About Mumbrella’s 2015 Kickstart Week (and the marketing problem we’re trying to solve)

You had me at free.

how about kickstarting a name that doesn’t suck ass juice from “kickstarter”?

The content is wide-reaching and thus a very broad target market. Change your selling model. One year subscription: $450. 24hour access: $25.

The big players in marketing/sales/advertising (and there are plenty of them) can justify the $450 easily and $25 is a no-brainer for everyone else who needs niche info at a particular time.

It is good, useful. But I had to try it to understand that. You need to sell it better on the home page so I understand what I’m going to get.

Identify your target market and talk to them. Get them into a room and ask them how they use it, why they need it, why they don’t need it, why they might need it, when they need it, who asks for it, who pays for it? Then get the price point right. Make it the Bible. My gut feel is: Ad sales, agency freelancers, BDM’s, and BTL, ATL, OTL agencies chasing new biz and new marketing managers that need three quotes. I haven’t looked at The Source for about 18 months so I will have a quick look now and add some agencies that i know if you don’t already have them listed. I am looking for a facilitators job and solving marketing problems is what I do. Happy to help you with a workshop should you decide to go down that road.

Have promoted this great initiative on Linked In
Good news to the widest audience will attract those in the hunt for what is a unique service.

Focus on value added to the user. I didn’t see much about how the product will help the customer in the article, which should be the #1 focus. Maybe it’s benefits are obvious to some, but perhaps focus on the dramatic benefits and consequences of using this service. Thanks for your time.

What you are here doing is a great start. Being an SEO geek, and ex media sales, I’d take the Google approach. If I wanted to find out who the media planner was for client X I’d Google [media planning] [client]. Sometimes it would work but for the majority it wouldn’t, so a great opportunity exists right now if you want to put in the effort. Thi would involve the creation of optimised landing pages on the edge the paywall teasing users with the fact you have the information they seek, which gives the user confidence you have the information they are looking for. Sooner or later they will cave and purchase a subscription because your directory kept showing up in results for all those other clients they needed info on. You can partially (and I mean at a minute level) auto-generate pages of content from your database for all the applicable variants a user would normally search for. From there its just a matter of fleshing out each page. Easy for you journos! Let me know if you need a hand. Cheers!

Let us know when you’re going to launch a sponsored content section on Mumbrella Australia. Seems odd this offering was made available to the industry in Asia first, unless Mumbrella Asia is now supposed to be the flagship?

I agree with changing the subscription model. We don’t all have big marketing budgets, so it would be great if after the 30 day free trial (which is a great idea that you should keep), one listing per day could be viewed for free and if they want to view more after that, users have to subscribe. (I am unsure about keeping the users credit card details during the free trial though as I have read that some people strongly object to this). One month, three month, 6 month and 12 month subscription options could also encourage a wider audience to subscribe (that’s if you want an audience with a range of budgets to subscribe).