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* MarketingSherpa Summit 2007 2007/05 Summit MarketingSherpa US$995


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Selling Online Subscriptions Summit 2007 - May 7-8 NYC

Join 220 subscription & paid content execs in NYC May 7-8th for:

  • 12 Case Studies incl. Blockbuster, TheStreet.com, ConsumerReports, & NASCAR.com
  • New paid content research data
  • Exclusive cocktail party

This May, 220 top executives of the paid online content and subscriber services industries will meet in NYC for MarketingSherpa’s 7th annual Selling Online Subscriptions Summit 2007 (Scroll down to see a list of who attended last year.)

You’ll bring home new practical tactics that will improve paid content sales — and profits — online. You’ll learn:

- How to turn more free content surfers into content buyers
- Search marketing - how to beat higher costs and increased competition
- Web 2.0 - can you sell subscriptions to blogs, podcasts, and user-contributed content?
- Online video and subscription sales
- Tips to grow typical subscriber lifetime (and lifetime value)

Presentations will include:

- New Paid Content Marketing Research: Stats on What Works - MarketingSherpa’s Research Team will reveal paid content sales data from their all-new studies, including:

    • Search marketing and email marketing stats
    • New data on pricing, conversion rates, and sales
    • Web site design trends - what tricks do top-performing subscription sites use that their competitors should consider? Presented by Stefan Tornquist, Research Director, MarketingSherpa

- How to Make Each Subscriber More Profitable - Retention, Cross-selling and Per Name Income - Are you truly getting the most lifetime value you could per subscriber? This panel of real-life subscription site executives will reveal specific tactics they’ve used to increase profits per account, including:

    • Special on-site messages to lapsing subscribers
    • Cross-selling subscribers on additional premium offers
    • Selling co-registrations, ezine ads, and permission-based list rentals

- How to Increase Subscription Offer Response Rates: Web Form Design & Email Tests - Want to increase the number of visitors who sign up for trials, convert to paid buyers, and respond to further email campaigns? Discover results from TheStreet.com’s past nine months of heavy Web form design and email campaign tests. Includes inspirational creative samples and tactical tips you can apply to your own subscription site.

- How to Get More Site Traffic to Convert to Free Trial Subscriptions with Credit Card - If you rely on getting site visitors to register for a trial with credit card required, this panel session is a must-attend. Discover the results of two recent tests two different subscription sites have used to increase registration conversion rates. Factors tested include single page versus one-page design. (Note: Results may surprise you.)

- Web 2.0 - Can You Sell More Subscriptions with Blogs, Podcasts, and User-Contributed Content? - If you add Web 2.0-style bells and whistles to your subscription service — perhaps ranging from online video uploads or personal profiles to user-generated blogs — will your subscriptions increase? Will subscribers be enthralled enough to pay?

- Search Marketing Panel: PPC & SEO for Subscription Sites in in 2007 - PPC costs are up and SEO-driven organic traffic is tougher than ever (especially for subscription sites that must hide much of their content behind a paid-only barrier.) In this session, you’ll get practical, hands-on tips from search marketing experts who have extensive experience with both PPC and SEO for subscription services. Be sure to bring your questions - and plan to network one-on-one with experts at the private cocktail party afterwards.

- MarketingSherpa Membership: Tough Lessons Learned From Our Own Launch - After a seven year build, and countless missed launch dates, MarketingSherpa at long last launched Membership Services online in February 2007. Discover our own lessons learned, including market research tactics that made all the difference to success.

- Exclusive Results: Blockbuster’s Online Subscription Offering vs. Netflix (and Hordes of Wanna-bes) - In Q4 2006, Blockbuster launched ’Total Access’, an online subscription program allowing members to order DVDs via the Web, receive them via postal mail and return them at up to 5,000 brick-and-mortar locations. And yes, Video on Demand is also on the drawing board.

Now the question is, "Will multi-channel content sellers beat online-only competitors?" (Should NetFlix, iTunes and Amazon be worried?) Blockbuster’s Scott Butler will be presenting *exclusive* marketing results data and lessons learned.

- How to Use Affiliate Marketing to Extend Your Subscription Marketing Reach Online - All major ecommerce sites — including eBay and Amazon — rely on affiliates to bring in a substantial amount of their revenue-producing traffic. Yes, many subscription sites have ignored affiliates, or treat the tactic as a red-haired stepchild. Discover how sites including ESPN, The Financial Times, The New York Times, Audible, and shockwave use affiliate marketing to rev up subscriptions.

- How to Improve Email Blasts for Time-Limited Special Subscription Offers - Are you planning a big subscription marketing push centered around a particular event? Time-limited offers can be nerve-wracking because so much is at stake. You’re investing a lot up front without being able to test and roll out as carefully as you might like to.

Discover how NASCAR.com marketers deployed a million emails around Talladega race weekend ... and optimized for results (tweaking the campaign as it was live) to sell subscriptions to their audio Raceday Scanner.

- How Software Companies Are Profiting By Offering Recurring Billing Services Online - Can software be content? You bet. Hundreds of software firms and ASPs such as Symantec now offer their solutions via online subscriptions. Discover the ins and outs of selling software online (also useful as a comprehensive basics course for content marketers):

    • Best practices in implementing recurring payment systems
    • Legal compliance and financial risk management challenges
    • Pricing, upgrades, cross-sales, and upsales
    • Technology and customer service ops behind successful subscription launches

- B-to-B Panel: Selling Site Licensed (Group Subscriptions), Individual Subscriptions, and Ancillary Premium Offers to Business Executives Online - Although most consumer marketing tactics for subscriptions can be applied to B-to-B sites, the reverse is not always true. That’s why this year we’re featuring a special B-to-B panel to address your unique challenges, including:

    • How to use search and viral marketing to gain narrowly targeted, B-to-B, traffic, and then convert thousands of those visitors to $500+ annual subscriptions
    • How to sell group subscriptions into to the Fortune 1000
    • How to cross-sell and upsell content and ancillary offerings (such as events) to small and medium business subscribers