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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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Leveraging Custom Research and Media to Differentiate Your Brand

  • Rob Garrigan – National Sales Manager, Research


  • 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

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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.

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    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




      rss feeds




      instant messaging





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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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    • 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!!

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    • 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

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    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

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    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

    Cell: 646-354-0145

    Office: 212-803-8644

    Let’s get cookin’!!