Targeting • Find and engage consumers with the right profile for your brand • Target the early adopters = faster ROI • Motivate the influential advocates = social value • Maximize customer retention = life time value
Find and engage the right consumers Jean-Claude Trichet President of the European Central Bank & International Herald Tribune reader
Digitalization has significantly grown the wmg consumer base among europe’s most affluent! 2014 WMG reaches 11.6 million digital consumers via: pc/mobile/tablet every week! 2014 WMG 7.7 million print readers 2010 WMG 7.3 million print readers Source: EMS 21Summer 2014 Reader = average issue reader Digital = weekly user of website, mobile or app Source: EMS 21 Summer 2013
Europe’s C’suite love WMG both on and offline 47% of all C’Suitewith 50+ employees worldwide consume a WMG title either on or off line every week 2014 WMG 1,051,000 C’Suite digital consumers : pc/mobile/tablet every week 2014 WMG 775,000 C’Suite print readers Source: EMS 21Summer 2014 Reader = average issue reader Digital = weekly user of website, mobile or app
Find…. • ….WMG consumers in all the key markets Source: EMS 21 Summer 2014
… and engage… • WMG members have the best creative and journalistic resources in the world • The only limit is your imagination
…The right consumers • 55% of all seriously affluent Europeans (€150,000+)consume a WMG title on or offline every week! Source: EMS 21Summer 2014 Reader = average issue reader Digital = weekly user of website, mobile or app
Early adopters
Early adopters • The definition of an early adopter is… • An early adopter is the ultimate consumer - knowledgeable, discerning, engaged, and ready to move when a new product comes onto the market. • Give a brand early ROI!
Early adopters I am always interested in new products First to have technologically innovate products I use my social network to achieve my business goals Source: EMS 21Summer 2014 Reader = average issue reader Digital = weekly user of website, mobile or app
Social value Stephen Fry Actor, Comedian & Social Commentator
WMG titles have the world’s biggest fan base And 1,754,087,438 unique monthly web visitors can’t all be wrong • 27,166,334 • Facebook fans increased by 7 million since May 2013 • 28,378,838Twitter followers increased by 5 million since May 2013 Global Statistics, October 2013
Social value is… …….Generating positive brand recommendations which convert into sales • Engaging influencers is key • 1 in 10 individuals influence what others buy, do or think • 1 in 10 brand conversations occur in the real world ie off line! • ‘Like’ is a very poor measure social value * Source: Keller Fay
Social value People often ask my advice when they are looking to buy….. Source: EMS 21Summer 2014 Reader = average issue reader Digital = weekly user of website, mobile or app
Lifetime value
Lifetime value • Relationship • Trust • Value • Loyalty
Lifetime value “Trusting the brand of the paper is important: (WMG brand). For other sources, over time built up a number of trusted sources that I know are reliable and cover everything that’s important” Head of Treasury, Global FMCG company, Austria Trust “I love the (WMG brand)… Even though it’s a ‘business’ publication I mostly just read it out of personal interest rather than needing it for my job” Senior VP, Global Insurance Firm, Germany Relationship “I am not very experimental. If there is something new I would only go to it if someone recommended it to me. Happy with the sites I go to already, no time to change. ” CEO, Private Equity Company, UK Loyalty
The world’s most profitable customers Early adopters = faster ROI + Influential advocates = social value + Customer retention = life time value = The world’s most profitable customers Or ROI that keeps on giving
