ten ways to impress your publisher

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Ten Ways To Impress Your Publisher A checklist for the audience & circula<on team Create Legendary Customer Service Catch Subscribers and Keep Them Measure What Matters Make More Profit

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Ten  Ways  To  Impress  Your  Publisher  A  checklist  for  the  audience  &  circula<on  team  

Create Legendary Customer Service

Catch Subscribers and Keep Them

Measure What Matters

Make More Profit

“Success  is  neither  magical  nor  mysterious.  Success  is  the  natural  

consequence  of  consistently  applying  the  basic  fundamentals”  

 

~Jim  Rohn  

Create  Legendary  Customer  Service  

1.  Measure  beyond  your  Complaints  per  Thousand  

Create  Legendary  Customer  Service  

The  CPM  only  measures    your  service  by  those  who  bother  to  call  &  complain  

Create  Legendary  Customer  Service  

   

   

   

Conduct  Subscriber  Sa<sfac<on  Surveys  via  email  blast,  on  your  website,  ROP,  on  invoice  remiNances.  Score  yourself.  Talk  regularly  about  your  score!  

Train  Customer  Service  Reps  to  ask  “Are  you  pleased  with  your  delivery  service”  before  concluding  every  conversa<on,  regardless  of  the  reason  for  the  conversa<on.  

Run  ROP  ads  invi<ng  subscribers  to  call  if  their  service  is  less  than  perfect.  You’ll  be  surprised  how  many  have  consistent  problems  but  never  bother  to  call.  

Create  Legendary  Customer  Service  

2.  Amaze  your  subscribers  with  how  you  make    it  right.  

Create  Legendary  Customer  Service  

   

   

   

Offer  same-­‐day  redelivery  of  missed  or  wet  papers  wherever  possible  and  as  early  as  possible.  Could  you  even  take  it  to  them  at  work  if  they’ve  already  leU  for  the  day?  

When  redelivering,  knock  on  the  door,  look  them  in  the  eye,  apologize,  and  give  them  your  card.  

Along  with  the  paper,  give  them  a  small  “I’m  sorry”  giU  like  a  restaurant  coupon,  or  a  useful  item  with  your  company  logo  on  it.  

Catch  Subscribers  &  Keep  Them  

3.  Make  it  simple  for  voluntary  subscribers.  

Catch  Subscribers  &  Keep  Them  

Voluntary  Subscriber  

Costs  nearly  nothing  to  acquire  

Has  the  highest  

reten<on  rate  

Is  most  engaged  with  your  content  

Three  facts  about  the  voluntary  subscriber  

Catch  Subscribers  &  Keep  Them  

How  easy  is  it  for  someone  to  voluntarily  subscribe  to  your  paper?  

Catch  Subscribers  &  Keep  Them  

   

   

   

You  probably  have  hundreds  of  vending  machines  across  your  market.  Every  machine  should  display  a  subscrip<on  call  to  ac<on.  

The  subscrip<on  call  to  ac<on  should  be  the  easiest  thing  to  find  on  your  website.  Pay  your  IT  people  a  commission  for  every  subscrip<on  started  through  your  website.  

Use  the  “Sign  Up”  buNon  on  your  Facebook  page  to  send  people  to  the  subscrip<on  URL.  Use  the  “Offer/Event”  func<on  to  sell  subscrip<ons  at  $0.00  cost-­‐per-­‐order.  

Catch  Subscribers  &  Keep  Them  

4.  Explore  every  sales  channel  you  can  think  of.  

Catch  Subscribers  &  Keep  Them  Yesterday  

•  Telemarke<ng  •  Kiosk  • Door  to  Door  •  Sampling  

Today  

•  Telemarke<ng  • Reverse  Telemarke<ng  •  Kiosk  • Door  to  Door  •  Email  •  Social  Media  • Direct  Mail  •  Every  Door  Direct  •  Text  Message  • Groupon  • Affiliate  e-­‐Commerce  •  Inserts  • Rewards  Site  • Voluntary  Sampling  •  Fundraisers  •  Events  

Tomorrow  

•  ?  •  ?  •  ?  •  ?  •  ?  •  ?  •  ?  •  ?  •  ?  •  ?  •  ?  •  ?  •  ?  •  ?  •  ?  •  ?  

Catch  Subscribers  &  Keep  Them  

5.  Act  like  an  adver<ser  to  acquire  customers.  

Catch  Subscribers  &  Keep  Them  

Every  day  businesses  use  newspaper  adver<sing.  Shouldn’t  you?  

Catch  Subscribers  &  Keep  Them  

   

   

   

Work  with  your  team  and  the  ad  design  team  to  develop  an  annual  marke<ng  strategy  for  home  delivery  across  all  print  and  digital  channels.  

Build  a  shared  marke<ng  calendar  for  the  circula<on  department  of  all  scheduled  campaigns,  ROP  &  insert  run  dates,  web  ad  dates,  and  discuss  weekly.  

Track  results  for  each  campaign  and  channel  with  promo<on  codes  and  use  data  for  future  planning.  

Catch  Subscribers  &  Keep  Them  

6.  Execute  a  life-­‐cycle  reten<on  strategy.  

Catch  Subscribers  &  Keep  Them  Start  

Verifica<on  Call  

Welcome  LeNer  or  Brochure  

Early  Bird  Renewal  Offer  

1st  Renewal  Bill  

Automated  Reten<on  Phone  Call  

2nd  Renewal  Reminder  

Human  Reten<on  Phone  Call  

“Final  Issue”  bag  

Subscriber  Reten<on  Begins  on  Day  One  

Catch  Subscribers  &  Keep  Them  

Be  obsessive  about  keeping  contact  informa<on  current.  Verify  correct  phone  number  with  every  conversa<on.  Get  email  addresses.  Add  value  to  the  subscrip<on  frequently.  Offer  a  Reader  Rewards  program,  free  niche  newsleNers  or  publica<ons,  one-­‐<me  7-­‐day  upgrades  for  weekend  subscribers,  etc.    Automate  expira<on  calling,  with  op<on  to  “press  1”  and  speak  to  a  reten<on  specialist,  to  call  as  many  people  as  possible  in  the  least  amount  of  <me.  Automate  e-­‐mail  expira<on  no<fica<ons  

Send  a  coupon  for  an  “early  bird”  credit  with  your  welcome  leNer  to  be  redeemed  for  extra  <me  if  full  renewal  payment  is  received  before  expira<on.  

Do  everything  you  can  to  make  sure  the  paper  begins  on  the  day  it’s  supposed  to.  Never  permit  poor  service.  

Measure  What  MaNers  

Does  everyone  in  your  department  understand  your  metrics  and  why  they  maNer?  

Measure  What  MaNers  

7.  U<lize  a  scorecard  For  discussion  &  ac<on.    

Measure  What  MaNers  

Home  Delivery  

Trends  

Churn  

Reten<on  by  Source  

Stop  Reasons  

Single  Copy  

Sellout  %  

Return  %  

Trends  at  Top  10  Outlets  

Customer  Service  

Survey  Score  

CPM  

Poor  Service  Stops  

Profit  &  Loss  

Acquisi<on  Cost  

Rack  Pilferage  

Department  Profitability  

Digital  Audience  

Website  Analy<cs  

Conversion  Rate  

Social  Media  Stats  

Basics  everyone  on  your  team  should  know  and  understand  

Make  More  Profit  

8.  Escape  the  discount  vortex.  

Make  More  Profit  

Addic<on  

Subscribers  Cancel  &  Wait  

Voids  Your  Regular  Rate  

Minimizes  Consumer  Mindset  Value  

Four  hard  facts  about  the  effect  of  discoun<ng  

Make  More  Profit  

   

   

   

Offer  a  premium  instead  of  a  discount.  This  retrains  the  consumer  to  pay  your  regular  rate.  Easier  to  budget  premium  expense  than  discounted  revenue.  

Create  a  stair-­‐step  rate  structure  to  gradually  move  discounted  subscribers  back  toward  full  rate  over  <me.  

Find  ways  to  add  value  to  a  full-­‐rate  subscrip<on  with  reader  rewards,  niche  or  exclusive  content,  etc.  

Make  More  Profit  

9.  Protect  the  revenue  you  have.  

Make  More  Profit  

Good Samaritan

Fund

When  someone  calls  to  cancel  because  they  are  

moving,  or  the  recipient  has  died,  ask  them  if  they  would  

like  to  donate  their  remaining  balance  to  the  

Good  Samaritan  Fund  which  provides  free  or  low-­‐cost  subscrip<ons  to  those  who  

can’t  afford  it.  

Make  More  Profit  

Charge  a  Refund  Processing  Fee  to                          offset  your                          expenses  and                          encourage  reten<on  un<l  expira<on.  

Make  excep<ons  for  poor  service  stops,  though  you  should  never  have  one!  

Make  More  Profit  

10.  Create  new  revenue  streams.  

Make  More  Profit  

Three  Examples  of  New  Revenue  Ini<a<ves  

•  7-­‐Day  Subscribers  can  add  as  many  addi<onal  Sunday  copies  to  their  home  delivery  for  60  cents  each.  

•  All  pre-­‐paid  through  the  end  of  their  term.  

•  Weekend-­‐only  subscribers  upgrade  to  7-­‐days  to  get  addi<onal  Sunday  copies  &  coupons  

Make  More  Profit  

Three  Examples  of  New  Revenue  Ini<a<ves  

•  Sunday-­‐only  home  delivery,  priced  higher  than  7-­‐day  delivery  to  avoid  frequency  downgrades.  

•  Highest  priced  home  delivery  op<on.  

•  Includes  complete  digital  access  all  7-­‐days  and  reader  rewards.  

•  People  are  actually  paying  premium  price  to  get  the  day  they  want!  

Make  More  Profit  

Three  Examples  of  New  Revenue  Ini<a<ves  

•  Membership  model  with  addi<onal  benefits,  priced  higher  than  print-­‐only.  

•  Includes  complete  digital  access,  reader  rewards,  VIP  events.  

•  Subscribers  on  discounted  offers  billed  at  membership  rates  for  renewal.  

•  Customer  service  sells  memberships  not  subscrip<ons.  

Two  Resources  

hNp://bit.ly/1BOiW7t   hNp://amzn.to/1bekNd2  

Create Legendary Customer Service

Catch Subscribers and Keep Them

Measure What Matters

Make More Profit

Catch Subscribers and Keep Them

Measure What Matters

Make More Profit

www.a360s.com