UBM cross media marketing white paper - June 2012


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UBM cross media marketing white paper - June 2012

  1. 1. Cross-media MarketingJune 2012 1
  2. 2. “Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat.” - Sun Tzu’s Art of WarIntroductionA new dynamic media environmentMedia brands have been an important gateway to reachmarkets for many years but will they remain relevant in thisnew fragmented media world?Independent research conducted for UBM shows that vendors benefitsignificantly in working with publisher’s brands they recognise ashaving gravitas in their markets.Vendors define brand gravitas in this context as having 5 maincomponents. Five main components of brand gravitas: • The perceived strength of the UBM brands • he brand reach of the UBM Built Environment print T and digital media into construction markets • ommercially driven consultancy from Client C Solutions • Intelligence assets of journalists • dvanced technology skills and the ability to delivery a digital and live face-to-face events 2
  3. 3. Communications markets have changed enormously with the rapid ‘Most media advertising anddevelopment of digital and virtual communications. In response to this, sponsorship is based aroundpublishers have developed their products to provide an extended brand a silo approach’reach into their markets through a combination of print media, digitaland virtual media and increasingly with live face-to-face events. ‘UBM offers a marketing services led programme’With these developments comes choice to advertisers and sponsors.They now have a wider availability of media vehicles they can use to ‘Enabling vendors to‘push out’ their marketing messages. Every business has a website and reach buyers through theany business can send out an email ‘newsletter’ to current customers optimum multi-channelor a bought in mailing list and so publishers have to work harder to mix’provide value. ‘Improving engagementRecent research undertaken for UBM by media insights team Vivid and ROI’Interface with client side marketing managers indicates that in mostcases B2B media advertising and sponsorship sales is based around a silo ‘Designing marketingapproach with access to one media brand and one mode of delivery; programmes to meet clientan ad in a magazine or on a website or sponsorship of a newsletter or objectives’exhibiting at a live event.UBM Built Environment that encompasses media brands such asBuilding, Building Design, Property Week and Ecobuild has developedbeyond this silo approach by offering marketing services to clientsthrough the establishment of their Client Solutions team.As a result UBM Built Environment through their ‘Client Solutions’ teamprovides an opportunity for vendors and buyers to engage with eachother using a variety of marketing tools and cross-media and multi-channel communications.The development of this marketing services led approach has beendriven by the desire to give clients greater access to audiences acrossmultiple channels, improving engagement and ROI.The core component of the Client Solutions relationship with theirmarkets is that they are able to offer media solutions based on anunderstanding of the clients broader business and marketing needsthrough a process of consultation. 3
  4. 4. This understanding then leads to the development of a marketing ‘An independent audit intoprogramme that is designed to deliver sales and marketing messages the effectiveness of cross-using a variety of communications tools and the optimum channel mix. media marketing’Vivid Interface was commissioned to conduct an independent audit into ‘Examination of the processthis marketing services and consultancy led approach and to examine from understandingthe effectiveness in delivering added value and ROI to clients and their client needs to deliveryagencies. through cross-media communications’MethodologyThe success of any marketing initiative is not how good it looks buthow effective it is in meeting the business objectives set out at thebeginning of the process. To understand the success of this marketingservices led approach we interviewed a selection of clients of UBM BuiltEnvironment’s Client Solutions team.Vivid Interface was provided with a database of all Client Solutions’customers and twelve companies were selected at random for detailedinterview. While the selection of respondents was random we sought toensure that the sample was reflective of the client base.The interviews were confidential to ensure that clients would feelcomfortable providing us with an accurate report on their relationshipwith Client Solutions and their cross-media marketing programme.The interviews followed a discussion guide developed by Vivid Interfaceand the interviews were conducted by a research director withsignificant experience in digital, print and face-to-face media.In addition to the depth telephone interviews, Vivid Interfaceundertook an examination of quantitative results data from marketingservices projects focussing specifically on the added-value of cross-mediamarketing campaigns utilising print, digital and live face-to-face events.Finally, we examined in detail the marketing programmes designedby the Client Solutions team and how they delivered audiences to‘marketing events’ such as conferences, live webinars, ‘live’ online textdebates, round table discussions and follow-up editorial reports. 4
  5. 5. The Results ‘Clear benefits from cross-This report of client interviews is an overview of what was conveyed media communications’about their relationship with UBM Built Environment and the ClientSolutions team. It covers the process in the relationship between the ‘Effective delivery ofClient Solutions team and their clients and then the measured and audiences for customerperceived benefits resulting from their media investment with UBM. engagement’Marketing objectivesC lients had a variety of strategic and tactical marketing objectives, butthroughout was the desire to:• raise brand awareness• encourage brand engagement• influence brand advocacy through thought leadership• create brand ambassador relationships• generate new business leadsCore benefitsWithout exception, clients and marketing agencies interviewed werehighly positive about the marketing and business benefits they wereable to gain through the use of cross-media communications to reachtheir target markets.The effective utilisation of cross-media marketing was able tosuccessfully deliver an audience through one or more areas of marketengagement - a conference or round table discussion; a webinar orwebinar series, a video or a live text web debate.C ore to the success of these cross-media marketing campaigns was:• the perceived gravitas of the UBM brands• he brand reach of the UBM Built Environment print and digital media t into construction markets• commercially driven consultancy from Client Solutions• intelligence assets of journalists• dvanced technology skills and the ability to deliver digital and live a face-to-face eventsImportant in the client’s perception of value in the consultancy andmarketing process, was the skills and technologies that were propertiesof UBM, that as clients they did not have in-house. 5
  6. 6. Interestingly, clients and marketing agencies felt that other B2B ‘Core values of brandpublishers they worked with did not provide similar cross-media gravitas, brand reach,marketing services or consultancy based services that could seek to consultancy, intelligentoptimise market reach across multiple media channels. assets and technology skills’Added Value Benefits ‘Added value through -Many respondents were able to identify unexpected added value networking, developingbenefits from a closer working relationship with the UBM media brands partnerships, brandand also from embracing ‘new to them’ digital technology platforms. association and relationships with respectedFrom a closer working relationship with the media brands the clients journalists’and their marketing agencies were able to gain significantly from:• industry / market knowledge and sector dynamics ‘Added value market• etworking opportunities through introductions to influential industry n intelligence from players monitoring digital• working partnerships with other organisations and companies engagement – questions• ncremental influence through brand association with other market i posed, pages accessed, players tweets and re-tweets’• ntroductions resulting from relationships that respected journalists i had with senior market players in core marketsFurther business benefits were derived from analysis of their digitalmarketing activity. In essence this is simple media analysis but in effectit is hugely significant market intelligence gained from:• he type of questions posed by audiences within digital platforms T such as webinars• web pages accessed by audiences• profiling of tweeters and re-tweeters• nalysis of Twitter traffic to establish a hierarchy of importance of a topics commented onA consequence of exposure to cross-media marketing campaigns forthese clients is a greater advocacy of digital media communications anda readiness to incorporate digital media in future marketing campaigns. 6
  7. 7. Interview Quotes ‘Success factors =A cross-section of the main comments and perceptions from clients multi-channel campaignswhen they were talking about their cross-media marketing campaigns combined with brand reach’have been analysed and placed into a word cloud. ‘Multi-channel brand reach delivers brand awareness’We can see that the dominant phrases are a mixture of services offered(full service, industry expertise, creativity and understanding) and thebenefits to be gained from the cross-media methodology and return oninvestment expressed as brand awareness.For these respondents the key to the success of the campaigns they wereinvolved with was the ability to communicate to their target audiencesusing multi-channel campaigns and the combined brand reach into theirmarkets.Media Communications ToolsHere we examine the core media used by the clients in the marketingcampaigns and then examine a sample of different marketingprogrammes to see how combinations of different media were used.Advertising within print and website media – the media brandassets are targeted to different sectors of the construction markets forboth reach and content. Advertising and advertorials can be targeted toreach defined audiences.Inevitably for these clients, advertising and editorial activity in thesecampaigns was seeking to drive audiences through to a specificinteractive engagement. Additionally, because of the extensive 7
  8. 8. multi-channel brand reach into the construction markets, a valuable ‘A conduit to delivermarketing benefit of ‘raising brand awareness’ was easily achieved. innovation and thought leadership’Editorial within print and website media – invariably the interestsof the clients coincide with the editorial focus of the UBM media brands ‘Rich email databasesas both client and media are seeking to communicate with construction enable access tomarkets. Consistent across the clients campaigns was the desire to construction audiences’develop a perception of ‘thought leadership’ and this marketingrequirement from the clients has tended to coincide with the editorial ‘LinkedIn and Twitterinterests of the media brands. increasing their importance for supporting B2BAn important benefit to clients is the ability for the Client Solutions marketing campaigns’team to identify correlations between client needs, construction marketneeds and the editorial focus and strategy. ‘Access to the opinions of people who matter’The clients and their marketing agencies are dealing with issues that areof contemporary importance to the readers and viewers and as a resultthere are opportunities to develop quality editorial content by reportingthe outcomes of discussions and conferences within the print and digitaltitles.Marketing to email databases – each of the UBM media brandshas rich email databases that are updated regularly at the point ofsubscription renewal. In most cases emails sent out to the audiencescontain a call to action and a click-through that will take the viewer to awebsite that will deliver an on-demand video, an invitation to attend orthe ability to register for a future event like a webinar, a conference, around table or an online text debate.Marketing to mail databases – for some client campaigns printedmaterials are considered an important element in a marketingcampaign.Social media groups – with increased use of social media withinbusiness, live and online events can have a social media presenceand establish for example a LinkedIn group or an online event pagedeveloped for people with similar interests. Twitter has recently provento be of increased importance as it encourages contemporaneousengagement with audiences and increases reach into markets. 8
  9. 9. Market research – in the same way that the reach of the brands Live events–enable targeted communication into sectors of the built environment Conferencesmarkets then the impact of the marketing activities and brand Panel debatesengagement can be measured by ‘through sector’ research panels that Round table discussionscan guarantee the relevance of the respondents.Audience EngagementThe cross-media campaigns invariably have a call to action invitingaudiences to a live or digital event; to view or to participate as well asraising brand awareness.Within the scope of this study the events that audiences were invited towere varied. Some examples are detailed below:Live events -The Low Carbon Buildings ConferenceThe conference was organised to attract 150 targeted industryprofessionals to discuss the energy and cost savings that can result by:- specifying long-life and adaptable materials- ighlighting the design advantages made by specifying long-life and h adaptable materials- xamining how to minimize the carbon heavy waste and embodied e energy associated with demolition and construction.The Carbon Trust – Panel debateA panel of experts including a representative of the Carbon Trustand chaired by the Property Week and Building editors, debated theawareness and benefits of low carbon buildings in front of opinionleaders at an invitation only event.Celotex – Round table discussionA selected group of industry experts relevant to the debate on theintroduction of “Part L” were invited to participate in a round tablediscussion held at a top London hotel. The round table discussion waschaired by the assistant editor of ‘Building’. 9
  10. 10. On demand video - On demand video WebinarsCarbon Reduction CommitmentThe consortia of five partners Carbon Trust, Freshfields, Stanhope,Threadneedle and Power Efficiency worked together co-ordinated byClient Solutions. The result was a video: ‘Greener Buildings, GreenerBehaviours’: a Carbon Reduction Commitment Update. The video wascreated by Client Solutions and then made available to view on PropertyWeek TV.DuluxA series of four video documentaries created for Dulux, focussing onsustainability champions Wates, Marks and Spencer and Arup weremade available to view on building.co.uk.Webinars -YardiYardi, producers of software to improve effectiveness, efficiency andprovide business intelligence for real estate professionals held twowebinars; Going Global and the Future of Fund Management targetedat the property development and wider construction markets.AsiteAsite held a series of four webinars focussing on the use and applicationof Business Information Modelling (BIM) targeted at the BD andBuilding audiences.Carbon Reduction CommitmentThe consortia of five partners (Carbon Trust, Freshfields, Stanhope,Threadneedle and Power Efficiency) held two webinars: EnergyEfficiency Scheme: Meeting The Carbon Challenge; and an onlinedebate covering the latest government consultation chaired by theProfessional Editor, Property Week. 10
  11. 11. Live web debate - Live web debates Market researchThe Carbon TrustA real-time text discussion to extend the reach of The Carbon Trustdebate about awareness and consideration of the benefits of lowcarbon buildings. The discussion was held on the Property Week websiteto increase the reach of the ‘big debate’ to the wider Property Weekaudience. Attendees could send in questions to the expert panel whodiscussed the issues raised and continued the debate from the initial liveround table event.CelotexA live debate was held on building.co.uk to further the campaign toassociate Celotex with learning and thought leadership around the newPart L building regulations. The participants could post questions andcomments and the debate is archived on building.co.ukMarket research -The Brick Development Association (BDA)The BDA wanted to establish the effectiveness their recent ‘ThinkBrick’ advertising campaign had in influencing their target market ofarchitects and specifiers and to gain a better understanding of theBDA’s audience, for future strategy development. A survey was sent outto industry professionals selected from BD and Building’s readership.Online advertising linked through to the survey was placed on building.co.uk and bdonline.co.uk.CelotexBoth pre and post reader panel research was conducted to examineshifts in awareness amongst the Celotex target audiences. The surveyamongst the target groups examined the understanding of:• different aspects of Part L and its impact on insulation• brand recall both pre and post campaign• willingness to engage with Celotex 11
  12. 12. Cross-media Case Studies ‘The main thrust ofVivid Interface then took a closer look at cross-media campaigns from cross-media marketingAsite, Celotex and Yardi. is to encourage targeted audiences to participateAsite – BIM webinar series in the marketing events• Email launch to the Building database of 76,000 registered names created in partnership with Client Solutions’• mail newsletter to Building Design database of 44,500 registered names E• mail to previous BIM webinar registrants, 1,046 known individuals E with an interest in BIM• dverts on the Building.co.uk website reaching 11,490 active users A• alendar entries on building.co.uk, bdonline.co.uk, UBM Built C Environment’s Facebook pages and LinkedIn.• he initial campaign delivered 816 viewers through to the first webinar T in the series from 18,908 opened emails (11.03 % OR) with a CTR of 5.6% (1,063 clicks).Looking more closely, 205 (or 25%) of the 816 viewers were architectsand 419 viewers or (51%) were also manager level or above within theconstruction industry.• he 4 webinar programme has now delivered 5,459 webinar registrants T who are actively engaging with the Asite brand. This hi-level of brand exposure led to 914 unique webinar viewers with a median average viewing time of 43.03 minutes.• he exposure or reach of the Asite brand within the email marketing T campaign, advertising and calendar entries on the Building and Building Design websites across the Collaborative BIM series is now more than 133,000 multiple opportunities to see. Asite campaign reach: email Building 76,000• he Client Solutions team added a new digital media layer to the T email Building Design 44,500 webinar series and appointed architect Robert Klaschka as a Twitter previous registrants 1,046 chair. The Client Solutions team were able to provide ‘live time’ ads building.co.uk 11,490 commentary throughout the webinar from the Twitter Chair and by opportunities to see 133,036 monitoring tweets was able to feed questions direct to the ‘Twitter Chair’ and the webinar panellists. Delivered:• he result of this addition to the series was an additional Twitter reach T 5,459 webinar registrants of over 30,000 people, generating more than 3,000 incremental leads 914 unique viewers and an increase in the average daily mentions of ‘Asite’ online for Twitter reach 30,000 more than two weeks after the event. Twitter leads 3,000 12
  13. 13. Celotex – The death of the cavity wall debate• full-page editorial launch feature in Building magazine distributed A to Building’s 36,000 brand reach in print, online and by digital editionThe article focussed on a planned round table debate by fourteenhigh profile industry experts from key companies including architects,contractors and consultancies and organisations including the NHBC,UK Timber Frame Association, Energy Saving Trust, Concrete Centre,BRE, Zero Carbon Hub. The subject of the Celotex sponsored debate wastitled ‘the death of the cavity wall’.• four page write-up in Building magazine reporting on the round A table was distributed to Building’s 36,000 circulation in print, online and by digital edition.• further live debate on building.co.uk was promoted through adverts A on the website to the 11,490 registered users and email newsletters to the Building database of 76,000, further increasing the reach into the target market. Cellotex campaign reach:• he live debate is archived on building.co.uk for subscribers to access T 2 articles in Building 72,000 on demand. 2 email newsletters 152,000• he exposure and reach of the Cellotex brand within the campaign T ads on building.co.uk 11,490 created more than 235,000 opportunities to see. opportunities to see 235,490Yardi – Real estate investment webinars• series of webinars offering expert insight from industry leaders. A• mail launch and awareness campaign and two further follow up E reminders to the Property Week database of 50,000.• wo adverts placed on the Property Week website – reaching 10,000 T registered users.• LinkedIn event invitations. Yardi campaign reach:• Facebook event invitation. 3 email newsletters 150,000 2 ads propertyweek.co.uk 20,000• Tweeted to 4,200 Property Week Twitter followers. Tweets to Property Week followers 4,200• wo webinars, Going Global and The Future of Fund Management, T opportunities to see 174,200 produced 876 webinar registrants and 429 unique live attendees actively engaging with the Yardi brand. Delivered:• he exposure and reach of the Yardi brand with the campaign is now T 876 webinar registrants more than 170,000 opportunities to see 429 unique viewers 13
  14. 14. The conclusions “Client Solutions hasThe UBM clients examined by Vivid Interface had engaged in played a lead role incross-media marketing and multi-channel delivery with UBM Built the development of ourEnvironment and consider this to be a progressive step forward in their relationship with UBM. Theymedia relationship. understood our objectives and took them back andThe clients of the Client Solutions team were clients of UBM Built related them to those thatEnvironment because they perceived the core media brands; Building execute the work”Design, Building and Property Week to have significant gravitas in theirmarkets combined with an extensive brand reach through circulation, “Client Solutions workssubscribers and viewers. because of the expertise within the UBM group inThrough their experience of cross-media marketing, clients identified each specific area they workthat new and positive relationships were established between them combined with the gravitasand UBM Built Environment. The Client Solutions team provided them of the brands in the marketswith directly relevant creativity and then access to cross-media and they serve”multi-channel delivery. In addition, the clients felt they had gainedsignificantly by developing closer relationships with journalists and “They (UBM) are responsivebenefitted from their extensive knowledge and networks. and they know what they are doing.”Without exception the clients understood the value of cross-mediamarketing and multi-channel delivery and considered this wayof working to be a significant improvement on the media ‘silo’relationships they have previously had with publishers.Finally, if you would like to discuss any aspect of the research study orthis report, feel free to email or call me: Geoffrey Dixon, ManagingDirector, Vivid Interface Ltd, geoffrey@vivid-interface.com, telephone01953 423435. 14