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The Secret Sauce to Marketing in 2015
Diane GianniniVice President,
Corporate Sales
Leif NevenerSales Engineer,
Corporate Sales
PetroleumPower
Public Safety
Water
Dental
Electronics Optoelectronics
Aerospace & Defense LEDs and Lighting
THE MARKETS
WE SERVE
Your customers don’t read magazinesYour customers don’t use digitalMagazine advertising doesn’t workYou have loyal customers, so you don’t need to advertiseYour management team doesn’t “get it”
1234
5
5 COMMOM
MISCONCEPTIONS
Marketer Success
Defined
Objectives
1
AudienceEngageme
ntData
2
3
ClearSucces
sCriteria
AgileMarketing Approach4
4 KEY
ELEMENTS
THEBRAND
ADOPTIONPROCESS
Positioning
Perception
Awareness
Preference
STAGES OF THE
BUYING PROCESSRESEARCH
EVALUATION
PURCHASING
7
MAKING CONNECTIONS WITH A
WINNING MARKETING
MIX
Audience Survey Data
2015
RESPONDENT DEMOGRAPHICS
1%20 or under
14%21 - 30 22%
31 - 40
23%41 - 50
22%51 - 60
16%61 - 70
2%71 or over
Offshore - 2015 Readership Survey
RESPONDENTAGE RANGE
Well-rounded
age range providing a
compelling representation
of the market
Offshore - 2015 Readership Survey
RESPONDENTYEARS IN INDUSTRY / PROFESSION
Roughly
50% of respondents have been in the industry
>20 years
15%Less
than 5 years
15%5 to 9 years
13%10 to 14
years8%
15 to 19 years11%
20 to 24 years
11%25 to 29
years
27%30
years or more
75% Use the Offshore
Website
71%Receive the
Offshore email
Newsletters
OFFSHORE
MEDIA USAGE
58%Subscribe to the
Offshore
Digital magazine
55%Subscribe to the
Offshore
print magazine
BUYING BEHAVIOR
Industry / Magazine Website
Search Engines
Email Newsletters
Digital Magazines
Whitepapers / Technical Documents
62%
61%
55%
54%
49%
Industry Events / Conferences
Print Magazines
Books
Referrals from colleagues
Magazine Advertising
65%
50%
31%
52%
64%
Offshore - 2015 Readership Survey
TOP 5 MEDIA SOURCESTHEY RELY ON
Offline Online
MEDIA CHANNELS VARY DURINGBUYING PROCESSResearch
Industry MagazinesBuyers’ Guide/Product DirectoryIndustry Events/ ConferencesEmail NewslettersIndustry Media Websites
EvaluationIndustry Media WebsiteSupplier/Vendor WebsitesWhite Papers / Technical Documents
Purchasing Supplier/Vendor WebsitesWhite Papers/Technical Documents
Offshore - 2015 Readership Survey
BIG CHANGES IN MEDIA USAGEINCREASE
Increased
34% 42% 44% 51% 52%
87% said “Yes”
Answer Options ResponseI can be more knowledgeable in the questions I ask 66%
Helps me decide whether or not we should contact the vendor 58%
I feel more confident discussing the technology and products with the vendor
57%
Gives me perspective about where their products fit versus their competitors
55%
Gives me assurance that the vendor might meet our needs 53%
Lets me know what the vendor stands for (experience, performance, support, etc.)
50%
Prior to seriously considering a different vendor or meeting with their rep, do you prefer to have already gained insight into the company or product via its communications programs (i.e. advertising, promotion, sponsorships, etc.)? Why?
Offshore - 2015 Readership Survey
MARKETING COMMUNICATIONIS ESSENTIAL
more likely to evaluate products and
systems from
alternative vendors, compared
to 5 years ago
58%
Offshore - 2015 Readership Survey
OPPORTUNITY TO INCREASEMARKET SHARE
New Technologies
Personal Brand Loyalty
Referral from Colleagues / Peers
Price
Reputation / Brand of Company
Customer Service
Functionality of Product / Specification
Quality
0% 20% 40% 60% 80% 100%
26%
36%
57%
63%
79%
87%
89%
Very Important Somewhat Important Not Important
Offshore - 2015 Readership Survey
WHAT’S IMPORTANTPURCHASING CRITERIA
MAGAZINES
QR Code
Special offers / incentives
Visual appeal
Link to more information
Company-focused message
Product-focused message
Technology-focused message
4%
15%
28%
28%
31%
47%
67%
Offshore - 2015 Readership Survey
COMPELLING MAGAZINECREATIVE CONTENT
74% Either don’t
know what they are, or don’t use
them
26%Yes, I am familiar with QR
codes and I do use
them
55%Yes, I am familiar
with QR codes, but I do not use them
19%No, I am not famil-iar with
QR codes
Offshore - 2015 Readership Survey
MAGAZINE ADSQR CODES – SHOULD YOU?
Visited the company's website
Shared the ad with a colleague
Clicked on the advertisement
Saved the ad for future reference
Recommended and / or purchased the product or service
70%
42%
35%
32%
25%
Visited the company's website
Shared the ad with a colleague
Went to a link on the advertisement
Saved the ad for future reference
Recommended and / or purchased the product or service
69%
41%36%
31%
22%
Print Digital
Offshore - 2015 Readership Survey
MAGAZINE ADS WORKREADERS TAKE ACTION
More than 89% took some action!
“TRADITIONAL” DIGITAL
Do you click on online/digital ads from the following?
74% 68%53%
30%12%
Offshore - 2015 Readership Survey
ONLINE ADSINDUSTRY SITES MOST TRUSTED
Offshore - 2015 Readership Survey
COMPLEMENTARY ADSONE IMPACTS THE OTHER
of users are
MORE LIKELY to
CLICKon an online ad if they have seen the company
before in an industry magazine
78%
Offshore - 2015 Readership Survey
Visited the company's website
Research the product, service, or company that was in the
advertisement
Clicked on the advertisement
Shared the ad with a colleague
Recommended and / or purchased the product or service
65%
46%
35%
34%
17%
WEBSITE ADS WORKREADERS TAKE ACTION
Video: 46%
Photo Galleries: 53%
Offshore - 2015 Readership Survey
ENHANCEMENTS = ENGAGEMENTRICH MEDIA ONLINE ADS
Offshore - 2015 Readership Survey
85%
Are
interested in watching
regularly scheduled, online
videos about the industry and
their jobs
ENGAGING CONTENTONLINE VIDEO PROGRAMMING
MOBILE TECHNOLOGY
Currently own or plan to buy in the next 12 months
87%60%
28%
6%
17%
11%
Currently Own Likely to Purchase Do Not Use
Offshore - 2015 Readership Survey
MOBILEDEVICE OWNERSHIP
Smart Phones
Tablets E-reader
Offshore - 2015 Readership Survey
MOBILE EXPERIENCEMUST HAVE
89%of users said a GOOD mobile
experience is IMPORTANT
to them
Windows phone
Windows tablet
Blackberry phone
I do not use any of the above.
Android tablet
iPad
Android phone
iPhone
5%
6%
9%
10%
16%
27%
37%
43%
Offshore - 2015 Readership Survey
MOBILE FOR BUSINESSDEVICES USED
Offshore - 2015 Readership Survey
MOBILE DEVICEBUSINESS USES
Smart Phone•Read and respond to email•Search the Internet•Follow Breaking News•Use Social Media•Read Industry Articles•Watch Videos
Tablet•Watch Videos•Read Industry Articles•Access Digital Magazines•Search the Internet•Read Books•Follow Breaking News
THE SOCIAL MOVEMENT
LinkedIn Facebook YouTube Twitter G+ Instagram Pinterest
73%
53%
24% 19%11% 10% 7%
Offshore - 2015 Readership Survey
SOCIAL MEDIA CHANNELSACTIVE PROFILES
83%
35%
10%
Offshore - 2015 Readership Survey
SOCIAL MEDIAFOR BUSINESS CONNECTIONS
RESOURCE FOR NEWS/ARTICLES
66%
28%
17%
Offshore - 2015 Readership Survey
SOCIAL MEDIA
Your customers read magazinesYour customers use digitalMagazine advertising worksYour customers aren’t so loyal, you need to advertiseYour management team will “get it”
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5
5 PROVEN
FACTS
Thank You!
40
Leif NevenerSales [email protected]
Diane GianniniVP, Corporate Sales [email protected]
http://www.linkedin.com/in/dianegiannini
@Dianegiannini
http://www.linkedin.com/in/leifnevener
@Leif5233