Building a Successful Direct Channel

Allen Noren (O'Reilly Media, Inc.)
Workshop New York West
Please note: to attend, your registration must include Workshops.
Average rating: ****.
(4.55, 11 ratings)

Are you considering going direct, or improving the direct channel you already have? Going direct provides you with a valuable connection to your customers, allows you to innovate and experiment quickly, and it can be very profitable. But there is much to consider before you begin. What’s the business case? Will your customers care, and what’s your differentiating feature? What tools and platforms are required? What’s the optimal team? How will you define success?

Using examples from O’Reilly Media and other publishers who have gone direct, this hands-on workshop will use actual examples of websites and infrastructure, tools, marketing materials and programs, and analysis. Attendees are highly encouraged to bring their own examples, anecdotes, materials, and questions.

What we’ll cover:

  • Building the business case
  • Defining the audience
  • Selecting the tools
  • Building a team
  • Creating marketing materials and programs that work
  • Thinking global
  • Using social media
  • The importance of customer service
  • Getting authors involved
  • Analysis
Photo of Allen Noren

Allen Noren

O'Reilly Media, Inc.

Allen Noren is VP Online at O’Reilly Media. He’s been with the company since 1992 when one of his first jobs was to maintain the O’Reilly Gopher site. He was a founding member of the GNN team that built one of the first commercial web portals, and was part of the group that created Safari Books Online, the O’Reilly ebook program, and online events. Allen is in charge of oreilly.com, the company’s ecommerce, news, and marketing portal.

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Comments

Eric Michie
02/14/2011 3:47pm EST

This started out OK, but the value stopped after the first 30 minutes. Then it was a lot of repetition without a lot of new ideas or answers.

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