ON Semiconductor Takes On Global Markets with McBru Advertising Services

1. CASE STUDY
ON Semiconductor Takes On Global Planning and focus deliver outsized results
Markets with McBru Advertising Services for brand awareness and lead nurturing.

2. Objective Strategy
An innovator in semiconductor components across Since 2006 McBru
global markets, ON Semiconductor competes with executed a successful
larger rivals with correspondingly bigger budgets. Yet brand awareness
ON Semiconductor counts on advertising to build brand campaign for ON
awareness as well as engage design engineers around the Semiconductor that
world with its lead generation and nurturing activities. resulted in global
That’s why the company has relied on McBru for years for increases in brand
advertising and lead nurturing services. We maximize the awareness year over
budget, the response, and the results across all objectives: year. Starting in 2010,
ON Semiconductor Qualified leads are invited to
• Build affinity/preference among design engineers redirected its advertising download high-value assets,
in North America, China and Europe objectives toward and they click through at double-
demand generation and digit rates.
• Build and nurture a substantial database of qualified lead nurturing.
design engineers in those regions
To meet these objectives, McBru employed a multi-pronged
• Focus on specific strategy: traffic driving ads and
market segments with demand gen programs with selected
This strategy is based on our deep
the most potential and publishers in key target geographies,
competitive advantage
understanding of the electronics intelligent lead nurturing microsites,
for ON Semiconductor market dynamics. and nurturing emails, all in English
and Chinese. This strategy is based
• Identify sales-ready leads in the nurturing database on our deep understanding of the electronics market
that are ready to interact with a sales contact at dynamics. In particular, design engineers are starved for
ON Semiconductor detailed, up-to-date information on the best technologies
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3. and techniques to create their next product designs.
Building an advertising and lead nurturing program on
Publisher 1 Publisher 2 Publisher 3
high-value content would not only attract engagement with
ON Semiconductor, but also reinforce ON Semiconductor’s
position as application experts in its target markets. 62% 57% 70%
Traffic drivers
McBru devised a program in which traffic would be driven
to the lead nurturing microsites by two means: high
Media Placement Savings
impact banner ads and email. For the banner ads, McBru
employed a strategy of highlighting the key application The 2011 ON Semiconductor RFP system saved between 57% and
areas for each market segment targeted and included a 70% off the publishers’ rate card.
very strong call-to-action (CTA) in each ad to encourage
design engineers to click through and get more information. budget. In this system, the agency carefully selects key
In addition, McBru assembled an email list comprising publishers in each region and specifies objectives, target
contacts collected each month from publishers’ demand audience and, most importantly, the total media budget
generation activities, such as whitepaper downloads and available for that publisher if it were to win. In return,
webinars, and from ON Semiconductor’s own internal we ask each publisher develop a proposal that addresses
prospect database. “First touch” emails were created and as many of the needs as possible and does not break out
distributed to these lists, explaining that a resource center pricing for individual elements. This allows the publishers
full of relevant technical content existed, and inviting to be creative with how much value-add they include
engineers to visit and explore the resources. in their programs. Frankly, the approach allows them to
include more – sometimes a great deal more – than we
To select the publishers to participate in the program, pay for without eroding their pricing.
McBru uses its unique block-buy RFP system for media
buying, which greatly expands the reach of the advertising
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4. value propositions for each
application. The dialog
culminates in a question
that asks if the engineer
is ready to be contacted
by ON Semiconductor
with price and availability
information. Sales‑ready
leads are passed
immediately on for sales
contact; the other contacts
remain in the database for
nurturing. This intelligent
dialog technology is
unique to McBru’s lead
McBru’s lead nurturing technology builds affinity and makes it easy nurturing service.
for interested leads to indicate they are ready for a sales call.
In 2011, McBru enhanced
Lead nurturing microsites the English-language
McBru developed and launched four lead-nurturing versions of the microsites
microsites: English and Chinese versions for engineers with a custom-developed
interested in each of two vertical markets. Once an engineer “Ask an Expert” application
visits one of these microsites and chooses to download to further encourage use Innovative netmercial units had
one of the many content assets, an intelligent dialog is of the microsites and the highest overall response
triggered. This dialog gathers qualifying information as well boost preference for the rate, 10X the industry average
as presenting the engineer with ON Semiconductor’s core ON Semiconductor brand. for tech B2B banners.
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5. Advertising creative
McBru executed a series of creative campaigns that
speak directly to the design engineers’ need for up-to-
date resources and information. Our in-house creative
department is highly focused on well-defined value
propositions and CTAs,
and utilizes the highest-
performing ad formats and
interactive technologies. Regular in-depth reporting makes it easy to assess and optimize
As a result, the overall performance.
campaigns consistently
maintain above-average this way, we can continually build upon affinity for
engagement as well ON Semiconductor’s reputation for expertise in these
Monthly nurturing emails as increased favorable applications as well as catch prospects when they are
invite leads back for new brand recognition. McBru ready to receive sales information.
high-value assets. manages the execution,
trafficking and reporting Reporting and optimization
on the ad banners produced in over 20 different formats, McBru delivers a high-level monthly Results Report that
in English, German and Chinese. tracks how the program is performing against our agreed-
upon measurable outcomes. Additionally, every month
Nurturing activities we generate separate custom reports that track the
Every month, McBru sends an email (in English and performance of the ad and nurturing programs. The report
Chinese) highlighting new microsite resources to each provides a breakdown of each publisher’s performance as
of the two audiences. The nurturing emails are encoded well as an in-depth look at ON Semiconductor’s banner
so we can track click- throughs and subsequent activity performance. Using this data, McBru can tweak the
on the microsite for each prospect in the database. In program as needed (remixing under-performing banners,
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6. optimizing high-performing banners, etc.). In addition Combined with email-based demand generation activities,
to these monthly reports, we also deliver comprehensive the entire program has generated tens of thousands of
half-year and end-of-year reporting. qualified visitors to ON Semiconductor’s lead nurturing
microsites. Thousands of those leads have indicated their
Results readiness to start a sales discussion, thanks to McBru’s
McBru’s integrated advertising and lead-nurturing intelligent dialog technology.
services produce global campaigns that multiply ON
Semiconductor’s campaign reach, response rates, and These big results help ON Semiconductor stand tall in its
customer engagement. First, the block buy RFP process global markets.
typically delivers 50-70% savings off rate-cards, according
to publishers. At the same time, the program drives down
the cost-per-impression, making the program even more
cost efficient. The ON Semiconductor campaign average
CTR was 0.84%, helping to boost awareness
Running in English, Chinese and German, the advertising and drive tens of thousands of visitors to lead
banners perform far better than the industry standards - generation microsites.
in North America, for example, the ON Semiconductor
campaign average CTR was 0.84%, or almost 10x the
typical response rate of 0.09% (for 1H 2011). The
campaign also includes innovative “netmercials” featuring
video of ON Semiconductor’s engineers speaking in
candid, technical terms directly to designers. The
netmercials also far exceed industry-average response
rates—one particular netmercial averaged 1.99% CTR so
far in 2012.
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7. CONTACT US
www.mcbru.com 5331 SW Macadam Ave Kerry McClenahan
Suite #220 CEO
www.mcbrublog.com Portland, OR 97239 direct: 503.546.1002
503.546.1000 mobile: 503.789.8525
@mcbru
www.mcbru.com kerry@mcbru.com
McClenahan-Bruer