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

1. Media Marketing: Tools, Trends & Tactics You Can Apply to Your Product Launch Presented by Greg Martin, Manager of Advertising Sales for ASHRAE Media E-mail: gmartin@ashrae.orgTelephone: 678-539-1174

4. Part I: Trends

5. Trends: The Two Major Trends Integrated Marketing Interactive Marketing Supplier Customer Supplier Supplier Customer Customer Supplier Customer

8. Print:

9. Publications

10. Inserts

11. Postal Rental

12. Digital

14. Message in a Vacuum

17. Reader Service Numbers

18. E-Blasts on Product Announcements

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….

22. Animation

23. Video

24. Polls

26. Print

27. Digital:

28. Publication’s Digital Editions

29. E-Mail Blasts

30. E-mail Rentals

31. Web Site Advertising

32. eNewsletters

33. Webinars

36. Animation

37. Video

38. Webinars

39. White Papers

40. Buttons/banners to go to targeted section of a web site; thousands of impressions are ordered and used as payment metric

44. Exit Points from 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. Source: ClickZ Marketing News and Expert Advice.

46. Print

47. Digital

48. In Person:

49. Trade Shows

50. Sponsorships

52. ASHRAE Opened a Virtual Conference

55. Largest Show Ever Was New York, 2008

56. Record Attendance of 54,000+ in 2011 for West of Mississippi River

57. Attendance Up 19% from Orlando, 2010

58. Exhibitors = 1,938 (+115 from Orlando)

60. Attendance = 10,604 ; Record in 2010

61. Up 27% from 2008

62. Exhibitors = 292

64. Visitors = 200,795 from 140 countries

65. 35% of Visitors from Outside of European Union

66. Exhibitors = 2,327

68. Exhibitors = 1,017; Doubled since 2007

69. Countries Represented: 114

71. Show Was Regional in Odd Years; Now International

72. Attendance of 15,000 in 2010

74. Attendance Down 6% from 2008

76. Attendance Down Slightly from 2009

78. Attendance Up from 2009

79. Exhibitors = 1,006

80. International Exhibitors = 33 countries

83. Print

84. Digital

86. Print

87. Digital

89. Social Media: Who’s Doing It? 1. Unica. 2011. 11 Key Marketing Trends for 2011: Highlights from the Annual Unica Marketing Survey.

91. Facebook's growth comes at the expense of companies such as Yahoo and AOL, and from traditional media like newspapers and TV.11. eMarketer. February 2011. “Facebook Reaches Majority of U.S. Internet Viewers.”

93. Approximately 9% of adult U.S. Internet users are also Twitter users. Growth is expected to reach 14% by 2013.11. eMarketer. February 2011. “Facebook Reaches Majority of U.S. Internet Viewers.”

94. Exit Points from Source: ClickZ Marketing News and Expert Advice.

95. Exit Points from Source: ClickZ Marketing News and Expert Advice.

96. Social Media Social media’s usefulness as a marketing tool is difficult to gauge. What’s clear: social media is more of a branding tool than a product marketing tool. “The strongest brands are those that invite their customers into their lives.”

97. Interaction & Integration: What’s Missing? Proliferation of Channels eNewsletter Ads Digital Banners Shows Print Ads Direct Mail Webinars Rich Media Ads Social Media Online Video Ads Online Magazine Ads Reprints

98. Interaction & Integration: What’s Missing? The Audience How do they want to receive our message? Everyone’s different, but we can employ the tactic of ROI to help us.

99. What Is ROI? There is another ROI: Receptive Or Invasive. Is your message in an environment that your customer or prospect wants (receptive), or is it in an environment they don’t want (intrusive).

101. Cold calls — I

102. Scheduled calls — R but can be I

103. Direct Mail — I

104. Trade Show — R (Visitor choose to attend)

105. Magazine ads — R (Reader choose to subscribe)

106. Web site ads — R/I

107. Static Ads — R (Reader chose to go on the site)

108. Pop-up Ads — I (Reader did not choose to open a new window)

109. E-newsletters — R (Reader chose to subscribe)

110. E-Blasts by you — R/I (Did the Reader ask for it?)

112. Part II: Tools for Measuring Success “You cannot manage what you cannot measure.” — Bill Hewlett, co-founder of Hewlett-Packard

114. Readers who read your ad

115. Specifiers who saw your ad

117. In Use at 95% of U.S. Advertising Agencies

118. 100,000 Media Properties

119. Apples-to-Apples Comparisons:

120. Circulation

121. Readership

122. Rates & Opportunities

124. Rates

125. Channels

126. Readership Studies

127. It’s Free

129. Measuring Advertising: Inquiry Management Systems

130. Measuring Advertising: AccessABC.com

131. Part III: Tactics What & How Should We Measure?

133. READERSHIP

134. EDITORIAL

135. ADVERTISING

137. READERSHIP

138. EDITORIAL

139. ADVERTISING

141. READERSHIP: who is the audience?

142. EDITORIAL

143. ADVERTISING

145. READERSHIP: who is the audience?

146. EDITORIAL: what is provided to reader?

147. ADVERTISING

149. READERSHIP: who is the audience?

150. EDITORIAL: what is provided to reader?

151. ADVERTISING: where are people advertising?

153. READERSHIP: who is the audience?

154. EDITORIAL: what is provided to reader?

155. ADVERTISING: where are people advertising?

157. Rate

158. Reach

159. The Advertising in CREAM

161. During the Campaign:

162. Beginning Metrics for Digital

163. Proofs for Print

165. During the Campaign

166. After the Campaign Ends:

167. Click-Through Ratio

168. Leads

169. Touch Points

170. Web Analytics

172. Part II: Tools

174. Now What? The Challenge. 62% of Marketers said their top challenge was turning data into action.1 1. Unica. 11 Key Marketing Trends for 2011: Highlights from the Annual Unica Marketing Survey.

175. Now What? The Challenge. Are you ready to overcome the No. 1 Challenge? Is your response team in place to act on leads and other forms of customer interaction? What is your strategy now that you have the potential customer’s attention?

176. Putting Tactics, Tools & Trends Into Practice Let’s Do Another Case Study

177. ASHRAE Journaland2011 AMCA International inmotion

179. More than 8,300 engineers employed by contractors.

180. More than 5,600 engineers and operations personnel employed by facility owners.

181. Readership in 150 nations representing the top consultants and building system professionals.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.

183. More than 8,300 engineers employed by contractors.

184. More than 5,600 engineers and operations personnel employed by facility owners.

185. Readership in 150 nations representing the top consultants and building system professionals.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. READERSHIP

186. ASHRAE’s inmotion DistributionJune 2010 Publishers Statement inmotion will be poly-bagged with the September 2011 issue of ASHRAE Journal and mailed to all ASHRAE Members and Journal subscribers. U.S. circulation 39,165 Canadian circulation 4,908 Other International circulation 8,302 Total Mailed Distribution 52,375 Copies at No Charge for AMCA International use 3,500 Additional Digital Circulation 39,325 Bonus Trade Fair Distribution 2,500 Grand Total Distribution 97,700

187. ASHRAE’s inmotion DistributionJune 2010 Publishers Statement inmotion will be poly-bagged with the September 2011 issue of ASHRAE Journal and mailed to all ASHRAE Members and Journal subscribers. U.S. circulation 39,165 Canadian circulation 4,908 Other International circulation 8,302 Total Mailed Distribution 52,375 Copies at No Charge for AMCA International use 3,500 Additional Digital Circulation 39,325 Bonus Trade Fair Distribution 2,500 Grand Total Distribution 97,700 CIRCULATION

189. If an AMCA Member Company also holds a frequency contract with ASHRAE, ASHRAE offers an additional 10% discount for ads in inmotion.

190. ASHRAE provides 3,500 copies of inmotion for AMCA’s use at no additional charge.

191. Prominent listing on ASHRAE website for access to inmotion.

193. If an AMCA Member Company also holds a frequency contract with ASHRAE, ASHRAE offers an additional 10% discount for ads in inmotion.

194. ASHRAE provides 3,500 copies of inmotion for AMCA’s use at no additional charge.

195. Prominent listing on ASHRAE website for access to inmotion.

196. Inclusion in ASHRAE eBlast and Reader Service leads through eBasket.MERCHANDISING

198. If an AMCA Member Company also holds a frequency contract with ASHRAE, ASHRAE offers an additional 10% discount for ads in inmotion.

199. ASHRAE provides 3,500 copies of inmotion for AMCA’s use at no additional charge.

200. Prominent listing on ASHRAE website for access to inmotion.

201. Inclusion in ASHRAE eBlast and Reader Service leads through eBasket.MERCHANDISING INTEGRATION

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).EDITORIAL

206. Best Source to Reach Individual Decision-Makers, Each with $2.2 Million in Purchasing Power. 2

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. 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.2Sources: 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.

210. Best Source to Reach Individual Decision-Makers, Each with $2.2 Million in Purchasing Power. 2

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. 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.2ADVERTISING Sources: 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.

214. Best Source to Reach Individual Decision-Makers, Each with $2.2 Million in Purchasing Power. 2

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. 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.2ADVERTISING interaction Sources: 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.

217. Marketing Trends: Trends, Tools & Tactics You Can Apply to Your Product Launch Questions? E-mail: gmartin@ashrae.orgTelephone: 678-539-1174