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Direct Marketing in the Publishing Business

Direct Marketing in the Publishing Business. Goethe Insitut Cairo 14 th to 15 th of June Michael Freter. A personal introduction. Master of economic geography Corporate culture vs. corporate identity vs. corporate image WEKA International Data Group Verlag Neue Wirtschafts_Briefe

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Direct Marketing in the Publishing Business

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  1. Direct Marketing in the Publishing Business Goethe Insitut Cairo 14th to 15th of June Michael Freter

  2. A personal introduction • Master of economic geography • Corporate culture vs. corporate identity vs. corporate image • WEKA • International Data Group • Verlag Neue Wirtschafts_Briefe • LexisNexis Germany (Reed Elsevier) • Reed Exhibition (Reed Elsevier) = Me

  3. Who are you? • Name • Company • Function and role • Your questions ? = YOU

  4. Objectives • Discuss with you the different Media Types • Discuss with you how to develop new products with the market • Discuss with you all the different direct marketing channels • Pros and Cons • Future • Discuss how to test effectively • How to use different DM channels together • How does Direct Marketing work from a customer point of view?

  5. Media Types Which Media Types do you use? I need your help!

  6. LexisNexis Online • 34 years online experience • 99,996% available • >2 Mio. searches per day • 55 Mio. new documents per month 2007 1973

  7. LexisNexis Wirtschaft Täglich aktuelle und hochwertige Informationen für zuverlässige Business-Entscheidungen. In über 32.000 Quellen und rund 5 Milliarden Volltext-Dokumenten: LexisNexisWirtschaft • Informationen zu über 13 Mio. Unternehmen aller Branchen weltweit • Zugriff auf mehr als 150 deutsche Presseerzeugnisse sowie die wichtigsten internationalen Medien • Medienbeobachtung: Wir beobachten täglich bis zu 30.000 Presseartikel und liefern alle Ergebnisse zu individuellen Suchbegriffen

  8. Growing competition! Risk Management Free Websites News & Business

  9. Codes & Cases LexisNexis-commentary RechtsNews CD-Products Content National International OwnContent Content-partner

  10. Legal Market Target Group: Lawyers, tax advisers, corporate councils Public Sector Target Group: communities, ministry, justice, associations, universities Health Market Target Group: Health insurances Corporate Target Group: Insurance companies, companies LexisNexis Germany

  11. Growing Specialisation • Smaller Target Groups force more individualisation (Mediatypes)

  12. Change in the market of special interest Quelle: Diebold

  13. Value Chain

  14. Schaffung, Redaktion und Digitalisierung von Inhalten privater privater Lagerung von Inhalten Distribution von Inhalten Darstellung von Inhalten Vermarktung von Inhalten Rezipient Rezipient Rezipient business business Media House Rezipient Media neutral production • Content Usage • everywere • at any time • on each client Text & Pict PC Distribution Usage Video/Film Handy •  Network Publishing: Audio PDA Web Web-Tablet Digital Media-Management

  15. Times are Changing

  16. Today… • Cost pressure in Sales and Marketing • Decreasing response rates in Direct Mail • Decreasing response rates and increasing legal issues in Telesales • Reacting booksellers (not pro active) • Increasing consulting needs on client side • Pricing issues on clients side • Saturated markets Märkten  smaller target groups  smaller circulations or subscriber base • Growing dominance of internet as a sales channel • Changing behaviour of target groups

  17. Conclusion It is compelling for product development… … market knowledge … in depth knowledge of target group … knowledge about media types and there pros & cons … internal knowlwdge … having a methodology for product development

  18. Media Types How do you develop products? I need your help!

  19. The Process in Steps • Idea • Prioritze • Concept • Decision • Production/ Marketing / Sales / Distribution

  20. Finding of Ideas • Methodology: Market Research, Medienanalyse (ZS,), Expert Interviews, Authors, Competition, Industry-Analysis… • Responsibility: Editor in Chief • Instruments: Project-Team, List of ideas, Product development plan

  21. Product Development • What is your Target Group? • How is your target group working? • What is the need of your target group? • What is the content? • How is the content presented? • Which media type? • Which sales arguments? • The USP? • The price and offer?

  22. Product Development SALES MARKETING TEAM-Building MARKET MANAGER Content of Concept: • Target Group (Customer First) • Behaviour of Target Group • Interest (Needs of the Customer) • Content (Topics) • Form (Layout, Type) • Media (Technical Platform) • Sales Channels • USP • Order (Price)

  23. Target Group „Lawyers“

  24. Top Kanzleien in Deutschland • Kanzlei Anzahl Anwälte Kanzlei Anzahl Anwälte Top Law Firms in Germany Freshfields Bruckhaus Deringer Clifford Chance Pünder Linklaters Oppenhoff & Rädler Luther Menold CMS Hasche Sigle Eschenlohr Peltzer Schäfer Lovells Boesebeck Droste Haarmann Hemmelrath Rödl & Partner Beiten Burkhardt Goerdeler Taylor Wessing Gleiss Lutz Hengeler Mueller White & Case, Feddersen Nörr Stiefenhofer Lutz Baker & McKenzie PricewaterhouseCoopers Veltins (Heussen) Graf von Westphalen Heuking Kühn Lüer Wojtek Allen & Overy Shearman & Sterling Buse Heberer Fromm Graf von Westphalen Bappert & Modest Heuking Kühn Lüer Wojtek Shearman & Sterling Allan & Overy 519 425 354 340 308 281 244 216 210 206 201 192 180 173 168 157 135 131 131 126 121 113 106 101 96 Norton Rose Vieregge Arcon Göhmann Wrede Haas Kappus & Hartmann Görg Gassner Stockmann & Kollegen Redeker Sellner Dahs & Widmaier Mayer Brwon Rowe & Maw Gaedertz Raupach & Wollert-Elmendorff Latham & Watkins Schön Nolte Ashurst Morris Crisp Kappelmann und Partner Cornelius Bartenbach Haesemann & Partner Flick Gocke Schaumburg Fritze Paul Schmitt Bardehle Pagenberg Dost Altenburg Geissler Isenbruck Dr. Eick & Partner Schwarz Kurtze Schniewind Kelwing Wicke Becker Büttner Held Heiermann Franke Knipp Janoes day Reavis & Pogue Coudert Schürmann Hölters & Elsing Wilmer, Cutler & Pickering P + P Pöllath + Partner 90 81 67 66 65 61 60 59 57 56 56 54 54 50 50 49 49 48 48 48 46 46 44 42

  25. Product Development • What is your Target Group? • How is your target group working? • What is the need of your target group? • What is the content? • How is the content presented? • Which media type? • Which sales arguments? • The USP? • The price and offer?

  26. How to sell publishing products withDirect Marketing

  27. Objectives • Discuss with you all the different direct marketing channels • Pros and Cons • Future • Discuss how to test effectively • How to use different DM channels together • How does Direct Marketing work from a customer point of view? • Conclusion I need your help!

  28. LexisNexis communication to the market via… • Direktmarketing • Use of „classic marketing tools“ with response-elements • Field Sales Force • Team segmentation by market • Trade • Book sellers • PR

  29. Quick Direct Marketing Media Discussion

  30. How to test effectively? • Work-out your required samples sizes and model response before testing • If you get < 2000 responses, difficult to start drawing conclusions • Implication that B2B testing can be quite a challenge • Set up the right system/processes to track response • This is where most testing campaigns fall down • Do not switch off common sense/business intuition • Purity of testing very attractive/academically satisfying for highly analytical work environments • Some media not suited for testing on a single publication/mail-shot • Variability of press inserts and press is very high • Implication is to test longitudinally • Data over longer periods of time probably more insightful • Implication for search engine marketing? • …………………….

  31. Multichannel-Marketing • More new channels in the last years (i.e. Second Life) • Identify channels that are used by the client • High correlation between main channels (ecc-Study 2006)  Integrated communication, the combination of Offline and Online communication leads to market share  No customer is using just one channel! (i.e. multi step concept LexisNexis)

  32. LexisNexis Kommunikationskanäle • Direct Mail  Direktverkauf, Leadgenerierung • Telesales   Direktverkauf • Buchhandel  Mittlervertrieb • Anzeigen   Branding, Mehrstufenkonzepte • Internet  Leadgenerierung, Direktverkauf • Coop  Leadgenerierung, Direktverkauf • Events  Branding, Direktverkauf • Direct Sales  Direktverkauf über AD  The client comes on many ways!

  33. Test us 4 weeks!FREE without any risk! Für weitere Fragen zu unseren unterschiedlichen Online-Datenbanken oder bei Interesse an einer persönlichen Präsentationen in Ihrer Kanzlei stehe ich Ihnen gerne jederzeit zur Verfügung:

  34. Campaign Objectives • Branding • Generate leads • Direct Sales • Generate test clients (positive-/negative-option) • Meaning of single campaign is decreasing! • Multistep concepts increasing • Internet takes the lead

  35. How to test effectively? My biggest learning in the context of testing: Don’t get too hung up about the testing process. You can lose yourself easily in complexity/academics… But there is always room to improve a campaign…… • Work-out your required samples sizes and model response before testing • If you get < 2000 responses, difficult to start drawing conclusions • Implication that B2B testing can be quite a challenge • Set up the right system/processes to track response • This is where most testing campaigns fall down • Do not switch off common sense/business intuition • Purity of testing very attractive/academically satisfying for highly analytical work environments • Some media not suited for testing on a single publication/mail-shot • Variability of press inserts and press is very high • Implication is to test longitudinally • Data over longer periods of time probably more insightful • Implication for search engine marketing? • …………………….

  36. How do Direct Marketing Media work from a consumer Perspective?

  37. What is effecting the behaviour of consumers in 2007? • Busyness • Cognitive overload

  38. Cognitive Overload • 20th Century: clutter • 21st Century: cognitive Overload • You can’t cut through clutter because clutter not really relevant anymore… • But you can overcome cognitive overload

  39. What is effecting the behaviour of consumers in 2007? • Busyness • Cognitive overload • Cognitive lock-in

  40. Cognitive Lock-in • “Stickiness” of internet bank customers higher than non-internet users • Same is true of the physical world (e.g. supermarkets loose business when they re-arrange things) • Implications for customer retention activities: keep things comfortable and familiar, manage change carefully

  41. What is effecting the behaviour of consumers in 2007? • Busyness • Cognitive overload • Cognitive lock-in • Post-Literacy

  42. The 21st Century Direct Marketing Media paradox • How to adapt a very much verbal medium to an increasingly post-literate culture?

  43. What is effecting the behaviour of consumers in 2007? • Busyness • Cognitive overload • Cognitive lock-in • Post-Literacy • Consumer concerns

  44. Some Consumer Concerns • Control • Contact • Comfort • Context • Change • Cynicism • Complexity

  45. STRESS STRESS STRESS

  46. As a result of stress… • Brand-literacy is key, especially, in customer communications…brand loyalty is a stress-reduction strategy on the part of consumer • Communications must be clear, simple, straightforward, direct and most of all iconic: stress compromises attention spans

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