Evoca 2021

This is the story of the fireside chat @xavi.beumala will be having with Tara

INITIAL IDEA

SPEECH

For a title, we propose “The keys to subscriber retention.” I don’t think there’s a section for blurbs on the website, but do let us know if you’d like the title expanded into a blurb…

As we discussed, Tara will be doing a deep dive into retention and subscriber engagement in her speech, looking at how publishers can build customer value, apply retention tactics at the point of cancellation, and use measurements such as RFV. This speech will be 30 mins long with 10 mins for Q&A at the end.

We talked about how the Spanish publishers’ market is around 3-4 years behind the UK & US market, with fewer metrics and systems in place for subscriptions, so that gives us an opportunity to add value.

TARA’S RESPONSE

I wonder if we can consider another idea for the event. Having delivered quite a few of these now, I think a more interactive session based on a real life case study / example might be more engaging for the audience.

We worked with El Pais, on a project led by Noemi Ramirez Garcia who I understood participated in the 2019 version of this event. The project focussed on growing their subscriber base and tackled similar themes to the below - how to drive retention, acquisition, etc. Perhaps we can cover some of the relevant insights and lessons for other publishers as part of this instead? I can ‘interview’ Noemi, similar to a fire-side chat format - and complement her comments with a broader perspective from our work with other publishers.

What do you think?

It might help to understand who has registered and the other topics that will be covered as well as any preferred topics participants may have shared.

AFTER SPEAKING WITH PEPE WE CAME UP WITH:

the idea of the format that you have proposed seems interesting to me (Noemi is a friend of mine and is a fantastic speaker) but El Pais has already participated in two other round tables and I could not give it more prominence than the rest of the media because it would generate problems with other participants (Gabriela Bolognese at Elmundo also participated in FT strategies). I think that the conversacion formula is very good, and that we could do an informal interview type (fireside chat with Xavi at Marfeel I think it is a good option) in which different success stories from different media companies were discussed (better if they are not Spanish cases).

In the different talks we will discuss data and B2B subscriptions by Factiva. Elpais, elconfidencial and Eldiario will talk about the subscription market in Spain (their experiences during these two years), then we will talk about propensity models (El Español, La Vanguardia, El Mundo), later on, Trevor Kaufman CEO at Piano will expose the future trends and we will have also a round table about subscriptions in local media. We will finish with a round table about new formats (podcast, VoD, etc).Next week we will be able to share the list of registered participants.I hope this format suits you, if you have any other questions please don’t hesitate to ask me.