Posts Under: SIPA

Doesn't Take Harvard to Tell Us We're Working More, But They Can Help

In a conversation I had with Putman Media’s Erin Hallstrom a couple weeks ago, she talked about the Influential Women in Manufacturing program she runs, a business podcast she puts together and hosts (Food for Thought), a personal podcast, a book she’s writing, plus all her daily SEO and digital duties, etc.   How can you do all these things, I asked?   “I’m training to be a lockdown Olympian, doing all these things,” she said, both proudly and with a bit of incredulousness. When her sister got married in July, she was maid of honor, and for the two days she was taking off, her boss made her promise not to check in. “I wrote a blogpost about how anxious I was for being off for two days,” she said.   Erin, you’re not alone. A new Harvard Business School study says that we are working longer hours with more emails and meetings than ever before. Not surprised, I take it. Okay, let’s de ...

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'The Landing Page Is the Critical Part'; Bailey Talks Sales Funnels and Websites

Something—maybe a reminiscence about his narrowing down your main marketing message to six words (try it)—led me to Matt Bailey’s excellent blog last week, Endless Coffee Cup. The subject was the sales funnel. Apparently there has been some doubts raised about it.   “I can’t imagine why someone would say the sales funnel is dying,” he told his equally lively co-host Ashley Schweigert. “Maybe we’ve seen a flattening—the places people are coming into the funnel—[but if anything] it’s getting greater.   “The reason we’ve had the funnel to begin with is that we need a visual representation of what’s happening. Just looking at numbers alone is not an understandable way about where are people in our sales process. How are we acquiring? Where are they? What stage do they go to next?”   That made me want to call Bailey—an accomplished speaker, trainer, author ...

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Virtual Events Are Different, so Sponsor Packages Should Be as Well

With publishers and media organizations still wary of charging too much for their virtual events—and some like this week’s Atlantic Festival charging nothing at all—sponsorships become that much more important to financial success. But should we be approaching sponsorships in the same way that we have for in-person events?   Two groups, Ricochet Advice and Bruce Rosenthal Associates, have partnered on a white paper to say no. Titled The New Sponsorship Model for Virtual Events, the report offers a new blueprint for recruiting your virtual event sponsors.   “During the pandemic, the traditional benefits offerings repurposed for virtual events are not likely to be of interest. The old way of courting sponsors has likely come to an end for most events and [organizations],” states the report. “An enhanced sponsorship approach that takes advantage of the unique characteristics of digital events to create better engagement between [ ...

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Keys From Pro Farmer's Successful Crop Tour Event Pivot

In a just-released events survey, Sophie Holt, global strategy director, Explori, said: “Online and hybrid seem to have a complementary role to play alongside [in-person] events. Not only will they give reassurance to visitors who are concerned about safety in the short term, but still want to connect with their community, but they may also have an important role to play in bringing new audiences to established events.”   That was exactly the case for Pro Farmer’s first-ever virtual Crop Tour held last month, Joe May, their marketing and sales director, told me yesterday.    “It went really well. We went into it with no idea how well it would be received and were very pleased. We’re lucky enough to be part of Farm Journal, so their TV crew produced a really professional looking broadcast for us each of the four nights. We never had a live broadcast component before."   ...

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Hybrid Model of Remote and Flexible Working Might Be Plan C

"It is time to re-imagine what the workplace is for," writes Sue Unerman, chief transformation officer at MediaCom, on Haymarket Media’s Campaign site. “If you took someone who might have known Charles Dickens and, through the power of time-travel, transported them to an office in 2019, undoubtedly they would be shocked and surprised by mobile phones, computers and the number of women around. They would be less shocked by the overall look of the place: lots of people with their heads down at desks working away, with some managers walking around occasionally to see what they were up to.”   Up until now, most of what we have read takes the form of, “when offices reopen…,” “people going back to normal…,” etc. But as spring turns to summer turns to fall, new conversations are taking place, more focused on the realities of the new normal—where people are not returning to offices until at least next ...

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'Here Are Your 29 Tips, Jane'; 7 Keys to Getting Better Email Opens

What do the following words have in common? 100%. Congratulations. Don’t. Get started. Innovate. Problem. Quickest. Success. Vacation. Volunteer. According to CoSchedule, they trigger spam alerts.  For what works well, a recent GetResponse survey revealed that the top words for inducing opens in a subject line are "pdf," "newsletter" and "ebook." "If you're promoting a piece of content or a valuable resource, you're probably better off if you mention it in the subject line." But for click-to-open rates, "infographic" scored huge at 35.1%—very easy to digest—followed by newsletter at 31.4%. "Sale" and "free" also fared well—the latter drawing this comment: "This phrase, previously believed to cause deliverability issues, seems to work well for quite a few marketers... People still enjoy receiving free things." Amen. What can we do to improve engagement and deliverability of our email? Let us count some content-oriented ways here. The  ...

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Getting Your Event Price Right May Take Some Experimenting and Adding or Shedding a Few Tiers

There was a famous play in 1924 titled What Price Glory by Maxwell Anderson and Laurence Stallings (made into a 1952 film). Almost 100 years later, the title of a popular play in the publishing world might be What Price Virtual Events.   Up until now, pricing for these pivoted affairs has varied from free to $25 to $75 to half to full price and tiers. ASAE—after starting with a fee to attend—and The Atlantic both made their major annual events free, but with several sponsors. I saw a big 25% off sale for one publisher’s annual event last week. (It started at around $495.)   Here are some of the variations I’ve seen.    Charge low, hope registrations are high. Christine Weiser, content/brand director, Tech & Learning, a Future plc division, said they charged just $25 for a big virtual event they put on, but more than 1,300 people signed on, a number they were very pleased with. “We had no ...

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Innovation and Boldness Are Being Rewarded During Pandemic

“There are no ‘enemies’ of innovation, but it is a question of complacency and inertia, of innovation perhaps not being top of mind. I hear often ‘we’ve never done it that way’ or ‘we’ve always done it that way’.”   That quote comes from Kerstin Fröhlich, head of innovation management at German media company Spiegel Verlag in an article on FIPP’s World Media Congress on the What’s New in Publishing site. Fröhlich spoke about how the German media power is “baking innovation into its organizational culture. Despite everyone agreeing that innovation is something they want to prioritize, its value must be consistently reiterated.”   An initial response to publishing life in the pandemic might have been to play down innovation and go with what you know, but what we know has been upended. The more I read, it’s the companies that are being bold and innovat ...

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Sponsors, Ads, Lead Gen, Subs - These Podcasts Are Leading to Revenue

In a recent podcast for Putman Media's International Women in Manufacturing series, Christine LaFave Grace spoke with Nandita Gupta, process controls engineer at Georgia-Pacific and a 2019 IWIM honoree. They talk about Gupta's experience entering the workforce with a mentor, and “how she hopes to provide new engineers with a similar or better experience through a formal mentoring program at Georgia Pacific.”   An article on the Media Voices Podcast site last week gave eight ways publishers are bringing in revenue from podcasts. Number eight was promoting other revenue streams. “Whether it’s mentioning an upcoming event or referring to other products across a portfolio, a bit of self-promotion can help make podcast audiences—who are often a little different to online or print ones—aware of what else you offer. A podcast audience is a particularly strongly engaged user base, and is likely to be extra responsive to m ...

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Survey Recommends Regional Events, Safe Designs and Better Hybrid Plans

“Respondents are using more than two dozen event technology platforms—a large portion are using Zoom as one of the components. Some reported deliberately keeping it simple by using a familiar webinar platform, while others reported using as many as five platforms.” That’s from the business event planners group PCMA’s recently issued COVID-19 Recovery Dashboard Survey. It shows how there’s still no one solution for virtual events yet. So while 61% of the event planner respondents have been satisfied with the platforms they’ve used, most also said that there’s lots of room for improvement.  Finding one platform with the ability to perform all of the functions that planners are looking for was one of the most common reasons given by the 39% who said they were not satisfied with event technology. “There needs to be a virtual event platform that integrates—not links out—to other platforms besides Zoom,” ...

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