Woodworking Network is the wood manufacturing industry's business-to-business leading advertising and communications platform. Related publications include: Wood & Wood Products, Custom Woodworking Business, and Closets magazines.
Peer-to-Peer Digital Media Approach for Woodworking Professionals
1.
2. 2012…
People expect information specific to them
The most trusted source of information are their
professional peers
People want to be educated, not sold
Digital counts! People want information
different ways
3. Our Unique Approach
Segment each market to meet its specific needs
Deliver woodworking professionals peer-to-peer
connections
Use media platforms that match their lifestyle
Provide third-party validation of our engagement
and audiences
4. Segmented, Targeted Audiences
An audience of 47,000,
the LARGEST
distribution to the
professional custom
wood interiors market
Uniquely delivering
these converging
audiences as closets
companies have
embraced cabinetry
Custom Market and remodeling, and
custom woodworkers
have moved into
BPA Statement June 2012
storage solutions
5. An audience of over
31,000, the LARGEST
distribution to the
production woodworking
market
BPA Statement June 2012
Production Market
12. “ As a woodworker in a one-man shop it's easy to become "isolated“
from the world. Although that's not necessarily bad thing, learning about
what's going on in the wood world through your web and print sources is
great and simple. eugster96@xxx.xxx
Thank you for bringing many of these issues of over-regulation to our
attention. dmzehr@xxx.xxx
Excellent informative news articles. Always several topics that interest
me in each issue. I like the infusion of "Wood Science & Technology" in
most articles. hausknwa@xxx.xxx
”
13. “ The point about looking at who is actually working via permits is a
time saver and I'll be using that idea. Thanks. joe.culpepper@xxx.xxx
I read the topics that interest me, both for personal or business
interests. Thanks for keeping me in the loop. khewittgump@xxx.xxx
Like the articles on the Hardwood industry. rconti@xxx.xxx
Nice, easy informative website. sandlizzard12@xxx.xxx
Appreciate the Information .... Thanks! News and articles I am
interested in. robinarchtech@xxx.xxx
”
14. More Fresh Content
FACT: woodworkingnetwork.com posts on
average 21 new articles a day
No one else even comes close!
23. Providing Video Leadership
The largest number of professional woodworking videos -
almost 250 editorial videos posted on our site
Averaging more than 3,600 views / month
24. The Industry’s Leading Reference
Easy to use -
arranged like a
walk through a
woodworking
plant
25. More than Just Listings
Useful How-to Editorial
Comparisons and
Charts
Lively Presentation
26. Intuitive with Lots of Subcategories . . .
Continuously
updated online
Links to Suppliers,
Added Information
Podcasts and Video
27. Red Book Alerts
Weekly Product-Specific eNewsletters
Deploys each Wednesday
to 28,000
2013 Red Book Alert
schedule by date
29. Unparalleled Industry Involvement
AWI: Development Council
WoodLINKS: Board of Directors
CPA: Marketing Communications
Committee
AWFS: Tradeshow Committee
WMMA: Membership Development
Committee, International Business
Development Committee, Public Policy
Committee
WMIA: Marketing Committee
30. The Most Active Participant in Key
Industry Events
We participate in more industry activities than ANY
other media
For example, we were the ONLY media participating at
these recent high-level industry events
32. Part of the Industry Dialogue and
Committed to Sharing Information
State of the Industry updates
Online trends
33. We Produce Leading Industry Events
October 22-23, 2012 Vancouver,
British Columbia
February 27-March 1, 2013
New Jersey Convention Center
October 24-26, 2013
Toronto, Canada
34. Third-Party Validation - Print
We belong to BPA to provide third party proof of our audience
BPA is a not-for-profit founded in 1931
BPA is controlled by companies that purchase media - every major
national advertising agency is a paid member so they can have proof of
audience
Cabinetmaker and FDM had been BPA members for years but withdrew
abruptly in 2010
36. More Unique Domain (Websites)
Inbound Links than Any Other
Professional Website
WoodworkingNetwork.com: 361
Cabinetmakerfdm.com: 144
37.
38. Google Has More Links to
Woodworkingnetwork.com Content
WoodworkingNetwork.com: 1,480
Cabinetmakerfdm.com: 561
Google Links to Articles January – June, 2012
40. January – July 2012
woodworkingnetwork cabinetmakerfdm.com
1,400,000
1,200,000
979,948
1,000,000
800,000
600,000
400,000 239,556
200,000
0
January '12 February '12 March '12 (3/30/12) April '12 (4/30/12) May '12 (5/31/12) June'12 (6/30/12) July'12 (7/30/12)
(1/27/12) (3/1/12)
Source: Alexa WoodworkingNetwork.com cabinetmakerfdm.com
41. And These Rankings Don’t Even
Include Our Related Professional Sites
Closetsdaily.com
Redbookonline.com
Cabinetsandclosetsexpo.com
Woodtechsummit.com
Woodworkingexpo.ca
42. The Results of Our Online Investment
Our online audience (unique visitors)
increased by 56.3%
in the past year!
44. Other Ways We Can Help…
Vance has a unique range of services
and capabilities to support virtually all of your
marketing and communications activities
45. Vance Research
Research expertise, market expertise, industry credibility,
access to databases, and our ability to promote research
results as needed makes Vance a unique research partner
We work with all formats and platforms, and provide both
qualitative and quantitative analysis
Experience with B-to-B, consumer, retail, association and
institutional clients
49. Vance Video Custom
Platform: a platform to host your videos
Production: turnkey production of commercials, product demos, how-to videos
Versions: versions for online, laptop, Apple, Android, etc.
50. Vance Mobile
Mobile apps
Mobile texting campaigns
58. Your Woodworking Network Partnership
TARGETED – target your message to the specific audience you want
ENGAGED – connect with your audience how, when and where they want
TRUSTWORTHY AND COMMITTED – a company with 75+ years of
industry involvement, a team with 130+ years of industry experience
VALIDATED – 3rd party guarantees that you are reaching the audience you
are paying for
CUTTING EDGE – Progressive thinking coupled with the industry’s best
and most comprehensive suite of online capabilities, solutions and support
services
59. Thank you for your consideration,
we look forward to exploring ways
to grow our partnership