advertising with asa the cirrus program guide to advertising packages and pricing
TRANSCRIPT
Advertising with ASAThe Cirrus Program
Guide to Advertising Packages and Pricing
Who is the Market?
Current WW Market:
• $1.2 Billion per year market
• $3 to 7 Billion per year spending authority
• 600,000 Scope users
Who is the Market? (continued…)
With ~600,000 scope users around the world, and M1 able to work with most
scopes, ASA in-product advertising can be an effective alternative to conventional advertising in reaching the scope user.
With ASA’s advertising plan you receive the maximum benefit for a
more reasonable cost than conventional advertising choices.
Why Should I Advertise With ASA?
The Cirrus Program uses a no-cost copy of the best-in-class product to deliver your message to the eyeballs of a scope user. Cirrus provides you with the most targeted access to the scope user available for your message. Cirrus provides the customer with an option to save $20,000 to $50,000 against manufacturer software on new scope purchases.
Cirrus: an ad-platform that seeks out your ad target
Why Should I Advertise With ASA? (continued…)
Consider this: Trade show vs. Cirrus advertising
One of the biggest marketing experiments that companies across the globe participate in are Trade Shows. Average cost, after travel expenses, booth rental, and hours of labor usually totals to $35,000+. On average your company usually comes back with perhaps 150-200 qualified leads.
With ASA your ad will actively seek out precisely the retinas you’re looking for, and with our company’s scalable pricing you can tailor your reach to meet your budget.
Why Will Customers Want to Have M1 Cirrus?
The Cirrus Program is FREE to customers, meaning oscilloscope users across North America will now have access to an $8,000 product at no cost.
M1 Cirrus provides a compelling alternative to recent and upcoming oscilloscope purchasers to save tens of thousands of dollars vs manufacturer software, and get software that has more appealing qualities (all-scope support, enterprise benefits, etc.)
M1 Cirrus is exactly the same as a full version of M1 Oscilloscope Tools ver 4 with the exception of the ads, so engineers will have all the same capabilities and analysis they get from M1 Oscilloscope Tools.
Why Will Cirrus Be Effective for Me?
Amplified Viral Marketing
Cirrus combines:– The best-in-class product in the scope-software space– A zero-cost alternative to a strong existing need: 10’s of
$1000’s (vs manufacturer SW options)– Innovative and compelling ad-partnering with “big lists”
that also want a continued presence with the scope user.
– The software is the product at the top of the value-chain in scopes
– Scope users are the largest equipment-user cohort in a $3-7B space
Cirrus does not rely on “organic” growth Our in-product ad approach has been extensively
“tested tasteful” – 2 years/zero-complaints and 2 customer-voted awards
Who Are My Ads Currently Reaching?
Common Engineering Magazine
Other 1%
Engineering Management
33%
Engineering 46%
Corporate 20%
Most companies advertise with common engineering publications to help increase sales and product awareness. As a result you can end up reaching a wide variety of uninterested consumers who have no need for your product. What if you could target the exact market where you intend to sell your product? With ASA’s new advertising capabilities there’s no need to wonder anymore…
Who Will My Ads Reach withASA’s Cirrus Platform?
High-End Oscilloscope Users, Engineering 100%
When your company advertises with ASA your ad reaches the most direct audience you could possibly imagine: 100% high/mid-range Oscilloscope Users. There is absolutely no room for error. This audience includes the leading opinion leaders within the scope industry: the trend setters and the population you want your ad to reach. Building customer loyalty with this group of people will ensure consistent increased business.
ASA’s Advertising Package
Why Shouldn’t I Stay With My Existing Advertising Strategy?
Comparative Aspects
Print/web Advertisement
Cirrus Advertisement
Ad Visibility
Print/web is SATURATED. Ad is seen maybe once and not
internalized.
Ad is seen and internalized multiple times.
Target Market
Your ad may or may not reach your intended market.
100% Targeted audience sees your ad.
Ad Behavior
Your ad is passive and does nothing to draw customer
attention.
Your ad is directly in front of the customer.
Cost
Print/web advertising is very expensive, some times reaching
as high as $25,000!!
ASA’s cost is reasonable and only a fraction of what print
ads cost.
Why Shouldn’t I Stay With My Existing Advertising Strategy?
(continued…)
Comparative Aspects
Print/web Advertisement
Cirrus Advertisement
Space Constrain
tYou pay a large sum for only one ad.
You pay significantly less than print using scalable pricing.
Audience Variability
Your ad reaches a wide range of job titles, many of whom are
accustomed to skipping print/web ads.
If you want to reach scope users, Cirrus takes your ad to the scopes. A
useful, appealing product for free coupled with innovative ad partnering provides an “amplified viral” effect. This creates the potential for it to
“catch on fast” with new customers.
Creative Marketing
Publications draw attention away from your ad and toward the
featured articles.
A “Creative Attraction” campaign (novelty ads) makes customers
want to see the next ad.
Saturation
Your product becomes “lost in the mix,” within the already ad-saturated magazine or web
destination.
With 20 slots available, and no ability to skip, customers will be
sure to see your ad.
A Note About Saturation
Electronics has become a stale space with contribution shifting from vetted professionals to ambitious amateurs.
20-somethings entering customer space typically are– less skilled/aware/selective– used to chasing “free” before they chase “good”– have an unrefined ability to appreciate/discern quality editorial
content– consistently opt for free content reducing the value of “good”
content A new blog is launched every second. noise A weak signal/noise ratio - Professional media companies (the
signal) get lost in the noise, and push operations to web sites that subsist essentially on amateur content.
Result – a near infinite and unsearchable selection of “ad destinations”
Web and print are saturated. For the T&M advertiser or media company seeking eyeballs in
the scope world, Cirrus provides a compelling platform.
Who Designs My Ad?
You Can Do It, and We Can Make It
Easier…You want your ad to be customized to your company and your product, so we give you the option to design your own ad. However, we do offer ad creation services for $500 in addition to any of our advertising packages. All you need to do is provide us with your company logo, pictures and any text you specifically want within your ad.
What Am I Paying For?
ASA has broken down our advertising packages into two components: Purchased Slot + Months of Visibility Your Cost
What exactly is a “slot”?
M1 Cirrus can hold up to 20 different ads (i.e. 20 slots). When M1 Cirrus starts, one of the 20 ads is shown for 5-7 seconds. Your ad can cycle through up to 3 static “slides” showcasing your company’s logo, current promotion, hot new product, etc. You customize and create your ads, so you decide what your potential customer sees.
What Am I Paying For? (continued…)
ASA has broken down our advertising packages into two components: Purchased Slot + Months of Visibility Your Cost
What does “Months of Visibility” Mean?
Months of Visibility refers to how long you choose to run your ad. The M1 Cirrus Program contains 20 “slots” in which your ad will be chosen at random to appear. Once you have decided how many slots you want to occupy you can decide if you want to run your ad for one, two, or three months.
How Much Will This Cost?
*Additional pre-emption rights fees may apply
Ad Rate MultipliersOscilloscope manufacturers realize a unique benefit from in-product messaging, and have a different ad rate that reflects that. The ad cost for any scope company may be determined by multiplying the cost from the table on the left by 1.5.
Months\SlotsOne Slot Five Slots Ten Slots
TwentySlots
OneMonth
$800 $3,600 $7,000 $13,000*
TwoMonths
$1,400 $7,000 $13,000 $24,000*
ThreeMonths
$2,000 $10,000 $18,500$32,000*
Total Exclusivity
The Total Exclusivity Package
The Total Exclusivity Packages grants you all 20 advertising slots available to the public for up to three months. TEP includes a pre-emptive booking right; if ads have already been purchased and you choose the total exclusivity package we will grant you the ad space over your competitors for a fee. Your ad will be the only ad seen on an unlimited number of Cirrus Program downloads. Pre-emption fee: $3500 per month of exclusivity
Who Do I Contact To Get Started?
In-Product Advertising Manager
Amherst Systems Associates Inc.
+1 (413)-596-5354
ASA reserves the right to deny any advertising it consider inappropriate or not in the best interest of ASA or their
customers.