Business of Craft Episode 33 Chris Wright
WELCOME TO EPISODE #33 OF BUSINESS CRAFT
My guest today is Chris Wright of Prime Publishing. Chris has worked in publishing since 1988 and has a lot of knowledge about digital advertising. I wanted to get his take on the current landscape and pull out some best practices for our listeners.
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#1 Let’s start with a little background on Prime Publishing, a company focused on digital media using a combination of site, e-newsletter, solo email, and social media. [2:08]
#2 I worked at Interweave Press for many years selling ads so I get a lot of questions about how digital media has really replaced print advertising. Are you seeing that trend as well with Prime? [4:26]
#3 Can you give us an example of testing ads, what that might look like and why it should be done in the digital space? [6:08]
#4 Your example describes doing a split test right down the middle of the list. Do you ever take a small section to test with before you use the entire list? [8:19]
#5 Tracking is always tricky with print and I think that folks flocked to digital because they could better track the ROI. Can you share with us more about how ads are tracked? [10:29]
#6 Along with the metric or statistics from a digital campaign program with Prime, do you provide any benchmarks to measure the success of a campaign? [15:38]
#7 I know at Prime, you’ve got a huge social footprint with nearly 4.6 million fans and followers. How many different crafting sectors does that cover? [17:34]
#8 What would you say is the best-kept secret with regard to getting the biggest bang for your buck out of digital ads that you can share with our listeners? [19:40]
#9 Do you think, with Amazone Prime and how the landscape is changing, that an offer of free shipping is table stakes now? [22:47]
#10 Other than sales, how else have you been involved in the Craft / DIY industry? [25:17]
#11 Do you think trade shows and conventions will remain relevant going forward? [26:57]
#12 I noticed that Prime is branching out to include content on recipes and other DIY topics. I’m a big fan of “lifestyle content” and I wonder if you could tell us more about that strategy? [28:34]
#13 How much of a total marketing budget would recommend a small biz owner dedicate to digital? [32:44]
#14 Can you clarify what a desktop notification is? [34:09]
#15 Is that available on mobile devices? [35:06]
#16 We have clients reporting great success with newsletters but if you had to pick one digital tool to get started with for digital media, what would you recommend? [35:59]
#17 How is a solo e-mail different from an e-newsletter? [36:49]
#18 What’s the worst mistake an advertiser can make with a digital program?[38:46]
#19 Are you optimistic about print mags in the craft space or do you think their days are numbered? [41:44]
#20 Being a publisher, if you had a billboard and could publish a short sentence, what would it be and why? [44:05]
Additional Resources
Browser Push Notifications: http://www.connecto.io/kb/knwbase/web-push-notifications-what-are-they-and-why-you-should-use-them/
Glossary to some of the vocabulary we used in the show: https://passion.digital/digital-marketing-glossary
Three Billboards Outside Ebbing, Missouri movie: http://www.imdb.com/title/tt5027774/