Recent content development for moving customers. Each of these projects solved a sales or a marketing problem.
|
 |
| Sell with the voice of your client's customers |
|
| The Digital Magazine ad engagement project
Sponsors: VIV Magazine and Nxtbook Media
Digital magazines had not been taken seriously by media buyers as advertising vehicle in the media buying community. This project is helping to overcome that resistance by zooming in on just a handful of successful interactive digital magazines. The results have captured the imagination of the media buying community. The study has prompted a costive conversation in the media buying community and has been covered by the media buying community trade press including reviews in Media Life, Media Business, Research Brief,Folio Magazine, Dishy Mix, and others. In addition, the study has motivated many publishers to try new digital magazine ventures and is in the process of helping the BPA develop a new audit for digital magazines.
|
Download "The Case for Advertising in Interactive Digital Magazines"
"The Case for Advertising in Interactive Digital Magazines" is the first study exclusively conducted on readers of interactive digital magazine readers, as opposed to the majority of digital magazines which are replicas of print magazines. Interactive digital magazines are different becuase they are designed to compete for online readers and are ideal for use on iPad and e-reader devices.
You can download a copy of the survey from one of the two survey sponsors by clicking on their logo:
|
 |
| Download the study through VIVmag |
|
|
 |
| Download the study through Nxtbook Media |
|
|
"What is your Recession Sales Strategy?"
Client: Oracle Publisher: The Social Media Network, The Customer Collective
Build traffic for the website as well as register high end sales leads for Oracle Corporation Activities. Instead of just creating yet another "best practices" white paper by gathering current thinking, this white paper was based on a research study that uncovered facts about how businesses were strategically reacting to the recession. The study uncovered a number of opportunities and pitfalls that had previously not been discussed by creating a fundamentally new piece of content the white paper broke all records for numbers of downloads. Soon after its release it became the #1 downloaded financial management white paper on ZDNets's world wide network of websites for several weeks. Findings from the study were reported on most major business publication websites including Forbes, BusinessWeek, Entreprenuer, Inc., Fast Company, Sales and Marketing Management, Internet Week, Information Age, Sales Management 2.0, and Smart Biz.
In April the Customer Collective was approached by Kraft Foods asking for permission to use the study for the sales training of their sales directors in 64 countries.
In early March of this year this white paper again rose to be the top loaded white paper world wide and has remained there for the past 4 weeks.
This is an example of how content marketing can be driven creating a fundamentally unique piece of content that examines a common problem from a fundamnetally different point of view. While it is easy to manage a content management program where you shift and aggregate content around, the bigger challenge is to come up with a unique piece of content that no one else has. If that can be achieved the content itself becomes newsworthy and attracts a tremendous amount of attention and activity. Developing content through the use of surveys is a terrific way to achieve this end.
At the tipping point, Social Media in the multifamily industry
Client: NCI
NCI launched a major initiative in the real estate industry making a bid to become the social media project managers for hundreds of apartment complexes throughout the country. I helped this process by researching both apartment complex managers and apartment complex residents. By comparing the two parties we were able to better udnerstand how to move this news program into the market. Findings from the market research were rolled into a white paper that you can download. News of this highly innovative program from NCI was carried on the BusinessWeek website where the study was referred to.
The Coming Change in Social Media Business Applications
Client: Published by the Social Media Network, Social Media website Social Media Today sponsored by NeuStar.
Challenge. While social media has a lot of buzz, many are finding it challenging to make money at it. Social Media Today is the leading B2B website for social media business applicatIons. The publisher was challenged to sell more sponsorships and wanted a way to approach businesses in a way that could explain the business case for social media.
Result. NeuStar was so excited about the results they launched a major online ad campaign that included advertising placed in LinkedIn, Facebook, and the Lucive media and Federated media networks as well as ads on the Smart Brief, IT Tool Box, and LifeHacker.com websites. The study was the first to identify the trend where social media is being morphed from a tool of public relations and marketing into a core strategy developer in its own right. The study has been translated into Italian, Spanish, and Portuguese and replicated locally for comparison in South Africa.
|
Articles about Surveys That Sell:
Selling with Survey Drama HERE
Starting a Personal Sales Survey Program. HERE
Selling with "Voice of Customer" Surveys. HERE
Surveys that sell: Do more black men go to prison than college? HERE
"Your Winning Numbers" How publishers sell with ad performance studies Here
"Selling with Readership Studies" How publishers use readerships studies to sell advertising Here
|
|
Josh Gordon does research:
Gordon caught the research bug while working for Harvey Research between 1991 to 1993. While there he led the initiative to add consumer products and clients to Harvey which had previously been a B to B only research company. He converted CMP publishing from using Starch to Harvey and brought in many new clients including The Economist.
On his own Gordon has done research studies for the following:
Manufactures:
Sony Electronics, Oracle, NeuStar, MCI, Axcera, Comarc, Telecast Fiber, Ai, Gould Shawmut, Nikon, Maxell, Dielectric Communications, Miller Fund Head, MYAT, Ikegami, For-A Corp, The WireMold Company, ITS
Hi-Tech:
Drastic Technologies,Digital Graphix,Avid Technologies
Social Media:
The Customer Collective,The Energy Collective, Social Media Today
Digital media:
Digital Signage Update
Magazines:
Selling Power, Presentations, Technologies for Worship, Expo, Broadcast Engineering, millimeter Magazine, Point of Purchase, CEE News
Pharmaceutical:
DePuy Spine – a division of Johnson&Johnson
Associations:
American Business Media, National Association of Publishers’ Representatives
|
Once you have the data, present it dynamically
There are ways to make any content dynamic. Recently, Josh gave two webinars for BPA International, the leading provider of independent audits for websites and magazines. BPA's challenge was to get media salespeople to use audit data, considered dull by many, more frequently on sales calls. Josh ran two hour long webinars challenging content publishers to share their BPA data more dynamically. The first 10 minutes of the first webinar was posted on YouTube, and seen by over 3,700 people. View it by clicking Here. Or watch the entire webinars (registration required) by clicking HERE.
|
| Need a great speaker?
Josh Gordon's presentations are dynamic, interactive, and content-rich. He gets sales people involved.
BIO
Video clips
Testimonials
Training
|
 |
| Josh is a member of the NSA |
|
|
|
