| Monday, September 20 - Day #1 |
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9:00 - 10:30 AM (You see all 3 keynotes) Look Before Your Digital Leap! Are you putting the cart before the horse in crafting your digital strategy, driving headlong into expensive online endeavors that don't make sense for your magazine? If so, have no fear! Eric Shanfelt is here to help you answer one simple question: "Why the heck are you going online?" What do your readers want online? What do your advertisers want? How does your magazine's brand translate? How do your traditional media fit in to your online mix? before any strategies, before an tactics - you have to figure out WHY! Eric will provide a simple framework to help you think about your digital business and make strategic decisions that will bring in the money. Digital Dollars - Show Me the Money! The digital work is constantly changing, as are the fickle tastes of online advertisers. Which options make sense for you today? How much money is to be made from the variety of digital offerings you might present, and which ones are just going to cost you time and money but return hardly anything? Ted Bahr has the digital ad sales experience to show you the money! He'll bring you up to speed on what's happening in the trenches from his perspective on the leading-edge of the niche media world at Software Development Times. Smartphones, iPads, & More...Where Do We Go From Here? Digital content is expending at an astounding rate. And it's more than just the question of digital or no digital. The world is going mobile, readers are engaging in social media, and advertisers are looking for new ways to reach potential customers. The rise of Smartphones and Apple iproducts means a future of reader-specified, interactive content, delivered anytime, anywhere...Niche publishers need to adapt! But where do we begin? Greg Fine will tell all - from road-tested lessons on how to create an effective digital publishing strategy to integrating digital publishing into a comprehensive social media strategy. Greg will share lessons learned along the way and what comes next. |
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11:00 AM - Noon B2B: Online Sales Overview You're chomping at the bit to bring in serious online revenues. Whoa, Nelly! You need to understand how all pieces fit together before you begin executing tactics! Eric Shanfelt will help you craft the custom digital revenue strategy that's just right for your business. How do you determine your digital offerings? How do you price? What does a competitive digital rate card look like? And what are the packages and elements that maximize ROI? Before we dive into nuts and bolts sessions, get the strategic groundwork you need to cross the finish line first! Consumer: Online Sales Overview We're on shifting ground, folks - the great wide world of online advertising is constantly changing. How do you differentiate technological hype from solid revenue opportunities? In just 3 short years, Churm Media has gone from zero online sales to 20%+ of total revenues! In this overview, Steve Churm charts your strategic path for consumer pub online sales success, starting with digital edition revenues and creating dross-platform programs then moving into new tech with lasting sales potential. Social Media Shuffle You've got your Facebook page up, your LinkedIn group created, and you're pushing out daily tweets. But are you still unsure why you're doing all this social media stuff? Stop! Before your next status update, you need to understand what you want to do with social media tools, how to integrate social media with your overall business strategy, how to push to new audiences, and how to measure ROI. Greg Fine guides you through creation of your fundamental social media strategy. |
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1:15 - 2:30 PM B2B: Totally Tactical Digital Sales Workshop Ted Bahr's keynote showed you where the money was - now find out HOW to make it with a blizzard of tips, tricks and ideas. Ways to motivate and incentivize your sales team. How do dad networks work and are they worth it? Lead-Gen Programs - how to price 'em, hot to sell 'em. Selling webinars and video advertising. How to manage your inventory. E-books, co-reg, podcasts and more! Consumer: Totally Tactical Digital Sales Workshop No theory - all execution! Erich Berger has got your online bases covered in this hands-on session. Understand the basics - ad delivery, web stats, performance measurement, and pricing, pricing, pricing! Then roll up your shirtsleeves and dive into the nuances of selling banners, micro-site sponsorships, e-newsletters, digital classifieds, videos, and more! Video Bootcamp Following on his wildly successful keynote at the Niche Magazine Conference, Niche Palazzo is rolling his shirtsleeves up and showing niche publishers the video ropes. Together with Ryan "Drill Sergeant" Dohrn, you'll receive special detailed training about how to get you (and your team) working with and selling video quickly and painlessly. Understand your options for video creation and editing and how to price your video to sell! |
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3:00 - 4:15 PM B2B: Integrated Sales Mania It's a fact: bundling a multitude of online opportunities with trade display advertising and events is the surest way to increase your revenue base. Tom Cintorino will show you the ropes: Construct compelling custom packages that meet advertisers' traffic and performance expectations. Understand when and how to package digital offerings with print. Maximize analytics to help you sell and communicate ROI. And create compensation plans to get your sales team rolling! Consumer: Integrated Sales Mania Carl Mehlhope hasn't sold a print display standalone in years - he's been too busy leveraging STACK Magazine and the powerful stackty online channel into a terrific media buy. Carl will dispel the mystery surrounding integrated sales packages. You'll get easy to follow examples of how to combine and price your online and offline media in one sweet package. Learn how to structure, price, and convey packages your prospects will snap up! Niche Going Mobile Mobile is the hottest topic around - and the most confusing for niche publishers to navigate. There's so much hype about Smartphones, app development, and iPads...how do you know what mobile solution is right for your niche? Randy Achée of H&A Media will help you navigate the mobile landscape, drawing from his experience in developing a comprehensive mobile strategy for 9 American Automobile Association (AAA) publications. Randy and expert Angelo Biasi will provide a road map to help you decide which mobile approach is right for your audience, you advertisers, and your budget. |
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| 4:30 - 5:30 PM Niche Digital Success Case Study Hour |
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| Tuesday, September 21 - Day #2 |
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9:30 - 10:30 AM Lead Gen: The Next Generation All right you B2B publishers...Lead Generation probably sounds either incredibly boring or incredibly complicated. But once you start attaching serious dollar signs to lead-gen programs, it is guaranteed your perspective will change. Chis Foster will help you determine the right cost-per-lead (CPL) fit for you and your advertisers. You'll walk away with an understanding of all those crazy buzzwords - lead-scoring, lead-qualification, lead-nurturing. But more importantly, Chis will tell how to price CPL programs, the tools you'll need, and how to sell 'em! Building Audience - Segmentation is Sexy Building online audience is a sure way to boost your revenues. But if you're just collecting one giant list of email addresses, you're missing the money train...List build is only your first step - you've got to segment, segment, segment! Kim Albee will give you 11 simple steps to identify your readers specific demographic data and needs. Follow Kim's blueprint and you'll ensure your magazine's website attracts & engages visitors and makes you money! Digital Edition Secret Sales Sauce You've created your digital edition - now what? How do you ensure that you recoup your investment? Josh Gordon has incredible case studies of magazines that are raking in cash selling ads in their digital edition. This practical session will help you understand how to sell digital editions - from advertising sizing to reader engagement to maximizing the medium. Learn what works, what doesn't, and what are the secret ingredients for sales success. |
11:00 AM - Noon E-Newsletter - Easiest Revenue Generator Ever! Email newsletters can seriously boost your magazine's online revenue. But a cookie-cutter approach that simply promotes your editorial content isn't enough to draw in the big advertising bucks. Randy Achée and Ryan Dohrn will give you 18 easy approaches to e-newsletter revenue - from banners to video, sponsored articles, classified ads and more! When Good Email Goes Bad Email is still one of the most powerful tools you have in your marketing arsenal, but without proper care and feeding your email program may not be generating the revenues it should. You need to understand why good email marketing gets blocked as bad - and what to do about it. join e-marketing experts Mark Priebe and Carl Landau for a lively panel discussion that will give you dozens of real-life examples about how to get your message through the filters, read, and create action. Digital Roundtable - Stump the Sales Superstars The doctor is in! Online advertising sales are uncharted territory for many niche publishers. Even if you've been selling online since the stone age of the web in 1994 there are new challenges. Bring us your thorniest online sales questions - whether about pricing, compensation, packaging, or statistics. Bring it on...Our panel of experts, including Josh Gordon and Jeff Bruss, are here to help. |
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