Embed Size (px)
Citation preview
Greenworld Magazine
DM2 Presenta,on by Nirma Ledford
Australian Nursery Produc,on Industry
What is the Nursery Produc5on Industry? Made of businesses that are primarily involved in growing trees and shrubs, ornamental plants and bulbs. Businesses sell to retail or wholesale establishments, as well as landscapers, local government and councils, and orchardists. This industry excludes turf growing and flower growing.
Age:35+ Devise: Desktop, Tablet, Mobile
Greenworld Magazine (GW) is an independent B2B brand known more for its professional authorita,ve magazine repor,ng on the Australian Hor,cultural Industry than its up-‐to-‐date takes on the daily news and scien,fic coverage.
GW is for industry professionals seeking inspira,on and know how informa,on from relevant services and products to improve business management.
GW is ‘The Gateway’ for manufacturers and allied traders to the industry, unlike other trade media, it offers a wider range of na,onal and interna,onal view points & content that is appealing, useful, readable & enjoyable.
GW Values: Integrity, trust & engagement. GW Hates: Unfair trading, copycats & irrelevancy.
GW has been slow to adapt to the Web. Digital is an aZerthought and a companion piece to the magazine’s content. We are ramping up and making a promising turn and want our digital efforts to stand on it’s own two legs. Greenworldmag.com.au must convert new online readers into print subscribers & rebuild interest among laps readers/subscribers. Greenworldmag.com.au must also succeed at a\rac,ng brands to pay for digital campaigns, extending spent across the magazine and future ini,a,ves i.e.) app The plan is to adapt to a 3 subscrip,on op,on of Print, Digital and Bundle (P&D)
Business Problem
Compe,tors B2B
• HortJournal • VIC Groundswell Mag • NSW Green life Mag • Outdoor design source (directory) • Greenleaf newsle\er • Hor,man Blog • The Garden Drum Blog • Industry Registry
B2C • ABC Gardening Australia • Garden Clinic • Handyman Mag • Newspaper lifestyle sec,on • Radio Gardening shows • TV programs (Be\er Homes & Gardens)
Key compe5tors • Have higher frequency (More printed issues per year) • Supported by member levy fees & circulated to current/state industry members • Poorly managed, no differen,a,on, narrow in their repor,ng
Persona Type1
TYPE 1 – SUBSCRIBERS
Current Paid Subscriber
Non paying but receiving
Laps Subscriber Never subscribed
Hot Warm Lukewarm Cold
* GW CAB Audited Circula,on: 5,414
Persona Type1 (Lifestyle Stages)
Independent Retailer: Small business owner. Loves plants but struggling to remain compe,,ve in the current market. Seeks ideas and something to offer them a unique point of different to compete with big box outlets.
Hor5culturalist: Skilled professional, looking to keep up to date. Seeks informa,on to assist in his career progression. Capable of working across the industry.
Wholesale Nursery: Loves plants and have a wealth of knowledge in produc,on. Looking to reduce costs and increase profits. OZen can only supply locally, and seeks a steady customer base Perhaps may diversify and expand outside retail nurseries.
• Natural disasters • Economy • Staff Training/Costs • Big Box Compe,,on
• Strong trading • New customers • Increase green spaces in the community
SUBSCRIBERS Buyers/Retailers Landscapers
Market is tough High compe,,on
Customers Sales people Staff Industry peers Market trade day Suppliers
What are the best products to stock/purchase with higher margins?
What are the best products that will sell and give me higher margins this season?
How can I improve my business
“What ac,vates are we going to run this season to increase store traffics/client enquiries?”
“Lets see what others are locally/overseas that’s working?”
Persona Type 2
TYPE 2 -‐ ADVERTISERS
Currently Adver,sing
Ad Hoc Adver,ser
Laps Adver,ser
Never Adver,sed
Hot Warm Lukewarm Cold
* GW FY 14-‐15 Sales Budget: $300,000
Allied Trader: Small to large businesses offering products and services to the hor,culture industry. Loves big accounts, seeks to increase market share and a\ain biggest impact for their adver,sing/promo,onal efforts cost effec,vely. Looking at new adver,sing venues that generate higher results than tradi,onal media.
Persona Type 2 (Lifestyle Stages)
Wholesale Nursery: Seeking to sale to exis,ng and new customer base. Finding ways to promote exis,ng and new products to market. Promo,on and educa,on is key. Looking for new and alterna,ve ways to present themselves in the market place. Some passive and happy to con,nue doing what they’ve always done.
• Natural disasters • Fewer independent channels • Big Box supplier demands
• Strong distribu,on channels • Successful plant trials/
Harvest
ADVERTISERS Manufacturers/ Wholesalers
• Logis,cs • Economy
• Strong demand/trading • New customers
Independents are unwilling to change What are the market trends (B2C) BIG BOX retailers (big volume but lower margins)
Increase distribu,on sales & market share. Strengthen brand
Pressured to increase profits Frustrated low marke,ng budget Need to get more RIO
How can we communicate and get the most impact for our efforts? Who are the leaders & Key players?
Passive (business as usual) Reac,ve (Changing the way they do business)
Customers Sales staff Media sales people Trade Events Industry professionals Peers
Capitalizing Customer Types Revenue Poten,al
Current Subscriber /Adver,ser
Never Subscribed /Adver,sed
Low opportunity to market to them
High opportunity to market to them
Ability to market to them, likely hood of Becoming a poten:al adver:sing or subscriber
WHERE THEY ARE AT
Offline Ac,vi,es Ac5vity Frequency Event Type How It links to our content strategy
Na,onal Partnership
Annual (On going)
Australian Ins,tute Hor,culture (AIH)
-‐Fresh content site/social media -‐ GW Ad displayed on AIH website -‐ AIH member emails provided for GW E-‐news
Interna,onal Partnership
September SPOGA+GAFA -‐Fresh content -‐Leads provided for GW e-‐news/sales
Local Industry Events
Annual MIFGS, Spring Green Expo, GiZ Fairs
-‐Fresh content for site/ social media
Telemarke,ng 3 X per week Subscrip,on -‐Collects emails for e-‐news (seasonal sub deals)
Direct Sales On going Na,onal coverage -‐ Fresh content -‐Sponsored site content
Direct Marke,ng 8 X per year Promo,ons Collateral
-‐Site & e-‐news content on special features.
Sponsorships 1 X Year Industry Awards Ceremony
-‐Fresh content for site/social media
Product Launches/ Media Days
On going Major brands Fresh content for site/Facebook/twi\er/Pinterest
Key Performance Indicators KPI (Item) FY 14-‐15 Goal To Date Conversion rate
(To next step)
Adver,sing revenue $300,000 $240,000 5%
Email subscrip,ons 3,000 1,900 10%
Paid subscrip,ons $100,000
DIGITAL STRATEGY
With the launch of a new website we will be able to execute our digital strategy: • Content Marke,ng
• Mul,-‐Plauorm Social Strategy • E-‐newsle\er Marke,ng • SEO/Retarge,ng/Remarke,ng
Customer Poten,al Journey
• Email Marke,ng • Retarget (cookies/Ads)
• Email Marke,ng • Social Media Marke,ng
• Re-‐Market • Downloads
• Visit site, don’t leave info
• Retarget (cookies/Ads) • A\ain email address
• Email Marke,ng • Social Media Marke,ng
• DIGI Mag access • Downloads • Surveys • UP & Cross Sell
HOT COLD
LUKEWARM WARM
Content Marke,ng Increase Site Metabolism (Fresh & Original Content)
Narra5ve:
Summer Autumn Winter Spring
Frequency: Weekly / Fortnightly Posts (To be revised)
New Site Content Formats
• Blogs • Videos • Event Live Streams • Digital Classifieds • Polls
Current Site Content Formats
• Web stories • Industry updates • Print content previews • New releases (Images/Pins) • Sponsored content
Challenge: No dedicated Web Staff. Delays due to checking accuracy of posts. A\ain commitment and coordina,on of freelancers.
• RSS Feeds • Story feedback form
Mul,-‐Plauorm Social Media
Channel Facebook Pinterest LinkedIn TwiZer
Approach To promote site content & subscrip,ons. Mon & Wed: Post Alerts Fri: Poll/ Sub Ads/Fun
19 Inspira,onal boards Promote new releases/trends/landscape projects Promote mag content Encourage Pin shares & uploads
In-‐depth view points Promote mag Publish special stories/offer commentary
On site repor,ng
Frequency 3X Week 2 X Month 3X Week TBA
To expose more online readers to GW magazine’s content, engaging them to turn them into subscribers and a\ract brands to adver,se with us.
E-‐newsle\er Marke,ng To expose more online readers to GW magazine’s content, encourage shares, and turn them into paid subscribers. We wish to add value to current adver,sers and a\ract brands to adver,se with us.
Pla[orm Facebook LinkedIn Web Site OTHER SITES MAGAZINE
Mail Chimp AD Post AD Post Subs email form 2 Types
Ads within sister Magazines
• QR CODE • Mag Flipbook
Hyperlinks
1X Week 1X Week On going On going • Every Issue (6X year)
E-‐news Frequency E-‐news per print issue (X3) Subject lines
Fortnightly E-‐news 1 10 -‐ A/B Test
E-‐news 2 10 – A/B Test
E-‐news 3 10-‐ A/B Test
New Sub Email Tailored Content
(With Call2Ac,on ‘Subs to GW Promo Code Link )
E-‐Mail To Subscriber Journey
Remarket AD
SITE YES (F2)
YES (F1) Thank You
DBL OPT IN E-‐Mail
(Data Gathering)
Regular E-‐Mail (50 words/redirect to site)
Website (200 words, Click for more)
Online Subs Form (Promo Code)
YES
Thank You
Drop Out
CONTENT CALENDAR Item Jan wk3 Jan wk4 Feb wk1 Feb Wk2 Feb wk3 Feb Wk4 Mar Wk1
Pinterest Upload Upload
Print Jan/Feb
Website Upload Upload Upload Upload Upload Upload Upload
E-‐news E-‐news 1 E-‐news 2 E-‐news 3
E-‐news Q1 Report On Brand
FB Mon, Wed Post Alerts
Mon, Wed Post Alerts
Mon, Wed Post Alerts
Mon, Wed Post Alerts
Mon, Wed Post Alerts
Mon, Wed Post Alerts
Mon, Wed Post Alerts
F: Poll/Subs Ad/Fun
F: Poll/Subs Ad/Fun
F: Poll/Subs Ad/Fun
F: Poll/Subs Ad/Fun
F: Poll/Subs Ad/Fun
F: Poll/Subs Ad/Fun
F: Poll/Subs Ad/Fun
LinkedIn Open Account
1st Post
Twi\er TBA TBA TBA TBA TBA TBA TBA
E-‐news
Email Sign up ‘above the fold’
Facebook – Mail chimp E-‐newsleZer post
Email Sign up ‘above the fold’
SEO / AD WORDS SEO Improvements
• External Links : Build though
partners/other websites. • Internal Links: Reference content to
other pages of the site • Images: Descrip,ve file name • URL: Use hyphens to separate words • Uploads: Up frequency , fresh
content at least 3 X week!
(Keywords – Ad Words)
Hor,culture Nursery wholesale produc,on Landscaping plants Plant design
Australian Hor,culture Hort Australia Plant diseases Merchandising plants Garden advice/clinic
• Web Traffic: Google, Direct, Forum, Company site
Retarge,ng/Remarke,ng
<Google Tag Manager> Track bu\ons, Test images, content likeability, call to ac,on, links, banner adver,sing
Pay Per Click Facebook Ads Google Ads LinkedIn Ads
Lean Canvas Problem
• Build Brand • Acquire New
subscribers • Re-‐ac,vate laps
subscribers • Acquire New
Adver,sers • Re-‐ac,ve laps
adver,sers • Offer a strong
digital offer
Solu5on
• Increase customer touch points/frequency
• Provide easy ways to subscribe
• Digital offer for adver,sers
Key Metrics • E-‐newsle\er
subscrip,ons • Sales
Unique Value Proposi5on
• Quality of content • Access to sister
magazine’s contributors/Client databases)
Channels
• Direct Sales • Conferences/Events • Content Marke,ng • Email • Social Media • Print • SEO
Unfair Advantage
• Industry Profile • Industry knowledge/
Experience • Strong industry
endorsements • Interna,onal
partnerships
Customer Segment
• Business Owners • Marke,ng Directors/
Managers • Industry professionals Cost Structure
• 2 X direct salaries • Proof editor salary • Produc,on, print, mailing • Mail Chimp Monthly Fee • Promo,onal/adver,sing costs • Exhibitor and direct sales costs associated
Revenue Streams
• Paid subscrip,ons • Adver,sing Sales • Partnership agreements
Greenworld Magazine
Q & A
