selecting the best media to reach your target market - diane gianni [energy digital summit 2014]

Selec%ng the Best Media to Reach Your Target Market

It’s a Numbers Game

Just when you figure them out, things change Diane Giannini VP, Corporate Sales Strategy & Development PennWell O 603-‐891-‐9120 [email protected]

hUp://www.linkedin.com/in/dianegiannini

hUp://www.linkedin.com/in/dianegiannini @dianegiannini

Who Am I? •  Professionally –  Customer Advocate –  Product Inventor –  Product Marketer –  Sales Leader –  Problem-‐Solver

•  Personally –  Problem-‐Solver – Mom (aka taxi-‐driver) –  Fast-‐Speaking Italian

My Food Passions!

Why I Came Here Today

Top Things You Need For A Successful Marke%ng Plan

Marketer Success

Defined Objec%ves

Audience Engagement

Data

Clear Success Criteria

Agile Marke%ng Approach

Making Connec%ons with the Winning Marke%ng Mix

•  Accept that it isn’t about limi%ng your marke%ng to print or digital media, social or mobile

•  Realize several mediums are important to reach your target market through their preferred vehicle

•  Understand how media vehicles complement each other

•  Understand the brand adop%on process •  Come out of your comfort zone

Where To Start

Common Misconcep%ons Your prospects/customers don’t read print Your prospects/customers don’t use digital Magazine adver%sing doesn’t work You have loyal customers and therefore you don’t need to adver%se Your CEO doesn’t get it

The War On Deciding What Media Vehicle To Use

When?

Brand Adop%on Process Preference

–  To contact a specific company when moving into the evalua%on cycle

Posi%oning –  Of the products/service verses compe%tors

Percep%on –  Of what the product/service stands for

Awareness –  That a product/service exists to meet their needs

Awareness

Percep%on

Posi%oning

Preference Key Objec%ves that build upon each other

Integrated Media Pyramid The Integrated Media Pyramid…

Contains a MIX

of less complex and more complex media

to drive products (brands) through the brand adop%on process

MORE complex media

LESS complex media

AWARENESS

PREFERENCE

THE FULL UNIVERSE OF CURRENT & FUTURE PROSPECTS

HIGHLY QUALIFIED, HIGH YIELD PROSPECTS

PERCEPTION

POSITIONING

Integrated Media Pyramid

AWARENESS

PREFERENCE



PERCEPTION

POSITIONING

Integrated Media Pyramid

AWARENESS

PREFERENCE



Events

PERCEPTION

POSITIONING

Complementary Role of Media •  Your son will get his driver’s license in 1 year •  What are you thinking?

Buying Stages

•  RESEARCH Stage: Becoming current and familiar with technologies, products, and vendors for poten4al future purchases

•  EVALUATION Stage: Iden%fying an array of alterna%ve products and vendors for current projects or expected purchases

•  PURCHAING Stage: Seeking comprehensive informa%on on specific products -‐-‐ features, benefits, specs, and applica%ons for near-‐term purchases

Prospect Sees an Ad

Prospect calls Adver%ser for info

Adver%ser tries to track lead source

Prospect Sees an Ad

Prospect goes to the Web for more info

Prospect sends

Adver%ser an email

Adver%ser tries to track lead source

The Buying Process Has Evolved, So Must Our Marke%ng Strategies

•  Today’s buyers are through the buying process before they contact a supplier/vendor! *

*Source: hUp://www.google.com/think/ar%cles/b2b-‐digital-‐evolu%on.html

Today’s Buyers Behavior

Yesterdays Buyer’s Behavior

Research Stage of Brand Adop%on Process

•  Time Frame: –  One year from him geing his license

•  Mind Set: –  “What are good SUVs for my son?”

•  Media Used: –  Scan ads in magazines and newspapers –  No%ce TV commercials –  Hear radio commercials

•  Results: –  Ini%al awareness and thoughts about the latest SUVs

Evalua%on Stage of Brand Adop%on Process

•  Time Frame: –  6 months from your son geing

his drivers license •  Mind Set:

–  “I really need to narrow down our op4ons.”

•  Media Used: –  Look at online sites with videos,

reviews, pricing, comparisons –  Review specific magazines

focused on cars and their features

•  Results: –  A narrowed list of SUVs that will

meet our needs

Purchasing Stage of Brand Adop%on Process

•  Time Frame: –  2 -‐ 3 months from your son geing

his license •  Mind Set:

–  “I need to get exact details, first hand experience, and make a decision.”

•  Media Used: –  Dig-‐in to websites for specific models –  Contact/visit car dealerships

•  Results: –  Decision narrowed to two to three

brands and models; ready for nego%a%on

Oil & Gas Decision Makers Rely On a Variety of Media Channels

Source: Oil & Gas Journal and Offshore 2013 Audience Readership Study

Media Channels Vary During The Buying Process

At which stage in your buying process do you use the following types of media?


For business purposes, how has your use of the following media changed in the last year?

Top Changes in Media Consump%on

Increased

41% 45% 46%

51% 53%

Mobile Apps Industry Websites

Email NewsleUers

Digital Magazines

Search Engines


of the respondents stated that they are more likely to evaluate products and systems from alterna%ve vendors, compared to 4-‐5 years ago (i.e. those they have not purchased from in the past)

Oil & Gas Decision Makers Are Evalua%ng New Vendors

•  This highlights the importance of developing a marke%ng strategy to ensure you stay top-‐of-‐mind and are considered during their evalua%on process.

56%


Marke%ng Communica%ons is Essen%al for Considera%on

Prior to seriously considering a different vendor or mee%ng with their rep, do you prefer to have already gained insight into the company or product via its communica%ons programs (i.e. adver%sing, promo%on, sponsorships, etc.)?

•  Consistent adver%sing will ensure you are being considered, especially knowing that 56% of the oil & gas professionals are more likely to evaluate new vendors this year!

85% Yes

Reasoning I can be more knowledgeable in the ques%ons I ask 71%

Lets me know what the company stands for (experience, performance, support, etc.) 69%

Gives me perspec%ve about where their products fit versus their compe%tors 67%

Gives me more assurance that the vendor might meet our needs 59%

Helps me decide whether or not we should contact the company 56%

I feel more confident discussing the solu%ons with the company 54%


What MaUers to the Buyer? Please rate the following criteria for their importance in making purchasing decisions

•  Are you focusing on the key criteria buyers use? •  Brand loyalty isn’t going to cut it any more!


Oil & Gas Professionals Respond To Magazine Adver%sing What ac%ons have your taken as a result of viewing an adver%sement in this print magazine?

Source: 2013 Offshore Readership Survey


Took ac%on aqer seeing an ad in the print magazines

90%

Fact: •  87% of the respondents said they

are very likely or somewhat likely to click on an online ad if they have seen you before in an industry magazine

•  Make sure you are crea%ng messaging that resonates with the audience to ensure maximum impact!

Geing The Buyers AUen%on What features make you want to read an adver%sement, and/or take an ac%on in this print magazine and digital magazine?

Source: 2013 Offshore Readership Survey


Make Sure Your Ads Are Designed For the Medium

Print magazine ad with QR code

Does not make sense in a

digital magazine ad

Magazine Readers Buy Online

Studies show that 43% of magazine readers make online purchases vs. 21% of non-‐readers.

Source: Magazine.org/factbook

Industry Websites Are The Most Trusted

53%

72%

Click on ads on Google

Fact

•  Adver%sements on industry websites are trusted more than anywhere else.

Click on ads on Industry Websites


Relevant Marketers Today

Outline Objecaves

Make a Decision

Consider Soluaons

Review Metrics

Gather Metrics

Effecave Markeang Program

Idenafy Success Metrics

Trends / Fast Growth Areas

•  Mobile •  Video •  Social

Which of the following devices do you currently own or plan to buy in the next 12 months?

Mobile Device Ownership

Facts: •  The top content our audience is accessing on mobile

is: email, search engines, online ar%cles, news stories, and email newsleUers

What Does This Mean For You?

•  Think about "Mobile-‐first design" –  Keep in mind Mobile ads ideally should drive people to a mobile friendly or responsive site

•  Content needs to be diges%ble to increase likelihood of sharing –  If consumers can digest your content quickly, they will more likely engage and share

•  The tablet -‐ is it the “first screen” or “second screen” at home?

•  Data-‐driven loca%on-‐based marke%ng

Sources: hUp://www.youtube.com/yt/press/sta%s%cs.html hUp://digiday.com/brands/15-‐stats-‐brands-‐should-‐know-‐about-‐youtube/

Video Consump%on

Fact: •  YouTube’s monthly viewership is equivalent to roughly

10 Super Bowl audiences

C-‐Level Execu%ves Use Video For Business Purposes

•  A recent study by Forbes asked more than 300 C-‐level execu%ves from businesses with over $500 million in revenues about their video consump%on habits – More than 80% of senior execu%ves are watching more online videos today than a year ago

–  75% said they watch videos on business-‐related websites at least once a week

•  The study also showed that execu%ves were taking ac%on aqer watching work-‐related videos –  65% have visited a vendor’s website aqer watching a video

Source: hUp://leadsgenera%onmarke%ng.com/on-‐b2b-‐lead-‐genera%on-‐content-‐and-‐the-‐rise-‐of-‐videos

Oil & Gas Professionals Maintain Ac%ve Profiles On Social Sites

67%

49%

15% 14%


For business purposes, how has your use of social media changed in the last year?

Changes In Social Media For Business Purposes


•  While 49% of the professionals stated they maintain an ac%ve profile on FaceBook, 61% stated they do not use FaceBook for business purposes.

61%

What User Behavior Tells Us

•  There is no SINGLE media choice •  Users rely on a variety of sources including magazines, websites, videos, events, etc.

•  They are highly engaged and comfortable with a variety of media types depending on where they are in the buying process

Key Takeaways •  A marke%ng plan needs to move prospects through the buying process

•  Data driven marke%ng plans will connect you with your target audience

•  Be agile!

Common Misconcep%ons Answered!

Your prospects/customers don’t read print Your prospects/customers don’t use digital Magazine adver%sing doesn’t work You have loyal customers and therefore you don’t need to adver%se Your CEO doesn’t get it

Words To Market By

“A good hockey player plays where the puck is. A great hockey player plays where the puck is going to be.” -‐-‐ Wayne Gretzky

Thank You!

Diane Giannini VP, Corporate Sales Strategy & Development PennWell O 603-‐891-‐9120 [email protected] @dianegiannini hUp://www.linkedin.com/in/dianegiannini

selecting the best media to reach your target market - diane gianni [energy digital summit 2014]

Marketing