the secret sauce to marketing in 2015 diane giannini vice president, corporate sales leif nevener...

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”

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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


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%


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


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?


MARKETING COMMUNICATIONIS ESSENTIAL

more likely to evaluate products and

systems from

alternative vendors, compared

to 5 years ago

58%


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


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%


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


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%



Went to a link on the advertisement

Saved the ad for future reference


69%

41%36%

31%

22%

Print Digital


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%


ONLINE ADSINDUSTRY SITES MOST TRUSTED


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%



Research the product, service, or company that was in the

advertisement

Clicked on the advertisement



65%

46%

35%

34%

17%

WEBSITE ADS WORKREADERS TAKE ACTION

Video: 46%

Photo Galleries: 53%


ENHANCEMENTS = ENGAGEMENTRICH MEDIA ONLINE ADS


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


MOBILEDEVICE OWNERSHIP

Smart Phones

Tablets E-reader


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%


MOBILE FOR BUSINESSDEVICES USED


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%


SOCIAL MEDIA CHANNELSACTIVE PROFILES

83%

35%

10%


SOCIAL MEDIAFOR BUSINESS CONNECTIONS

RESOURCE FOR NEWS/ARTICLES

66%

28%

17%


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

mailto:[email protected]

mailto:[email protected]

http://www.linkedin.com/in/dianegiannini

the secret sauce to marketing in 2015 diane giannini vice president, corporate sales leif nevener...

Documents

magazines slide

market slide

essential slide

offshore print magazine

corporate sales slide

buying behavior slide

offline online slide

offshore website