A Message from Scott Bieda
The e-Book is a vehicle that is growing in popularity
across Penton. This product enables an advertiser to deliver a lengthy
or complex message in an easy to read format. e-Books utilize the same
technology used to produce our e-zines. To date, clients have used
e-Books to attain their objectives of lead generation and brand
awareness. See the feature below to learn how Penton sales rep Liz Stott
from Machine Design worked with her client Nye Lubricants in producing
an e-Book.
The second item again demonstrates the power of research in creating
value for a customer while generating significant revenue. Penton’s
Beef franchise executed an industry-wide study and was able to secure a
single sponsor for the entire project. The client, Elanco, recognized
the brand-building ability of being associated with research that would
be referenced by their customers for many months after the initial
release of the study.
Please contact Penton Custom Solutions for more information on how
either of these products can be used in your markets.
Scott
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e-Book Results Impress Clients
CLIENT: Nye
Lubricants, Inc., Fairhaven, MA
SALES REP: Liz Stott (Machine
Design)
CLIENT'S GOALS: Nye Lubricants
manufactures and sells high-quality synthetic lubricants, thermal
coupling components and index-matching optical gels. The company wanted
to position itself as an industry thought leader by educating clients on
topics related to damping greases and synthetic lubricants, and to
generate high-quality leads by capturing key registration data for sales
follow-up. Nye chose to develop two “e-Books,” PDFs with targeted
content running between 8-10 pages and delivered via an on-demand link.
An e-Book features live links to client websites and, for a premium
price, video.
AUDIENCE: Readers of Machine
Design, Motion System Design, Medical Design and Ward’s
AutoWorld magazines as well as Machine Design e-newsletters
and websites.
PRODUCT EXECUTION: For both
e-Books, Nye, Machine Design (MD) and Penton Custom Solutions
conducted kick-off meetings to identify editorial direction and content,
production schedules, the overall look of the
e-Books and marketing material such as e-mail blasts and online ads. The
project manager worked with the MD editor to identify the best
freelancer for the projects; then, Custom Solutions retained the
freelancer and collaborated with him to ensure the client’s messaging
was on target. Custom Solutions also worked with the magazine’s online
marketing manager and the audience development manager to identify the
right circulation (names/titles), craft the e-mail messages, and deploy
them in synch with the e-newsletters to maximize the messages’
effectiveness and drive traffic to the Registration page.
The list of services Penton Custom Solutions provided includes:
• Project/Production Management
• Editorial Services (securing the writer, negotiating fees, editorial
management and proofing content)
• Marketing Services (brainstorming with the client and salesperson to
make the e-Books interactive by recommending appropriate web links and
the use of video as well as developing ads and e-mail blasts)
• Creative Design and Layout
• Brand/Domain Set-Up
• Facilitating e-mail Distribution
• Delivering Tracking Reports to client (registrants’ names, titles,
companies, etc.)
RESULTS: More than 625 qualified
total leads (for two projects) to date. The client receives monthly
reports that are passed to the sales staff.
e-BOOK REGISTRATION PAGE: www.nyedampinggrease.com/nyedampinggrease
FREQUENCY: Each eBook is posted for
1 year on the Machine Design website
PRICE: $30,000 (for two eBooks).
eBooks with video or other options command a higher price. Video engages
the readers. It also adds profitability to the project since it can be
an up-sell opportunity. Adding a video is easy to do, especially if the
client already has video on his website. If not, Custom Solutions can
provide those services.
IN THE WORKS: Penton Custom
Solutions just finished an e-Book for another MD client, Tekscan, whose
goal also was lead generation. Thirty minutes after the first e-mail
deployment, the client received a call indicating interest in a product!
To date, 194 prospects have registered for this e-Book. Which client
of yours has an e-Book in its future?
To view this great example click
here.
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State of the Industry Research Provides Client
Solutions
Are there critical information gaps in your industry?
Partner with a valued client, and use Penton Custom Research to fill in
those gaps.
This is exactly what BEEF did last year, strengthening the
brand’s reputation as a valuable information provider, and securing
$65,000 of revenue in the process.
For years there had been a dearth of information in the beef industry
concerning businesses raising stocker cattle. This is an important
stage in the life cycle of beef cattle, yet the U.S. Department of
Agriculture (USDA) has not published adequate information concerning
farmers and ranchers in this market. Those in the beef industry and
academia have long recognized this lack of critical information,
providing an outstanding opportunity for BEEF and Penton
Research.
Working with BEEF’s editorial staff, Penton Research developed
an exhaustive National Stocker Cattle study, which was deployed to
16,000 qualified farmers and ranchers via BEEF magazine’s
circulation list. Supplemental lists were provided by a group of
universities, in exchange for access to study results. BEEF
secured Elanco, an international company that develops products to
improve animal health and food animal production, as the study sponsor
for $65,000. In addition to associating this important study with it's
brand, Elanco was able to use the resulting data to develop their
strategic initiative to better tap into the stocker cattle market
segment. Elanco was permitted to include four proprietary items in the
study, geared toward addressing strategic information needs.
In the end, BEEF was able to position itself as a strategic
partner with a major industry player, strengthen its reputation as an
invaluable information source and collect data on which to base a series
of editorial articles – all in addition to bringing in $65,000.
Please contact Kristin
Letourneau to discuss the information needs in your industry, and let
Penton Research develop a State of the Industry study for your market!
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