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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 BlankSourceMedia’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 BlankWhy 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

Quantitative ResearchWeb-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 Programs

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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 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.

Research Realities

Interior BlankWhy 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

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•Chris Rush – ADP, Vice President Strategy and Innovation

Interior BlankADP’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

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• 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.

• ADP – Chris Rush

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 BlankSourceMedia Research and Marketing Solutions

•Research gathered 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 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

E-Books

Roundtables

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.

Roundtable discussions

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 continue to be one of the most important ways to communicate with clients and create recurring engagement

E-newsletters

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 BlankYou have to actually do something with the ingredients to be called a cook.

Interior BlankYou have to actually do something with the ingredients to be called a cook.

Rob GarriganNational Sales ManagerSourceMedia Marketing Solutionsrobert.garrigan@sourcemedia.comCell: 646-354-0145Office: 212-803-8644

Let’s get cookin’!!