08:15
Registration, coffee and networking
09:00
Opening remarks from the Chair
Crispin Blackall
Manager Partner
Creates Digital
09:10
Harnessing the trends that can deliver results for subscription businesses
- Tech and creative trends in content
- How social media can help subscription business
- Performance marketing and sales enablement
Richard Brett
Chief Executive Officer
opr (Ogilvy Public Relations Australia) and Ogilvy Health
Daniel Young
Managing Director
Pulse, part of Ogilvy PR
Capitalising on the unique advantages of subscription
09:45
PANEL DISCUSSION: How do businesses make the most of the subscription channel?
- What are 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 transactions?
- Should you bootstrap or seek investment to make a subscription product more likely to be successful?
Moderator:
Crispin Blackall
Manager Partner
Creates Digital
Panellists:
Emma Hendry
Non Executive Director
TIKS
Ed Stevens
Entrepreneur in Residence / Electric Vehicle Subscriptions
AGL Energy
Ryan Macpherson
Chief Executive Officer
Coassemble
10:30
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
Ed Stevens
Entrepreneur in Residence / Electric Vehicle Subscriptions
AGL Energy
11:05
Networking coffee break
Making lemonade - subscription in the time of COVID-19
11:35
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:
Mark Renshaw
Chief Marketing Officer
SiteMinder
Joel Hauer
Founder
Liquor Loot
Tom Lawrence
Founder & Director
Swanky Socks
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)
14:30
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
15:05
Networking coffee break
15:35
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
16:10
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
Ryan Macpherson
Chief Executive Officer
Coassemble
16:55
Closing remarks from the Chair
17:00
End of Day One and Networking drinks