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Events - Events archive - ORGL 2006 - programme
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Thursday 5 October 2006
SESSION 1
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Introductions + 25 revenue-generating ideas from around the world |
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After a quick round of introductions so that everyone knows where
everyone else is coming from, it's straight down to business with each
company presenting 3 online revenue-generating ideas that they have
implemented (2 successful, 1 unsuccessful) and asnwering questions from
the group. Describing the objective, method, execution, results, and
lessons learned to be applied in future will let all delegates benefit
from the experience of one ICMA member. |
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Delegates meet together for a networking buffet lunch |
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SESSION 2 |
Website walkthroughs |
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Each ICMA member company represented will walk the group through a live
demo of the main features of one of their online sites. This will
include the user (reader) functionality as well as the options
available to advertisers such as an online ad-placement service. The
group has the chance to ask ask questions, discuss different features
and compare to their own sites (e.g. how many clicks to place an ad?,
how can you track ad-taking inefficiencies?) |
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SESSION 3 |
DIY PHOENIX |
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This session will focus on the features and benefits of the PHOENIX
self-service page, its deployment and marketing, plus the sales support
tools that are available from Head Office. There'll be a refresher on
key categories for national and international ad sales, and the chance
for the group to feed back to ICMA.
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Group dinner in a central Amsterdam restaurant |
Friday 6 October 2006
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SESSION 4 |
Products, promotion and the sales process |
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What is the optimal online product to offer? How can you balance the
competing dmands of users and advertisers? And doesn't it make sense to
make the sales proposition core to the design of any online offering?
Delegates will be split into four teams and asked to design an online
classifieds site, deciding which 3 of all possible revenue-generating
features they want to include and a clear plan to promote their use.
They will create an easily-communicable sales story to support the new
product, and plan a marketing and promotion programme to launch it.
Each team will present back to the group, which will vote on the best
product and prizes will be awarded to the winning team. |
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SESSION 5 |
The numbers - packaging. pricing and metrics |
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This session will be a group discussion of what packaging and pricing
policies each company represented uses. The facilitator will capture
these, group them by type, and then delegates will debate the key
advantages and disadvantages of each to identify the most effective and
profitable strategies. To help delegates better understand how to
measure online audiences and the performance and effectiveness of their
product, there will be a detailed overview of key metrics commonly used
to quantify/qualify and sell online advertising, and delegates will be
invited to comment on their usability and effectiveness. |
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Delegates meet together for a networking buffet lunch |
SESSION 6
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People and performance - targeting, monitoring, motivating and improving |
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Delegates will break into four (different from previous) teams with
brief to develop a targeting strategy for print-online salespeople and
online-only, agree 3 critical KPI's for online sales people (how
do/should these differ from print sales people?), create an policy for
tracking of these KPI's and plan a coaching and motivational strategy
for the online sales operation. Each team should present back to the
group. |
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The
ORGLwill close with all delegates completing a Commitment Form,
detailing what they are going to do upon their return to the office,
plus their suggestions for future event content.
All of the ORGL proceedings will be written up by Head Office, posted
on the ICMA website and distributed directly to all ORGL delegates |
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