Consumer Industry

Transcription

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2 Consumer Industry

3 Building a subscription marketing business

4 Project background & methodology Moving from the consumer to the industry > Self-completion questionnaires 48 PPA members Consumer & B2B 8.8m paid subs + 647k free records > In-depth interviews 8 respondents > Fulfilment bureaux input > Subscription Marketing 2004

5 Project scope > The subscription context > The role of subscriptions > The subscription organisation > Subscription activities > Acquisition > Retention > Making subscribers pay > The digital dimension > External services > The future of subscriptions

6 Project scope > The subscription context > The role of subscriptions > The subscription organisation > Subscription activities > Acquisition > Retention > Making subscribers pay > The digital dimension > External services > The future of subscriptions

7 The subscription context

8 The subscription context: key drivers of change > The subscription economy: growing fast. > Consumer expectations: changing & rising. > Publishing business models: under pressure. > Consumer mag sub share: growing slowly. > The digital workplace: shaping behaviours. > Corporate subs: the massive shift for b2b. > The acquisition journey: long & complex. > Acquisition & retention: rebalancing to CRM. > The subscriber relationship: more digital.

9 The industry in a few key numbers % 14% Trend in paid subs Trend in headcount % of companies restructuring Budgets as % of subs revenues % +14 Trend in acq costs Months to subs breakeven % of budget spent on retention Trend in renewal rates

10 Publisher subscription types

11 Publisher subscription types

12 Publisher subscription types

13 Subscription activities

14 Subscription activities Proficiency Subscription Activities & Issues Average Importance Average Proficiency Importance

15 Subscription activities: high-priority Proficiency Subscription Activities & Issues Delivery CS Start & renew Importance

16 Subscription activities: low-priority Proficiency 10.0 Subscription Activities & Issues Cancellation Atomisation Membership Importance

17 Subscription activities: mid-priority Proficiency Subscription Activities & Issues Payment freq Free trials Ecommerce Strategy: subs + retail Loyalty Gifts Personalisation Payment methods Added value Content access Price Data Strategy: print + digital Importance

18 Subscription activities: important but low proficiency Proficiency 10.0 Subscription Activities & Issues Data Strategy: print + digital Importance

19 The subscription organisation

20 The subscription organisation Headcount Attitudes Remit & Structure Churn Workplace Skills Job Skills

21 The subscription organisation: remit (b2b) Lead generation Warm-up Conversion Account management

22 The subscription organisation: full service remit Acquisition marketing Retention marketing Customer service CRM Insight & analysis Operations Budgets & forecasts Creative & design Marketing automation Partnerships Membership / loyalty Projects Events Ecommerce Retail Social media content Tech Database Research Finance Core Growing Optional Central services

23 The subscription organisation: staffing issues Headcount Attitudes Churn Workplace Skills Job Skills

24 The subscription organisation: structure Individual vs Corporate Print vs Digital Costs Consolidation Realignment Vertical vs Horizontal Renewal vs Retention Acquisition vs Retention

25 The future of subscriptions

26 No more silver bullets

27 Opportunities Corporate subs & workflow tools Multi-channel marketing Budget shift Bigger, deeper relationships Customer insight & CRM More focus & resources

28 External competition Barriers Internal company commitment Tech capability

29 A practical checklist > Take everything apart & reassemble it > Build backwards from the end-user > Follow the global trends > Work out your own priority list > Constantly review your organisation > Build partnerships > Watch Amazon & retail > Remember the ticking time-bombs > Develop your own personal toolkit

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31 Building a subscription marketing business