumption
Monetizing Multiplying Mary
…making the most relevant question not “how do we monetize
Mary”…but “How do we MULTIPLY Mary?” With
data, of course.
leapmediasolutions.com
Multiplying Mary
Question: How many times can you
be paid to deliver timely, relevant,
personalized and channel-optimized
communications to “Mary” by your merchant community?
Answer: It is entirely dependent on how much you know about
Mary…i.e. how many audiences she belongs to.
leapmediasolutions.com
“Revenue follows audience[s]”
Bob Gilbert, VP/Audience, Morris Communications