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SIPA's 32nd Annual International
Newsletter & Specialized Information Conference
June 1-3, 2008
The Renaissance Mayflower Hotel
Washington, DC
Monday, June 2, 2008
10:30 – 11:45 AM • Conversion: How Hard Can
It Be?
In our business we know renewals are the easiest money. But for
some publishers, that first-year “conversion” is getting
much more difficult. Clearly, we can’t renew customers that
only stay one year, but with buyers able to search the Web and test-drive
multiple information sources rather than sticking with your publication
beyond year one, it’s more important than ever to make the
conversion process work. This brass tacks session will help you
focus on the why’s and how’s of ensuring your first-year
subscribers stay with you. Should you have a separate series to
focus toward higher conversion rates? Use creative ways to engender
loyalty during the tenuous first two years? Experts will explain
the various reasons why many first-year subscribers warrant special
attention, whether because of a large introductory discount they
received to come on board or that he/she is in a non-typical demographic,
came in through a certain channel or other reasons. Discussions
will follow of tactics you can employ to keep these valuable first
timers in your service’s regular renewal database as well
as copy ideas, formats, timing and pricing considerations.
Nancy McMeekin, President
& CEO, Oakstone Publishing
Rob Stuart, COO, HCPro, Inc.
Mary Lou Probka, Director of Marketing, Inside
Mortgage Finance Publications, Inc. (moderator)
2:15 – 3:15 PM • When "Enough is Enough"
It’s getting increasingly harder to acquire new customers,
so you don’t want to turn off the ones you have earned so
far. This session explores the delicate balance of increasing cross-selling
efforts without annoying paid customers with an onslaught of ads
and self-promotions. The experienced panel will share how they determine
when it's time to pull back from the number of promotions running
between the pages of their publications, riding along in stuffed
envelopes, in ads flashing, flipping and popping up on their Website
and e-blasting to in-boxes. You’ll also gain insight into
how your team can judge feedback from customer-service reps and
metrics on e-mail opt-out rates to decide when "enough [really]
is enough."
Frank Bleers, Marketing
Director, Ragan Communications Inc.
Marc Haseltine, Marketing Manager, Inside Mortgage
Finance Publications Inc.
Denise Elliott, VP Sales and Marketing, The Kiplinger
Washington Editors, Inc. (moderator)
3:45 – 5:00 PM • Checklist for Generating Additional Revenue via Touch Points: How to
Turn Opportunities Into Gold
Join two marketing and Internet gurus who have been developing marketing plans and successful sites for some of the largest (and smallest) publishers for years. Learn how to generate more revenue from the many touch points you have available to you today.
Are you using all of your 'touch points' effectively? We 'touch' our customers and prospects when we deliver their content, subscriptions, renewals, etc., on the Web, through e-mail newsletters, e-blasts, podcasts, direct mail, cellphone, PDAs, at tradeshows, and sometimes in person! We know that the same successful and profitable techniques that work for one medium don't necessarily work for others. Hear from experts with real-life success stories as they share their recipes for success. This session will inspire you to think outside of the box, yield ways in which you can use the Internet and other means to do a better job at 'touching' your customers, and ultimately, earn more revenue per customer. You'll hear proven ideas for enhancing customer service at all contact points and see how branding, content, social networks, as well as web design and usability can help you cross- and up-sell your customers. This session offers you a 21st century look at what you can do to maximize your audience reach and income in today's environment.
Linda Smith, Director, Internet Marketing & Strategy, AIS Voice (formerly Internet product development and marketing for Reed Elsevier, The Thomson Corporation, Nextel and NIBM)
Mark Potts, Internet Strategy and Product Development Consultant; Co-Founder, WashingtonPost.com and Backfence.com former head of Cahner's Digital (Reed Elsevier Business Information), former VP of Product Development for Newsletters.com, former Acting VP-Editorial for Philly.com. Author of the Recovering Journalist blog (www.recoveringjournalist.com)
Gwendolyn Echols-Jones, Manager, Circulation and Customer Service, Inside Mortgage Finance Publications, Inc. (moderator)
Tuesday, June 3, 2008
10:15 – 11:15 AM • How to Increase Your Renewals
with Irresistible Offers and
Premiums
Renewals are the lifeblood of subscription-based publishers, but
your rates and bottom line will suffer if the series is neglected.
This dynamic session will reveal powerful new offers and ways to
change your existing offers to raise renewal rates. Our expert presenters
will discuss premiums and formats working best right now; when segmenting
your database is a good idea; how to integrate different channels
into the series; the timing of efforts and what you should look
for when monitoring your results. Don’t miss creative ideas
to boost response and increase your renewal rates dramatically,
plus blanket renewal ideas and offers that bring in loads of cash.
You’ll learn the importance of experienced people’s
focused involvement in improving your series and creating targeted
offers that work. You’ll also learn the characteristics of
a “healthy” renewal series. Note that this session is
“Advanced,” and is directed at those with at least five
years’ experience.
David Schwartz, Niche Builders
Jenny Thompson, COO, Health Affiliates, Agora Inc.
David Yale, Controlbeaters
Mark Macoit, Marketing Manager, Inside Mortgage
Finance Publications, Inc. (moderator)
11:30 AM – 12:15 PM • A Welcome (Kit) Opportunity
There's a narrow - and lucrative - window of opportunity to cross-sell
and up-sell a new customer in the first few days of their initial
subscription. As the adage goes, “Strike while the iron is
hot.” Don’t waste this first chance. It’s time
to evaluate and update your welcome kit. During this session you
will learn how some publishers are using well designed welcome kits
to sell additional products and services to happy new customers.
We will pick apart and examine welcome packs to understand the formats
and materials that are paying off for your peers and how your firm
can adapt these for increased new and renewal selling opportunities.
Discover new ideas.
Phil Binkow, CEO, Financial
Operations Networks LLC
Adam Goldstein, Associate Publisher, NIBM
Marc Haseltine, Marketing Manager, Inside Mortgage
Finance Publications Inc. (moderator)
Back
to Overview of Program
Call SIPA at (703)992-9339 or (800)356-9302 to register today,
or:
REGISTER
ONLINE NOW!
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