Expand Your Business With E-Channels - Tripolis
Transcript of Expand Your Business With E-Channels - Tripolis
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Introduction
• Daniel Macco – NT Publishers/DVV Media• Jean-Jacques Vossen – Tripolis Solutions
04-11-20092
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Agenda
DVVMediaGroup
Introduc2on
Challenges
Ourpast,thejourneyoverthelastyears
Someresults,ourlessonsandasneakpreviewinourfuture
TripolisSolu2ons
Introduc2on
Thee‐businesscasemodeller–tosupportthesimula2onofYOUR‘marke2ng‐mixchange’
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Agenda
DVVMediaGroup
Introduc2on
Challenges
Ourpast,thejourneyoverthelastyears
Someresults,ourlessonsandasneakpreviewinourfuture
TripolisSolu2ons
Introduc2on
Thee‐businesscasemodeller–tosupportthesimula2onofYOUR‘marke2ng‐mixchange’
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DVV Media Group ‘We transportcommunication’
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DVV Media Group
Over60yearsofhistory
Producingnewspapersandmagazines,newsle0ers,
specialist3tlesaswellasreferencebooks.
Sectorsoftransport,logis3cs,mari3metechnology,railtechnology,
travelandmee3ngs.
Hamburg,GermanyHQ
12publishingcompaniesinGermanyandabroad
>250employees
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DVV Media Group
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DVV Media Group
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DVV Media Group
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RoVerdambasedpublishinghousethatspecializesintransportandlogis2cs
FoundedJuly2006,joiningDVV
FormerTransportpublishingdivisionofRBI
NTPublisher’smainbrandsareNieuwsbladTransportandMainport
NT Publishers
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Nieuwsblad Transport
>20yearsofhistoryinprint
B2Bpublishing
ReachesC‐levelintransportandlogis2cs
Closeto650,000contactseachmonth
Mul2ModalcoveringRoad,Air,Ocean,RailandInlandShipping
In‐houseeditorialdepartment
TodaytheNTbrandconsistsof:
awebsite
twonewsleVers
video
amobilesolu2on
aweeklyprintpublica2on
seminarsandcongresses
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NT 2009 brand overview
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Agenda
DVVMediaGroup
Introduc2on
Challenges
Ourpast,thejourneyoverthelastyears
Someresults,ourlessonsandasneakpreviewinourfuture
TripolisSolu2ons
Introduc2on
Thee‐businesscasemodeller–tosupportthesimula2onofYOUR‘marke2ng‐mixchange’
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Business Challenges
Ongoingandincreasingchurnonpaidmodels
Highlycompe22veadver2singmarket
Shi^ofreadershiptoonline
Onlineisfree...
Forusersthatis!
Lowadver2smentcontribu2onone‐channels
Controlledcircula2oncompe22on
Economicsitua2on,crises.
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Challenges
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Prepareforlanding...
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Keeponsmiling…
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Callonahero?!…
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Challenges
Tijdelijke Commissie Innovatie en Toekomst PersCommissie Brinkman
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Ar8ficialhelp?!
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Agenda
DVVMediaGroup
Introduc2on
Challenges
Ourpast,thejourneyoverthelastyears
Someresults,ourlessonsandasneakpreviewinourfuture
TripolisSolu2ons
Introduc2on
Thee‐businesscasemodeller–tosupportthesimula2onofYOUR‘marke2ng‐mixchange’
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Once upon a time…
Tradi2onalprintpublica2on
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March 2000
Introduc2onofanewsleVertofacilitateadecreaseinpublica2on3to2publica2onsperweek
Goal:Establishcostreduc2onwithoutlossofsubscrip2onrevenuinprint
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Results
Savings28%duetodecreasedprintanddistribu2oncosts
Nolossinsubscrip2onrevenu
>7,5Kmailadressesgained
Succesfulintroduc2onofanewmedium
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Introduction of e-mail newsletters
!
"#!!!
$#!!!
%#!!!
&#!!!
'!#!!!
'"#!!!
"!!' "!!" "!!( "!!$ "!!) "!!% "!!* "!!&
Introduc2onperiodpaidsubscrip2on
NTE‐mailwinsTheDutchE‐mail
PublishingAward2005
Renewedgrowthinonlineproposi2on,whereprintshowscon2nueddecline
ThedevelopmentofNTE‐mail
‐Decreaseinsubscrip2onsto5,800‐Increaseofrevenuinsubsandadsto€121,000.‐
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OLDbeliefs
leadtoNEWcheese
doNOT
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Different perspectives
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Market Research
Goal
Brandawarenessandloyaltyamongbothsubscribersandnonsubscribers
Mediapreferenceoftargetgroups
Determininganewbusinessmodel
Execu2on
External,LeondeWolff
Research2melineJan‐May2009
Over1400respondents
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Market Research
OurModel,tradi2onal
Reachparadox
Boundariesofupselling
Dependancy
B2Bsustainability
# * €€€
### * €### * 0,-
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Market Research
Information preference:Latest news, information that delivers the facts of recent developments
19,4%
34,1%
72,7%
3,2%0,8%
0,00%
10,00%
20,00%
30,00%
40,00%
50,00%
60,00%
70,00%
80,00%
Newspaper /
magazine
Website Email newsletter Personal
Contact
None
n=1425
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Market Research
Information preference:Connectivity: information that delivers a sense of belonging
29,8%
26,7%
40,4%
18,2%
10,7%
0,00%
5,00%
10,00%
15,00%
20,00%
25,00%
30,00%
35,00%
40,00%
45,00%
Newspaper /
magazine
Website Email newsletter Personal
Contact
None
n=1425
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Market Research
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Market Research
Reading an email newsletter:Where? At Home, At work, on the road etc
23,2%
87,7%
4,8%2,2%
0,00%
10,00%
20,00%
30,00%
40,00%
50,00%
60,00%
70,00%
80,00%
90,00%
100,00%
At Home At Work On the road Nowhere
n=1424
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Market Research
daily
weekly
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Market Research
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Agenda
DVVMediaGroup
Introduc2on
Challenges
Ourpast,thejourneyoverthelastyears
Someresults,ourlessonsandasneakpreviewinourfuture
TripolisSolu2ons
Introduc2on
Thee‐businesscasemodeller–tosupportthesimula2onofYOUR‘marke2ng‐mixchange’
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Market Research
Results
Informa2onispreferablyreceivedelectronicallyby74%,viainternet,webpagesande‐mailnewsleVers
Near54%ofrespondentsthatpreferinternetchoosee‐mailnewsleVersasmostpreferredoverwebpages(28%),databases(15%),forumsandrss
Ofthose54%over2/3rddesiredailynewsleVers.16%prefersweeklyandmore2mesadayispreferredbyalmost9%
73%ofallrespondentsfavore‐mailnewsleVerstobeinformedonlatestnewsfacts
80,4%ofrespondentsfamiliarwithourproductsarefrequentusersofthee‐mailnewsleVer
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Market Research
Transi2onofourBusinessModel
Convertthe#
Usemailforloyalty,profiling
Explorepossibili2esforprintpremium
# * €€€
###*0
## * €?
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NT 2009 brand overview
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Turnover
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Publishing Process
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In summary, what’s the challenge a lot of us face – HOW to shift?
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Tripolis Dialogue: TripolisPublish & Delivery
Tripolisdatabase
MERGE data &content
Profile info
Articles
(External database)
(CMS / RSS feed / WoodWing)
Ads
Ad
Article
Ad
ArticleAd
Article
Ad
Article
Ad
Article
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E-mail is...
• Personal & Relevant• Timed & Fast• Guiding individuals on a journey across
communication channels• Supporting the dialogue in time• Driving individuals nicely into ‘conversion’ mode• Low cost & Measurable
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But…howtomakemoneywithE‐mailMarke2ng/Publishing
Jean‐JacquesVossen
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Agenda
• What’s value?• How to predict value?• How to generate value in my case?
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Agenda
• What’s value?• How to predict value?• How to generate value in my case?
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What’s ‘value’
• Value examples for a publisher/marketer:– Efficiency– Margin– Customer loyalty (churn reduction)– Cross sell– Revenues– Market share– Exploration of new markets/communities– …..
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Value in E-mail?
• E-mail database– The size of the database (+ growth rate)
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Value in E-mail?
• E-mail database– The size of the database (+ growth rate)– The hygiene of the database (impact on bounce
rate)
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Value in E-mail?
• E-mail database– The size of the database (+ growth rate)– The hygiene of the database (impact on
bounce rate)– The richness of the profile data of customers eg.
contact dialogue history (= understandpreferences to influence behavior)
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Value in E-mail?
• Content or message (is King)– Ideal customer profile included in ‘content tags’
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Value in E-mail?
• Content or message (is King)– Ideal customer profile included in ‘content tags’– Relevancy factor achievable by 1:1 matching
customer profiles & content tags
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Value in E-mail?
• Deliverability– % deliverability into the inbox x % conversion
x transaction €€ value = €€€ (value)
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Tripolis Dialogue – Reporting conversion
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Value in E-mail?
• Open rate– Marketing techniques to
make people open theemail (autentication,subject header)
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Value in E-mail?
• Open rate– Marketing techniques to
make people open the email(autentication, subjectheader)
– Timing of delivering the email+ 100’s of other tips
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Value in E-mail?
• Click through rate on content– Contextual relevant content– Design of the email– Microsites/landing pages (incl. common design)
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Value in E-mail?
• Conversion rate– Recieve, open, view,– click on relevant content,– click on ‘action’ content,– convert (commit) into action– and pay (if relevant)
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Value in E-mail?
• Co-sponsorships (adverts), pay per:– (banner) Content size– Open/View– Click– Order– Poll mechanism’s
• Analytics & Reporting integration– Leading into event driven marketing/publishing– Improvements on all of the above
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Agenda
• What’s value?• How to predict value?• How to generate value in my case?
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The Approach
1. IST:a) An extensive questionnaire (will make you blush…)b) A summary of facts based on the questions askedc) An analysis of the current situation
(Off-Line vs On-Line)2. SOLL:
a) A simulation of scenario’s to improve:I. The speed of change from Off-Line into On-LineII. The (positive) impact on the contribution margin
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The Approach
1. IST:a) An extensive questionnaire (will make you blush…)b) A summary of facts based on the questions askedc) An analysis of the current situation
(Off-Line vs On-Line)2. SOLL:
a) A simulation of scenario’s to improve:I. The speed of change from Off-Line into On-LineII. The (positive) impact on the contribution margin
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The Approach – The questionnaire
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The Approach – The questionnaire (example)
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The Approach – The questionnaire (example)
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1. IST:a) An extensive questionnaire (will make you blush …)b) A summary of facts based on the questions askedc) An analysis of the current situation (Off-Line vs On-
Line)2. SOLL:
a) A simulation of scenario’s to improve:I. The speed of change from Off-Line into On-LineII. The (positive) impact on the contribution margin
The Approach
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The Approach – The facts
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The Approach – The facts on Print (example)
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The Approach – The facts on Print (example)
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The Approach – The facts on E-newsletters (example)
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The Approach – The facts on Action e-mails (example)
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The Approach – The facts on Discussions & Polls (example)
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1. IST:a) An extensive questionnaire (will make you blush…)b) A summary of facts based on the questions askedc) An analysis of the current situation
(Off-Line vs On-Line)2. SOLL:
a) A simulation of scenario’s to improve:I. The speed of change from Off-Line into On-LineII. The (positive) impact on the contribution margin
The Approach
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The Approach – The Analysis
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1. Print revenues kept equal2. E-Channels slowly improving
The Approach – The Analysis (example)
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1. E-Channels contribution 2. margin moving from 30 into 50%
The Approach – The Analysis
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1. IST:a) An extensive questionnaire (will make you blush…)b) A summary of facts based on the questions askedc) An analysis of the current situation
(Off-Line vs On-Line)2. SOLL:
a) A simulation of scenario’s to improve:I. The speed of change from Off-Line into On-LineII. The (positive) impact on the contribution margin
The Approach
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The Approach – The Simulation of Scenario’s to improve
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After analysis:1.Print contribution margins stay the same (for theexample)2.E-Channels contribution margins are improving slightly3.Overall margin improving slightly
The Approach – The high-level summary of the initial analysis
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Current metrics based on analysisSimulation metrics based on discussion & best practices
Reality today, reduction in subscriptions
(Email) database focus, size, hygiene& audience profiling – costs & gains
Email Service Provider’s reputation &deliverability
Authentication, 1:1 Publishing,relevancy
Same applies for Action Email andPolls
The Approach – The Simulation of Scenario’s to improve - impressions
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Reality today: decreasesubscription & add revenues
New Business Models arepossible: ONLY pay per open, -click, - lead, - sales
Very realistic simulator:Additional headcount costs aretaken into account, ex:- Web & Template designer- Database & Email Marketer- Sales
Resulting in Contribution margindecline ….
Resulting in Contribution marginincrease ….
The Approach – The Simulation of Scenario’s to improve - margins
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Today’s e-channels margincontribution (conservative)
Realistic prediction on print/DMmargin contribution (reallyrealistic)
Today’s print/DM margincontribution assuming no change….. (not really realistic)
Realistic e-channels margincontribution (best practices)
The Approach – The Simulation of Scenario’s to improve - margins
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The Approach – The Simulation of Scenario’s to improve - marginsConclusions:1. Print/Direct Marketing margin contribution is declining in a consistent
way2. E-channels can be used to compensate in a serious way (x 1.5 – 2
times) if executed in a professional way
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What are the costs to achieve all of the before?
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Compared to margin contributionimprovements, not reallysignificant number of costs to bemade
The Approach – The Simulation of Scenario’s to improve - costs
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So, business model accelerated, what about improving my cashflow!?
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Callcenter
PipelineMgmt
Opportunities
Revenue
Mgmt
Customer
Support
89
Sales & CRM(Sales)Leads
eMarketing
Campaig
n
Content
Contact
Delivery
Activity
Reporting
Analysis
Leads
Orders & Cash
From Lead – Order – Invoice - Cash
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AcceptEmail – payments via e-mail – huge cost savings!
Secure E-mail invoicing and payments – cashflow improvement!
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• What’s value?• How to predict value?• How to generate value in my case?
Agenda
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• A workshop (like we did with otherPublishers/Marketing departments):– The current performance in marketing/publishing
execution (the ‘ist’- situation)• An indepth analysis of the current situation
(channel by channel, performance indicator perindicator
• While analyzing, Tripolis partners are proving theirindepth capabilities and knowledge in the severalemail topics
• ……
04-11-200992
The potential solution to create opportunities
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• A workshop:– The potential performance (where to improve)
• Per ‘value indicator’ discuss the ‘industrybenchmark’
• Proof execution power of your power (based onsuccess achieved with references) per indicator
• …..
04-11-200993
The potential solution to create opportunities
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• A workshop:– The simulation of the future
• Indicator by indicator (based on references)• Simulation of scenario’swith the Tripolis
e-Business Case Modeller• ……
04-11-200994
The potential solution to create opportunities
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• The result– Business Case & roadmap– Commitment for results– Buy-in from the Management– …..
04-11-200995
The potential solution to create opportunities
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04-11-200996
Who is Tripolis?
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04-11-200997
Some of our clients
Webshops
Some of our customers
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Tripolis: operating via a network of partners
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Some of our technology partners
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Some of our business partners
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Businesscard =
Thank you!
www.tripolis.com
Questions or remarks?