Content publishers are being constantly challenged to find new ways of communicating with customers whilst keeping costs under control. Print and direct mail remain a vitally important part of the marketing mix but as more audiences migrate to mobile, are you capitalising on the opportunity that this brings? How do you go about setting up a customer-centric marketing strategy so you can deliver the right campaigns to the right audience at the right time? Wyndeham and Rhapsody who are a combined print and digital media organisation under the umbrella of the Walstead Group discussed these issues at their last event in Mancheser. The presentation discusses the importance of data in delivering accurate, effective marketing campaigns and the opportunities of mobile as a marketing channel. For more information please visit our website: www.rhapsodymedia.co.uk

1. Print for Profit - Digital for Growth
A joint Wyndeham & Rhapsody event

2. • Introduction - Tim Moscow
• Data made easy - Chris Cullen
• Mobile made easy - Christian Price
• Questions from the floor
• 3pm Wrap Up
Agenda

3. • Part of the Walstead Investment Group
• Group turnover of €500 million
• Print sites throughout the UK, Spain and Central Europe
• Specialising in Print, Digital and Data Services
• Group initiative to assist customers in print and non-print services
About Us:

4. • How to make data lead to increased sales and reduced costs
• Recency, Frequency and Value (RFV)
• Return on Investment (ROI)
• What else can be done with data
• How do you know it’s worthwhile?
• Opportunities…
Data made easy:

5. How to make data lead to increased sales and reduced costs?:

6. Recency, Frequency, Value:
Meaning:
•Recency - When they last purchased
•Frequency - How often they purchase
•Value - How much have they spent - Life time value (LTV)
Benefits:
•Better understanding customer base
•More effective targeting of customers
•Potential to increase sales and lower costs

7. Recency, Frequency, Value:

8. Return on Investment (ROI):
Case Study:
•Analysed 250,000 customers using an RFV method
•Designed a reactivation campaign of lapsed high-value customers
•Managed a 1.4% reactivation – netting an additional £50,000 revenue
•Showed significant overall improvement in other campaigns after better targeting
•The client felt the analysis was very worthwhile and now uses this approach ongoing

9. What else can be done with data?

10. What else can be done with data?

11. 11
What else can be done with data?

12. What else can be done with data?

13. How do you know it’s worthwhile?:
•Proper campaign analysis
•Understanding how your campaigns have performed
•Using control groups to gauge new campaigns
•Use eVisualise to see what is working...and what is not!
•Make better informed, data driven decisions
•Learn from mistakes

14. Opportunities:
• Good data visibility
• Creating marketing personas
• Data acquisition, grow your customer base
• Increase sales
• Targeted marketing
• Maximise campaign responses
• Manage Member get Member loyalty cards
and other Marketing promotions
• Cost savings
• Reduce carbon footprint (Greener)

15. Summary:

16. • Christian Price - Digital Commercial Director
• Print for profit - Digital for growth
• Mobile has changed the world
• The mobile publishing opportunity
• ePublish - Content publishing platform
• Case study - Boots
• Why you should do it
Mobile publishing made easy:

17. Print for profit - Digital for growth

20. % of Time Spent in Media Vs Ad Spend - US
(Source: Internet Trends Report 2016 KPCB)
0
13
25
38
50
Print Radio TV Internet Mobile
8
23
41
11
18
2424
37
11
4
Time Spent Ad Spend

21. 0
13
25
38
50
Print Radio TV Internet Mobile
8
23
41
11
18
2424
37
11
4
Time Spent Ad Spend
Growth!
% of Time Spent in Media Vs Ad Spend - US
(Source: Internet Trends Report 2016 KPCB)

22. •What you’ve always done - create amazing content and own it!
•Deliver content to where your audience consumes it
•Ensure content is discoverable - Distributed content channels, social media
•Apple News, Google AMP, Facebook IA, Snapchat Discover, Twitter
Moments
•Get people engaging with it - Editions AND Continuous, eCommerce
•Experiment: Monetise archive content, Curate, Special editions, Unbundle
•Wyndeham & Rhapsody can deliver a complete solution (Print & Digital)
What can brands do?:

23. •Reducing the quality of printed products
•Staying with legacy tech solutions for too long
•Bundling responsive content on top of replica (PDF) content
•Hidden costs!
•Drain on resources
•The failure to embrace change
•Over investing in mobile publishing in the short term
What can you avoid?:

24. The first system in the UK market that delivers content automatically and
responsively, via a CMS, to desktop, tablet and mobile devices across IOS and
Android. Content can be edition based or continuous to improve reader
engagement and our platform dovetails with existing workflows seamlessly
ePublish

30. •App publishing hasn’t been done right - Mobile has changed everything
•The first step to monetising mobile is delivering a strong reader experience
•App benefits: Home screen icon, Offline reading, Push notifications,
Background downloads, Revenue, Analytics, Readers prefer them!
•Apps are getting better iOS9 search and deep linking, Google streaming
•To experiment affordably: Archive content, Unbundling, Continuous
•Wyndeham & Rhapsody can deliver a complete one stop solution
Why should you do it?:

31. To find out more, please visit www.wyndeham.co.uk or www.rhapsodymedia.co.uk