With thanks to the client solutions team at UBM.

1. Cross-media Marketing
June 2012
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2. “Strategy without tactics is
the slowest route to
victory.
Tactics without strategy
is the noise before defeat.”
- Sun Tzu’s Art of War
Introduction
A new dynamic media environment
Media brands have been an important gateway to reach
markets for many years but will they remain relevant in this
new fragmented media world?
Independent research conducted for UBM shows that vendors benefit
significantly in working with publisher’s brands they recognise as
having gravitas in their markets.
Vendors define brand gravitas in this context as having 5 main
components.
Five main components of brand gravitas:
• The perceived strength of the UBM brands
• he brand reach of the UBM Built Environment print
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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
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digital and live face-to-face events
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3. Communications markets have changed enormously with the rapid ‘Most media advertising and
development of digital and virtual communications. In response to this, sponsorship is based around
publishers have developed their products to provide an extended brand a silo approach’
reach into their markets through a combination of print media, digital
and 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 the
any business can send out an email ‘newsletter’ to current customers optimum multi-channel
or a bought in mailing list and so publishers have to work harder to mix’
provide value.
‘Improving engagement
Recent research undertaken for UBM by media insights team Vivid and ROI’
Interface with client side marketing managers indicates that in most
cases B2B media advertising and sponsorship sales is based around a silo ‘Designing marketing
approach with access to one media brand and one mode of delivery; programmes to meet client
an 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 as
Building, Building Design, Property Week and Ecobuild has developed
beyond this silo approach by offering marketing services to clients
through the establishment of their Client Solutions team.
As a result UBM Built Environment through their ‘Client Solutions’ team
provides an opportunity for vendors and buyers to engage with each
other using a variety of marketing tools and cross-media and multi-
channel communications.
The development of this marketing services led approach has been
driven by the desire to give clients greater access to audiences across
multiple channels, improving engagement and ROI.
The core component of the Client Solutions relationship with their
markets is that they are able to offer media solutions based on an
understanding of the clients broader business and marketing needs
through a process of consultation.
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4. This understanding then leads to the development of a marketing ‘An independent audit into
programme 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 process
this marketing services and consultancy led approach and to examine from understanding
the effectiveness in delivering added value and ROI to clients and their client needs to delivery
agencies. through cross-media
communications’
Methodology
The success of any marketing initiative is not how good it looks but
how effective it is in meeting the business objectives set out at the
beginning of the process. To understand the success of this marketing
services led approach we interviewed a selection of clients of UBM Built
Environment’s Client Solutions team.
Vivid Interface was provided with a database of all Client Solutions’
customers and twelve companies were selected at random for detailed
interview. While the selection of respondents was random we sought to
ensure that the sample was reflective of the client base.
The interviews were confidential to ensure that clients would feel
comfortable providing us with an accurate report on their relationship
with Client Solutions and their cross-media marketing programme.
The interviews followed a discussion guide developed by Vivid Interface
and the interviews were conducted by a research director with
significant experience in digital, print and face-to-face media.
In addition to the depth telephone interviews, Vivid Interface
undertook an examination of quantitative results data from marketing
services projects focussing specifically on the added-value of cross-media
marketing campaigns utilising print, digital and live face-to-face events.
Finally, we examined in detail the marketing programmes designed
by the Client Solutions team and how they delivered audiences to
‘marketing events’ such as conferences, live webinars, ‘live’ online text
debates, round table discussions and follow-up editorial reports.
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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 Client
Solutions team. It covers the process in the relationship between the ‘Effective delivery of
Client Solutions team and their clients and then the measured and audiences for customer
perceived benefits resulting from their media investment with UBM. engagement’
Marketing objectives
C
lients had a variety of strategic and tactical marketing objectives, but
throughout was the desire to:
• raise brand awareness
• encourage brand engagement
• influence brand advocacy through thought leadership
• create brand ambassador relationships
• generate new business leads
Core benefits
Without exception, clients and marketing agencies interviewed were
highly positive about the marketing and business benefits they were
able to gain through the use of cross-media communications to reach
their target markets.
The effective utilisation of cross-media marketing was able to
successfully deliver an audience through one or more areas of market
engagement - a conference or round table discussion; a webinar or
webinar 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 events
Important in the client’s perception of value in the consultancy and
marketing process, was the skills and technologies that were properties
of UBM, that as clients they did not have in-house.
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6. Interestingly, clients and marketing agencies felt that other B2B ‘Core values of brand
publishers they worked with did not provide similar cross-media gravitas, brand reach,
marketing services or consultancy based services that could seek to consultancy, intelligent
optimise 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, developing
benefits from a closer working relationship with the UBM media brands partnerships, brand
and also from embracing ‘new to them’ digital technology platforms. association and
relationships with respected
From 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 markets
Further business benefits were derived from analysis of their digital
marketing activity. In essence this is simple media analysis but in effect
it is hugely significant market intelligence gained from:
• he type of questions posed by audiences within digital platforms
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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 on
A consequence of exposure to cross-media marketing campaigns for
these clients is a greater advocacy of digital media communications and
a readiness to incorporate digital media in future marketing campaigns.
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7. Interview Quotes ‘Success factors =
A cross-section of the main comments and perceptions from clients multi-channel campaigns
when 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 the
benefits to be gained from the cross-media methodology and return on
investment expressed as brand awareness.
For these respondents the key to the success of the campaigns they were
involved with was the ability to communicate to their target audiences
using multi-channel campaigns and the combined brand reach into their
markets.
Media Communications Tools
Here we examine the core media used by the clients in the marketing
campaigns and then examine a sample of different marketing
programmes to see how combinations of different media were used.
Advertising within print and website media – the media brand
assets are targeted to different sectors of the construction markets for
both reach and content. Advertising and advertorials can be targeted to
reach defined audiences.
Inevitably for these clients, advertising and editorial activity in these
campaigns was seeking to drive audiences through to a specific
interactive engagement. Additionally, because of the extensive
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8. multi-channel brand reach into the construction markets, a valuable ‘A conduit to deliver
marketing benefit of ‘raising brand awareness’ was easily achieved. innovation and thought
leadership’
Editorial within print and website media – invariably the interests
of the clients coincide with the editorial focus of the UBM media brands ‘Rich email databases
as both client and media are seeking to communicate with construction enable access to
markets. Consistent across the clients campaigns was the desire to construction audiences’
develop a perception of ‘thought leadership’ and this marketing
requirement from the clients has tended to coincide with the editorial ‘LinkedIn and Twitter
interests of the media brands. increasing their importance
for supporting B2B
An important benefit to clients is the ability for the Client Solutions marketing campaigns’
team to identify correlations between client needs, construction market
needs 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 are
of contemporary importance to the readers and viewers and as a result
there are opportunities to develop quality editorial content by reporting
the outcomes of discussions and conferences within the print and digital
titles.
Marketing to email databases – each of the UBM media brands
has rich email databases that are updated regularly at the point of
subscription renewal. In most cases emails sent out to the audiences
contain a call to action and a click-through that will take the viewer to a
website that will deliver an on-demand video, an invitation to attend or
the ability to register for a future event like a webinar, a conference, a
round table or an online text debate.
Marketing to mail databases – for some client campaigns printed
materials are considered an important element in a marketing
campaign.
Social media groups – with increased use of social media within
business, live and online events can have a social media presence
and establish for example a LinkedIn group or an online event page
developed for people with similar interests. Twitter has recently proven
to be of increased importance as it encourages contemporaneous
engagement with audiences and increases reach into markets.
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9. Market research – in the same way that the reach of the brands Live events–
enable targeted communication into sectors of the built environment Conferences
markets then the impact of the marketing activities and brand Panel debates
engagement can be measured by ‘through sector’ research panels that Round table discussions
can guarantee the relevance of the respondents.
Audience Engagement
The cross-media campaigns invariably have a call to action inviting
audiences to a live or digital event; to view or to participate as well as
raising brand awareness.
Within the scope of this study the events that audiences were invited to
were varied. Some examples are detailed below:
Live events -
The Low Carbon Buildings Conference
The conference was organised to attract 150 targeted industry
professionals 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 debate
A panel of experts including a representative of the Carbon Trust
and chaired by the Property Week and Building editors, debated the
awareness and benefits of low carbon buildings in front of opinion
leaders at an invitation only event.
Celotex – Round table discussion
A selected group of industry experts relevant to the debate on the
introduction of “Part L” were invited to participate in a round table
discussion held at a top London hotel. The round table discussion was
chaired by the assistant editor of ‘Building’.
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10. On demand video - On demand video
Webinars
Carbon Reduction Commitment
The consortia of five partners Carbon Trust, Freshfields, Stanhope,
Threadneedle and Power Efficiency worked together co-ordinated by
Client Solutions. The result was a video: ‘Greener Buildings, Greener
Behaviours’: a Carbon Reduction Commitment Update. The video was
created by Client Solutions and then made available to view on Property
Week TV.
Dulux
A series of four video documentaries created for Dulux, focussing on
sustainability champions Wates, Marks and Spencer and Arup were
made available to view on building.co.uk.
Webinars -
Yardi
Yardi, producers of software to improve effectiveness, efficiency and
provide business intelligence for real estate professionals held two
webinars; Going Global and the Future of Fund Management targeted
at the property development and wider construction markets.
Asite
Asite held a series of four webinars focussing on the use and application
of Business Information Modelling (BIM) targeted at the BD and
Building audiences.
Carbon Reduction Commitment
The consortia of five partners (Carbon Trust, Freshfields, Stanhope,
Threadneedle and Power Efficiency) held two webinars: Energy
Efficiency Scheme: Meeting The Carbon Challenge; and an online
debate covering the latest government consultation chaired by the
Professional Editor, Property Week.
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11. Live web debate - Live web debates
Market research
The Carbon Trust
A real-time text discussion to extend the reach of The Carbon Trust
debate about awareness and consideration of the benefits of low
carbon buildings. The discussion was held on the Property Week website
to increase the reach of the ‘big debate’ to the wider Property Week
audience. Attendees could send in questions to the expert panel who
discussed the issues raised and continued the debate from the initial live
round table event.
Celotex
A live debate was held on building.co.uk to further the campaign to
associate Celotex with learning and thought leadership around the new
Part L building regulations. The participants could post questions and
comments and the debate is archived on building.co.uk
Market research -
The Brick Development Association (BDA)
The BDA wanted to establish the effectiveness their recent ‘Think
Brick’ advertising campaign had in influencing their target market of
architects and specifiers and to gain a better understanding of the
BDA’s audience, for future strategy development. A survey was sent out
to 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.
Celotex
Both pre and post reader panel research was conducted to examine
shifts in awareness amongst the Celotex target audiences. The survey
amongst 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
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12. Cross-media Case Studies ‘The main thrust of
Vivid Interface then took a closer look at cross-media campaigns from cross-media marketing
Asite, Celotex and Yardi. is to encourage targeted
audiences to participate
Asite – 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
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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 architects
and 419 viewers or (51%) were also manager level or above within the
construction industry.
• he 4 webinar programme has now delivered 5,459 webinar registrants
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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
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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
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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
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13. Celotex – The death of the cavity wall debate
• full-page editorial launch feature in Building magazine distributed
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to Building’s 36,000 brand reach in print, online and by digital edition
The article focussed on a planned round table debate by fourteen
high 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 was
titled ‘the death of the cavity wall’.
• four page write-up in Building magazine reporting on the round
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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
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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 235,490
Yardi – 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
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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,
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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
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14. The conclusions “Client Solutions has
The UBM clients examined by Vivid Interface had engaged in played a lead role in
cross-media marketing and multi-channel delivery with UBM Built the development of our
Environment and consider this to be a progressive step forward in their relationship with UBM. They
media relationship. understood our objectives
and took them back and
The clients of the Client Solutions team were clients of UBM Built related them to those that
Environment because they perceived the core media brands; Building execute the work”
Design, Building and Property Week to have significant gravitas in their
markets combined with an extensive brand reach through circulation, “Client Solutions works
subscribers and viewers. because of the expertise
within the UBM group in
Through their experience of cross-media marketing, clients identified each specific area they work
that new and positive relationships were established between them combined with the gravitas
and UBM Built Environment. The Client Solutions team provided them of the brands in the markets
with directly relevant creativity and then access to cross-media and they serve”
multi-channel delivery. In addition, the clients felt they had gained
significantly by developing closer relationships with journalists and “They (UBM) are responsive
benefitted from their extensive knowledge and networks. and they know what they
are doing.”
Without exception the clients understood the value of cross-media
marketing and multi-channel delivery and considered this way
of 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 or
this report, feel free to email or call me: Geoffrey Dixon, Managing
Director, Vivid Interface Ltd, geoffrey@vivid-interface.com, telephone
01953 423435.
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