Hearst Is Throwing a Magazine Upfront - PR Stunt
A PR stunt or an attempt at disrupting the flow of media dollars that appear at TV properties only time will tell. Whatever your feeling is, towards “Big Content” the economics, readership and the seemingly desperate feeling that comes with the appearance of this “stunt”, only time can tell whether it will be successful.
4 leagues, 60 teams. multi-author sports platform. The CHL Fancenter
Imagining a multi-authoring system that allows people from 4 leagues and 59 teams email to fans at the same time was a great goal. Creating processes, business rules, user experiences and delivery mechanisms that:
- increase open rates from 10% to 25%
- cut development time of the newsletter by 80%
- increase quality and quantity of display ads by 500%
- increase participation of teams by 200%
The design process started by researching and discussing needs with the four marketing organizations of the leagues to come up with a new business options, design and goals for the project. It required a full six months of revisions and adjustments to meet all the goals of the leagues and their 59 teams. This project, the first of its kind for the CHL required us to develop a unique set of tools for range of stakeholder requirements.
Collaborating with 60+ individuals across multiple timezones is complex! Business rules were created to define relationships between the individual team and leagues. Processes to gather, place content, administer users, manage ad buys, and delivery were developed to streamline the tools that would be created.
The user is important
From width to organization of content, a best practice analysis coupled with intuition, created layout options that placed focus on content from teams followed by a side by side space for league and the CHL.
The layout kept the team above the fold with a preview of the leagues below. This innovation to the layout increased clicks on ads and articles that previously were half the amount. The increase in clicks also drove more users back to the team, league and CHL sites which increased how many pages the user interacted with in the email period.
Area for all
The CHL email was segmented into three areas. The top part of the email was for the team. The teams were given two options in which to serve content to fans.
- Automated delivery pulls and places content from the CMS at point of delivery and sends it out to fans.
- Curated delivery allows the published content to be selected from the team/league site and be prioritized by the representative. The content is then placed in the template and reorganized through a customized wyziwig.
The regional leagues (OHL, WHL, LMJQ) and the CHL display in the email side by side. This was to shorten scroll length and allow the user to read from both sides at once.
- The template builder developed for each league allowed infinite content additions
- Content was synchonized via an API pulling selected content from the CMS.
- Content could be changed until delivery time and the ability to decide on a delivery date/time was implemented.
The Ad buy
National, regional or team level, ad planning is an important part of revenues to organizations like the CHL. Ad planning for a season or targeting by level and date created new offerings for marketers and streamlined the time needed to connect ads from sales to dev team by 80%
A place for each stakeholder
All users were given pre-credentialled dashboards that gave them full access to their user lists, schedules and builders.
Bring together the Fans
Previously email signups were being gathered by two separate systems. Bringing together the two sets fans and scrubbing duplicates nearly doubled the newsletter audience while cleaning out duplicates that were being stored by teams and leagues separately.
Pick a delivery mechanism that is proven to deliver.
Mailchimp was selected as the delivery partner and a 98.65% reported inbox delivery gave the team good reason to be happy. Mailchimp plays an active role in assuring delivery rates by having open lines of communication with major ISP’s. This in turn allows for good feedback loops to us on who was unsubscribed to keep from being blocked in the future.
We thank Jay Stewart of Spokane in the WHL who summed up our effort:
“Kudos on the design and backend of the new newsletter. Very easy to use. I’m sure it wasn’t an easy process so I wanted to let you know it is appreciated how well it has come off.”
Neuromarketing is getting serious, with four new Canadian entrants to the market in the past six months alone. These companies say they can tell what consumers really like even when participants don’t know themselves.
So, what is neuromarketing exactly? At its base level, it is the study of your brain. There are two types of technology that most often capture this information: Electroencephalography (EEG) and functional magnetic resonance imaging (fMRI). That being said, it is a fluid field with unclear boundaries.
Read more: Strategy Online
The conversation that I have most enjoyed the most over the last 20 years, is embodied by the “IT” device and the abundant polarizing issues that come with it. As of late, that conversation surrounds Google Glass and its ability to awe and irk in the same breath.
Note that Google is going to make a huge attempt at positioning this as a fashion item as much as a tool for journalists, adventure seekers etc. Partnerships with DVF are examples of showing its ability to document relevantly on the fly. The user experience being likened to that of an air force pilots heads up display, and the true success will be in that use voice to search, video, text, allowing for a seamless uninterrupted user experience that can integrate into our daily lives. These users will search for deals using maps, be presented only the content that matters to them. NO HANDS MOM, see everything and be envolved.
DVF (through Google Glass)
Experience the DVF Spring 2013 show at New York Fashion Week through the eyes of the people who made it happen—the stylists, the models and Diane von Furstenberg herself.
This wonderful 12 page spread by Vogue places Glass at the center of an absurd photo shoot where a future of fashion and technology comes together…supposedly.
Should it not work out for Glass as hoped we may soon see a colloquialism for or of the users of other great tech/gadgets that were not able to be accepted as true fashion statements because of their intrusiveness in our daily lives:
- Crackberiest : Messaging furiously while navigating obstacles to avoid causing injuries to innocent by-standards.
- Bluetooth douche : The device of choice for the seemingly schizophrenic discussing at full volume their take over the business world.
- Mobile videor (phone/pad): A concert, recital, sporting event, no place or moment goes without cataloging. Please don’t enjoy it, record it.
Only time will tell whether Vogue’s vision of the future will be relevant or issues surrounding individual privacy will make this brand position seem ridiculous.