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 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
Interior Blank • 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
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 • 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.
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.
Interior Blank 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! • 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
Interior Blank • Chris Rush – ADP, Vice President Strategy and Innovation
Interior Blank 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
Interior Blank Headline Body copy • bullet
Interior Blank 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 • 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
Interior Blank 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!!
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
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 • 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
E-newsletters E-newsletters continue to be one of the most important ways to communicate with clients and create recurring engagement
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.
Interior Blank You have to actually do something with the ingredients to be called a cook.
Interior Blank You have to actually do something with the ingredients to be called a cook. Rob Garrigan National Sales Manager SourceMedia Marketing Solutions email@example.com Cell: 646-354-0145 Office: 212-803-8644 Let’s get cookin’!!