WE STAND FOR INTERNATIONAL MARKETING IN THE RAIL INDUSTRY

Transcription

1 WE STAND FOR INTERNATIONAL MARKETING IN THE RAIL INDUSTRY INNOTRANS PACK Web campaign and Print media MEDIA KIT 2018

2 INNOTRANS INFORMATION EVERYBODY'S HERE! InnoTrans is the world s leading trade fair for transport technology and thus a media event of international significance. Over media representatives from 49 countries reported on InnoTrans The work of the press and PR department, however, focuses not only on the actual fair but also on providing journalists and media representatives with continuous, up-to-date news about the InnoTrans during the time when the show is not running. This press area contains press releases; an extensive photo archive and the online version of the InnoTrans Report B2B magazine. Accreditation for the trade fair can also be obtained online here from June 2016 onwards. In addition to this, we offer numerous press services for journalists and exhibitors both before and during InnoTrans. They include the Innovation Report and the press guide. The InnoTrans press team is happy to answer any questions you may have regarding press and PR matters. EXHIBITION PLANNING EXHIBITION PLANNING In order to make it as easy as possible for you to master this challenge successfully the following pages provide all the key information and services as well as the rules for fair organization so that everything goes according to plan. We hope that your preparations for InnoTrans will go smoothly. InnoTrans - more than just ONE event! Numerous events will take place within the scope of InnoTrans such as the InnoTrans Opening Ceremony. The InnoTrans Convention is also an important element of InnoTrans. Compact, high-quality expert panels discuss and explain the mobility topics which are currently occupying the industry s attention. InnoTrans exhibitors take advantage of the Speakers' Corner to hold presentations and lectures of their own choice, as well as organizing a wide range of events at their stands. From setting up and dismantling your exhibition stand to time and personnel planning to your on-site events: The design, realization and coordination of a successful exhibition presence is a complex task. 2

3 Understanding, Communication and Innovation Our website is essentially visited by management and technical executive working in the key transport industries, networkpurchasing managers and international consultants. 91% Today every company faces several challenges, when developing a btob communication strategy. BTOB Rail meets the extensive needs of companies to offer personalized communications and gain client loyalty. BTOB Rail provides up-to-the minute news on economic and technological developments in the public transport and rail sectors in Europe. Our solution provides an effective development of your relationship marketing, building links within your company and between existing and potential clients. Understanding Auditing, benchmarking, anticipating issues in the sector Action Managing networks and sales force Communication Planning and acting accordingly Promotion Operational marketing, events Knowledge Monitor trends and business watch context Innovation Communication multimedia online COMMUNICATE with an advanced website. We providing advanced content (leads, qualified contact, digital prints, and latest analysis) on the railway industry. Would recommend BTOB Rail 95% WHAT WE DO? We run a sophisticated lead generation and lead nurture campaign to our comprehensive global database ( opt-in contacts). CONTACT with targeted ing, key to successful operational marketing CONNECT with all the top decision makers in the sector Would renew collaboration with BTOB Rail 88% Our website is essentially visited by management and technical executive working in the key transport industries, network, purchasing, managers and international consultants. 40% of readers surveyed click through to advertisers websites. 80% of users make multiple visit per day or months. *BTOB Rail survey 2017 Positive feedback 3

4 BTOB RAIL Facts: Pages view per month Current clients s sent per year 68% Decision Makers in BTOB Rail database Opt-in contacts Visitors per month *BTOB Rail survey 2017 *Google Analytics

5 YOUR MARKETING AND COMMUNICATION STRATEGY IN 4 STEPS STEP 1 STEP 2 STEP 3 STEP 4 DESIGN AND PRESENTATION OF YOUR COMPANY PUBLISHING OF YOUR PRESS RELEASES AND ADVERTISING MAKE AN EFFECTIVE WEB CAMPAIGN AND STATISTICS BTOB RAIL MAG PRINT MEDIA

6 Step 01 PUBLISHING OF YOUR PRESS RELEASES AND ADVERTISING

7 STEP 01 ROLLING STOCK ROLLING STOCK COMPONENTS INFRASTRUCTURE ERTMS CHOOSE THE RIGHT CATEGORY FOR YOUR PRODUCTS MAXIMIZE YOUR VISIBILITY AND VISITS ON YOUR PROFILE PAGE DATA & INFORMATION ITS TRACTION & CONTROL INTERIORS You have the possibility to present your company in different categories with different content. SAFETY & SECURITY FREIGHT TESTING & TRIAL Ex: If you have one product for Rolling Stock and another product for Infrastructure, then you can have 2 differents profile page. See here SERVICES ASSOCIATION 7

8 STEP 01 We design your company profile PROFILE PAGE You profile page is created by our technical team. We represent your company, products, brochures, press releases, projects, and more headings if you need See here CONTACT FORM For each client a specific contact form is available. We ask detailed informations about the visitors demands : company sector, company segment, products interest With these informations, it will be easier for you to take care in the best way the demands of your contacts See here Insert the right information for more understanding of your activities in rail industry. 8

9 Step 02 PUBLISHING OF YOUR PRESS RELEASES AND ADVERTISING

10 STEP 01 We publish your press releases and news: We promote your company: Banner advertising We will publish your press releases on your profile page and Press Releases section on our home page. Please register our address: in your database. Get the profit of our traffic with more visibility by making advertising banner in our home page. You can send your design or we can create a banner for you. See here 10

11 Step 03 MAKE AN EFFECTIVE WEB CAMPAIGN AND STATISTICS

12 STEP 03 ing, key to successful One-to-One operational marketing. Management of databases from analysis to usage is key to every communications solution. It is essential for any company wanting to position clients at the heart of its marketing strategy. Our services provides a select and ready-to-use database, expanded and updated on a daily basis. It enables you to adapt your ing contacts to your business strategy, and deliver your chosen message: newsletter, brochure, press pack, invitation to events... The first step to every successful marketing campaign segment and profile your target group. What the rail marketers think of digital marketing? 78% have a positive opinion From major corporations to small business, the body of executive, decision-makers is always large and diverse. Gathering information is key to any communication strategy. It is also the most time-consuming and costly phase. Our services offers its specialized skills and strategic tool: a database featuring all the top decision-makers in the sector. Sending shots is an efficient and cost-effective way of crossing borders to reach prospects. 40% of readers surveyed click through to advertisers websites 33% have a mixed opinion 18% have a negative opinion 80% of users make multiple visit per day or months 12

13 STEP 03 WE CREATE YOUR ING DESIGN: Your ing can be designed by our team with no extra charge. See here You have 2 possibilities to send us your material : 1 2 By html files made by your services. Send us your material (word file, photo, pdf etc ) 13

14 STEP 03 ING SENDING PROCESS: DESIGN SELECT YOUR TARGET GROUP SENDING REPORT AND LEADS Nothing will be send without your final approval Before sending we select in our database only your target group. You can select by country and/or by function. We choose together the date for sending After 2 weeks, we will send you statistics report and leads 14

15 STEP 03 WHAT YOU WILL GET AFTER AN ING? 70 % 56 % You will get statistics report ( Opt-in contacts worldwide) SUPPLIERS MANUFACTURERS You can send your ing at anytime during the period of your contract. 55 % 62 % You have the possibility to send your e- mailing to the complete database (around opt-in contacts) or to target by country, sectors, functions etc ENGINEERING DISTRIBUTORS We will provide you all statistics : (open rates, click rates, view rates etc ) Also all contact data leads of the clickers. 42 % 18 % PURCHASING OPERATORS You have 2 possibilities to send us your material : 1. By html files made by your services. 2. Send us your material (word file, photo, pdf etc ) ing opening rates Our opening rates are between 10% and 25% all sectors 15

16 STEP 03 We provide you : address, name, function, country company name, company sector, company role, company products YOU WILL GET LEADS When you contacts and have 15% opening rate (1 500 opens) then if you have 10% of click rates, we provide 150 leads. What are Leads? Leads are the qualified contact generated by your ing. We provide you data list details about who click on your newsletter. 15

17 CASE STUDY All major European railroads use Frauscher axle counters in signalling applications, including DB, SNCF and Network Rail (UK). Global signalling companies like Siemens, Alstom, and Bombardier trust in the reliability, precision and highly developed technology that Frauscher offers in its products. In this case study we ll outline how BtoB Rail implemented an ing-based inbound marketing strategy in order to reach Frauscher s goals : drive more traffic and ultimately drive more leads for their business. The Results: The goal of any inbound marketing strategy should beto increase leads. Therefore improving lead generation was a key focus of Frauscher s content strategy. In order to meet these objectives, BtoB Rail planned out an ing-driven inbound marketing strategy heavily focused on driving website traffic and increase leads. Average Leads 2016 Average Leads /Month (324 total/year ) 48/Month (576 total/year ) 77% Increase in Overall Leads We are working with BTOB Rail for some years now and are very satisfied with their services. They give swift replies to each request and provided us with several good solutions on various occasions. With their new website, BTOB Rail might set standards within the online-landscape that accompanies communications in the railway industry. Fabian Schwarz Marketing & Public Relations FRAUSCHER SENSORTECHNIK 17

18 CASE STUDY 66% 92% 36% Visitors on Frauscher profile page ing sent per year Total ing clicks Decisions Makers Suppliers OTHERS 66% 35% 28% EUROPE ASIA OTHERS Total ing opens Leads: Contacts Qualified *Frauscher analytics 2017 *Google Analytics We worked closely with Fabian and his team to understand This the goals and to brainstorm about solutions to meet the need of Frauscher s growing business. was a true collaborative sucess thanks to Fabian and his team for understanding of the market and vision for the company. Patrick Osei CEO BTOB Rail 18

19 O&S MediaCom Agency M a r k e t i n g S o l u t i o n s F o r T h e R a i l I n d u s t r y Opt-in contacts worldwide Database details EUROPE GERMANY CONTACTS FRANCE UNITED KINGDOM BELGIUM ITALY SWITZERLAND AUSTRIA SPAIN NETHERLANDS EAST EUROPE CENTRAL EUROPE NORTH EUROPE OUTSIDE EUROPE CONTACTS ASIA NORTH AMERICA SOUTH AMERICA AFRICA MIDDLE EAST JOB FUNCTION ENGINEERING MANAGEMENT ROLLING STOCK MANUFACTURERS COMMUNICATIONS SUPPLIERS MANUFACTURERS PURCHASING OPERATORS & SUPPLIERS BY SECTOR ITS TESTING & TRIAL ROLLING STOCK ROLLING STOCK COMPONENTS DATA & INFORMATION ERTMS INFRASTRUCTURE SERVICES FREIGHT SAFETY & SECURITY

20 Step 04 BTOB RAIL MAG PRINT MEDIA MAGAZINE

21 STEP 04 BTOB RAIL MAG STRENGTH A consistent readership, with strong decision making powers, active in all the sectors of worldwide s railway markets. A cost-effective magazine BtoB Rail Mag s contact cost and high ROI makes it the medium of choice for railway professionals. Penetration is guaranteed to over 50% of our target audience and as loyal customers, 54% of our partners include BtoB Rail in their media plans. A clear position A magazine focused on the three essentials of worldwide s railway markets: the economics, technical developments, regulatory news. A high-profile presence on the events scene BtoB Rail Mag is actively present as a media partner at all the key trade fairs and congress meetings in Europe. As a result, your commercial message remains at the forefront of the market, ensuring constant exposure and heightened brand and/or product awareness.. Our editorial approach The economics, the development and application of products and services, analysis of projects, regulations governing Worlwide s rail markets. BtoB Rail Mag puts his readers in touch with the expectations of the men and women in the field. BtoB Rail Mag is based on strong values, on providing specialist information that is both objective and independent. Our editorial team is made up of journalists, with each issue also featuring articles by external contributors, members of European and international rail companies, managers, engineers, technicians, project chiefs, specialists and constructors. The market actors are our readers and our contributors. Reports, case studies, interviews and reviews... whatever form it takes, the information published is always first hand and first rate. Our readership Certified Figures. Over 200,000 identified readers Our readership is clearly identified. BtoB Rail Mag is received by decision makers active in all the sectors of Europe s railway markets. BtoB Rail Mag reaches the management and technical directors of major industrial firms, network heads, purchasing officers and international consultants, as well as top management in transport firms, town, city and territorial planning offices, European organizations and institutions. BtoB Rail Mag is also a high-profile media partner at all the key trade fairs and congress meetings in Europe. This presence guarantees high visibility and wide-reaching distribution at every event. View events 21

22 STEP 04 MAGAZINE DISTRIBUTION 2018/2019 6th International HSR Asia Summit InnoTrans 2018 Rail~Volution 2018 Rail+Metro China 2018 Sifer 2019 Middle East Rail 2019 Metrorail 2019 Expoferroviarria 2019 Infrarail 2019 IT-Trans Asia Pacific Rail 2019 Smartrail th Annual Saudi Arabia Transport & Infrastructure 2019 Saferail Congress Africa Rail 2019 Saferail 2019 World Metrorail Congress Americas 7th Annual Malaysia Rail TH MYANMAR INFRASTRUCTURE SUMMIT World Rail Festival Railway Interiors Trako Distribution in the main exhibitions and congress in the world

23 STEP 04 TECHNICALS SPECIFICATIONS Published in September 2018 European audience & worldwide: 110,000 potential readers Double Page Full format: 2 X (L230 x H300mm) Full Page Full format: L230 x H300mm Half page horizontal Full format: L230 x H145mm Numbers of copies: Language: English Pagination: 80/100 pages on average Available in 3 versions For other spaces, please contact us *Full format is the 230 x 300mm + 5mm bleed paper format. e.g. for a 230 x 300mm Full page + bleed = 240 x 310mm The counted text in Word according to your chosen surface. PRINT HARD COPY USB KEY ONLINE DIGITAL VERSION Your image at 300dpi in CMJN. If you wish to use several images.

24 Make your own article using the expertise of our journalist Meet Lesley Brown Lesley Brown is a journalist specialized in (and passionate about) rail, urban transport, and new mobility services. View Lesley Brown articles She writes for major companies about their latest products and innovations. Visitors clicks by article You have the possibility to write an article in cooperation with our journalist about your activities and projects. If you need some specific promotion, interview or articles, Lesley Brown will help you to promote and publish it in BtoB Rail Mag or on the website. View article sample here Make your own article using the expertise of our journalist clicks FREQUENTIS AG INCIDENT MANAGEMENT SOLUTION Dealing with the unexpected Read Frequentis article clicks FRAUSCHER TRACK AND TRAIN MONITORING THE NEXT DIMENSION Read Frauscher article

25 O&S MediaCom Agency M a r k e t i n g S o l u t i o n s F o r T h e R a i l I n d u s t r y We reach 68% of the industrial decision makers in Europe s rail markets. France 14% Germany 13.5% Italy 10.5% Nothern Europe 10.5% United Kingdom 10% Switzerland 8% Belgium 7.5% Netherlands 7.5% Austria 4% Poland 4% Spain 3% North America 14% Asia 13.5% Russia 10.5% North Africa 10.5% Middle East 10% North America 14% Asia 13.5% Russia 10.5% North Africa 10.5% Middle East 10% INDUSTRIES Railway operators 26% Suppliers 23% Operators 19% Rolling stock manufacturers 8.5% Infrastructure 4.5% Freight 3% Other 1.5% Communication agency 0.5% 25

26 PRICES AND RATES WHAT S INCLUDE IN THE PACK? 6 ING You have the possibility to send your ing to the complete database (around opt-in contacts) or to target by country, sectors, functions etc see sample We will provide you all statistics : (open rates, click rates, view rates etc ) Also all contact data leads of the clickers. WEB PROFILE PAGE You profile page is created by our technical team. We represent your company, products, brochures, press releases, projects, and more headings if you need See here BANNER ADVERTISING Get the profit of our traffic with more visibility by making advertising banner in our home page. You can send your design or we can create a banner for you. See here 2 FULL PAGES IN BTOB RAIL MAG You have 2 different possibilities to present your double page. 1/ With 1 page article and 1 page advertising face to face. 2/ With 2 pages article face to face PRESS RELESASES We will publish your press releases on your profile page and Press Releases section in the day on our home page. Insert the right information for more understanding of your activities in rail industry. ARTICLES BY OUR JOURNALIST LESLEY BROWN* You have the possibility to write an article in cooperation with our journalist about your activities and projects. INNOTRANS PACK / 12 MONTHS *All designing updates are include in the price. *You can do only 1 articles with our journalist If you need some specific promotion, interview or articles, Lesley Brown will help you to promote and publish it in BtoB Rail Mag and on the website. View Lesley Brown articles 26

27 MEDIA PARTNERS 40 Media Partners worldwide for exhibitions and congress

28 WHO WE SERVE And more 28

29 BTOB RAIL 5-7 Avenue du Général De Gaulle Saint Mandé - France WE STAND FOR INTERNATIONAL MARKETING IN THE RAIL INDUSTRY Tel (0) marketing@btobrail.com PATRICK OSEI CEO - International Sales Tel (0) posei@osmediacom.com posei@btobrail.com LINDA FARAIN General Director Tel (0) lfarain@osmediacom.com lfarain@btobrail.com