Winter 2012
The brand adoption pYramid
Selling products or services is not easy, as anyone in sales can confirm. Sales rarely happen with the first contact; it takes
multiple contacts to move a prospect along the way towards a sale—and that can be expensive. Here’s a diagram that might
help you to make sure your marketing efforts in 2013 are reaching prospects at every phase of the brand adoption process.
Qualified, high-yield prospects
tries to practice these same principles.
Preference
to contact
a specific
company
Awareness:
Ads in conference
publications
Positioning
of the product versus competitors
ht ®
yrig
Cop
Monthly editorial previews
Preference:
Sales calls by Physics
Today sales reps
ved.
eser
ts R
Righ
Awareness
that the product exists
. All
ates
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& As
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artin
2, M
201
Perceptions
of what the product stands for
Perceptions:
Technical ADvantage
newsletters
Positioning:
Sponsoring exhibitor
lounges at 5 trade shows
each year, where costs
range from $10k - $15k
per conference.
Full universe of current and future prospects
The brand adoption process begins by addressing the full universe
of potential customers. This is the important step of “filling up the
funnel”; without a steady input of new prospects, sales leads at the top
of the pyramid dry up. Advertising is THE most effective and inexpensive
Renewal deadline
for online ads
was November 1
means of creating this awareness and positioning your products
vis-à-vis competitors. Marketing products that have a large reach
and low CPM include advertising in print, online, and in e-mail alerts.
Marketing products that produce the most qualified, high-yield
prospects are conferences and sales calls. These efforts permit
discussion and depth of impression per contact, however they are
also much more expensive per contact than advertising. When planning
for 2013, please contact your Physics Today sales rep for an individual
consultation. It’s time for a conversation.
Contact your sales rep now to
renew any e-mail alert ads or
BrandBlock weeks you had in
2012. On November 1, your
spots were opened up to all
companies first-come, first-served.
Buyers Still Rely More on Print
G
TA
LKIN
Points
B-to-B Magazines Lead
the Pack.
B-to-B Media Used on a
Weekly Basis (print)
Print
Websites
eNewsletters
Text/SMS
82%
40%
30%
17%
Websites on a mobile device
16%
Apps on a mobile device
12%
Social Media
9%
Just about everyone agrees that the media
market is overcrowded. Buyers are overwhelmed
by the vast amount of information that is communicated daily and by the dozens of digital and
technology options that are available to access
information. Just about everywhere they turn,
buyers are inundated with some type of message,
new technology, or new product. And while there is
certainly a broad spectrum of options from which
to access all this data, buyers still consistently turn
to print for insight and guidance on professional
and purchasing information.
B-2-B Magazines Rank on Top
According to a study entitled,“Improving Marketing
Effectiveness,”publications ranked as the number
one means of accessing professional information
out of fourteen information sources. More importantly, print was the only traditional information
source, and it ranked on top when compared to
the other digital and technology alternatives.
More than 80% of buyers claim they regularly rely
on trade magazines to access professional information. According to the study, buyers typically
were interested in obtaining information about new
products, unique product features, and product
comparisons when accessing information in
publications. Buyers continue to remain loyal to
the print medium because it’s credible and easyto-use, and it’s packed with valuable information.
Trade Magazines.............................................................81.1%
Ads Provide Useful
Information (Top 3)
Print
Radio
Internet
Trade Magazine Websites..........................................56.6%
Digital Magazines/Apps.............................................50.0%
49%
Supplier Websites...........................................................50.0%
eNewsletters......................................................................43.7%
37%
Webinars..............................................................................32.6%
Buyers often begin their product search with
publications. Nearly six out of ten buyers believe
that publications are a great source for learning
about new items and products for their professional and personal lives. After reading and
uncovering new ideas and products, many buyers
often move to magazine websites to find out even
more about advertisers and their products. One
study found that print ranked on top for ads that
provide useful information about new products
and ads that provide information about how new
products are used.
55%
55% believe print ads
help them learn about new products
Second B-to-B study points to magazines, too.
A second study that looked solely at business-tobusiness media also found that publications lead
the pack. According to the American Business
Media study, print continues to dominate other
media as an information source, even among buyers under 45 years old. The study tracked media
usage among 15 leading business-to-business
media channels; b-to-b magazines came out on
top by a wide margin. (See chart left column.)
The evidence is in and the facts are clear:
buyers still rely more on print.
LinkedIn................................................................................31.1%
36%
Message Boards/Forums............................................26.0%
You Tube..............................................................................24.7%
Facebook.............................................................................22.7%
Blogs.......................................................................................16.9%
Podcasts...............................................................................11.4%
Twitter....................................................................................10.7%
List Services...........................................................................5.9%
Sources: Improving Marketing Effectiveness,
Josh Gordon & Associates, 2012; Deloitte’s State
of the Media Democracy Survey, Fifth Edition,
Feb., 2011; 2012 Media Channel Study,
American Business Media, 2012.
Publications offer the most vibrant format in
which to display a product and communicate a
sales message. The bright, four-color pages of
magazines attract attention and entice buyers to
find out more. In fact, the format and vitality of
magazines have enabled the medium to compete
in a world that is increasingly digital and more
overcrowded than ever with media options.
Loyal publications readers – including young,
tech-savvy readers – continue to turn to publications, and they continue to take action after
exposure to print advertising.
First in grabbing attention
Magazines are ranked number one in attracting
attention when compared to other media and
sales opportunities. Eight out of ten buyers claim
they purchased a product or service after seeing
or reading something in a magazine. One study
found that out of 36 different media channels and
venues where buyers are exposed to advertising,
publications ranked on top in terms of the number
of buyers who had interest in the advertising.
The study found that more buyers were exposed
to the advertising in publications, too.
TA
Points
Advertising Effectiveness by Position
1st Quarter of Book
61%
2nd Quarter of Book
61%
3rd Quarter of Book
62%
4th Quarter of Book 62%
Driven to the Web
After exposure to print advertising, publication
readers are far more likely to go online than
non-readers and are twice as likely to make an
online purchase.
They are tech-savvy, social networkers who
continue to combine the print format with their many
online activities. Seven out of ten buyers posted a
publication ad on Facebook. Print media channels
buyers to many digital buying opportunities.
Magazine Readers
Used the Internet
vs.
G
Print Readers are Action -Takers
LKIN
Non-readers
Purchased Online
No. 1 for Interest
in Advertising
Top Five Media Among
Those Exposed to Ads
1
Magazines...........................62%
2
Newspaper..........................59%
3
Radio..................................55%
4
Internet...............................51%
5
Direct Mail..........................40%
Readers
83%
Six out of Ten Take Action
After Exposure to Specific
Print Ads
Non-Readers
77%
60%
Readers
43%
Non-Readers
21%
77% made purchase sparked by magazine
Action-takers
When print readers are exposed to advertising,
they not only pay attention to it, they take action
on it. According to one study, 54% of buyers
noted an ad in the last issue and an incredible
61% took action after exposure to specific
advertising. These were not simply the biggest
and brightest ads in the front of the issue.
While cover positions always offer prominence
and higher than average recall scores, high recall
and action-taking scores are consistent for all
run-of-book positions in all four quadrants of
the magazine...from front to back.
Print readers are action-takers who respond in
many ways to the publication ads to which they
are exposed. Some purchase a product or
service. Others change the way they perceive a
specific advertiser. Others go online to find out
more. And still others recommend the product
or clip and save the ad for future reference.
Print readers are action-takers, and print provides
a significant selling opportunity to advertisers.
Sources: GfK MRI Starch Advertising Research,
January – December 2011; Ipsos Mendelsohn Affluent
Survey, 2010; “THE CONVERSATION” conducted on
behalf of Hearst by Russell Research, 2010.
Took any action....................61%
Considered product..............22%
More favorable opinion
of advertiser.........................21%
Gather more info..................16%
Recommend product............14%
Visit website.........................13%
Purchase product.................. 9%
Save ad................................. 8%
Visit salesperson................... 8%
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Bonus distribution at Biophysical and SLAS
January 2
Art due for the February issue
Bonus distribution at Photonics West
February 1
Art due for the March issue
Annual APS March Meeting issue—the largest issue of the year!
LKIN
G
TA
December 3
Points
Publications are
in last place...
…In all negative categories when
compared to six other major
media including the Internet.
Print’s Positive Perception
Magazines are so well-received by buyers of all
ages, and print advertising continues to be the
preferred advertising vehicle. Everyone knows that
buyers are connected to their phone apps, email,
social networking sites, and dozens of other digital
options, but even so they remain faithful – and
even prefer – the print medium. Print is resilient
even in a digital marketplace.
Trustworthy, inspirational…my time
• Last Place
– Lack credibility.
• Last Place
– Ads are too repetitive.
• Last Place
– Ads are all alike.
Buyers continue to trust the print medium, more
so than any other major media. The printed word
has long commanded attention, and it continues
to do so even in today’s digital era. When directly
compared to broadcast media and the Internet,
buyers far and away trust publications more than
the other major media. This is true for adults of all
ages, including young adults.
Viewed as Trustworthy
Publications
Internet
Broadcast
Sources: Experian Simmons
Multi-Media Engagement Study,
Spring 2010; “THE CONVERSATION”
conducted on behalf of Hearst by
Russell Research, 2010; Affinity’s
VISTA Service, 2011; GfK MRI,
Fall 2010.
100
94
93
Buyers are inspired by the content in magazines.
They typically describe publications as life enhancing and inspirational. Buyers have a special
affinity and connection with magazines that other
media cannot create. Seven out of ten buyers
claim that time spent reading publications is
considered “my time.”
Viewed as Inspirational
Publications
Internet
100
79
Broadcast
85
69%
Reading Magazines
is My Time
Low Negatives. High Positives.
In a time when buyers are overwhelmed by the
number of media messages that invade their lives,
print remains the medium with very low negative ratings and very positive perceptions. When
measured in terms of perceived negative drivers
like “no credibility,” and “inconvenient or repetitive
advertising,” magazines had the lowest negative
ratings. They scored exceptionally high though on
one very important positive driver: enjoyment.
Print has withstood the test of time…and still
remains on top.
64%
Enjoy Reading
Magazines