AMCA sales and marketing presentation

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Copyright, ASHRAE 2011. Presented by Greg Martin, ASHRAE manager of advertising sales, to the Air Movement and Control Assocation International. Comments and questions should go to gmartin@ashrae.org

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AMCA sales and marketing presentation

  1. 1. Media Marketing: Tools, Trends & Tactics You Can Apply to Your Product Launch<br />Presented by Greg Martin, <br />Manager of Advertising Sales for ASHRAE Media<br />E-mail: gmartin@ashrae.orgTelephone: 678-539-1174<br />
  2. 2. Defining Your Objective<br />What Are You Trying to Achieve? <br /><ul><li> Product Campaign: Selling a product. Leads most important.
  3. 3. Branding Campaign: Selling a company and/or product line. Touch points are most important. The strongest brands are those that invite their customers into their lives.</li></li></ul><li>Measuring Advertising: ROI<br />If you take an integrated approach, focus on advertising as an investment in your company brand and products, and measure results, Then your Advertising Return On Investment should be very positive.<br />
  4. 4. Part I: Trends<br />
  5. 5. Trends: The Two Major Trends<br />Integrated Marketing<br />Interactive Marketing<br />Supplier<br />Customer<br />Supplier<br />Supplier<br />Customer<br />Customer<br />Supplier<br />Customer<br />
  6. 6. Trend: Integration<br /><ul><li>Reaching your specifiers across media</li></li></ul><li>Trend: Interaction<br /><ul><li>Engaging specifiers through media</li></ul>Supplier<br />Customer<br />Supplier<br />Supplier<br />Customer<br />Customer<br />Supplier<br />Customer<br />
  7. 7. Trend: Integration<br /><ul><li>Reaching your specifiers across media
  8. 8. Print:
  9. 9. Publications
  10. 10. Inserts
  11. 11. Postal Rental
  12. 12. Digital
  13. 13. In Person</li></li></ul><li>Print Advertising<br />Old Approaches<br /><ul><li> Bingo Cards
  14. 14. Message in a Vacuum
  15. 15. Targeting a message to the audience, e.g., Dear AMCA Members…</li></li></ul><li>Print Advertising<br />Newer Approaches<br /><ul><li> Making Print Advertising Interactive for Everyone
  16. 16. Incorporating Print Advertising as Part of an Integrated Campaign </li></li></ul><li>Print Advertising<br />Newer Approaches Include: <br /><ul><li> Tags in Advertisements
  17. 17. Reader Service Numbers
  18. 18. E-Blasts on Product Announcements
  19. 19. Targeting and/or Personalizing a message to the audience, e.g., Dear Ms. Jones, as Vice President of Product Development for a fan manufacturer….
  20. 20. Digital Editions </li></li></ul><li>Print Advertising<br /><ul><li> Reader Service Numbers</li></li></ul><li>Print Advertising<br /><ul><li> Tags in Advertisements</li></ul>Print Advertisements Now Have Digital Component.<br />
  21. 21. Print Advertising<br /><ul><li> Digital Editions
  22. 22. Animation
  23. 23. Video
  24. 24. Polls
  25. 25. “Belly Bands”</li></li></ul><li>List Rental and Demographic Circulation<br />Newer Approaches<br /><ul><li> Targeting and/or Personalizing a message to the audience. Very small segments can now be targeted. </li></li></ul><li>Print Advertising<br />Newer Approaches<br /><ul><li> E-Blasts on Product Announcements</li></li></ul><li>Trends: Integration<br /><ul><li>Reaching your specifiers across media
  26. 26. Print
  27. 27. Digital:
  28. 28. Publication’s Digital Editions
  29. 29. E-Mail Blasts
  30. 30. E-mail Rentals
  31. 31. Web Site Advertising
  32. 32. eNewsletters
  33. 33. Webinars
  34. 34. In Person</li></li></ul><li>Digital Advertising<br />Older Approaches: <br /><ul><li> Buttons/banners to go ROS (run-of-site) for a time period
  35. 35. Pop-up Ads</li></li></ul><li>Digital Advertising<br />Newer Approaches: <br /><ul><li> Targeted Audience by Browser, ZIP code, Language, Operating Systems, Domain types, ISP
  36. 36. Animation
  37. 37. Video
  38. 38. Webinars
  39. 39. White Papers
  40. 40. Buttons/banners to go to targeted section of a web site; thousands of impressions are ordered and used as payment metric
  41. 41. Pay-Per-Click</li></li></ul><li>Digital Advertising: Projections<br />Source: eMarketer. Nov. 2010. “Seven Trends for Video Advertising Engagement.” <br />
  42. 42. E-mail Rental<br /><ul><li> Chance to Directly Engage Reader “One-on-One”
  43. 43. Inexpensive to Send an E-mail Unlike Direct Mail</li></li></ul><li>Exit Points from<br />Source: ClickZ Marketing News and Expert Advice.<br />
  44. 44. Exit Points from<br />Only 6% said they opted out of e-mail lists because they could instead get the same information from other sources, such as Facebook, Twitter, blogs, etc. <br />Source: ClickZ Marketing News and Expert Advice.<br />
  45. 45. Trends: Integration & Interaction<br /><ul><li>Reaching your specifiers across media
  46. 46. Print
  47. 47. Digital
  48. 48. In Person:
  49. 49. Trade Shows
  50. 50. Sponsorships
  51. 51. Webinars</li></li></ul><li>Shows and In-Person Marketing<br /><ul><li> Many Shows Have Strong Online Presence
  52. 52. ASHRAE Opened a Virtual Conference
  53. 53. Online Offerings Appear to be an Augmentation Rather Than Alternative to Turn-Out</li></li></ul><li>Shows and In-Person Marketing<br />Looking at Shows of Interest to AMCA<br />
  54. 54. <ul><li> Largest HVAC&R Show in World
  55. 55. Largest Show Ever Was New York, 2008
  56. 56. Record Attendance of 54,000+ in 2011 for West of Mississippi River
  57. 57. Attendance Up 19% from Orlando, 2010
  58. 58. Exhibitors = 1,938 (+115 from Orlando)
  59. 59. International Exhibitors = Nearly 400</li></li></ul><li><ul><li> Largest Show in Mexico City
  60. 60. Attendance = 10,604 ; Record in 2010
  61. 61. Up 27% from 2008
  62. 62. Exhibitors = 292
  63. 63. Total Verified Attendance = 10,604</li></li></ul><li><ul><li> Largest Show focused on Bathroom, building, energy and air-conditioning
  64. 64. Visitors = 200,795 from 140 countries
  65. 65. 35% of Visitors from Outside of European Union
  66. 66. Exhibitors = 2,327
  67. 67. 1,285 Exhibitors from Outside Germany</li></li></ul><li><ul><li> Attendance = 28,000
  68. 68. Exhibitors = 1,017; Doubled since 2007
  69. 69. Countries Represented: 114
  70. 70. Becoming less Residential</li></li></ul><li><ul><li> India World’s Fourth-Largest Economy with Growth Rate of 8%
  71. 71. Show Was Regional in Odd Years; Now International
  72. 72. Attendance of 15,000 in 2010
  73. 73. Exhibitors = 330 (25% from outside India)</li></li></ul><li><ul><li> Attendance of 157,447 in 2010
  74. 74. Attendance Down 6% from 2008
  75. 75. Exhibitors = 2,300</li></li></ul><li><ul><li> Attendance of 17,000 in 2010
  76. 76. Attendance Down Slightly from 2009
  77. 77. Exhibitors = 950</li></li></ul><li><ul><li> Attendance of 40,00 in 2010
  78. 78. Attendance Up from 2009
  79. 79. Exhibitors = 1,006
  80. 80. International Exhibitors = 33 countries
  81. 81. International Visitors = 14%</li></li></ul><li>Shows and In-Person Marketing<br />Trend: Attendance and Interest Appear to be Increasing as Economy Rebounds.<br />
  82. 82. Trends: Integration & Interaction<br />Anything I have missed covering?<br /><ul><li>Reaching your specifiers across media
  83. 83. Print
  84. 84. Digital
  85. 85. In Person</li></li></ul><li>Trends: Integration & Interaction<br />Where is social media<br /><ul><li>Reaching your specifiers across media
  86. 86. Print
  87. 87. Digital
  88. 88. In Person</li></li></ul><li>Social Media<br />“We think every industry is going to be rebuilt around social engagement.”<br />– Facebook Chief Operating Officer Sheryl Sandberg<br />
  89. 89. Social Media: Who’s Doing It?<br />1. Unica. 2011. 11 Key Marketing Trends for 2011: Highlights from the Annual Unica Marketing Survey.<br />
  90. 90. Social Media<br /><ul><li> From 2008 to 2010, Facebook's share of online display ads surged from 2.9% to 13.6% of the U.S. market, which reached $8.88 billion in 2010, according to research firm eMarketer.
  91. 91. Facebook's growth comes at the expense of companies such as Yahoo and AOL, and from traditional media like newspapers and TV.1</li></ul>1. eMarketer. February 2011. “Facebook Reaches Majority of U.S. Internet Viewers.”<br />
  92. 92. Social Media<br /><ul><li> Twitter launched ads in April. According to NYT, Twitter is on track to earn $150 million in its first year selling advertising with ‘Promoted Tweets’ and ‘Promoted Trends.’ Expectations are for $250 million in its second year of advertising.
  93. 93. Approximately 9% of adult U.S. Internet users are also Twitter users. Growth is expected to reach 14% by 2013.1</li></ul>1. eMarketer. February 2011. “Facebook Reaches Majority of U.S. Internet Viewers.”<br />
  94. 94. Exit Points from<br />Source: ClickZ Marketing News and Expert Advice.<br />
  95. 95. Exit Points from<br />Source: ClickZ Marketing News and Expert Advice.<br />
  96. 96. Social Media<br />Social media’s usefulness as a marketing tool is difficult to gauge. <br />What’s clear: social media is more of a branding tool than a product marketing tool.<br />“The strongest brands are those that invite their customers into their lives.”<br />
  97. 97. Interaction & Integration: What’s Missing?<br />Proliferation of Channels<br />eNewsletter Ads<br />Digital Banners<br />Shows<br />Print Ads<br />Direct Mail<br />Webinars<br />Rich Media Ads<br />Social Media<br />Online Video Ads<br />Online Magazine Ads<br />Reprints<br />
  98. 98. Interaction & Integration: What’s Missing?<br />The Audience<br />How do they want to receive our message? Everyone’s different, but we can employ the tactic of ROI to help us.<br />
  99. 99. What Is ROI?<br />There is another ROI: Receptive Or Invasive.<br />Is your message in an environment that your customer or prospect wants (receptive), or is it in an environment they don’t want (intrusive). <br />
  100. 100. Is Your Marketing Receptive Or Invasive?<br /><ul><li> Phone calls — R/ I
  101. 101. Cold calls — I
  102. 102. Scheduled calls — R but can be I
  103. 103. Direct Mail — I
  104. 104. Trade Show — R (Visitor choose to attend)
  105. 105. Magazine ads — R (Reader choose to subscribe)
  106. 106. Web site ads — R/I
  107. 107. Static Ads — R (Reader chose to go on the site)
  108. 108. Pop-up Ads — I (Reader did not choose to open a new window)
  109. 109. E-newsletters — R (Reader chose to subscribe)
  110. 110. E-Blasts by you — R/I (Did the Reader ask for it?)
  111. 111. Webinar Sponsorships – R (Viewer chose to register)</li></li></ul><li>Part II: Tools for Measuring Success<br />
  112. 112. Part II: Tools for Measuring Success<br />“You cannot manage what you cannot measure.”<br />— Bill Hewlett, co-founder of Hewlett-Packard<br />
  113. 113. Measuring Advertising: Harvey Research<br /><ul><li> Readers who saw your ad
  114. 114. Readers who read your ad
  115. 115. Specifiers who saw your ad
  116. 116. Specifiers who read your ad</li></li></ul><li>Measuring Advertising: SRDS<br /><ul><li> Publications by Market Segments
  117. 117. In Use at 95% of U.S. Advertising Agencies
  118. 118. 100,000 Media Properties
  119. 119. Apples-to-Apples Comparisons:
  120. 120. Circulation
  121. 121. Readership
  122. 122. Rates & Opportunities
  123. 123. Subscriptions Available</li></li></ul><li>Measuring Advertising: Media Kits<br /><ul><li> Audience
  124. 124. Rates
  125. 125. Channels
  126. 126. Readership Studies
  127. 127. It’s Free
  128. 128. Very Important Question: Who’s No. 2? </li></li></ul><li>Measuring Advertising: Web site Comparisons<br />
  129. 129. Measuring Advertising: Inquiry Management Systems<br />
  130. 130. Measuring Advertising: AccessABC.com<br />
  131. 131. Part III: Tactics<br />What & How Should We Measure?<br />
  132. 132. Tactics: What to Measure?<br /><ul><li>CIRCULATION
  133. 133. READERSHIP
  134. 134. EDITORIAL
  135. 135. ADVERTISING
  136. 136. MERCHANDISING</li></li></ul><li>Tactics: What to Measure?<br /><ul><li> CIRCULATION: who is reached?
  137. 137. READERSHIP
  138. 138. EDITORIAL
  139. 139. ADVERTISING
  140. 140. MERCHANDISING</li></li></ul><li>Tactics: What to Measure?<br /><ul><li> CIRCULATION: who is reached?
  141. 141. READERSHIP: who is the audience?
  142. 142. EDITORIAL
  143. 143. ADVERTISING
  144. 144. MERCHANDISING</li></li></ul><li>Tactics: What to Measure?<br /><ul><li> CIRCULATION: who is reached?
  145. 145. READERSHIP: who is the audience?
  146. 146. EDITORIAL: what is provided to reader?
  147. 147. ADVERTISING
  148. 148. MERCHANDISING</li></li></ul><li>Tactics: What to Measure?<br /><ul><li> CIRCULATION: who is reached?
  149. 149. READERSHIP: who is the audience?
  150. 150. EDITORIAL: what is provided to reader?
  151. 151. ADVERTISING: where are people advertising?
  152. 152. MERCHANDISING</li></li></ul><li>Tactics: What to Measure?<br /><ul><li> CIRCULATION: who is reached?
  153. 153. READERSHIP: who is the audience?
  154. 154. EDITORIAL: what is provided to reader?
  155. 155. ADVERTISING: where are people advertising?
  156. 156. MERCHANDISING: what is being offered in addition to your order?</li></li></ul><li>Tactics: When to Measure?<br />When Is It Time to Measure?<br /><ul><li> Before the Campaign Begins:
  157. 157. Rate
  158. 158. Reach
  159. 159. The Advertising in CREAM
  160. 160. The Readership in CREAM</li></li></ul><li>Tactics: When?<br />When Is It Time to Measure?<br /><ul><li> Before the Campaign Begins
  161. 161. During the Campaign:
  162. 162. Beginning Metrics for Digital
  163. 163. Proofs for Print
  164. 164. The Editorial in CREAM</li></li></ul><li>Tactics: When?<br />When Is It Time to Measure?<br /><ul><li> Before the Campaign Begins
  165. 165. During the Campaign
  166. 166. After the Campaign Ends:
  167. 167. Click-Through Ratio
  168. 168. Leads
  169. 169. Touch Points
  170. 170. Web Analytics
  171. 171. The Circulation in CREAM</li></li></ul><li>Appendix: What Now?<br /><ul><li>Part I: Trends
  172. 172. Part II: Tools
  173. 173. Part III: Tactics</li></li></ul><li>Appendix: What Now?<br />The No. 1 Greatest Challenge to Marketers in 2011 according to a survey of marketers by Unica, an IBM company.<br />
  174. 174. Now What? The Challenge.<br />62% of Marketers said their top challenge was turning data into action.1<br />1. Unica. 11 Key Marketing Trends for 2011: Highlights from the Annual Unica Marketing Survey.<br />
  175. 175. Now What? The Challenge.<br />Are you ready to overcome the No. 1 Challenge? <br />Is your response team in place to act on leads and other forms of customer interaction? <br />What is your strategy now that you have the potential customer’s attention?<br />
  176. 176. Putting Tactics, Tools & Trends Into Practice<br />Let’s Do Another Case Study<br />
  177. 177. ASHRAE Journaland2011 AMCA International inmotion<br />
  178. 178. ASHRAE Journal Reaches the Most Influential Designers and Specifiers<br /><ul><li> More than 20,300 engineers and architects employed by design firms.
  179. 179. More than 8,300 engineers employed by contractors.
  180. 180. More than 5,600 engineers and operations personnel employed by facility owners.
  181. 181. Readership in 150 nations representing the top consultants and building system professionals.</li></ul>ASHRAE Journal is the one HVAC&R engineering publication that reaches the world’s most influential decision-makers in the building design and operation market. <br />
  182. 182. ASHRAE Journal Reaches the Most Influential Designers and Specifiers<br /><ul><li> More than 20,300 engineers and architects employed by design firms.
  183. 183. More than 8,300 engineers employed by contractors.
  184. 184. More than 5,600 engineers and operations personnel employed by facility owners.
  185. 185. Readership in 150 nations representing the top consultants and building system professionals.</li></ul>ASHRAE Journal is the one HVAC&R engineering publication that reaches the world’s most influential decision-makers in the building design and operation market. <br />READERSHIP<br />
  186. 186. ASHRAE’s inmotion DistributionJune 2010 Publishers Statement<br /> inmotion will be poly-bagged with the September 2011 issue of ASHRAE Journal and mailed to all ASHRAE Members and Journal subscribers.<br />U.S. circulation 39,165<br />Canadian circulation 4,908<br />Other International circulation 8,302<br /> Total Mailed Distribution 52,375<br />Copies at No Charge for AMCA International use 3,500<br />Additional Digital Circulation 39,325<br />Bonus Trade Fair Distribution 2,500<br /> Grand Total Distribution 97,700<br />
  187. 187. ASHRAE’s inmotion DistributionJune 2010 Publishers Statement<br /> inmotion will be poly-bagged with the September 2011 issue of ASHRAE Journal and mailed to all ASHRAE Members and Journal subscribers.<br />U.S. circulation 39,165<br />Canadian circulation 4,908<br />Other International circulation 8,302<br /> Total Mailed Distribution 52,375<br />Copies at No Charge for AMCA International use 3,500<br />Additional Digital Circulation 39,325<br />Bonus Trade Fair Distribution 2,500<br /> Grand Total Distribution 97,700<br />CIRCULATION<br />
  188. 188. 2011 AMCA International inmotionBenefits Offered by ASHRAE<br /><ul><li>ASHRAE offers AMCA Member Companies a 10% discount against regular ASHRAE Journal rates for a 1x frequency advertisement in inmotion.
  189. 189. If an AMCA Member Company also holds a frequency contract with ASHRAE, ASHRAE offers an additional 10% discount for ads in inmotion.
  190. 190. ASHRAE provides 3,500 copies of inmotion for AMCA’s use at no additional charge.
  191. 191. Prominent listing on ASHRAE website for access to inmotion.
  192. 192. Inclusion in ASHRAE eBlast and Reader Service leads through eBasket.</li></li></ul><li>2011 AMCA International inmotionBenefits Offered by ASHRAE<br /><ul><li>ASHRAE offers AMCA Member Companies a 10% discount against regular ASHRAE Journal rates for a 1x frequency advertisement in inmotion.
  193. 193. If an AMCA Member Company also holds a frequency contract with ASHRAE, ASHRAE offers an additional 10% discount for ads in inmotion.
  194. 194. ASHRAE provides 3,500 copies of inmotion for AMCA’s use at no additional charge.
  195. 195. Prominent listing on ASHRAE website for access to inmotion.
  196. 196. Inclusion in ASHRAE eBlast and Reader Service leads through eBasket.</li></ul>MERCHANDISING<br />
  197. 197. 2011 AMCA International inmotionBenefits Offered by ASHRAE<br /><ul><li>ASHRAE offers AMCA Member Companies a 10% discount against regular ASHRAE Journal rates for a 1x frequency advertisement in inmotion.
  198. 198. If an AMCA Member Company also holds a frequency contract with ASHRAE, ASHRAE offers an additional 10% discount for ads in inmotion.
  199. 199. ASHRAE provides 3,500 copies of inmotion for AMCA’s use at no additional charge.
  200. 200. Prominent listing on ASHRAE website for access to inmotion.
  201. 201. Inclusion in ASHRAE eBlast and Reader Service leads through eBasket.</li></ul>MERCHANDISING<br />INTEGRATION<br />
  202. 202. AMCA International’s Fall 2011 Issue of inmotion &ASHRAE’s September 2011 Issue of ASHRAE Journal<br />The September issue of ASHRAE Journal is focused on editorial content of interest to ASHRAE readers looking for air movement solutions.<br /><ul><li> Product focus of issues will be air distribution products including fans, dampers, louvers, vents.
  203. 203. Market focus of issue is planned to be integrated air distribution design, including health care facility design and operation (one of ASHRAE Journal’s most popular topics).</li></li></ul><li>AMCA International’s Fall 2011 Issue of inmotion &ASHRAE’s September 2011 Issue of ASHRAE Journal<br />The September issue of ASHRAE Journal is focused on editorial content of interest to ASHRAE readers looking for air movement solutions.<br /><ul><li> Product focus of issues will be air distribution products including fans, dampers, louvers, vents.
  204. 204. Market focus of issue is planned to be integrated air distribution design, including health care facility design and operation (one of ASHRAE Journal’s most popular topics).</li></ul>EDITORIAL<br />
  205. 205. 2011 AMCA International inmotionThe Influence of ASHRAE Journal<br /><ul><li>Advertisers’ No. 1 Choice for reaching HVAC&R leaders since 2007. 1
  206. 206. Best Source to Reach Individual Decision-Makers, Each with $2.2 Million in Purchasing Power. 2
  207. 207. Fifty-three percent of all ASHRAE Journal readers personally participate in equipment or system purchases of $2 million to $8 million or more each year. 1 The average reader was personally involved in the specification of $2.2 million worth of systems and equipment each year. 2
  208. 208. In the past 12 months, 92% of all readers have taken action based on what they have read in ASHRAE Journal, including gathering additional information from a Web site, purchasing products and services, recommending the purchase of products, referrals by passing along an ASHRAE Journal issue.2</li></ul>Sources: <br />1. Independent advertising statistics compiled by Inquiry Management Systems. 2. Harvey Research. 2010. Ad-Q Publisher’s Report. Results based upon 2,100 readers surveyed accepted as being scientifically accurate within a sampling tolerance of plus or minus 2% at the 95% level of confidence.<br />
  209. 209. 2011 AMCA International inmotionThe Influence of ASHRAE Journal<br /><ul><li>Advertisers’ No. 1 Choice for reaching HVAC&R leaders since 2007. 1
  210. 210. Best Source to Reach Individual Decision-Makers, Each with $2.2 Million in Purchasing Power. 2
  211. 211. Fifty-three percent of all ASHRAE Journal readers personally participate in equipment or system purchases of $2 million to $8 million or more each year. 1 The average reader was personally involved in the specification of $2.2 million worth of systems and equipment each year. 2
  212. 212. In the past 12 months, 92% of all readers have taken action based on what they have read in ASHRAE Journal, including gathering additional information from a Web site, purchasing products and services, recommending the purchase of products, referrals by passing along an ASHRAE Journal issue.2</li></ul>ADVERTISING<br />Sources: <br />1. Independent advertising statistics compiled by Inquiry Management Systems. 2. Harvey Research. 2010. Ad-Q Publisher’s Report. Results based upon 2,100 readers surveyed accepted as being scientifically accurate within a sampling tolerance of plus or minus 2% at the 95% level of confidence.<br />
  213. 213. 2011 AMCA International inmotionThe Influence of ASHRAE Journal<br /><ul><li>Advertisers’ No. 1 Choice for reaching HVAC&R leaders since 2007. 1
  214. 214. Best Source to Reach Individual Decision-Makers, Each with $2.2 Million in Purchasing Power. 2
  215. 215. Fifty-three percent of all ASHRAE Journal readers personally participate in equipment or system purchases of $2 million to $8 million or more each year. 1 The average reader was personally involved in the specification of $2.2 million worth of systems and equipment each year. 2
  216. 216. In the past 12 months, 92% of all readers have taken action based on what they have read in ASHRAE Journal, including gathering additional information from a Web site, purchasing products and services, recommending the purchase of products, referrals by passing along an ASHRAE Journal issue.2</li></ul>ADVERTISING<br />interaction<br />Sources: <br />1. Independent advertising statistics compiled by Inquiry Management Systems. 2. Harvey Research. 2010. Ad-Q Publisher’s Report. Results based upon 2,100 readers surveyed accepted as being scientifically accurate within a sampling tolerance of plus or minus 2% at the 95% level of confidence.<br />
  217. 217. Marketing Trends: Trends, Tools & Tactics You Can Apply to Your Product Launch<br />Questions?<br />E-mail: gmartin@ashrae.orgTelephone: 678-539-1174<br />

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