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



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

[email protected]



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


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…


Reacting to the Adversity

…but let’s briefly discuss how the industry reacted



• 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.



• 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.



• 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.


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.


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.


Bob Gilbert, VP/Audience, Morris Publishing Group

“Revenue follows audience[s]”


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.



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.



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





Attended Home Show










[email protected]




Interest in Home Decor

MultichannelCampaign

ManagementPlatform(MCCM)

Subscribers

Data Management

Platform

User Registration

Newsletters

Deals

Contests & Events

Loyalty

Merchants

Demographics

Voter Registrations




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


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


GROWACTIVATEENGAGEMONETIZE

Customer knowledge impacts every aspect of the business model –none more so than marketing productivity.


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


GROW Audiences


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.


GROW Audiences


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


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?


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.



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.


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





Attended Home Show










[email protected]




Interest in Home DecorMultichannel

CampaignManagement

Platform(MCCM)

Subscribers

Data Management

Platform

User Registration

Newsletters

Deals

Contests & Events

Loyalty

Merchants

Demographics

Voter Registrations



Monetizing Mary

Start by integrating your advertiser’s customer data with the most robust database in the market – YOURS!

44 years old





Attended Home Show










[email protected]





CampaignManagement

Platform(MCCM)

Subscribers

Data Management

Platform

User Registration

Newsletters

Deals

Contests & Events

Loyalty

Merchants

Demographics

Voter Registrations



Monetizing Mary

Subsequently, you can not only inform your advertiser about the characteristics of their best prospects…

44 years old





Attended Home Show










[email protected]





CampaignManagement

Platform(MCCM)

Subscribers

Data Management

Platform

User Registration

Newsletters

Deals

Contests & Events

Loyalty

Merchants

Demographics

Voter Registrations



Monetizing Mary

…you can quantify how your media portfolio enables you to reach those high opportunity audiences both geographically and digitally…


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





Attended Home Show










[email protected]





CampaignManagement

Platform(MCCM)

Subscribers

Data Management

Platform

User Registration

Newsletters

Deals

Contests & Events

Loyalty

Merchants

Demographics

Voter Registrations



Monetizing Multiplying Mary

…making the most relevant question not “how do we monetize

Mary”…but “How do we MULTIPLY Mary?” With

data, of course.


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.


“Revenue follows audience[s]”

Bob Gilbert, VP/Audience, Morris Communications

THANK YOU

Contact:[email protected]

@tomratkovich+1.303.886.0202

keep the company of audiences: leap

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