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