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Interior Blank. Leveraging Custom Research and Media to Differentiate Your Brand. Rob Garrigan – National Sales Manager, Research. Agenda. SM’s Valuable Audience Research Capabilities & Mythbusters ADP Case Study Integrated Marketing Benefits Marketing Services. Interior Blank.

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Interior Blank

Leveraging Custom Research and Media to Differentiate Your Brand

  • Rob Garrigan – National Sales Manager, Research
agenda
Agenda
  • SM’s Valuable Audience
  • Research Capabilities & Mythbusters
  • ADP Case Study
  • Integrated Marketing Benefits
  • Marketing Services
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SourceMedia’s Unparalleled Reach

  • Twenty-eight brands delivered on-line and on-desk
  • Over 2.5 million subscribers
  • Banking, Capital Markets, Investment Advisory, Accounting, Benefits and Technology
  • More than 70% of our audience is at a senior management level
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  • Why Research?
  • As human beings, we are constantly doing research….constantly gathering facts, questioning, accessing, internalizing multiple sources to validate decisions and results
  • quantitative, qualitative, experiential, situational influences
slide5

Research Programs

  • Quantitative Research
    • Web-based surveys delivering statistically valid & actionable results
  • Qualitative Research
  • “Not everything that counts can be counted.”Albert Einstein
      • - Focus groups
      • - In-depth interviews
      • - Intercept interviews at events
      • - Observational studies
  • Quantitative/Qualitative hybrids
  • Industry studies
  • Syndicated Industry Research
research myths
Research Myths
  • Marketing research is complex – all smoke and mirrors. Cannot trust what you do not understand.
  • Research is highly technical - our management will never be able to relate to it.
  • No ROI - not tied to any measures of value or tangible outcomes that drive our business, like increasing sales, reducing costs, or improving margins.
  • Our industry is very complex - research analysts don\'t understand our business and could not possibly help us.
  • Takes too long to do - not helpful for our fast-changingbusiness.
  • Research only confirms what we already know - we know what our customers want.
  • Only important for sales/marketing - it\'s not a management tool.
slide8

Research Realities

  • Research will help you better understand and communicate with your customers.
  • Research helps you identify opportunities
  • Research will minimize risk
  • Research creates benchmarks
  • That which gets measured…gets done.
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Why Invest in Research Now?

  • MARKETSHARE WARFARE – more important than ever in a slow-growth economy
    • Differentiate your brand
    • Engage the entire decision-making ecosystem
    • Be the respected source
    • Deliver beyond expectations
multiple media and mediums
Multiple media and mediums!
  • Online….offline
  • Push….Pull
  • Print media…digital media…multi media…social media

advertising

events

email

rss feeds

blogging

podcasting

tweeting

instant messaging

whitepapers

webinars

eBooks

video

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  • Chris Rush – ADP, Vice President Strategy and Innovation
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ADP’s Goals

  • Position ADP as a thought-leader in the accounting space
  • Introduce other ADP solutions outside of Payroll (i.e., HR solutions, wealth management)
  • Better understand the accounting vertical, and how ADP and its solutions are perceived
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Headline

Body copy

  • bullet
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Tactics

  • A comprehensive, deep dive into not only the issues that impact the accounting profession but the trends that will have a resounding effect on the future of the profession.
  • Development and maintenance of Accountants Confidence Index in partnership with ADP that positions ADP as a trusted and respected brand
  • A comprehensive media program to deliver the information, educating senior decision-makers about the specific benefits of working with ADP.
lessons learned adp
Lessons learned - ADP
  • Goals
    • Increase awareness
    • Continue to drive thought-leadership
    • Sales enablement
  • Solutions
    • Take a bold step: ‘Accountants Confidence Index”
    • Targeted solutions to engage audience
    • An integrated program (“campaign”) that leverages the investment
    • Partnership with SourceMedia
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SourceMedia Research and Marketing Solutions

  • Researchgathered from our strong audience communities, editorial teams and dedicated user groups
  • Insight into vital metrics and trends within an industry, segment or company
  • Execution of strategic and tactical aspects for thought-leadership and positioning programs.
  • Results include:
          • identifying market opportunities & generating more leads
          • concept testing & product pricing
          • positioning in a competitive landscape
          • optimized marketing; relevant and targeted messaging
          • enhanced customer experience
  • All of the ingredients!!
slide18

E-Books

E-Books

  • E-books are SourceMedia’s fastest growing media asset.
  • Readers access e-books in many ways including on their tablets.
  • Multiple ways to deliver content and engage with your customers and prospects
slide19

Roundtables

Roundtable discussions

Roundtables are an excellent way to assemble a group of experts around a pre-determined topic of interest to you.

The roundtable can also be turned into a digital event and promoted through email and archived on our site turning this into a lead generating opportunity.

custom content
Custom Content
  • Creation and development of content that amplifies your brand and messaging objectives
  • Content expertise in a wide range of verticals
  • Experienced editors and subject matter experts
  • Positions your firm as a thought leader
  • Content can be deployed in a range of media and formats
slide21

E-newsletters

E-newsletters continue to be one of the most important ways to communicate with clients and create recurring engagement

integrated media resonates
Integrated Media Resonates
  • Retention of information three days after a meeting or other event is six times greater when information is presented by visual and oral means than when the information is presented by the spoken word alone.
  • Studies by educational researchers suggest that approximately 83% of human learning occurs visually, and the remaining 17% through the other senses - 11% through hearing, 3.5% through smell, 1% through taste, and 1.5% through touch.
  • The studies suggest that three days after an event, people retain 10% of what they heard from an oral presentation, 35% from a visual presentation, and 65% from a visual and oral presentation.
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You have to actually do something with the ingredients to be called a cook.

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You have to actually do something with the ingredients to be called a cook.

Rob Garrigan

National Sales Manager

SourceMedia Marketing Solutions

[email protected]

Cell: 646-354-0145

Office: 212-803-8644

Let’s get cookin’!!

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