Goal: Communicate Autotrader’s new website experience to top customers in an environment that can’t be ignored.
More Good Media Ideas
Welcome to the Good Media Ideas Blog
Goal: Communicate Autotrader’s new website experience to top customers in an environment that can’t be ignored.
Topics: good media ideas, B2B marketing strategy
Industry conventions and trade shows continue to be a vital component of business-to-business marketing. Successful brands recognize the opportunity to generate revenue at industry conventions by scheduling meetings in advance and driving booth traffic through unique tactics. Communication with your customers and prospects prior to these trade shows should include:
Topics: B2B marketing strategy, convention support, trade show marketing
From time to time, we like to highlight on the blog recent successes we've had with client campaigns. This one we worked on last year highlights the challenges that come with very narrow B2B sectors, especially when it comes to digital advertising.
Topics: programmatic advertising, B2B media planning, B2B marketing strategy, media strategy, client success
Lately I've been deemed the "webinar guru" here at McCulloch+Company. In fact, I've helped coordinate 3 with different clients just this month. There's a very good reason I am such a huge proponent of these online seminars and recommend them often to our B2B clients. For your money in the B2B marketing space, there's very little else a company can do that's as successful in generating leads. And they are qualified leads, too - having submitted their information to register, and then invested an hour of their time. There are several more residual benefits that come along with participating in this type of content marketing - including thought-leadership within your industry.
Topics: good media ideas, digital marketing, webinars, content marketing, B2B marketing strategy, best practices
Why do people do the things they do? Rational thought? Emotions? Incentives? These are great questions for any marketer to ask. It seems like a natural conclusion that emotions affect people's decisions the most in the business-to-consumer (B2C) space - but what about business-to-business (B2B)? I've often said in B2B marketing it is important to remember that you're still trying to reach human beings, that think and feel just like everyone else. But given the business environment they are in, should they be marketed to in a different way?
Topics: B2B advertising, Cox Automotive, B2B media planning, B2B marketing strategy, B-to-B marketing
Time to get back on the wagon and write about developing a quality digital media strategy. This time in our series on digital media strategy, we will focus on best practices for landing page and form designs. You've developed your KPIs and CTAs. Now you need to create within your CMS a landing page for your website that effectively converts your prospects that land there into leads. (can we have more acronyms in marketing, please?) There are certain things you should do and not do in designing these pages and the forms found there to make them most effective with high conversion rates. In this post, I will share just a few high-level best practices on this topic - all that we have learned from Hubspot, the CMS we use.
Topics: good media ideas, digital marketing, digital media buying, B2B marketing strategy, best practices
For this month's good media idea we will highlight webinars, specifically in the B2B marketing space. If you are not familiar with the term, a webinar is an online seminar conducted usually by a publisher and sponsor in which participants pre-register, then log-in to view at a specified time the audio/visual presentation. It is usually timed at an hour, with 45 minutes of a presentation, and 15 minutes for question and answer at the end. Webinars topics vary widely, but usually focus on either a relevant topic to the reader, or discuss an industry problem. Some may even qualify for continuing education credit in certain fields. Above all, webinars should not be a sales pitch of a product - but more on that later. After the webinar is conducted, the publisher or platform usually provides all of the contact information of registrants to the sponsor. Then the sponsor has a fresh set of pre-qualified leads (people that invested an hour of their time to learn more on the topic and company) to begin to nurture.
Topics: good media ideas, digital marketing, webinars, content marketing, B2B marketing strategy
This time of year our all of our hair is on fire as we are feverishly putting together media plans for our clients. We're checking rates with publications, requesting Media Kits for new
opportunities, scanning websites and exploring new media ideas based on our client's annual marketing objectives. (That's also why we've been a bit silent on the blog this month). But if you are searching for a new media agency, or perhaps unaware of what to do when it comes to forming a quality annual media plan, here's a few of the things we think through at McCulloch+Company when designing media plans for our clients.
Topics: top roswell out of home media buying agency, top radio ad buying agency, traditional media buying, top tv ad buying agency, Media Agency, good media ideas, media planning, searching for a new ad agency, digital marketing, Agency, TV media buying, top print media buying firm, top roswell media buying company, interactive media buying, radio, tv ad buying, TV strategy, marketing planning, marketing objectives, B2B marketing strategy, top print media buying agency, B-to-B media planning, B-to-B marketing, b2c marketing
As an agency, we value research as it can help inform your media plan and make it smarter. Whether you are researching media consumption habits among your prospects, or reviewing qualitative data in a particular DMA, we are of the mindset that knowledge is power and it's worth investing in to make better decisions about your marketing budget. This is true for either B2B or B2C marketing. We also know that this research can come at real costs, both time and money, so a company has to weigh that into consideration as well. Will the potential results of the study be worth the cost and will we have time to review the data and apply its findings to our marketing strategies?
We just finished a custom research project for one of our B2B clients, a product we call MediaWatch™. This is a competitive media analysis in which we survey publications within a given time frame in our client's industry searching for identified competitors' ad placements. Another reality when it comes to research is that what we want to know is not measured by syndicated data, especially in B2B categories. So we just do it ourselves!
For this particular client that is in the infrastructure and construction category, they selected 17 publications and 17 different competitors and we surveyed all publications over a 7 month period. We also requested digital activity within that time frame, although that is hard to quantify since we cannot estimate impressions or spend there. But in print, after surveying we were able to estimate spend and frequency, based on our calculation of advertising value - estimated frequency multiplied by rate card rate for that frequency. At that point we have an "apples-to-apples" comparison with our client's advertising value and all identified competitors in the category. Then we reflect in pie chart-form our client's share of voice as seen in their spend, their share of pages and print impressions across the category.
Topics: Media Agency, good media ideas, media planning, custom B-to-B research, B2B marketing strategy, B-to-B media planning, B-to-B marketing, b2c marketing
