Vendors, media advocacy organizations and news and print operations are going big on webinars to keep their names top of mind and to share tips on survival in these extreme times. Here’s a sample of what’s been out there of late:
• Denver-based tech and digital advertising company AdCellerant may be the webinar kings. The company scheduled a handful of webinars of interest, including “Creative is King, especially during a Crisis,” “Using Social Distancing as the Centerpiece to your Advertising Strategy” and “Customer Loyalty Strategies and Ways to Steal From the Competition.” In an April webinar titled “Social Distancing Strategies for Advertisers and Ways To Save Money During COVID-19,” CEO Brock Berry took a look at Google Mobility Data stats reflecting how more than a dozen industries are faring during the crisis, and strategies advertisers in those industries can use to reach targets. Those hit hardest by the crisis in particular, such as restaurants, have an urgent need to advertise. He also cited stats from research firm 4A’s that show that only 15% of people surveyed didn’t want to hear from brands at this time.
“This (crisis) is going to change people’s buying and shopping habits permanently and I think our local retailers need to move to e-commerce solutions within their websites faster, as fast as possible. So we’re going to be launching an e-commerce solution here for local business owners in the next few weeks,” he said.
Our takeaway: As things change, companies and industries need to
get messages out to the public on the new landscape and how they’re
operating. This need can help publishers score advertising.
• “Local Transformation with Mitch Pugh,” a recent WAN-IFRA webinar, was nicely summed up by Brian Veseling, senior editor at WAN-IFRA (the Frankfurt-based World Association of Newspapers and News Publishers).
Pugh, executive editor ofThe Post and Courier (Charleston, South Carolina), stressed ARPU. “Volume is important, don’t get me wrong,” Pugh said. “We need to continue to get digital subscribers and retain the ones we have, but what I think is even more important, is this notion of ARPU, or average rate per user.”
“A lot of people do introductory rates of 99 cents for one month, three months or a whole year.You can do that if you areThe NewYork Times and you have millions of subscribers,” he said. “But if you’re a local news organization just getting started, and you set your value at 99 cents, it’s going to become really, really hard to drive that rate per unit up.”
Another tip for doing well with digital subscriptions is to maintain the number of freely available stories very low, Pugh said.
“Most people’s meter settings are too liberal.They give people too many free views, especially the audience who already knows you. That fanatic and loyal audience that is already reading your content. If they are visiting your site more than two times every 45 days, you need to get them to pay you,” Pugh said.
Our takeaway: Don’t give away the store.
• Email marketing company Emma offered a webinar titled “Adapting your Email Marketing Strategy during the Global Health Crisis.”
If you’re regurgitating random info from someone else, just telling people your staff members are at home or sending emails because
everyone else is, don’t. A poorly executed email can be a unsubscribe magnet, according to Emma.
Emma also counsels not to forget about your pre-scheduled emails that don’t apply anymore in this crisis. The webinar offered an example from Spirit Airlines touting a sale that no longer applied.
Our takeaway: Remember to use best email practices, even in a crisis.
• The Local Media Consortium held its 2020 spring conference virtually, with two sessions/webinars per week through the month of May.
A recent webinar featured Bill Day, a vice president at consumer research company Magid, with hubs in NewYork, LA, Minneapolis and Cedar Rapids, Iowa. “Consumer behavior hasn’t settled in,” yet in this crisis, he said.
Basing his talk on attitudinal research, he presented some interesting stats: 44% of consumers are getting news as a way of passing time and 63% want information about how they can support and use businesses.
Fundamentally, “This is a local crisis.This is a local story about the economy,” he said.
People are looking to media for into on local matters, such as meat limits or changing hours at grocery stores.
Our takeaway: Keep it local in coverage and get sales teams to leverage societal changes at the local level. Enterprise selling, as opposed
to transactional, is key.
• America’s Newspapers is offering webinars for members and nonmembers, which the organization archives for later viewing. Recent topics include “Generating Revenue During the Pandemic by Helping Your Advertisers” and “Readers and Diving into the SalesTechniques Behind Selling Response.”
• The Association for PRINT Technologies (APTech) held its Leading PRINT Summit, originally scheduled as a face-to-face event set forApril 28 in Orlando, as a full-scale digital event allowing members and non-members to access the event for free.