Transcript Getting an Advertiser to Pay For Your Contest Connect Platform

Tribal
Marketing
Tribal Email Marketing
Getting your members
to actually read and value your email
Email Marketing that Your Audience Will
Actually Care About and Read
Is Anyone Reading Your Email?
Basic Email Challenges:
• Spam filters increasingly block legitimate email to
opted in addresses
• Messages that get through are often buried in
tremendous inbox clutter
• Up to a third of all Americans change their email
addresses every year
BUT NONE OF THESE ARE THE BIGGEST
EMAIL PROBLEM
The Biggest Problem is Irrelevance
• Many broadcasters have gained permission to
send email to their audience but have no granular
knowledge of their specific wants. As a result,
most stations push out everything to everyone
• Many are pushing information that is important to
the station, not the consumer. The information
sent is not relevant or anticipated by the
consumer.
• Continued abuse of the consumer’s “permission”
to send messages reduces readership and can
damage the overall relationship.
Tribal Marketing – What is it?
Recognizing…
that your audience actually consists of many different
‘tribes’ of consumers each with its own set of common
interests, crises, causes, and passions
Identifying…
these tribes by asking consumers what information they
would like to receive and also observing the content they
consume
Serving…
these tribes with shorter, single purpose emails, targeted to
their common interests (in other words – get the right
information to the right people!)
Why Should You Care?
Increasing the utility of information you send to
listeners will:
• Increase the value they place on their
relationship with you
• Drive up brand recall, thereby increasing the
likelihood they will give you credit in the diary
• Open up opportunities to drive new revenue
by integrating relevant sponsors that the
member will welcome
Tribal Email Reinventing the Newsletter
A Typical Tribe
Tribes form around common
passions, interests, crises, or
causes. These tribes gravitate
to shared possessions, shared
knowledge, and shared rituals.
Be a Trusted Source
of Shared Knowledge
Shared
Knowledge
“Propaganda”
• Tribal Email Marketing is about becoming a
trusted source of ‘shared knowledge’ to a
given tribe
• Don’t try to tell them everything about
everything (as a newsletter might), just deliver
short, relevant, anticipated information and
alerts:
• Breaking News
• Traffic Updates
• Underground club events
• Concert presale info
• Wine of Week, Cigar of the Month
• Family events for the weekend
• Quick meals for working moms
• Political commentary
• Others?
A Simple First Step –
Let Them Choose!
Let your members “subscribe” to the specific
content they want based on tribal interest
• Take the content you send now and use your
StickyFish admin to set up the different
categories of content as individual
“subscriptions” (see KRXQ’s example to the
left)
• Members can choose the content they want all
the way down to “sub lists” such as choosing
favorite artists from a list of hundreds.
• These selections can be maintained by the
member in real time (drop/add subscriptions).
• When you are ready to send an email, our
backend email tools make the list management
and message creation easy.
• We can help train station personnel on how to
set up subscriptions and we can help create
additional HTML templates for use with each
subscription.
Step 2 – Develop/Acquire New
Content and Serve More Tribes
Once you have set up subscriptions for your existing
content, you’re ready to serve more tribes:
•
Start by researching the lifestyle interests of your
audience
•
Then develop or acquire content that can serve the
interests you identify (in our example to the left, we
show an wine subscription – you could recruit a local
sommelier to create the content in exchange for the
exposure you provide for his restaurant).
How we can help:
•
The survey tools within your StickyFish program can
be used to research audience needs/wants
•
We can design HTML templates for each
subscription and consult on the local ‘content’
partners you might try to recruit
•
We are working on acquiring licensed content that
you can use (so you can add more value without
having to develop or acquire more content yourself)
Making Money
From Tribal Email Marketing
Generate additional revenue by recruiting relevant sponsors for
each subscription:
• If the sponsor is relevant to the content, the response rates to
their promotion and special offers will be very high
• Using direct marketing pricing models, you only need 2700
people in a tribe to justify an advertiser’s investment of $1,000
per email
• Email marketing to 8 tribes, once per month at a $1000 per
sponsor per month will yield $96K in annual revenue…far more
than you are probably making from email marketing today.
• Increasing the members of the tribe and/or the frequency of the
messages will yield even more revenue.
• We are available to consult on sponsorship packaging, pricing
and sales. Just give us a ring!