Developing, Retaining

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Developing, Retaining EnhancingRelationships
with your Readers

• Anne Gowan
• Direct Marketing Director
• Telegraph Group Ltd

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Building Profitable RelationshipsAgenda

• Circulation
• Subscription Selling the newspaper
• Revenue Selling products and services
• Understanding customers
• Realising business opportunities
• Third party case studies

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Subscription APPBackground

• High Level of competitor activity in the
  newspaper market
• Price cutting circulation war
• Short term outlook promotional fix
• High costs in lost circulation revenue cover
  price
• Creation of promotional and price sensitive
  market (promiscuous buyers)

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Subscription APPObjectives

• Arrest the decline in circulation
• Take a long term approach to building sustainable
  circulation
• Remove promotional and price sensitive buyers
  from the market place by locking them into a long
  term relationship with The Telegraph
• Turn short term promotional fix into a long term
  opportunity
• Protect and develop revenues
• Improve sales forecasts, targeting and
  measurement
• To identify and reach the customer direct

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Subscription APPTactics

• Create a strong offer led targeted communication
• Take The Telegraph all 7 days a week
• Make the proposition at national level
• Mail buyers of competitor titles and occasional
  Telegraph buyers to up-grade
• Test different propositions to different
  audiences based on response analysis

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Subscription APPThe Offer

• Pre-payment subscription
• Minimum commitment pre-payment for 12 weeks
  newspapers
• Other terms also offered plus direct debit to
  lock them into The Telegraph
• Flexibility of redemption home delivery, and
  over-the-counter

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Subscription APPSteady Growth
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Subscription APPBenefits To The Telegraph Group
Ltd

• Conversion from competitors
• Upgrading 7 day sale
• Cash flow benefits
• Decreased volatility
• Accurate sales forecasting

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TELEGRAPH SUBSCRIPTION PROGRAMMECommunication
Cycle

• Brand Values
• Service Levels

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Subscription APPConstraints

• Limited Universe
• Identifying new prospects
• Competitor activity

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Subscription APPSubscription Summary

• Circulation protected peaks and troughs
  smoothed out
• Protection against circulation drop attached to
  cover price increases
• Direct relationship with readers developed
• Learning skills acquired accessible as a resource
  to all areas of the business

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Moving Forward

• Understanding customers and customer data
• Utilising data to leverage customer relationships
• Good understanding of Telegraph readers
• Some case histories Beyond traditional channels
• Our approach to developing profitable
  relationships

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Understanding Readers Customer Data
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Understanding Readers Customer Data
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Understanding Readers Customer Data
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Understanding Readers Customer Data
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Understanding Readers Customer Data
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Understanding Readers Customer Data
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Utilising Databases to Leverage Unique Reader
Relationships
Telegraph Database
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Utilising Databases to Leverage Unique Reader
Relationships

Sharing data across databases
Client File
Telegraph Database
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Utilising Databases to Leverage Unique Reader
Relationships
Sharing data across databases Looking for
similarities
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Client File
Telegraph Database
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Good Understanding of Telegraph Readers
Modelling
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Good Understanding of Telegraph Readers
Modelling
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Testing
Response Analysis
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Marketing Objectives

• Retention
• Increased Value
• Volume of Sales
• R.O.I
• Improving the Proposition
• Enhancing the Brand
• Improving Returns for All
• Establishing DM as a Key Test Vehicle

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The Power of Data Realising the Benefits
Cellarmaster The Telegraph A Case History
(How Marketing Objectives Were Met)

• November 2001 Campaign
• Data overlay allowed us to
• Profile a potential Telegraph wine buyer
• Funnel Telegraph pool into target-rich pond
• Segment into key test cell
• Overall response rate ten times higher than
  in-paper inserts
• Clear responses from segments to build on
• Modelled cells responded better than others
• More information for future modelling
• BRE Test
• Older demographic propensity to respond to mail
• 11 increase from BRE cells
• April 2002 Campaign
• New data models further refinements
• New tests offer / creative

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Our Approach
Telegraph Group Direct Marketing
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Our Approach
Research
Telegraph Group Direct Marketing
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Our Approach
Research
Planning
Telegraph Group Direct Marketing
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Our Approach
Research
Planning
Telegraph Group Direct Marketing
Campaign Management
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Our Approach
Research
Planning
Telegraph Group Direct Marketing
Campaign Management
Response Handling
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Our Approach
Research
Planning
Telegraph Group Direct Marketing
Campaign Management
Fulfilment
Response Handling
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Our Approach
Research
Response Analysis
Planning
Telegraph Group Direct Marketing
Campaign Management
Fulfilment
Response Handling
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Our Approach
Research
Response Analysis
Planning
Telegraph Group Direct Marketing
Campaign Management
Fulfilment
Response Handling