Adding Value – “Audience First”

Benefits of an audience-centric approach

Joyce Neth, WATT Global Media

Toni Nevitt, eMediaAdvantage

WATT & the journey to Audience First

• Who we are• How did we know?• Enabling technology &

implementation• Two examples • What’s next?

Nearly 100 years of publishing experience

• Legacy of global expertise in animal agriculture markets– Poultry– Pig– Animal feed– Pet food

Print and Digital Magazines

Online

Conferences and Exhibitions

Marketing Services & Lead Gen

• Webinars• White papers• Content marketing• Market research

Losing sleep in 2008We needed to:• Reduce list fatigue• Focus on quality vs quantity• Increase our revenue per reader• Lower our operational expenses• Balance our revenue model• Better position for long term success

Stark realization

• If you don’t adopt a customer-centric approach, you can’t grow

• “Follow the audience”

print71%

digital10%

events16%

2011 Revenue

The holy grail in publishing?

The right content, to the right person, in the right format, for the

right purpose at the right time

What our quest needed• Strong executive support ($)• Embrace risk• Project management • Understanding of “Data”• E-Marketing expertise• Good application partner• Editorial cooperation• Sales management support

Eproducts

Print

Websites

Social

3rd Party Lead Gen Marketing

Events & Webinars

Singleconsolidated and

reconciledintelligence

Consensus Audience

Profile

Print Subscribers

E-newsletter Subscribers

Event & Webinar

Registrations

Email Opens & Clicks

Content Taxonomy

Website Views

Tradeshow Badge Swipes

Ecommerce

Whitepaper Requests

Consensus Profile

Demographic + Behavioral + Contextual

Our markets have broad reach

Global Ag Reach 92,940

Global Petfood Industry Reach 39,700

Gross 132,604Net 121,477

WATT Agribusiness

Global reach: audience in 194 countries

MagazinesE-NewslettersWebsite registrants, webinars, whitepapers, custom publications

Total audience reach (unduplicated): 92,940

“Right” Impact

• Optimum user engagement• Maximum rate of advertiser return• Greatest organizational efficiency

Demographic data

• Name• Title• Address• Company• E-mail• Basic

Qualification

Behavioral data

Subscribes

Registered user

Attended

Downloaded

Contextual Data

Capture user engagement in editorial content, by topic

http://www.wattagnet.com/Relationship_between_hen_welfare_and_egg_production.html

Lead Score: 95

Consensus Profile

• Name: Kara Way• Title: Live production manager• Company: Eggs R Us• Address: 1 Efficiency Drive• City: Itasca• State: IL• Zip: 60143• Country: United States• Phone: 312.555.1212• Email: kway@fedex.com• Function: Poultry production• Print: PoultryUSA• Newsletters: Poultry Update, Feed Enews• Events: Petfood Forum• Top Content Clicks: Animal welfare, Organic Feed• 3rd Party Offers Opt in: 3x last 60 days

Taking it to market• Showcase tool for sales team• Show richness of data• Better identify targets for clients• We’ll find the right people by their profile,

not by product

Value of segmentation• Incorporating demographic, behavioral and

contextual information• Understanding the lead process from a client

perspective• Identifying niches within our niche• Creating new products for clients

New Audience Sales paradigm

You are not leading with ads in your products.

You are leading with your unified audience data and the intelligence

available within.

Broad awarenessMulti channel Net audience

We examine targets by how many we have

Precise targetingOf highly engaged

individuals

What they are doing

865 Senior ExecsEngaged in desired content

Topic across all channels

Only target those that have shown interest

Geo-targeting for events

What’s next? Data visualization

What’s next? Lead scoring

• Old way: Run a query on specific demographic that subscribes to a newsletter or signed up for a webinar (travel agents looking for information on the Caribbean) and sell an e-mail blast against that demographic.

• New way: Look at fully engaged customers—users who clicked on articles, signed up AND attended webinars. That’s the cream of the crop.

• Now do a deeper dive against those customers, such as geographic similarities. Now the sales opportunity includes road shows, custom events, last minute expo invites, etc.

What’s next? Drive engagement

• Social media is the next frontier• LinkedIn, Twitter, Facebook• Uncover ‘hidden’ audience that would

otherwise be anonymous• Content marketing with our own content • Chain of communications triggered by

interactions

Taking risks

• Audience marketing -- risk takers, we test, we try, we fail

• We can’t afford to wait• We're the voice of the customer

Results So Far

• Webinars – increased by 800% (2011-2014) last 4 years

• Digital –102% increase

Moving in the right directions

print50%

digital18%

events30%

other2%

2015 Goal

print71%

digital10%

events16%

2011 Revenue

print64%digital

14%

events19%

other3%

2014 projected

WATT continues to transform its business strategy, technology, partnerships and sales & marketing methodology from

magazine circulation-centric to

audience data-centric.

Thank you!

Questions?

Joyce Nethjneth@wattnet.net815-966-5500