roundtable 2016: miller
TRANSCRIPT
Observer Publishing CompanyOur Market:Pittsburgh DMA
20 miles south of the city
2nd oldest population in the country (Dade County, FL) Same people Just “winter” in Miami
#1 newspaper reading city in the country See “old people” bullets above
Two metro newspapers in PGH Post-Gazette Trib Total Media
Observer Publishing Company
Company Overview:
Independent, family-owned company
Daily newspaper started in 1808
Same family has owned since 1908
Recently “hired” 5th generation family member
Newspapers
Paid daily newspaper – 30k circ.
Free weekly newspaper – 30k circ.
Websites
Full compliment of niche publications
Observer Publishing CompanyRevenue Diversification:
Reimagine Main Street Digital agency
Launched January 2013
On track for $1.4m in 2016
Event Marketing Division Launched November 2014
On track for $300k in 2016
Getting Started
Identify People◦ No new hires
◦ Just added to current staffers
◦ Top level managers spearheading
◦ “Techie” to put together proposals
◦ Launched with rep leadership team
Getting Started
Training◦ A bit of a learning curve
◦ Lots of self-training to get up and running
◦ Leap uses Tableau
Data
Identify Data Sources◦ Acxiom (through Leap)
◦ Subscribers
◦ Website registrations
◦ Events
◦ Contests
◦ Purchased lists (ex. people that filed bankruptcy)
◦ Google Analytics
◦ Etc.
Warehouse data◦ All our data was in silos
◦ Imported it all into Leap’s MAXX database
Audience Engagement BlueprintGoals
Goal 1: Define market
Goal 2: Identify and model customers
Goal 3: Use modeling to target prospects that “look like” your customers
Goal 4: Plan, measure, analyze & repeat
Audience Composition
Your Customers:
Age Range: 70% are 45+
Home Owner: 85% Own
Residence Length: 52% lived in their homes 11+ years
Working Women: 38%
Our Subscribers:
Age Range: 80% are 45+ Our subscribers are 114% more likely to fall in this age range
Home Owner: 95% Own
Residence Length: 65% lived in their
homes 11+ years Our subscribers are 124% more likely to own their home 11+ years
Working Women: 47%
A comparison of your customers versus our subscribers
Multi-Media Strategy Recommendation
1. More than 60 percent of your donors are our subscriberso “Shotgun” marketing
o The first layer of your campaign should be print media
2. Your customers are 150.7% more likely to respond to direct mail
o “Rifle” marketing
o Scrub your customer list against our subscriber list
o Create a “look-a-like” list of prospects in our market
o Utilize direct mail to target households you are not reaching through your print media campaign
3. Layer in a tiered digital advertising campaign o “Shotgun & Rifle” marketing
o Focus on your target market and you customer profile
Lessons Learnedo Steep learning curve
o Difficult to identify and bring in quality prospects
o Educate at beginning and sell at end of presentation
o Dumb it way down
o With a solid direct mail strategy there’s business to be won
o Customers want to work with us