In this case study, read how Mike Migliore stepped in at a well-known B2B defence publisher to ensure a profitable transition to a direct-to-consumer revenue model. Mike launched the marketing function, defined the strategy and laid the groundwork for major marketing programmes.
The challenges facing traditional publishers are as numerous as they are threatening. Navigating simultaneous transitions from print to digital, casual to subscription and known to unknown costs—all whilst continuing to produce quality editorial—demand that publishers acquire the right customers and maximise their value.
Mike specialises in realising customer value across the marketing mix, using advanced data to ensure that diverse efforts in product, pricing, acquisition, retention and loyalty maximise the lifetime value of customers.
The publishing landscape in the defence industry is not as digitally fluent as the mainstream consumer market for news—most defence publishers are still primarily advertising funded and printing magazines. In fact, advertising revenue had sustained this medium-sized publisher for 40 years but, as the B2C market for news evolved, the publisher realised that there was a competitive advantage in becoming the first B2B publisher to transition to both a direct-to-consumer (DTC) revenue model and a digital-first strategy.
The Challenge:
The publisher set itself three overarching objectives to achieve this digital-first vision: to define a marketing strategy, design the major marketing programmes across channels that would acquire and retain customers and finally to launch the marketing department.
The work:
The client was working to a six-month implementation timeline and needed a partner that could work quickly.
Performance and Market Analysis (Month 1):
Realistic Growth Forecasting (Month 2):
Marketing Strategy (Month 3):
Resourcing and Marketing Team Structure (Month 4):
· Recruitment, Training and Deployment (Months 5-6)
The results:
Full deployment within the six-month timeframe; all objectives achieved. With the strategy now in market, commercial impacts will be clearer in the coming weeks.
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