The Secret Sauce to
Marketing in 2015
Diane Giannini
Leif Nevener
Vice President,
Sales Engineer,
Corporate Sales
Corporate Sales
THE MARKETS
WE SERVE
Power
Petroleum
Electronics
Water
Optoelectronics
Aerospace & Defense LEDs and Lighting
Public Safety
Dental
5 COMMOM
MISCONCEPTIONS
Your customers don’t read magazines
Your customers don’t use digital
Magazine advertising doesn’t work
You have loyal customers, so you don’t
need to advertise
Your management team doesn’t “get it”
4 KEY
ELEMENTS
Defined
Objectives
Agile
Marketing
Approach
Marketer
Success
Audience
Engagement
Data
Clear
Success
Criteria
Preference
Positioning
Perception
Awareness
THE
BRAND
ADOPTION
PROCESS
STAGES OF THE
BUYING PROCESS
RESEARCH
EVALUATION
PURCHASING
MAKING CONNECTIONS WITH A
WINNING
MARKETING
MIX
7
Audience Survey Data
2015
RESPONDENT
DEMOGRAPHICS
RESPONDENT
2%
71 or over
1%
20 or under
16%
61 - 70
14%
21 - 30
AGE RANGE
Well-rounded
22%
31 - 40
22%
51 - 60
23%
41 - 50
age
range
providing a
compelling
representation
of the market
Offshore - 2015 Readership Survey
RESPONDENT
YEARS IN INDUSTRY / PROFESSION
27%
30 years
or more
15%
Less than
5 years
15%
5 to 9
years
Roughly
50% of
respondents
have been in
the industry
11%
25 to 29
years
11%
20 to 24
years
8%
15 to 19
years
13%
10 to 14
years
Offshore - 2015 Readership Survey
>20
years
OFFSHORE
MEDIA USAGE
71%
75%
Receive the
Offshore email
Use the Offshore
Website
Newsletters
58%
Subscribe to the
Offshore
Digital
magazine
55%
Subscribe to the
Offshore
print
magazine
BUYING BEHAVIOR
TOP 5 MEDIA SOURCES
THEY RELY ON
Offline
Online
65% Industry Events / Conferences
64% Print Magazines
62%
61%
52% Books
55%
50% Referrals from colleagues
31% Magazine Advertising
54%
49%
Offshore - 2015 Readership Survey
MEDIA CHANNELS VARY DURING
BUYING PROCESS
Research
Industry Magazines
Buyers’ Guide/Product Directory
Industry Events/ Conferences
Email Newsletters
Industry Media Websites
Evaluation
Industry Media Website
Supplier/Vendor Websites
White Papers / Technical Documents
Purchasing
Supplier/Vendor Websites
White Papers/Technical Documents
BIG CHANGES IN MEDIA USAGE
INCREASE
34%
White papers /
Technical
Documents
42%
Email
Newsletters
44%
51%
Industry Media Search Engines
Websites
Offshore - 2015 Readership Survey
52%
Digital
Magazines
MARKETING COMMUNICATION
IS ESSENTIAL
Prior to seriously considering a different vendor or meeting with their rep, do
you prefer to have already gained insight into the company or product via its
communications programs (i.e. advertising, promotion, sponsorships, etc.)? Why?
Answer Options
87%
said
“Yes”
I can be more knowledgeable in the
questions I ask
Helps me decide whether or not we
should contact the vendor
I feel more confident discussing the
technology and products with the vendor
Gives me perspective about where their
products fit versus their competitors
Gives me assurance that the vendor
might meet our needs
Lets me know what the vendor stands for
(experience, performance, support, etc.)
Offshore - 2015 Readership Survey
Response
66%
58%
57%
55%
53%
50%
OPPORTUNITY TO INCREASE
MARKET SHARE
more likely to evaluate
58%
products and systems from
alternative vendors,
compared to 5 years ago
Offshore - 2015 Readership Survey
WHAT’S IMPORTANT
PURCHASING CRITERIA
Quality
89%
Functionality of Product / Specification
87%
79%
Customer Service
63%
Reputation / Brand of Company
57%
Price
36%
Referral from Colleagues / Peers
26%
Personal Brand Loyalty
0%
Very Important
20%
Somewhat Important
Offshore - 2015 Readership Survey
40%
60%
80%
Not Important
100%
MAGAZINES
COMPELLING MAGAZINE
CREATIVE CONTENT
67%
Technology-focused message
47%
Product-focused message
31%
Company-focused message
Link to more information
29%
Visual appeal
28%
15%
Special offers / incentives
QR Code
4%
Offshore - 2015 Readership Survey
MAGAZINE ADS
QR CODES – SHOULD YOU?
19%
No, I am not
familiar with
QR codes
74%
Either don’t know
what they are, or
don’t use them
55%
Yes, I am familiar with
QR codes, but I do not
use them
Offshore - 2015 Readership Survey
26%
Yes, I am
familiar with
QR codes
and I do use
them
MAGAZINE ADS WORK
READERS TAKE ACTION
Print
Digital
70%
69%
41%
42%
36%
35%
31%
32%
22%
25%
More than 89% took some action!
Offshore - 2015 Readership Survey
“TRADITIONAL” DIGITAL
ONLINE ADS
INDUSTRY SITES MOST TRUSTED
Do you click on online/digital ads
from the following?
74%
68%
53%
30%
12%
Industry
Media
Websites
Google
LinkedIn
Facebook
Offshore - 2015 Readership Survey
Twitter
COMPLEMENTARY ADS
ONE IMPACTS THE OTHER
of users are
78%
MORE LIKELY to
CLICK
on an online ad if they
have seen the company
before in an industry
magazine
Offshore - 2015 Readership Survey
WEBSITE ADS WORK
READERS TAKE ACTION
65%
Visited the company's website
Research the product, service, or
46% company that was in the advertisement
35%
Clicked on the advertisement
34%
Shared the ad with a colleague
Recommended and / or purchased the
17%
product or service
Offshore - 2015 Readership Survey
ENHANCEMENTS = ENGAGEMENT
RICH MEDIA ONLINE ADS
Photo Galleries: 53%
Video: 46%
Offshore - 2015 Readership Survey
ENGAGING CONTENT
ONLINE VIDEO PROGRAMMING
Are
85%
interested in
watching regularly
scheduled, online
videos about
the industry and
their jobs
Offshore - 2015 Readership Survey
MOBILE TECHNOLOGY
MOBILE
DEVICE OWNERSHIP
Currently own or plan to buy in the next 12 months
6%
17%
87%
60%
11%
28%
Smart
Phones
Currently Own
Tablets
Likely to Purchase
Offshore - 2015 Readership Survey
E-reader
Do Not Use
MOBILE EXPERIENCE
MUST HAVE
89%
of users said a
GOOD mobile
experience
is IMPORTANT
to them
Offshore - 2015 Readership Survey
MOBILE FOR BUSINESS
DEVICES USED
43%
iPhone
37%
Android phone
27%
iPad
16%
Android tablet
10%
I do not use any of the above.
Blackberry phone
9%
Windows tablet
6%
Windows phone
5%
Offshore - 2015 Readership Survey
MOBILE DEVICE
BUSINESS USES
Smart Phone
• Read and respond to
email
• Search the Internet
• Follow Breaking News
• Use Social Media
• Read Industry Articles
• Watch Videos
Tablet
• Watch Videos
• Read Industry Articles
• Access Digital
Magazines
• Search the Internet
• Read Books
• Follow Breaking News
Offshore - 2015 Readership Survey
THE SOCIAL MOVEMENT
SOCIAL MEDIA CHANNELS
ACTIVE PROFILES
73%
53%
24%
19%
11%
LinkedIn
Facebook
YouTube
Twitter
Offshore - 2015 Readership Survey
G+
10%
Instagram
7%
Pinterest
SOCIAL MEDIA
FOR BUSINESS CONNECTIONS
83%
35%
10%
Offshore - 2015 Readership Survey
SOCIAL MEDIA
RESOURCE FOR NEWS/ARTICLES
66%
28%
17%
Offshore - 2015 Readership Survey
5 PROVEN
FACTS
Your customers read magazines
Your customers use digital
Magazine advertising works
Your customers aren’t so loyal, you
need to advertise
Your management team will “get it”
Thank You!
Diane Giannini
VP, Corporate Sales Strategy
dianeg@pennwell.com
http://www.linkedin.com/in/dianegiannini
@Dianegiannini
Leif Nevener
Sales Engineer
leifn@pennwell.com
http://www.linkedin.com/in/leifnevener
@Leif5233
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