* M E D I A U S A G E A N D M A N U F A C T U R I N G P R O F E S S I O N A L S * 2012 Gardner Publications, Inc. All Rights Reserved

Transcription

1 * M E D I A U S A G E A N D M A N U F A C T U R I N G P R O F E S S I O N A L S *

2 Important Concepts Your brand must be present, clear and consistent, in all media channels because most buyers use multiple media channels. Measuring advertising ROI can be difficult, at best. Social media adoption by individuals in all age groups remains low in Industrial Markets.

3 PUSH and PULL Media A medium that introduces prospects to information and products they do not know they need. PUSH PULL Media that provides prospects with information they know they need, but are not sure where to find it. Trade Magazines e-newsletters Search Engines Websites Gardner Publications, Inc. All Rights Reserved

4 The Buying Cycle Market Universe Eventual Need Immediate Need Vendor Selection PUSH Media BRAND IMPRESSION PULL Media

5 The Buying Cycle Market Universe Build brand identity early with PUSH Media Eventual Need Immediate Need Vendor Selection PUSH Media BRAND IMPRESSION Brand plays a critical role at every phase of the cycle PULL Media Extend brand reach and harvest its benefits with PULL Media

6 * S O C I A L M E D I A *

7 Social Media can be overwhelming Social Media can be Overwhelming Chart source: theconverstaionprism.com

8 Keep Your Focus on the Relevant Sites

9 Adoption rates of social media vary widely by job function Marketing People! Just because you get it, don t expect that enthusiasm to be shared across the organization.

10 Social Media Adoption By Job Function Top 20 Jobs in the NetProspex Social Index HIGH USE Social Index determined by person s social connectedness and reach across top social networks including Facebook, Twitter and LinkedIn. LOW USE Source: NetProspsex Jan 2011

11 Social Media Take-Away Different levels within an organization adopt social media differently. Engineers and CEO s aren't fast adopters like Marketers. To develop a social media strategy, ask yourself: Are my prospects there and, if so, what are they DOING there? Social media can touch all points in the buying cycle. Concentrate on providing useful information from the user s perspective, and listen.

12 * S M A R T M E D I A D E C I S I O N M A K I N G F O R T H E I N D U S T R I A L M A R K E T E R *

13 How often do you seek information about product, process, or best practice? 44 % Monthly 93 % 36 % Weekly 13 % Daily

14 Please rank the following media for effectiveness in finding information on new products, processes, and best practices: 0 20 % 40 % 60 % 80 % 100 % Trade Magazines Search Engines Industry Websites Supplier Websites Tradeshows e-newsletters Industry Forums Webinars Social Networks Blogs 1 st Choice 2 nd Choice

15 PUSH Media: TRADE MAGAZINES Number 1 Source for product and process technology Broadest Reach Best messaging platform BEST USED TO: Build brand awareness Introduce new products Focus message on technical leadership and user benefits BOTTOM LINE: Best place to build brand and introduce products to a large audience

16 PUSH Media: e-newsletters Number 2 push medium Can generate immediate response and web traffic Highly focused BEST USED TO: Build brand awareness Target messaging to audience focus Stimulate direct response with a specific message BOTTOM LINE: Good way to brand or generate immediate response

17 PUSH / PULL Media: TRADESHOWS Attendance remains strong for the best shows Facilitates personal contact with customers and prospects Motivated audience BEST USED TO: Generate leads Introduce new and old products to new customers Express company capabilities in specific customer context BOTTOM LINE: Excellent venue to brand, introduce products and generate qualified leads

18 PULL Media: INDUSTRY WEBSITES Primary means to research technology Motivated audience Audience interest defined by content BEST USED TO: Build brand in highly contextual environment Focus message to technical leadership and user benefits Promote expertise BOTTOM LINE: The place to be for users who are actively researching product and process solutions

19 PULL Media: SEARCH ENGINE Primary means to learn more about known topic Can target highly specific topics Motivated audience BEST USED TO: Narrowly target around specific key words Increase website traffic Reinforce organic SEO effort BOTTOM LINE: Effective means to target very specific capabilities and enhance web traffic

20 Other PULL Media: WEBINARS Best medium for lead generation Highly focused audience with technology need Builds tech cred B LO G S Small, but very loyal audience Relatively high traffic to a single page Focused audience BEST USED TO: Generate highly qualified leads Establish thought or technical expertise Explain value proposition in detail using multimedia BOTTOM LINE: Best way to directly generate leads from prospects with high interest in your products or services BEST USED TO: Build brand awareness Message specifically defined audience interests Promote expertise BOTTOM LINE: Good venue to build corporate brand to targeted audience

21 * A N I N T E G R A T E D M E D I A M I X I S M O S T I M P O R T A N T *

22 The Buying Cycle Market Universe The market actively consumes push media to learn about things they did not know. Eventual Need Market segment tracks technologies in which they have an interest, and will act upon in the future. Immediate Need Prospects have urgent technical issues and are actively seeking solutions Vendor Selection Prospect s final comparison of known alternatives The market actively consumes push media to learn about things they did not know.

23 The Buying Cycle Market Universe The market actively consumes push media to learn about things they did not know. Eventual Need Market segment tracks technologies in which they have an interest, and will act upon in the future. Immediate Need Prospects have urgent technical issues and are actively seeking solutions Vendor Selection Prospect s final comparison of known alternatives Market segment tracks technologies in which they have an interest, and will act upon in the future.

24 The Buying Cycle Market Universe The market actively consumes push media to learn about things they did not know. Eventual Need Market segment tracks technologies in which they have an interest, and will act upon in the future. Immediate Need Prospects have urgent technical issues and are actively seeking solutions Vendor Selection Prospect s final comparison of known alternatives Prospects have urgent technical issues and are actively seeking solutions

25 The Buying Cycle Market Universe The market actively consumes push media to learn about things they did not know. Eventual Need Market segment tracks technologies in which they have an interest, and will act upon in the future. Immediate Need Prospects have urgent technical issues and are actively seeking solutions Vendor Selection Prospect s final comparison of known alternatives Prospect s final comparison of known alternatives

26 The Buying Cycle Market Universe The market actively consumes push media to learn about things they did not know. Eventual Need Market segment tracks technologies in which they have an interest, and will act upon in the future. Immediate Need Prospects have urgent technical issues and are actively seeking solutions Vendor Selection Prospect s final comparison of known alternatives BRAND IMPRESSION PULL Media Brand plays a critical role at every phase of the cycle

27 The Buying Cycle Market Universe The market actively consumes push media to learn about things they did not know. Eventual Need Market segment tracks technologies in which they have an interest, and will act upon in the future. Build brand identity early with PUSH Media PUSH Media Immediate Need Prospects have urgent technical issues and are actively seeking solutions Vendor Selection Prospect s final comparison of known alternatives BRAND IMPRESSION PULL Media Brand plays a critical role at every phase of the cycle

28 The Buying Cycle Market Universe The market actively consumes push media to learn about things they did not know. Eventual Need Market segment tracks technologies in which they have an interest, and will act upon in the future. Build brand identity early with PUSH Media PUSH Media BRAND IMPRESSION PULL Media Brand plays a critical role at every phase of the cycle Immediate Need Prospects have urgent technical issues and are actively seeking solutions Vendor Selection Prospect s final comparison of known alternatives Extend brand reach and harvest its benefits with PULL Media

29 The Buying Cycle Market Universe The market actively consumes push media to learn about things they did not know. Eventual Need Market segment tracks technologies in which they have an interest, and will act upon in the future. Immediate Need Prospects have urgent technical issues and are actively seeking solutions Vendor Selection Prospect s final comparison of known alternatives PUSH Media BRAND IMPRESSION PULL Media

30 The Buying Cycle Market Universe Eventual Need PUSH Media BRAND IMPRESSION Immediate Need Vendor Selection PULL Media Trade Magazines e-newsletters Trade Magazines e-newsletters Industry Websites Tradeshows Webinars Blogs Search Engines Industry Websites Supplier Websites Webinars Social Networks Blogs Supplier Websites Social Networks

31 Google Research The influence of info types in the buying process Analysis of search term usage at three phases of buying cycle (IT Industry) Issue / Opportunity Information gathering on topic of interest Comparison / Review Compare alternative solution options 50 % Three Stages of Pull Media Relevance 40 % 30 % Solution Determining feasible solutions to a defined problem Brand What is known about a given source or supplier 20 % 10 % 0 Awareness Consideration Decision SOURCE: Google/TechTarget Behavioral Research Project,

32 Activity from search engines is influenced by the searchers needs and past exposure to brands. Brand awareness carries through and influences all early stage research behaviors As buyers progress deeper toward the decision phase, information that focuses on specific technology attributes and value propositions play greater roles in the selection process

33 Buying Cycle Take-Away Prospects are influenced by a wide variety of media; push and pull media channels are used at different and specific points in the buying cycle Given the sporadic nature of research and purchasing in industrial markets, maintain an integrated media strategy that serves prospects throughout the buying cycle Excellent branding is not just a matter of name recognition it s communicating your company s true value proposition in ways that prospects can understand

34 * W H A T M E D I A R E A L L Y W O R K? *

35 SOURCE: Gardner Publications, Inc. Media Survey May 2011

36 Individuals in manufacturing access many media, both push and pull Average use of media as first or second source for information on products, processes and best practices. SOURCE: Gardner Publications, Inc. Media Survey May 2011

37 Industrial Media Synopsis Your brand must be present, clear and consistent, in all media channels because most buyers use multiple media channels. Measuring advertising ROI can be difficult, at best. Social media adoption by individuals in all age groups remains low in Industrial Markets.

38 * T H A N K Y O U *