Expand Your Business With E-Channels - Tripolis

Introduction

• Daniel Macco – NT Publishers/DVV Media• Jean-Jacques Vossen – Tripolis Solutions

04-11-20092

3

Agenda

DVVMediaGroup

Introduc2on

Challenges

Ourpast,thejourneyoverthelastyears

Someresults,ourlessonsandasneakpreviewinourfuture

TripolisSolu2ons

Introduc2on

Thee‐businesscasemodeller–tosupportthesimula2onofYOUR‘marke2ng‐mixchange’

4

Agenda

DVVMediaGroup

Introduc2on

Challenges



TripolisSolu2ons

Introduc2on


DVV Media Group ‘We transportcommunication’

6

DVV Media Group

Over60yearsofhistory

Producingnewspapersandmagazines,newsle0ers,

specialist3tlesaswellasreferencebooks.

Sectorsoftransport,logis3cs,mari3metechnology,railtechnology,

travelandmee3ngs.

Hamburg,GermanyHQ

12publishingcompaniesinGermanyandabroad

>250employees

7

DVV Media Group

8

DVV Media Group

9

DVV Media Group

10

RoVerdambasedpublishinghousethatspecializesintransportandlogis2cs

FoundedJuly2006,joiningDVV

FormerTransportpublishingdivisionofRBI

NTPublisher’smainbrandsareNieuwsbladTransportandMainport

NT Publishers

11

Nieuwsblad Transport

>20yearsofhistoryinprint

B2Bpublishing

ReachesC‐levelintransportandlogis2cs

Closeto650,000contactseachmonth

Mul2ModalcoveringRoad,Air,Ocean,RailandInlandShipping

In‐houseeditorialdepartment

TodaytheNTbrandconsistsof:

awebsite

twonewsleVers

video

amobilesolu2on

aweeklyprintpublica2on

seminarsandcongresses

12

NT 2009 brand overview

13

Agenda

DVVMediaGroup

Introduc2on

Challenges



TripolisSolu2ons

Introduc2on


14

Business Challenges

Ongoingandincreasingchurnonpaidmodels

Highlycompe22veadver2singmarket

Shi^ofreadershiptoonline

Onlineisfree...

Forusersthatis!

Lowadver2smentcontribu2onone‐channels

Controlledcircula2oncompe22on

Economicsitua2on,crises.

15

Challenges

Prepareforlanding...

Keeponsmiling…

Callonahero?!…

19

Challenges

Tijdelijke Commissie Innovatie en Toekomst PersCommissie Brinkman

Ar8ficialhelp?!

21

Agenda

DVVMediaGroup

Introduc2on

Challenges



TripolisSolu2ons

Introduc2on


22

Once upon a time…

Tradi2onalprintpublica2on

23

March 2000

Introduc2onofanewsleVertofacilitateadecreaseinpublica2on3to2publica2onsperweek

Goal:Establishcostreduc2onwithoutlossofsubscrip2onrevenuinprint

24

Results

Savings28%duetodecreasedprintanddistribu2oncosts

Nolossinsubscrip2onrevenu

>7,5Kmailadressesgained

Succesfulintroduc2onofanewmedium

25

Introduction of e-mail newsletters

!

"#!!!

$#!!!

%#!!!

&#!!!

'!#!!!

'"#!!!

"!!' "!!" "!!( "!!$ "!!) "!!% "!!* "!!&

Introduc2onperiodpaidsubscrip2on

NTE‐mailwinsTheDutchE‐mail

PublishingAward2005

Renewedgrowthinonlineproposi2on,whereprintshowscon2nueddecline

ThedevelopmentofNTE‐mail

‐Decreaseinsubscrip2onsto5,800‐Increaseofrevenuinsubsandadsto€121,000.‐

OLDbeliefs

leadtoNEWcheese

doNOT

27

Different perspectives

28

Market Research

Goal

Brandawarenessandloyaltyamongbothsubscribersandnonsubscribers

Mediapreferenceoftargetgroups

Determininganewbusinessmodel

Execu2on

External,LeondeWolff

Research2melineJan‐May2009

Over1400respondents

29

Market Research

OurModel,tradi2onal

Reachparadox

Boundariesofupselling

Dependancy

B2Bsustainability

# * €€€

### * €### * 0,-

30

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

31

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

32

Market Research

33

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

34

Market Research

daily

weekly

35

Market Research

36

Agenda

DVVMediaGroup

Introduc2on

Challenges



TripolisSolu2ons

Introduc2on


37

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

38

Market Research

Transi2onofourBusinessModel

Convertthe#

Usemailforloyalty,profiling

Explorepossibili2esforprintpremium

# * €€€

###*0

## * €?

39

NT 2009 brand overview

40

Turnover

Publishing Process

In summary, what’s the challenge a lot of us face – HOW to shift?

04-11-200943

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

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

But…howtomakemoneywithE‐mailMarke2ng/Publishing

Jean‐JacquesVossen

Agenda

• What’s value?• How to predict value?• How to generate value in my case?

Agenda


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– …..

04-11-200949

Value in E-mail?

• E-mail database– The size of the database (+ growth rate)

04-11-200950

Value in E-mail?

• E-mail database– The size of the database (+ growth rate)– The hygiene of the database (impact on bounce

rate)

04-11-200951

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)

04-11-200952

Value in E-mail?

• Content or message (is King)– Ideal customer profile included in ‘content tags’

04-11-200953

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

04-11-200954

Value in E-mail?

• Deliverability– % deliverability into the inbox x % conversion

x transaction €€ value = €€€ (value)

04-11-200955

Tripolis Dialogue – Reporting conversion

Value in E-mail?

• Open rate– Marketing techniques to

make people open theemail (autentication,subject header)

04-11-200957

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

04-11-200958

Value in E-mail?

• Click through rate on content– Contextual relevant content– Design of the email– Microsites/landing pages (incl. common design)

04-11-200959

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)

04-11-200960

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

04-11-200961

Agenda


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

The Approach




The Approach – The questionnaire

The Approach – The questionnaire (example)

The Approach – The questionnaire (example)

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:


The Approach

The Approach – The facts

The Approach – The facts on Print (example)

The Approach – The facts on Print (example)

The Approach – The facts on E-newsletters (example)

The Approach – The facts on Action e-mails (example)

The Approach – The facts on Discussions & Polls (example)




The Approach

The Approach – The Analysis

1. Print revenues kept equal2. E-Channels slowly improving

The Approach – The Analysis (example)

1. E-Channels contribution 2. margin moving from 30 into 50%

The Approach – The Analysis




The Approach

The Approach – The Simulation of Scenario’s to improve

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

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

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

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

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

What are the costs to achieve all of the before?

Compared to margin contributionimprovements, not reallysignificant number of costs to bemade

The Approach – The Simulation of Scenario’s to improve - costs

So, business model accelerated, what about improving my cashflow!?

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

AcceptEmail – payments via e-mail – huge cost savings!

Secure E-mail invoicing and payments – cashflow improvement!


Agenda

• 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

• 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


• 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 result– Business Case & roadmap– Commitment for results– Buy-in from the Management– …..

04-11-200995


04-11-200996

Who is Tripolis?

04-11-200997

Some of our clients

Webshops

Some of our customers

98

Tripolis: operating via a network of partners

99

<GX>

Some of our technology partners

100

Some of our business partners

Businesscard =

Thank you!

www.tripolis.com

Questions or remarks?

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Expand Your Business With E-Channels - Tripolis