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Monday, October 18, 2010
feature story
NEMA: A Spectrum of Media Opportunities Awaits You
 For any company looking to compete in the market today, proactively engaging in market conversations is more important than ever.
In order to initiate conversation, you have to reach the right people, according to Amanda Johnson, marketing manager at IDEA, a business-to-business eCommerce solution and professional service provider.
"Advertising is great, but it's a means, not an end. Initiating a conversation with the market is one of the best ways of looking at advertising and its effectiveness," she said.
She describes NEMA's media as reaching a niche market, and as such, subscribers are really to these publications because the covered topics affect their everyday business.
With a circulation of 22,000, electrodindustry (ei) magazine's readership reaches NEMA members (18%) and non-members (82%), and subscribers' positions include executive management (31%), engineers and scientists (22%), public utilities and other energy enterprises (5%), and government agencies and officials (4%).
Ms. Johnson is a strong advocate of using web ads to initiate a conversation on something specific. When IDEA referenced a standards adoption case study in a web-based advertisement, the result was an influx of hits to the deeper page on IDEA's website. This is a correlation that definitely paid off.
"Online advertising gives you the flexibility to test ideas and find out what topics resonate with your market. Many people build fancy websites, but without meaningful content, the right visitors, and a way to keep the conversation going, you won't get the results you want," Ms. Johnson said.
The NEMA website boasts one million page views and 200,000 unique visitors per month, and 20,000 click-throughs to NEMA member websites.
"Print advertising is an effective tactic to build your brand and keep your company top of mind. When someone hits a pain point on the job that you can help them with, it's important they know who to turn to," she said.
According to Stephanie Schaefer, media sales representative for The YGS Group, removing advertising from the budget is one of the worst things a company can do.
"During the Great Depression, cereal rivals Post and Kellogg's were new to American consumers and like most businesses, they were hit hard by the economic collapse," she said. "Post decided to do away with display advertising all together. Kellogg's, on the opposite side of the spectrum, decided to take the opportunity to increase its advertising budget. Because of this, they came out of the depression with 30 percent growth, way ahead of the competition."
Even during the economic downturn, NEMA's varied group of sponsors recognized the power of marketing to the electrodindustry, and continued to target this audience via NEMA publications and media.
"The publication of the 2011 Electrical Standards and Products Guide (ESPG) is a case in point," Ms. Schaefer said. "Last year, it attracted 80,000 military, government, and private buyers and specifiers who work in a wide range of industries, most notably lighting; motors, generators, and industrial control; wire and cable; transmission and distribution; transportation; medical imaging; safety and security; engineering, architecture, and construction; chemical and petroleum industries; and other industries that use electrical equipment in daily operations."
"Advertising in NEMA's various types of media has proven to be an effective way to get our message out to manufacturing leaders. We’ve used a mix of print and web advertising and have seen an increase in website traffic as a result; NEMA continually appears as a top referring site," said Ms. Johnson. "NEMA offers a diverse offering of media opportunities to fit any budget or marketing plan."
Ellen Gager, media manager, Alexander Marketing, agrees.
"NEMA publications offer excellent value and are a cost-effective means for clients to deliver their messages to important decision makers across the electrical industry. Alexander Marketing has recommended NEMA print and online advertising to clients for more than ten years because of the high quality of readership and the loyalty of NEMA members. We believe the association with respected and reputable media brands like NEMA enhances the image and reputation of our clients in the eyes of current and prospective customers," she said.
Products include:
- NEMA Electrical Standards and Products Guide
- electroindustry magazine
- NEMA electroindusty Digital Issue Sponsorship
- eiXtra e-Newsletter
- NEMA.org
- NEMA Standards Annual Sponsorship
- NEMAcast Annual Sponsorship
To initiate a conversation or start expanding your brand’s reach by targeting the electroindustry, view the NEMA 2011 Media Guide or contact Communications@nema.org
We thank you for your cooperation in improving the quality of our materials.
Please contact Bill Green at Communications@nema.org if you have any questions or suggestions related to eiXtra. |
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To view this email on the web, go to http://www.nema.org/media/eiextra/briefs/20101018eiXtra.htm
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