Posts Under: SIPA

We Know They're Good Lead Gen, But Quizzes Can Also Help Retention

The Wall Street Journal studied how different reader habits affected subscriber churn. It looked into how various products and subscriber actions affected customer retention during the first 100 days after a reader had signed up. They found that “playing a puzzle had a more dramatic impact on reader retention than other actions the team had been promoting."   We know that quizzes can be good for lead generation, but interesting that they can boost retention as well.    Research last year from Northwestern’s Medill Local News Initiative looked at audience data from three major metro dailies. Their conclusion was that the frequency with which a reader comes back to a publication’s website “is the single biggest predictor of retaining subscribers—more than the number of stories read or the time spent reading them.”   So with that established, here are a few successful quizzes and one contest:   Remote educ ...

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Content, Access and Goal Branding Bringing These Groups New Revenue

Just to prove that there are some, ahem, creative marketing people out there, listen to this. The Oakland A’s baseball team is offering A’s Access fan members lifelike cutouts for $49 to be placed in the stands at the home games. Now if you want to have your cutout in the Foul Ball Zone, you'll have to pay up to $149. But… if a foul ball hits the cutout with your face on it, the team sends you that foul ball. And two tickets to an exhibition game next year. How do you know that's the actual ball?

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How to Best Help Sponsors and Attendees Succeed at Virtual Events

“The more interactivity you put into any of these [virtual events], the better and the more effective it’s going to be,” said Ben Hindman, CEO of events marketing platform Splash. The Atlantic Festival, their big event of the year, will try to accomplish this by including smaller breakout sessions and 20-person roundtables during the daytime portions of the festival to give attendees the chance to speak directly to the presenters and the editors, according to Digiday.   But that interactivity is crucial for exhibitors and vendors as well. A new report from Tradeshow Logic titled Redefining Value for Today’s Exhibitors & Sponsors (download free here) suggests that organizations need to help their exhibitors and vendors to succeed. “Even though virtual platforms are touted as ‘turnkey,’ they still require significant marketing and promotion investment from your exhibitors and sponsors [and you] in order to ...

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Think Virtual-First, New Sponsors, Fast Following and Editorial Selling

You know how there’s speed dating and speed networking and speed reading and speed friending and speed skating and speed eating and speed walking, etc. I’m turning to speed ideating today. See if any of these ideas from the last couple months triggers something good for you.   Build something new. Maybe we need to put aside the pivot for a while and create an event that’s virtual-first—like we used to say digital-first a few years ago. What works best on Zoom? I like moderated discussions there. Or think of five speakers you never would have thought you could get pre-pandemic. Try calling them now. I just read something that said celebrities are turning up (virtually) in all sorts of unexpected ways these days. This gives us a chance to re-format.   Come up with new sponsorships. Vendors still want to vend. They need new opportunities. What fresh and exciting sponsorships can you come up with? The Washington National ...

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In Creating Virtual Events, Best to Look for 'Sustainable Models'

I saw two industry quotes today that both pointed in the same direction.   “What can you create now that will become a product forever?” a media company revenue officer asked.   “We were looking to build a sustainable model for a relevant digital program, not a one-and-done,” said Rochelle Richardson, senior VP of expositions and events, AVIXA, the Audiovisual and Integrated Experience Association, commenting on their pivot in June to a virtual InfoComm 2020 Connected event. “We wanted to build a model we could continue to tweak and enhance for our other events around the world.”   Last week, the Center for Exhibition Industry Research (CEIR) released the results of its latest poll tracking the impact COVID-19 is having on the B2B exhibition industry. One of the numbers is that 81% of companies cancelling in-person events are pivoting to virtual events. Since ...

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How a SIPAward-Winning Video Attracted New Sales People for Behr's

The scene: Four executives of a company sit at a long table. “Ms. Beisenhirtz, please send in the next candidate.” Enter a young woman, sneakers and a colorful dress, talking into her phone: “You know I got 25k on Insta, right? Do you know who’s following me? Celebrities, baby, celebrities.” She gets off the phone and tells the panel to wait a moment and if they could move in closer for her selfie. They acquiesce.   She tags them on social media and then says, “Sorry I don’t usually tag people under 15k.” She sits down and is now all business. "All cell phones off and everyone look over here. I brought a concept. Hand this out please but don’t look at it yet! First of all, only one thing matters to me: Sell. Sell. Sell. High-quality products for the benefit of the customer.” She tells them how many “A-list” followers she has and says, “Now l ...

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Try Phone, Slack and Single Focus; Overcoming Your Zoom and Gloom

“I wanted to be the band on the Titanic,” comedian Paula Poundstone said in an article in The Washington Post this weekend about Zoom fatigue. She was posting almost daily bits and “Quarantine Corner” updates through April on Instagram but stopped by late May. “But the Titanic sank faster. It just occurred to me now that that’s what was wrong with my plan.”   Lesley Harris of Copyrightlaws.com was kind enough to email me last week suggesting this trending topic. Funny, because she was using Zoom before most of the rest of us—holding her SIPAward-winning 20-minute Zoom on Ins over lunchtime in 2019 and early 2020. As many as 450 people were registering for her sessions. Copyrightlaws.com holds many courses and certificate programs, so Zoom is a staple, but Harris is trying to mix it up.   “One thing I did in my last class this spring was a Slack Live Chat…similar to a ...

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A New Benchmarking Report Urges Us to Keep on Listenin' and Embrace the Pivot

I just got through an in-house Zoom meeting where we talked about the importance of conducting listening tours. And someone said, well, those are a thing of the past for now.   Not true really. In some respects, our remote working can be an advantage. It can be easier to reach people in our audience than it was before when everyone had busy travel schedules and internal meetings. And while Zoom fatigue is a real thing, it’s also a focused mechanism to speak one-on-one to someone. There’s no hiding or looking away.   I write this after receiving this morning a new survey report from Naylor called the 2020 Association Communications Benchmarking Report. Even though it does focus on associations, there are some good lessons here for all organizations.   We should still listen. Just over 80% of respondents believe they generally create relevant content, and 38% are conducting communication-specific surveys at least once every 12–24 mont ...

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Build Trust and Show the Breadth of What You Do to Keep Readership Bump

Not that they ever went out of style, but newsletters and subscriptions seem to be peaking again. Bloomberg Media’s Justin Smith has talked about their stickiness and comfort at a time like this. Industry Dive is up to about 22 different newsletters now in 19 industries. And Digiday ran an article last week titled How Substack Has Spawned a New Class of Newsletter Entrepreneurs.   “We’re coming in with an opportunity-focused mindset,’ said Substack co-founder Hamish McKenzie [whom I interviewed three years ago], fresh off raising $15.3 million last summer. “‘During the first 20-30 years of the internet, in terms of information distribution and media, the innovation has mostly come around an ad-supported model. There’s a whole 20-30 years of innovation to come that more fully innovates around a subscription model.’”   Here are some ideas on keeping the new readership—newsletters ...

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