roundtable 2006 green
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Confidential Travidia © 2006 Reprinted by written permission only. www.travidia.com
James Green, Chief Marketing Officer – Travidia Inc.
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Confidential Travidia © 2006 Reprinted by written permission only. www.travidia.com
Where are we going today?
• What honestly can we cover before happy
hour?
• Data-driven marketing for advertisers or
ourselves?
• Advertisers want to work with newspapers..
• The Three Things
– Need to create new channels to address new
markets and protect existing ones
– Data is great, data is wonderful but without
distribution, it ain’t happening
– Use Google/SEO/SEM to your advantage
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Confidential Travidia © 2006 Reprinted by written permission only. www.travidia.com
A Print Conversion Company?
• Tom has lost his mind
• James needed a vacation
• Darrell couldn’t make it and a spot was open
• Al needed someone to buy his drinks
• If newspaper companies can add value from this,
then we truly are in a good position
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Confidential Travidia © 2006 Reprinted by written permission only. www.travidia.com
• Measurements are required
– Circulation
– Reach
– Frequency
– Pageviews
– Uniques
• Behavioral Marketing via Tacoda, Revenue Science and 24/7 Real Media caught on, but is it working in newspapers?
• Search Marketing is expanding rapidly and changing economics of advertising
• Retailers can go directly to consumers and bypass media
• But advertising is becoming very, very complex
The new metric is “when/where” not just “who”
You can be the bridge between print and online
Advertising has changed - Duh
Response
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Confidential Travidia © 2006 Reprinted by written permission only. www.travidia.com
Multi-Channel Product Portfolio – The Dream
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Confidential Travidia © 2006 Reprinted by written permission only. www.travidia.com
“New Media” Growth Plan
• First step was to build news audience
• As time progressed, we developed and harnessed technology
• We now need to utilize technology to deliver personalized messages and content across multiple channels
• Generate revenue from brokering messages
To do so we have to maximize and optimize the revenue channels in addition to harnessing and understanding the data
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Confidential Travidia © 2006 Reprinted by written permission only. www.travidia.com
Retail Value Chain
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Confidential Travidia © 2006 Reprinted by written permission only. www.travidia.com
Retail Value Chain
• Information-based inventory, promotion, pricing
and distribution influences profitability
• Channel affects pricing model (variable, fixed,
auction)
• Channel optimization maximizes profitability
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Confidential Travidia © 2006 Reprinted by written permission only. www.travidia.com
The Media Challenge – This is what you do, no?
• Multiple channels means building and picking the right ones
• Need deep understanding of audience
• Needs to be product specific
• Key is building a database and technology
Requirements are strong technology partner and an experienced/knowledgeable marketing staff
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Confidential Travidia © 2006 Reprinted by written permission only. www.travidia.com
Dynamic Merchandise Model
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Confidential Travidia © 2006 Reprinted by written permission only. www.travidia.com
Dynamic Merchandise Pricing
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Confidential Travidia © 2006 Reprinted by written permission only. www.travidia.com
The Audience Challenge – And Our Opportunity
• Consumers are looking for alternate media,
newspapers cannot compete in certain channels
• Newspapers need to adapt & move toward, new
channels
• Media proliferation means segmented
opportunities
• He who owns the most toys wins
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Confidential Travidia © 2006 Reprinted by written permission only. www.travidia.com
A real life example… Or two
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Confidential Travidia © 2006 Reprinted by written permission only. www.travidia.com
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Confidential Travidia © 2006 Reprinted by written permission only. www.travidia.com
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Confidential Travidia © 2006 Reprinted by written permission only. www.travidia.com
The Newspaper’s Enhanced Local Media Franchise
• Own and manage customers, data and channels - locally
• The Three Things – Need to create new channels to address new markets
and protect existing ones – Start small, use existing content and repurpose into new brands
– Data is great, data is wonderful but without distribution, it ain’t happening – using new distribution points will allow you to flexibly address advertising budgets
– Use Google/SEO/SEM to your advantage – Driving traffic to your site becomes easy if you promote prudently and quickly
Increased franchise value
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Confidential Travidia © 2006 Reprinted by written permission only. www.travidia.com
Thanks!
James A. Green
530.343.6400