The three key factors in ADLPartner’s success • Close ties with the major press publishers in France
> ADLPartner works with 120 press publishers
> More than 350 titles are offered
• The quality of the “live” customer file
> Alone: a “live” file of approximately three million customers
> In partnership: access to several million customers by means of a loyalty marketing strategy
• Unique direct marketing know-how
> From creating messages to maximising response-rates
> From invigorating sales to segmenting policies
> From optimising customer-relations to enhancing customer capital
> Varied know-how which can be applied to other cultural products
Recurrence of the subscription portfolio
The sustainability of ADLPartner’s business model is founded on the recurrence of subscriptions, guaranteeing steady and sound growth. With historical data spanning over 10 years, the Group is able to reliably calculate the average lifespan of open-ended subscriptions, a key visibility element for determining the subscription portfolio’s potential at the start of each year.
Strengthening of fundamentals in France
In France, ADLPartner is continuing to further strengthen its business model with the diversification of its services on new sales channels and the growing development of new partnerships. These trends are being accompanied by a proactive adaptation of marketing techniques and an acceleration in the use of new technologies, including the telecard and internet.
Other actions are being looked into and starting to be launched. More specifically, the “marketing solutions” range looks promising, with development set to pick up pace over the next few years.
For instance, this concerns the implementation of the Group’s sales and marketing techniques in order to reactivate customers that have become inactive.
Resizing of international activities
International activities, resized following the decisions taken on the UK and Switzerland, are expected to see a significant reduction in commercial investments.
In line with its strategy for selectivity, the Group is focusing on profitability, with various actions targeting markets with the best potential for development.
In Spain, new services are being offered and tested out on the reactivation of databases. In this way, marketing solutions operations are generating a strong level of interest among Spanish card issuers. Several operations have been launched, with encouraging results.
In Germany, efforts are focusing on developing new distribution channels. The Group is developing original telemarketing actions and looking to capitalize on opportunities for cross-selling by introducing certain innovations into its commercial policy.
In Brazil, the Group has continued with its test phase in order to obtain response rates and lifespans guaranteeing a satisfactory level of profitability on operations and optimizing its product mix. A further series of tests were launched at the beginning of 2008 on new distribution channels. The Group has remained particularly attentive to the level and quality of its commercial investments.
