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Selling with your database

Selling with your database. Lon Haenel Circulation & Digital Media Director, The Gazette Janesville, WI Lonh@gazettextra.com Twitter: @localmatters7 LinkedIn QR code:. Gazette Subscriber Touch Points Retention and Renewal Lifecycle. Welcome on board- telephone and email

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Selling with your database

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  1. Selling with your database Lon Haenel Circulation & Digital Media Director, The Gazette Janesville, WI Lonh@gazettextra.com Twitter: @localmatters7 LinkedIn QR code:

  2. Gazette Subscriber Touch PointsRetention and Renewal Lifecycle • Welcome on board- telephone and email • Customer receives Gazette Reader Rewards Card (6-mo+ terms and EASYPAY) • 65 days pre-expire- email • 30 days pre-expire- mailed renewal request • 28 days pre-expire- telephone • 15 days pre-expire- email • 1 day post-expire- 2nd mailed renewal request • 6 days post-expire- email • 14 days post-expire- personal letter • 21 days post-expire- telephone follow-up from personal letter • 31 days post-expire- SUBSCRIPTION ENTERS PERM STOP • 32 days post-expire- hand-delivered ‘ransom note’ with final, final paper • 45 days post-expire- personal visit from Gazette employee (if not home, leaves post it note) • 48 days post-expire- if not home during personal visit, customer receives call • 60 to 120 days post-expire- customer enters two win-back campaigns, 30 days apart • 60 to 120 days post-expire- customer receives two humorous post cards, 30 days apart • Every 90 days, all inactive former subscribers called

  3. Welcome onboard • Telephone • Email How fast can you start your new start? The most important contact you’ll ever make with your new customer. #1 way to say, ‘Thank You’

  4. Customer receivesGazette Reader Rewards Card 6-mo+ terms and EASYPAY Wallet card and online companion

  5. 65 days pre-expireemail message

  6. 30 days pre-expire

  7. 28 days pre-expire • Telephone • Contact all customers on weekly renewal file • Within a day or two • List segmented into Marginal and Core • Offers based on segmentation • At risk renewals = more aggressive offer • Tip: Offer the core segment your standard EASYPAY rate.

  8. 15 days pre-expireemail message

  9. one day post-expire

  10. 6 days post-expireemail message

  11. 14 days post-expire direct mail

  12. 21 days post-expire telemarketing • Telephone follow-up after personal letter • “Barb” • Not much time before subscription suspends • Telephone call adds urgency • Push EASYPAY

  13. 31 days post-expire • Subscription enters perm stop • This is an important touch point • We’re not kidding

  14. 32 days post-expire Hand-delivered ransom note with final paper

  15. 45 days post-expire • Personal visit from Gazette sales employee • If customer not home, we leave post-it note on door

  16. 48 days post-expire • If not home during personal visit, customer receives call within a few days. • “Sorry we missed you…”

  17. 60 to 90 days post-expire telemarketing • Customer enters win-back campaign

  18. 60 to 120 days post-expire • Customer receives two postcards, 30 days apart.

  19. Every 90 days • All inactive former subscribers called • “It’s been a while…..” • 100% EASYPAY

  20. Understand How Your Customers Pay You

  21. What would happen if everyone paid you on time?

  22. You need start pressure to offset the losses. When you sell a new subscriber, how do they pay you? Is there a connection between how they pay you the first time and how they pay you the next time?

  23. Understand how many payments are 52, 26, 13, and less-per year. • Take that emotion and use it to your benefit. Do you make EASYPAY growth a sales and management objective? The renewal emotion-PROCRASTINATION!

  24. What is your EASYPAY percentage today? • How much has it increased in the past 12 months? • More importantly, what are you doing, right now, to grow your EASYPAY base? • In other words, what should be your EASYPAY marketing plan?

  25. Samples- bill stuffers

  26. Samples- kiosk sales material

  27. Samples- single copy FSIs

  28. Samples – Tab side 1

  29. Samples – Tab side 2

  30. The Social Media Connection Learn Diversify Encourage Make Money

  31. LEARN • Discover audiences and their interests. When you or your news room posts, ask open ended questions. Best times to post are 8am, 11am, and 3pm.

  32. LEARN

  33. DIVERSIFY • Acquire content and audiences beyond your own. Encourage user-generated content, aggregate from other publishers, and link to others.

  34. DIVERSIFY

  35. ENCOURAGE • Make your content engaging. • The Facebook algorithm is all about sharing. • Publish contests, news, videos, and offers. • The more you get people talking, the more their friends become acquainted with you.

  36. EARN • Make money. Probably the most challenging of the four. Incorporate social media into your active campaigns. Just like email, direct mail, telemarketing, and other channels, social media can be a mouthpiece for your newspaper offers. It will help you reach an exclusive audience. • Hint: Link your e-commerce directly to Facebook, or other social media, by using a custom URL.

  37. Thanks for attending NEACE! And thank you for your interest in database marketing and social media.

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