Presentations included:
New Paid Content Marketing Research: Stats on What Works
MarketingSherpa's Research Team revealed paid content sales data from their all-new studies, including:
Search marketing and email marketing stats
New data on pricing, conversion rates, and sales
Web site design trends -- what tricks do top-performing subscription sites use that their competitors should consider?
Presented by Stefan Tornquist, Research Director, MarketingSherpa
How to Make Each Subscriber More Profitable - Retention, Cross-selling and Per Name Income
Are you truly getting the most lifetime value you could per subscriber? This panel of real-life subscription site executives will reveal specific tactics they've used to increase profits per account, including:
Special targeted messages to retain lapsing subscribers
Cross-selling subscribers on additional premium offers
Selling third party products, permission-based list rentals and more
Presenters: Bill Baird, President, Baird Direct Marketing, Inc.; Cynthia O'Brien, Associate Director, Circulation & Marketing, ConsumerReports.org; Ari Gersen, Web Marketing Director, Boardroom.com and one more speaker to be announced.
How to Increase Subscription Offer Response Rates: Web Form Design & Email Tests
Want to increase the number of visitors who sign up for trials, convert to paid buyers, and respond to further email campaigns? Discover results from TheStreet.com's past nine months of heavy Web form design and email campaign tests. Includes inspirational creative samples and tactical tips you can apply to your own subscription site.
Presented by: Craig Calder, SVP Marketing, TheStreet.com
How to Get More Site Traffic to Convert to Free Trial Subscriptions with Credit Card
If you rely on getting site visitors to register for a trial with credit card required, this panel session is a must-attend. Discover the results of two recent tests two different subscription sites have used to increase registration conversion rates. Factors tested include single page versus one-page design. (Note: Results may surprise you.)
Moderated by: Avi Kedmi, CEO Amadesa, Inc; Rick Anderson, President & CEO, Zip.ca and Ariel Yarnitsky, CEO, Speedbit, Inc.
Web 2.0 -- Can You Sell More Subscriptions with Blogs, Podcasts, and User-Contributed Content?
If you add Web 2.0-style bells and whistles to your subscription service -- perhaps ranging from online video uploads or personal profiles to user-generated blogs -- will your subscriptions increase? Will subscribers be enthralled enough to pay?
Moderated by: Greg Jarboe, SEO-PR and one other panelist to be announced.
Search Marketing Panel: PPC & SEO for Subscription Sites in in 2007
PPC costs are up and SEO-driven organic traffic is tougher than ever (especially for subscription sites that must hide much of their content behind a paid-only barrier.) In this session, you'll get practical, hands-on tips from search marketing experts who have extensive experience with both PPC and SEO for subscription services. Be sure to bring your questions - and plan to network one-on-one with experts at the private cocktail party afterwards.
Panelists to be announced.
MarketingSherpa Membership: Tough Lessons Learned From Our Own Launch
After a seven year build, and countless missed launch dates, MarketingSherpa at long last launched Membership Services online in February 2007. Discover our own lessons learned, including market research tactics that made all the difference to success.
Presented by Anne Holland, President, MarketingSherpa, Inc.
Exclusive Results: Blockbuster's Online Subscription Offering vs. Netflix (and Hordes of Wanna-bes)
In Q4 2006, Blockbuster launched 'Total Access', an online subscription program allowing members to order DVDs via the Web, receive them via postal mail and return them at up to 5,000 brick-and-mortar locations. And yes, Video on Demand is also on the drawing board.
Now the question is, "Will multi-channel content sellers beat online-only competitors?" (Should NetFlix, iTunes and Amazon be worried?) Blockbuster's Scott Butler will be presenting *exclusive* marketing results data and lessons learned.
Presented by Scott Butler, VP Marketing, Blockbuster, Inc.
How to Use Affiliate Marketing to Extend Your Subscription Marketing Reach Online
All major ecommerce sites -- including eBay and Amazon -- rely on affiliates to bring in a substantial amount of their revenue-producing traffic. Yes, many subscription sites have ignored affiliates, or treat the tactic as a red-haired stepchild. Discover how sites including ESPN, The Financial Times, The New York Times, Audible, and shockwave use affiliate marketing to rev up subscriptions.
Presented by Peter Figueredo, CEO NETexponent
How to Improve Email Blasts for Time-Limited Special Subscription Offers
Are you planning a big subscription marketing push centered around a particular event? Time-limited offers can be nerve-wracking because so much is at stake. You're investing a lot up front without being able to test and roll out as carefully as you might like to.
Discover how NASCAR.com marketers deployed a million emails around Talladega race weekend ... and optimized for results (tweaking the campaign as it was live) to sell subscriptions to their audio Raceday Scanner.
Presented by Norman Miglietta, Advertising & Marketing Director, Turner Sports New Media - NASCAR.com
How Software Companies Are Profiting By Offering Recurring Billing Services Online
Can software be content? You bet. Hundreds of software firms and ASPs such as Symantec now offer their solutions via online subscriptions. Discover the ins and outs of selling software online (also useful as a comprehensive basics course for content marketers):
Best practices in implementing recurring payment systems
Legal compliance and financial risk management challenges
Pricing, upgrades, cross-sales, and upsales
Technology and customer service ops behind successful subscription launches
Panelists: Lyn Tran, Product Marketing Manager, Symantec Corporation and Gene Hoffman, Jr., Chairman/CEO, Vindicia, Inc.
B-to-B Panel: Selling Site Licensed (Group Subscriptions), Individual Subscriptions, and Ancillary Premium Offers to Business Executives Online
Although most consumer marketing tactics for subscriptions can be applied to B-to-B sites, the reverse is not always true. That's why this year we're featuring a special B-to-B panel to address your unique challenges, including:
How to use search and viral marketing to gain narrowly targeted,
B-to-B, traffic, and then convert thousands of those visitors to $500+ annual subscriptions
How to sell group subscriptions into to the Fortune 1000
How to cross-sell and upsell content and ancillary offerings (such as events) to small and medium business subscribers
Panelists: Tom Higgins, VP Strategic Business Development, Books24x7, Nathan Potter, Director of Marketing, IDES - The Plastics Web(R), Mike Kane, CEO, ForeclosuresDaily.com and Dustin Mathews, Marketing Director, ForeclosuresDaily.com
Online Subscriptions Entrepreneur of the Year 2007
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!
3 Ways Attedees Networked at the 2007 Summit::
#1. Networking Cocktail Party
On evening of the first Summit night (Monday) attendees were invited to an exclusive Summit-only cocktail party. Yes, drinks and a snack were provded so you can relax and get to know your peers and other attending organizations better.
#2. Extended Networking Lunch Hour
Last year you told us that you wanted 90 minutes for lunch so you would have enough time for in-depth conversations and table-hopping. You asked for it, you got it! Lunches were served buffet-style with no speakers.
#3. Breakfast Networking
Are you a morning person? breakfast both Monday and Tuesday began at 7:30am.
Bonus: All Attendees got the $199.00 Summit Transcript -- Free!
2007 Agenda:
Monday, May 7, 2007
| 7:30-9:00am | Networking Breakfast & Registration |
| 9:00-9:45am | New Paid Content Marketing Research: Stats on What Works |
| 9:45-10:00am | Refreshment Break |
| 10:00-11:30am | How to Make Each Subscriber More Profitable - Retention, Cross-selling and Per Name Income |
| 11:30-12:15pm | How to Increase Subscription Offer Response Rates: Web Form Design & Email Tests |
| 12:15-1:45pm | Networking Lunch |
| 1:45-2:30pm | How to Improve Email Blasts for Time-Limited Special Subscription Offers |
| 2:30-2:45pm | Refreshment Break |
| 2:45-3:45pm | Search Marketing Panel: PPC & SEO for Subscription Sites in 2007 |
| 3:45-4:15pm | MarketingSherpa Membership: Tough Lessons Learned From Our Own Launch |
| 4:15-5:00pm | Subscriptions Entrepreneur of the Year Award Presentation |
| 5:30-7:00pm | Networking Cocktail Reception - Ulysses |
Tuesday, May 8, 2007
| 8:00-9:00am | Networking Breakfast |
| 9:00-9:45am | Exclusive Results: Blockbuster's Online Subscription Offering vs. Netflix (and Hordes of Wanna-bes) |
| 9:45-10:00am | Refreshment Break |
| 10:00-11:00am | Web 2.0 -- Can You Sell More Subscriptions with Blogs, Podcasts, and User-Contributed Content? |
| 11:00-12:00am | How to Get More Site Traffic to Convert to Free Trial Subscriptions with Credit Card |
| 12:00-1:30pm | Networking Lunch |
| 1:30-2:15pm | How to Use Affiliate Marketing to Extend Your Subscription Marketing Reach Online |
| 2:15-2:30pm | Refreshment Break |
| 2:30-3:45pm | B-to-B Panel: Selling Site Licensed (Group Subscriptions), Individual Subscriptions, and Ancillary Premium Offers to Business Executives Online |
| 3:45-4:30pm | How Software Companies Are Profiting By Offering Recurring Billing Services Online |
| 4:30-5:00pm | Closing Remarks |
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Selling Online Subscriptions Summit 2008
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