Day One Wednesday 12 May

08:00
Registration, coffee and networking

09:00
Opening remarks from the Chair

Crispin Blackall
Manager Partner
Creates Digital

09:10
How can Aussie subscription businesses compete on a global stage?
  • New global trends you need to know about
  • Models that make money
  • Great customer experiences (and service)
  • How does Australia currently stack up globally?

Rose Herceg
Chief Strategy Officer
WPP AUNZ

Capitalising on the unique advantages of subscription
09:40
Making the most of the subscription channel
  • Defining the differences between rental, subscription, retainer-based, loyalty and membership businesses
  • What products and services are best suited to subscription?
  • What attracts clients to a subscription rather than one-off transaction?
  • Should you bootstrap or seek investment to make a subscription product more likely to be successful?

Speaker to be announced

10:10
Connecting with your clients beyond the consumption model – subscribers as ‘members’
  • Moving beyond generic convenience to offer personalised services and unique spaces so subscribers feel valued
  • Positioning your offering in collaboration with prestige brands to create holistic, luxury experiences
  • Adding value by creating experiences between members that result in meaningful encounters, conversations and connections
  • Does ‘going the extra mile’ translate into increased loyalty?
  • Standing out with a clear message and attracting the ideal target audience in a competitive market

Soren Trampedach
Founder
Work Club

10:40
Networking coffee break
11:10
Partner Presentation
Making lemonade - subscription in the time of COVID-19
11:40
CASE STUDY: How Liquor Loot kept subscribers on board and actively grew business through the 2020 lockdown
  • Building loyalty and retaining existing customers through a crisis
  • Keeping the pipeline open: strategies for effective advertising
  • Communicating with and responding to changing subscriber demands and sentiment
  • Matching retention strategy with during different stages of a crisis (eg beginning of a crisis, launch of government support, lock-down mode, lift of restrictions, crisis as ‘business as usual’)

Joel Hauer
Founder
Liquor Loot

12:10
PANEL DISCUSSION: How can subscription businesses build resilience to catastrophic events?
  • How did COVID-19 effect business and how have adjustable restrictions changed things?
  • With so much uncertainty, how can we predict buying patterns in the longer term?
  • Did you have any formal crisis management plan in place before COVID-19? (And how helpful was it?)
  • How can subscription businesses build resilience against unforeseeable external crises?
  • Which subscription businesses responded well and built resilience during COVID-19?

Moderator:

Crispin Blackall
Manager Partner
Creates Digital

Panellists:

Soren Trampedach
Founder
Work Club

Mark Renshaw
Chief Marketing Officer
SiteMinder

Joel Hauer
Founder
Liquor Loot

12:55
Networking lunch
Creating a strong and valuable offering for your subscribers
13:55
Creating a subscription proposition too valuable for clients to pass up
  • Configuring your product/service specifically to deliver economic outcomes for clients
  • Adding and refining features designed to make doing business easier and more profitable for users
  • Building prestige into your offering as an incentive to upgrade from base user to top tier
  • Becoming so integral to users’ business that they cannot risk unsubscribing, without making them feel kidnapped or threatened

Michelle Klobas
Services Director
Gallagher Bassett (GB)

14:25
Reinventing an existing business to a subscription model

Aspire42 brand ‘Snaffle’ offers consumers the flexibility to infinitely update to latest tech; it’s a rental company taking advantage of the subscription model

  • Converting traditional ‘hand-held / white-glove’ business practices into subscription channels
  • Streamlining existing brands and operations into an easy-to-understand consumer offering
  • How COVID-19 and a looming recession have created the right environment for subscription
  • How do you get subscription to work for FMCD v FMCG?
  • Defining your target market and creating a brand that meets their needs and aspirations

Paul Winslow
Chief Marketing Officer
Aspire42

14:55
Networking coffee break
15:25
Managing the customer journey from initial interest to long-term relationship
  • Scoring leads to ensure the hottest prospects get the most attention
  • Segmenting and nurturing prospects with an automated email campaign
  • Managing personalised communication with subscribers to keep them happy
  • Drilling down into customer data to find and resolve pain-points
  • Integrating your offering into clients’ businesses and lifestyles
  • How to ‘lock in’ subscribers without a lock-in contract

Andrea Dixon
Senior Marketing Director, JAPAC
DocuSign

15:55
PANEL DISCUSSION: What is best practice in subscription marketing?
  • How does subscription marketing differ from mainstream marketing?
  • What tools are needed to execute powerful data driven campaigns in the subscription arena?
  • Does a clear customer journey help in finding the sweet spot for satisfying clients?
  • How to continuously add value to your subscription and extend subscriber lifetime value

Moderator:

Crispin Blackall
Manager Partner
Creates Digital

Panellists:

Michelle Klobas
Services Director
Gallagher Bassett (GB)

Andrea Dixon
Senior Marketing Director, JAPAC
DocuSign

16:40
Closing remarks from the Chair
16:45
End of Day One and Networking drinks
19:00
Event dinner