Full and Up�to�Date Agenda
To make sure you see these Case Studies, get your ticket today. Click Here
Reserve your Expert Online Subscription Marketing Package .Click Here
Monday, May 12, 2008
7:30�9:00am � Networking Breakfast and Registration
9:00am�9:30am � New Paid Content Marketing Research: Stats on What Works
MarketingSherpa's research director reveals paid content data from their updated studies. Gain actionable and up�to�the�minute information on search and email marketing, as well the influence of web design, pricing and payment plans on conversion.
Stefan Tornquist, Research Director, MarketingSherpa
9:30am�10:30am � Revisiting Subscription Revenue Strategies to Support Changing Business Models
What's the right mix of free and paid content? How do I balance advertising, subscription, and single item revenue streams to meet quarterly goals and maximize long�term profitability? If you are like many strategists in the world of online subscriptions, you're looking at adjusting your revenue mix formula and adjusting your marketing strategy accordingly. Don't miss this spirited discussion to learn how a shift in the "big picture" will affect your efforts to boost traffic, increase conversions, and optimize revenue per subscriber.
Bobby Burton, Chief Operating Officer, Rivals.com, Marybeth Gavin, Senior Marketing Manager, Hoovers.com, John Boris, VP Marketing, Zagat Survey
Moderator: Sean Donohue, MaketingSherpa
10:30am�10:45am � Refreshment Break
10:45am�11:30am � Subscription Business Forecasting: Developing a Comprehensive Model for Sustained Growth
ShareFile launched in December, 2005 and today has over 130,000 users in 120 countries with over 2,000 paid subscription accounts. Early in the business they built a mathematical model to run "what�if" analyses and determine the answers to key questions including:
�How many months will it take to recover our customer acquisition cost?
�How many subscribers will we have in six months? One year? Three years?
�At a given level of ad spending, how long will it take to reach 5,000 customers?
�What impact will an improvement in registration process have on product revenues 12 months down the road?
�How much money should we spend to acquire new customers?
The presenter will share the concepts behind the development of subscription business modeling tools and walk through specific examples of how the models have helped in understanding the business and projecting future subscriber numbers.
Jesse Lipson, CEO, ShareFile
11:30am�12:15pm � Take a Look Inside: Building Your Subscription Base through Segmentation and Usability
Building a loyal, relationship�focused experience for both new and returning visitors starts with increasing the usability of the site. In the process of testing features like �Look inside the Magazine,� guest checkout, and a variety of site search results pages, Magazines.com has developed experiences tailored to many audiences in order to maximize the functionality of their site and appeal to and deliver relevant content to all visitors. Hear lessons learned around acquiring online subscriptions, establishing long term consumer education goals, and site optimization based on customer behavior.
Kate O�Neill, Director of Customer Experience & Product Development Magazines.com
12:15�1:45pm � Networking Lunch
1:45pm�2:30pm � Keep them Wanting More: Maximizing Customer Lifetime Value through Strategic Offer Development and Delivery
The presenters discuss the techniques and tactics that they have successfully implemented to extend LTV (lifetime value) of their paid members. With effective site optimization to creative CRM email marketing strategies, TheLadders.com dramatically increased their revenues and LTV of their customer base. These implementations along with their successful execution, allowed TheLadders.com to experience package mix shifts to the longer�term subscriptions at initial sign�up along with increased subscription conversion to longer�term subscriptions post sign�up. Learn new approaches on how messaging, design and timing create longer subscriptions for your customer base and increase the bottom line in revenue.
Michael McCurdy, Director, CRM, TheLadders.com
Leslie Semegran, Director, Online, TheLadders.com
2:30�2:45pm � Refreshment Break
2:45pm�3:30pm � The Economy of Paid Search: When and How to use it for Maximum Effect
This case study will detail recent paid search campaigns for AG Interactive properties. Get practical information on the relationship between SEO & Paid Search/Media, the impact of other media on branded search terms, and the impact of the high costs of search terms.
Jon Eggleton, VP Acquisition Marketing, AG Interactive
3:30pm�4:15pm � A/B Testing Case Study
Encyclopaedia Britannica has been prolific in their use of A/B testing over the past 18 months. This information�packed session calls upon the findings of a number of tests (both winners and losers) designed to enable marketers to revisit all elements of a campaign including strategy, design, execution, and of course, results.
Dan Smith, Senior Vice President, Consumer Marketing, Encyclopaedia Britannica
4:15�5:00pm � Online Subscriptions Entrepreneur of the Year 2008
Every year we celebrate an entrepreneur whose inspirational story shows you can start a subscription offering that succeeds online without major corporate backing. Past winners include AskTheBuilder.com and TheLadders.com. Find out who will win this year!
Tuesday, May 13, 2008
8:00am�9:00am � Networking Breakfast
9:00am�9:45am Web 2.0 Strategies for Acquisition and Retention
Blogs, social networking sites, wikis and other Web 2.0 applications are playing a critical role in the marketing of online subscriptions and turning groups of individual subscribers into communities. Gain the latest insights into building a publication's subscriber base through social media and gaining the trust of your subscribers through user generated content. Learn about proven tools and hear case studies about how to fine�tune your Web 2.0 strategy to reach out to new prospects, create new and valuable content, and foster product evangelism.
Moderator: Greg Jarboe, Owner, SEO�PR
9:45am�10:30am � Hard Sell, Soft Landing Page: How TheEditorialEye.com Transitioned to Marketing Online�Only Subscriber Content
Given a mandate to cease printing of a subscription newsletter and deliver it electronically, the Editorial Eye created a micro�site to serve as a subscribers�only newsstand and to market to visitors in lieu of direct mail. Hear about the complete transition process involving marketing, sales and editorial functions, as well as challenges and successes associated with motivating online�adverse subscribers to become active consumers of digital content.
John O�Brien, Vice President, Business Development, Marketing and Sales, EEI Communications
Linda Jorgensen, Manager, EEI Press, EEI Communications
10:30am�10:45am Refreshment Break
10:45am�11:30am � Subscription Offer Strategy, Part 1: Creating Messaging that Resonates
Stratfor, a publisher of a members�only paid content website, has recently taken a number of steps to find out how they were perceived and what their customers wanted. An exhaustive survey of Stratfor's in�house list revealed customer perceptions on pricing, editorial perspective and other variables and ultimately led to targeted offers that that really hit home with their audiences. The result: Sales have skyrocketed. Be sure to attend this case study to hear strategy, tactics and lessons learned and apply them to your own business.
Aaric Eisenstein, VP Publishing, Stratfor
11:30am�12:45pm � Networking Lunch
11:30am-12:15pm � Subscription Offer Strategy Part 2: Going Viral
Andrew Erlichson, CEO, Phanfare, Inc.
Phanfare launched in 2004 as an online destination to store family photos and videos. Realizing the potential for growth through photo sharing, the Phanfare management team established a system to support many community and collaboration features. This nimble subscription-based business has grown virally by establishing a way for families and friends to stay connected and by providing a valuable service. Gain valuable insights on a cost-effective subscription marketing strategy that delivered big results.
1:30�2:15pm � The Payments Minefield: Developing a Strategy for Success in a Softening Economy
Paul Larsen, Payments & Operations Consultant
If you think it has been challenging for subscription merchants to meet recent credit card challenges, you may be in for a rude awakening. In the best of times, preventing inadvertent damage to customer relationships, caused by credit card �issues�, is problematic. In a softening economy, replete with delinquencies and shrinking available credit, the potential for future fallout is even greater. This must-attend session offers incisive best practices that can help you meet and overcome the challenges posed by an uncertain economic and competitive conditions.
2:15�2:30pm � Refreshment Break
2:30pm�3:15pm �Landing Page Optimization Case Studies
Dr. Flint McGlaughlin
3:15pm�4:00pm � Answers to your questions and Closing Remarks
|
Single Ticket. |
Expert Subscription
Marketing Package. |
| Selling Online Subscription Summit Ticket |
|
|
| Landing Page Optimization for Subscriptions Certification Course |
|
|
| Opening Night Cocktail Reception |
|
|
| Network with top executives |
|
|
| Your Price Today |
$1,395 |
$2,390 |
|
|
|
Return to main page of:
Selling Online Subscriptions Summit 2008
