find and engage consumers with the right profile for your brand target the early adopters = faster...
TRANSCRIPT
Find and engage consumers with the right profile for your brand
Target the early adopters = faster ROI
Motivate the influential advocates = social value
Maximize customer retention = life time value
TARGETING
JEAN-CLAUDE TRICHET
President of the European Central Bank & International
Herald Tribune reader
FIND AND ENGAGE THE RIGHT CONSUMERS
DIGITALIZATION HAS SIGNIFICANTLY GROWN THE WMG CONSUMER BASE AMONG EUROPE’S MOST AFFLUENT!
2010WMG 7.3 million
print readers
Source: EMS 21 Summer 2013
2014WMG reaches 11.6 million
digital consumers via: pc/mobile/tablet
every week!
Source: EMS 21Summer 2014
2014WMG 7.7 million
print readers
Reader = average issue reader Digital = weekly user of website, mobile or app
EUROPE’S C’SUITE LOVE WMG BOTH ON AND OFFLINE47% of all C’Suite with 50+ employees worldwide consume a
WMG title either on or off line every week2014WMG 1,051,000C’Suite digital consumers :
pc/mobile/tabletevery week
2014WMG 775,000C’Suite print
readers
Source: EMS 21Summer 2014
Reader = average issue reader Digital = weekly user of website, mobile or app
Source: EMS 21 Summer 2014
FIND….….WMG consumers in all the key markets
… AND ENGAGE…
■ WMG members have the best creative and journalistic resources in the world
■ The only limit is your imagination
…THE RIGHT CONSUMERS
Source: EMS 21Summer 2014Reader = average issue reader Digital = weekly user of website, mobile or app
Series1
50
100
150
200
250
300
350
7565
79
202
250
186
241
296
218 Non -WMG WMG Print + DigitalWMG Print
Index =
EM
S T
ota
l S
urv
ey
C’Suite in acompany
250+ employees
Personal Income of €150,000+
6+ businessair trips
55% of all seriously affluent Europeans (€150,000+) consume a WMG title on or offline every week!
EARLY ADOPTERS
EARLY ADOPTERS
■An early adopter is the ultimate consumer - knowledgeable, discerning, engaged, and ready to move when a new product comes onto the market.
■Give a brand early ROI!
The definition of an early adopter is…
EARLY ADOPTERS
Source: EMS 21Summer 2014
Series1
80
90
100
110
120
130
140
150
160
9193 93
137
130 129
152
137141
Non -WMG WMG Print + DigitalWMG Print
Index =
EM
S T
ota
l S
urv
ey
First to have technologically
innovate products
I am always interested in new products
I use my social network to achieve my business goals
Reader = average issue reader Digital = weekly user of website, mobile or app
SOCIAL VALUE
STEPHEN FRYActor, Comedian &
Social Commentator
WMG TITLES HAVE THE WORLD’S BIGGEST FAN BASE
And 1,754,087,438 unique monthly web visitors can’t all be wrong
27,166,334Facebook fans increased
by 7 million since May 2013
28,378,838Twitter followers increased by 5 million since May 2013
Global Statistics, October 2013
SOCIAL VALUE IS…
…….Generating positive brand recommendations
which convert into sales
Engaging influencers is key
1 in 10 individuals influence what others buy, do or think
1 in 10 brand conversations occur in the real world ie off line!
‘Like’ is a very poor measure social value
* Source: Keller Fay
SOCIAL VALUE
Source: EMS 21Summer 2014
Series1
80
90
100
110
120
130
140
150
160
170
9490
92
129
143
135135
159
144
Non -WMG
WMG Print + Digital
WMG Print
Index =
EM
S T
ota
l S
urv
ey
FashionTechnology Finance / Investment
People often ask my advice when they are looking to buy…..
Reader = average issue reader Digital = weekly user of website, mobile or app
LIFETIME VALUE
LIFETIME VALUE
■ Relationship
■ Trust
■ Value
■ Loyalty
LIFETIME VALUE
“I love the (WMG brand)… Even though it’s a ‘business’ publication I mostly just
read it out of personal interest rather than needing it for my job”
Senior VP, Global Insurance Firm, Germany
“Trusting the brand of the paper is important: (WMG brand). For other
sources, over time built up a number of
trusted sources that I know are reliable and cover everything that’s important”
Head of Treasury, Global FMCG company, Austria
“I am not very experimental. If there is something new I would only go to it if
someone recommended it to me. Happy with the sites I go to already, no time to change. ”
CEO, Private Equity Company, UK
Trust
Loyalty
Relationship
THE WORLD’S MOST PROFITABLE CUSTOMERS
Early adopters = faster ROI
+
Influential advocates = social value
+
Customer retention = life time value
=
The world’s most profitable customers
Or ROI that keeps on giving