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Why Target RFID Advertising Works

And how to get $500 worth of free PPC ads

Our Webinar will begin shortly.

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Why Target RFID Advertising Works

And how to get $500 worth of free PPC ads

Mark Roberti Founder and Editor

RFID Journal

Presentation Overview

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•  The RFID market today •  The challenge for RFID marketers •  The solution • Our free offer • RFID Connect • Questions and answers

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We Are Still in the Early Market

RFID Is Gaining Traction

•  Passive LF •  HF and UHF •  Active RFID •  RTLS •  Hybrid systems

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We see projects using all forms of RFID:

RFID has spread to all industries

RFID Journal readers come from these industries: Aerospace Agriculture Apparel / Footwear Automotive Aviation Building Maintenance Chemicals / Adhesives Construction Consulting / Business Services Consumer Electronics Consumer Packaged Goods Defense / Homeland Security Education Entertainment / Media

Financial Services Food Forestry Government Health Care High Technology IT Services Laundry Library Logistics Manufacturing Mining Oil and gas Packaging

Pharmaceutical Pulp and Paper Research Retail RFID/Data Collection Security Telecommunications Transportation Utility Waste Management

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RFID has spread to all countries Attendees at RFID Journal LIVE! 2012 came from 52 countries:

Argentina Aruba Australia Austria Belgium Brazil Canada Chile China Colombia Croatia Denmark Dominican Rep. Ecuador

Finland France Germany Hong Kong Hungary India Ireland Israel Italy Japan Jordan Malaysia Mexico Netherlands

South Africa South Korea Spain Sweden Switzerland Taiwan Thailand Trinidad Turkey United Arab Emirates United Kingdom United States Venezuela Vietnam

New Zealand Nigeria Norway Pakistan Panama Peru Philippines Poland Portugal Romania Russia Saudi Arabia Singapore Slovenia

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RFID has spread to all countries RFID Journal readers live in 214 countries and territories.

Afghanistan Albania Algeria Amer. Samoa Andorra Angola Anguilla Antigua Argentina Armenia Aruba Ascension Isl. Australia Austria Azerbaijan Bahamas Bahrain Bangladesh Barbados Belarus Belgium Belize Benin – Bermuda Bhutan Bolivia Bosnia Herz.

Botswana Brazil – Brunei Bulgaria Burkina Faso Burma Burundi Cambodia Cameroon Canada Cape Verde Cayman Islands Central African Rep. Chile China Christmas Island Colombia Congo Cook Islands Costa Rica Côte d'Ivoire Croatia Cuba Cyprus Czech Republic Denmark Djibouti

Dominican Rep. Ecuador Egypt El Salvador Equatorial Guinea Eritrea Estonia Ethiopia Falkland Islands Faroe Islands Fiji Finland France French Polynesia Gabon Gambia Georgia Germany Ghana Gibraltar Greece Greenland Grenada Guam – Guatemala Guyana Haiti

Honduras Hong Kong Hungary Iceland India Indonesia Iran Iraq Ireland Isle of Man Israel Italy Jamaica Japan Jersey Jordan Kazakhstan Kenya Kiribati Korea, North Korea, South Kosovo Kuwait Kyrgyzstan Laos Latvia Lebanon

Lesotho Liberia Libya Liechtenstein Lithuania Luxembourg Macao Macedonia Madagascar Malawi – Malaysia Maldives Mali Malta Marshall Isl. Mauritania Mauritius Mexico Micronesia Moldova Monaco Mongolia Montenegro Montserrat Morocco Mozambique Myanmar

Namibia Nepal Netherlands Netherlands Antilles New Caledonia New Zealand Nicaragua Niger Nigeria Norfolk Island Norway Oman Pakistan Palau Palestine Panama Papua New Guinea Paraguay Peru Philippines Pitcairn Islands Poland Portugal Puerto Rico Qatar Romania Russia

Rwanda Saint Helena Saint Kitts/Nevis Saint Lucia Saint Martin Samoa San Marino Saudi Arabia Senegal Serbia Seychelles Sierra Leone Singapore Slovakia Slovenia Solomon Islands Somalia South Africa Spain Sri Lanka Sudan Suriname Swaziland Sweden Switzerland Syria Taiwan

Tanzania Thailand Togo Tonga Trinidad/Tobago Tunisia Turkey Turkmenistan Turks/Caicos Tuvalu Uganda Ukraine UAE United Kingdom United States Uruguay Uzbekistan Vanuatu Vatican City Venezuela Vietnam Virgin Islands Yemen Zambia Zimbabwe

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RFID Impacts Many Functional Areas within Companies RFID Journal readers work in these departments:

Engineering Finance Information Technology Management Maintenance Manufacturing Merchandising Operations Packaging

Research and Development Sales/Marketing Security Six Sigma Supply Chain/Logistics Warehouse/Inventory Management Yard Management

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The Challenge for RFID Marketers

•  40 or more industries •  200 or more countries •  And 16 or more

functional areas within their companies

Find early adopters who are spread across:

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RFID Journal’s Strategy

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•  Attract end users with high-quality content •  Early adopters are drawn to us because

we offer so much free information •  The Venus Fly Trap approach

– We have 90,000 active registered users – About 72,000 of these are end users

These End Users Are Struggling

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•  They don’t know what products are available, and they don’t know which vendors can help them

•  The most widely recognized RFID brand was known by just 34% of end users*

2011 Branding Report, Burnell Reports

Connecting Buyers and Sellers

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•  We created RFID Connect to enable event attendees to reseach vendors and vendors to reach out to attendees

•  We list exhibitors by product category at RFID Journal LIVE!

•  We created an Ask the Experts booth at LIVE!

Our New Solution: Targeted ads

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•  Your ad is shown to only those interested in your solution

•  We can further narrow by continent, U.S. state or country

•  Ad should click through to a page offering something to capture reader’s contact details

How Targeting Works

•  Someone comes to or site and searches for a topic, clicks on a link in a newsletter or finds an article via Google

•  They expresses an interest in a solution by clicking on an article about, say, jewelry tracking

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Match the Ad to the Interest •  We show ads based on the topics in the

story (this is not fixed on a term)

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Capturing the Lead •  Ideally, the reader

comes to a landing page offering a white paper, video or other asset

•  The person enters their contact details to get the information

•  You capture the lead

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•  $12 per click leader board

What Does It Cost?

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$12

$10

$7

Why we charge more than Google •  Our audience is more qualified, so you get

a better, more educated lead •  We are offering full, animated banner ads •  You get valuable branding even

when a reader doesn’t click •  Your brand is associated

with RFID Journal’s highly respected brand

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Our Offer: $500

•  You create a landing page with a lead capture form and a giveaway

•  Create an ad to drive people to that page

•  We will give you $500 worth of clicks

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Why are we doing this? •  Because we know many of our readers

want your products

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•  And because we know the only way we will grow our business is by helping you grow your business

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Why not just go to a mass-market site?

90% of Companies Will Not Deploy

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Other Opportunities: RFID Connect

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•  List your product at a low cost

•  End users do search for products

•  More users as database and market grows

Why List Your Products?

•  It’s inexpensive (as low as $9.99 per quarter) •  1 lead can easily justify time and expense •  Higher listings allow you to see

who viewed your profile and products

•  You get an alert when someone views one of your products

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How to Use RFID Connect •  Think lead generation, not cash flow •  Show a wide variety of products, so

people will search and find them •  Think about keywords and

put them in your description •  Package up solutions

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I gest requests for: •  Starter kits •  Sample tags •  Handheld, tags and simple

software •  Specialized tags, such as

those for an autoclave •  Software solutions

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Lead Capture

•  You can use RFID Connect to capture leads

•  List a white paper, case study or product specs

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Lead Capture on RFID Connect •  User enters their

name, email address and phone number

•  That information is e-mailed to you

•  Use this alone or with targeted ads

Information Request Form

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Summary •  There are a relatively small number of

companies that will invest in RFID today •  They are spread out by geography, industry •  We need to target them to let

them know solutions are available to their problems

•  We need to be smarter about the way we spend marketing dollars

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RFID Vendors Need to Target

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•  Go where the early adopters are •  Focus on those interested in your solution •  Don’t waste money marketing to those on

the other side of the chasm •  Don’t waste money

marketing to those not interested in your solution

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