Highlights: "Extending Brands Beyond the Page"

"Extending Brands Beyond the Page" with Colin Crawford (Media7), Chris Allen (Consultant), Clay Hall (Aspire Media), Don Peschke (August Home Publishing)

“Customers are at the center of everything “

§  20% learns by reading text

§  40% learns by photo/illustration/video

§  Some learn kinetically (via experience)

§  Others learn via 3rd person/1st person

“Sites should be created with the intention to sell “

“Publishers must engage in matrix marketing”

·         E-delivery

·         Subscription or pay per dpwnload

·         Targeted content (quick read <5min.)

·         Professional content

·         Designed for screen (not pdf)

·         Media Rich (text phone, video

·         Interactive

“We have to create multiple touch points to engage customers and draw on revenue”

Top Ways to Extend Your Brand:

·         Online back issues

·         Online books

·         Online video

·         Online subscriptions

·         Advertising

·         Traditional subscriptions

·         Create once and deliver often

·         Articles

·         Email newsletters (daily)

·         Blogs

·         TV program

·         Book features

·         After-life licensing

·         Events & workshops

·         Video (DVD) & streaming video

·         Online communities

·         E-commerce store

“All strategies should be directed at transactions”