Solving Subscriptions

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Floor 40 The Gherkin

30 St Mary Axe

London

EC3A 8EP

United Kingdom

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The Kite Factory Presents: Solving Subscriptions

About this Event

The sustainable financial performance often delivered by stickier customer relationships has seen a boom in e-commerce subscription and direct to consumer brands. But what could new entrants in this space learn from established subscription experts like publishers and charities? And as importantly, where are the traditional models now falling short as new entrants step up the innovation?

Join The Kite Factory and special guests for a morning of thought-provoking talks and exploration into the dynamics and considerations in this disruptive space.

AGENDA:

8:30 Breakfast and registration

9:00 Welcome and introduction

9:05 Solving subscriptions: Who, What, Why?

Rik Moore, Head of Insight, Planning & Strategy, The Kite Factory

Showcasing the findings our latest white-paper, Rik presents a bird’s eye view of today’s evolving subscription landscape, where brands are missing a trick and the disruption behaviours needed to succeed.

9:20 Building a successful subscription brand

Hear from our panel of marketing leaders as they share their view on what makes a successful subscription brand, as well as learnings in adopting subscription behaviours into their business.

Panel discussion moderated by Nicky Kemp, Managing Editor, Creative Brief:

• Sarah Wilkinson - Marketing Director, Birchbox

• Luis Lacerda - Director of Marketing, HelloFresh

• Gregor Angus - Co-Founder & CEO, True Royalty TV (ABM Communications)

• James Burton-Lee - Head of Customer Acquisition, David Lloyd Leisure

9:45 Getting personal: Why personalisation is pivotal

Sarah Faust, Insight Manager, The Kite Factory

Sarah explores the most important pillar in the subscription model and how being smarter with customer data can not only surpass customer expectation for an instant enriched experience, but also identify opportunities for deeper, long term relationships.

10:00 Coffee break

10:15 The future subs business model:

Live podcast with Co-Founders of Wax/On, Ben Hooper & Mark Runacus

Mark and Ben are joined on stage for a live recording of their fortnightly advertising podcast Wax Lyrical, by Fiona Spooner, Global Marketing Director at the FT and Tom Ollerton, CEO of Automated Creative and Presenter of the Shiny New Object podcast, to discuss how the subscriptions business model will evolve.

10:35 How to survive the Unsubscribe: Finding & keeping your most valuable subscribers

Dr Simon Moore, Chartered Business & Consumer Psychologist

Failure of understanding your customer is a common acquisition fail. Dr Simon Moore explores how brands need to revisit the journey we’re asking customers to take, key interactions and potential ‘nudges’.

10:55 Changing the ask in modern day publishing: Fireside chat with The Guardian

We talk to Richard Furness, Manging Director of Consumer Revenues at The Guardian about the publisher’s commercial relationship with their readers, the true value of their content and how they successfully avoided the paywall strategy.

11.20 Q&A and close

Date and Time

Location

Floor 40 The Gherkin

30 St Mary Axe

London

EC3A 8EP

United Kingdom

View Map

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