ASTECH InterMedia's Retention Marketing Seminar is the education component of our Retention Marketing Solution. It is designed specifically to help you maximize your return on investment from the software component, R-Logic.
The software generates pretty charts, like the one to the right, but it doesn't tell you how to become a better marketer. The "litmus test" is whether you can correctly interpret the charts and use this knowledge to make better circulation decisions.
And we're not talking about "little" decisions. These are big decisions about how to allocate marketing dollars across your sales sources. Or setting next year's budget based on this year's performance. Or altering promotional techniques to improve ROI. Huge!
This course can be delivered at our training facility in Denver.
Seminar Highlights
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This highly-rated seminar is noted for putting students in a position to make immediate improvements in the way they manage their circulation marketing efforts. Some of the highlights of this two-day session include: |
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- Many circulators assume that retention is more or less the opposite of churn — so if you know your churn, you know your retention by implication. The reality is that it's not that simple. Did you realize that high churn and high retention can occur in the same market? It happens quite often and is easily misunderstood.
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- For decades, circulators have used cost per order (CPO) as the means of measuring marketing performance. Today's marketers know, however, that cost per unit (CPU) of circulation is a much more accurate and meaningful way of measuring performance.
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- Over time, the newspaper industry has adopted many circulation terms that have come to be used in inconsistent ways. This seminar provides clear definitions for subscriptions and subscribers, retention, CPO & CPU, upgrades & downgrades, and much more.
| The Agenda |
| Day 1 |
Day 2 |
| Introductions |
Review |
| Transactions: The Building Blocks of Retention Measurement |
Interpreting R-Logic Stop Reports |
| Churn and Retention |
Fundamentals of Campaign Management and Market Segmentation |
| Retention Snapshots vs. Retention Curves |
Exercise 2: Analyzing Sales Source Effectiveness |
| The Concept of the Marketing Subscription |
Making Campaign Decisions |
| The Transaction Logic in Changes of Service |
Making Budget Decisions |
| Understanding the Marketing Subscription Table |
Analyzing Your Own Retention Reports |
| Understanding the Marketing Subscription Table |
Certification Exam |
| R-Logic® Demonstration |
The Allure and Danger of R-Logic’s Worksheet |
| Reconciling Retention Figures |
Evaluations |
| Subscriptions and Subscribers |
Product Support Information |
| The Dynamics of CPO and CPU |
R-Logic Forum |
| Exercise 1: Understanding Active Days, Contribution and Units |
Conclusion |
| Evaluating Revenue and ROI |
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| Interpreting R-Logic Retention Reports |
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| Who Should Attend |
The Retention Marketing Seminar is appropriate for a variety of newspaper professionals with circulation or marketing responsibilities. These include but are not limited to circulation and marketing directors, home delivery managers, telemarketing and retention managers, sales or marketing managers, marketing analysts, database managers and circulation information systems managers. |
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| Schedule |
| The Retention Marketing Seminar is held at ASTECH's training facility in Denver, CO. The dates for 2008 are: |
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| Prerequisites |
You should have already installed and setup your R-Logic database. When you enroll in the class, the instructor will send you a checklist of the reports you will need to run in advance and bring with you to the seminar. On rare occasions, we have allowed potential purchasers of R-Logic to attend the seminar — if you are interested in this option, please contact Tim Bailey. |
| Price |
For training at your site, the fee is $5,150 plus the instructor's travel expenses. This fee is for up to 10 students. There is also a $35 charge for each workbook ordered. In some cases, this fee is partially or completely covered under the terms of your contract.
For training at our facility in Denver, the fee is $1,300 per student. The fee for a second student from the same company is $975 (25% off); the fee for the third student from the same company is $650 (50% off); and the fee for the fourth student from the same company is $325 (75% off). There is also a $35 charge for each workbook ordered. Each student is responsible for his/her own travel expenses. The maximum class size at our facility in Denver is four. |
| More Info |
Contact Tim Bailey at 303.296.9966 x117. |
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