Business Media Matters : October 2009
ABM Unveils 2009 CEBA Award Winners in Adweek, Brandweek
Winners and finalists prove that powerful advertising still delivers
Gyro:HSR was honored with the coveted Grand CEBA Award for its John Deere Construction “High Speed Dozer Launch Event” campaign, ABM announced earlier this month in a special Adweek and Brandweek insert featuring the winners of the 2009 Creative Excellence in Business Advertising (CEBA) Awards.
All 2009 CEBA Award winners and finalists, who represent the most outstanding business communications achievements in digital media, publications and face-to-face events, can be viewed in ABM’s Virtual CEBA Gallery at www.CEBA-Awards.com.
ABM’s CEBA Awards are the b-to-b industry’s most coveted creative honor, showcasing the power and quality of b-to-b communications and enhancing the relationships between business advertisers, agencies and publishers. They’ve become a gold standard of creative excellence recognized by advertising peers and clients alike, and highlight the breadth, reach and innovation of some of the world’s top agencies.
Today more than ever, the awards recognize the innovative marketers who understand the power of b-to-b and have boldly chosen to advertise during these times of economic uncertainty, as well as the agencies that have brought their messages to life with outstanding creativity. This year's CEBA entries reflect the products and services that will remain top-of-mind when purchase decisions are made.
Advertising and marketing industry judges Christoph Becker, Gyro:HSR; Mark DiMassimo, DiMassimo Goldstein; Dave Moore, McCann-Erickson New York; and Tom Stein, Stein Rogan + Partners, poured over hundreds of entries to select the recipients.
The 2009 CEBA Award winners are:
CATEGORY 1: Single Ad – Page or Less
Annual media budget of less than $100,000
Agency Name: R & R Partners INC
Advertiser: Las Vegas CVA
Name of the Ad: Only Vegas
Publication: Meeting News
CATEGORY 2: Single Ad – Spread or Larger
Annual media budget of less than $100,000
Agency Name: Kohnke Hanneken, Inc
Advertiser: Nurture by Steelcase
Name of the Ad: Let's Make Sure it Stays Private
Publication: Contract Magazine
CATEGORY 3: Single Ad - Inserts, pop-ups, foldouts & spectaculars, gatefolds and multi-units
Annual media budget of less than $100,000
Agency Name: Love and War
Advertiser: EMI Music Publishing
Name of the Ad: Songwriters Daily. Extra! Extra!
Publication: Billboard Magazine
CATEGORY 4: Campaign (a series of at least three ads)
Annual media budget of less than $100,000
Agency Name: Shamir Insight, Inc.
Advertiser: Shamir Insight, Inc.
Name of the Ad: Keeping Your Attention
Publication: Eyecare Business
CATEGORY 5: Single Ad – Page or Less
Annual media budget of $100,000 or more
Agency Name: Doremus
Advertiser: Knight
Name of the Ad: What Liquidity Can Do
Publication: Wall Street & Technology
CATEGORY 6: Single Ad – Spread or Larger
Annual media budget of $100,000 or more
Agency Name: Martin Williams
Advertiser: Marvin Windows and Doors
Name of the Ad: P. Allen Smith
Publication: Architectural Digest
CATEGORY 7: Single Ad - Inserts, pop-ups, foldouts & spectaculars, gatefolds and multi-units
Annual media budget of $100,000 or more
Agency Name: McCormick Company
Advertiser: Pioneer Hi-Bred International, Inc.
Name of the Ad: Pioneer Y Series Insert
Publication: Farm Journal Magazine
CATEGORY 8: Campaign (a series of at least three ads)
Annual media budget of $100,000 or more
Agency Name: Gyro:HSR
Advertiser: Pitney Bowes, Inc.
Name of the Ad: There's a lot more here than you think
Publication: BusinessWeek
CATEGORY 9: Integrated Media Campaign
Annual media budget of less than $100,000
Agency Name: Meister Media Worldwide
Advertiser: OmniSTAR
Name of the Ad: Omnistar - The Global Positioning System
Publication: Precision Ag Special Reports
CATEGORY 10: Integrated Media Campaign
Annual media budget of $100,000 or more
Agency Name: BBDO NY and Goodby, Silverstein & Partners
Advertiser: GE
Name of the Ad: GE’s Smart Grid
Web Site: www.ScientificAmerican.com
CATEGORY 11: Digital Media
(No media budget breakdown)
Agency Name: BBDO NY
Advertiser: GE Corporate
Name of the Ad: GE "Pluck"
Web Site: www.ScientificAmerican.com
CATEGORY 12: Face-to-Face
(No media budget breakdown)
Agency Name: Gyro:HSR
Advertiser: John Deere Construction
Name of Event: John Deere Construction High Speed Dozer Launch Event
CATEGORY 13: Custom Media
(No media budget breakdown)
Agency Name: Lionsgate
Advertiser: Advertising Age
Publication: Retro Advertising Age based on a Mad Men custom project
Reinventing Traditional Marketing Methods
A State of the Industry discussion with Chris Chariton, VP, Marketing Services & Product Management, GlobalSpec
“Gone are the days when an entire portfolio can consist of direct mail, print ads, tradeshows and other traditional marketing vehicles.”
Such is the message spread by GlobalSpec, the leading specialized vertical search, information services and e-publishing company serving the engineering, manufacturing and related scientific and technical market segments. Expanding on the belief that today’s industrial marketer must integrate online marketing programs into the mix, GlobalSpec’s VP of marketing services and product management, Chris Chariton, recently shared with ABM the reasons why rethinking traditional marketing methods is more important today than ever before.
Traditional media are losing eyeballs as more customers, especially in the b-to-b space, move online. In its 2009 Economic Outlook Survey, GlobalSpec found that over 80% of respondents obtain product information online while 73% of respondents said they’re spending three or more hours per week online for work-related purposes. Therefore, if you don’t have a strong online presence, Chariton warns, your chances of being found by your target audience are diminished.
While having a company Web site is a requirement, she adds, alone it is not enough to capture qualified leads and potential business. 62% of GlobalSpec’s survey respondents visit six or more work-related Web sites per week. Where else might your potential customers be looking for products and services? On what other Web sites, portals or community sites does your audience congregate? Establish a presence there as well.
Not only do online marketing initiatives deliver increased ROI measurement, which Chariton says answers today’s increased demand for accountability, but they’re also cost-effective. She cites virtual events as economical alternatives to traditional tradeshows, where costs of production and the investment of both time and money by attendees are high.
Chariton also explained how the current economic climate has accelerated the need to “right-size one’s marketing spend,” while she reinforced ABM’s message that companies who can maintain their presence during the downturn are in optimal positions once the economy picks up. But for now, she says, the bottom line is that you cannot afford to waste precious marketing dollars in places where your audience isn’t looking. Your customers and prospects are online, and that is where you need to reach them in order to compete and win business.
Last Chance to Reserve Your Seat at the ABM Executive Forum!
All-new content and lineup of industry thought leaders converge on 7 World Trade Center next Tuesday
Next week, on November 3 & 4, the brightest minds in b-to-b will converge on 7 World Trade Center in New York City for ABM’s all-new 2009 Executive Forum, featuring a fresh and engaging agenda, an impressive line-up of industry thought leaders, and two days of valuable networking opportunities. Join us and learn how to exceed the expectations of your customers – both marketers and end-users – while discovering solutions for driving your top line.
Sessions will include:
Today’s Marketer: Advertiser? Competitor? Partner?
- Learn how Siemens developed an integrated campaign strategy in today’s difficult economic climate and how the company plans to come out of the current recession, with focus on Siemens’ media partnerships – including print, online, thought-leadership events and social media.
- Speaker: Thomas Haas, CMO, Siemens
Beyond the Advertising Budget – Accessing the Marketing Budget
- Today, it’s no longer enough to rely solely on advertising; companies must now become consultants and work closely with customers to develop customized marketing programs. During this session, you’ll learn how to turn your business into a marketing services operation and offer solutions bigger and better than ad pages.
- Speaker: Tim Fixmer, President, Stamats Business Media
Meeting the Challenges of the New Competitors – Leveraging Your Brand, Your Content and Your Bottom Line
- In this three-part series of sessions, a brand crusader from a top agency, a journalism professor, and a pioneer in online content will discuss the challenges and opportunities they are facing in today’s new media environment.
- Speakers include Steve Brill, Co-Founder, Journalism Online; Jeremy Gilbert, Assistant Professor, Medill School of Journalism; and Rick Segal, Chief Executive, North America/Global Practice Leader, B-to-B, Gyro:HSR
Click here to view the full agenda.
For attendees outside the New York City area, we have provided a list of hotels near 7 World Trade Center at a variety of different price points, and we encourage you to consult the list as you plan your trip. Please call the hotel directly to make your reservation.
ABM's 2009 Executive Forum is sponsored by Aequor Technologies, Atlantic City Convention & Visitors Authority, BBN Networks, Booz & Company, BPA Worldwide, BtoB Media Business, CDS Global, The Jordan, Edmiston Group, Inc., Readex Research, SRDS, and Worldcolor.
ABM Unveils New, More Comprehensive BIN Reporting
ABM recently unveiled a new format for its Business Information Network (BIN) figures, which now includes digital b-to-b spending in addition to print advertising and trade show expenditures. This new format better reflects the integrated b-to-b media business model, which remains the optimal way to reach customers.
Total b-to-b spending in the first half of 2009 (tradeshows, print, digital) was $10.5 billion, reflecting a decline of 18.9% from the first half of 2008.
B-to-b digital revenue in the first half of 2009 was $2.1 billion, a 3.0% decline from 2008; magazine revenue in the same period was $3.8 billion, a 26.5% decline compared to 2008; and trade show revenue was $4.6 billion, an 18.6% decline.
Trade shows accounted for the greatest share of revenue in the first half of 2009 (43.5%). Print share declined by 3.4%, from 39.9% in 2008 to 36.5% in 2009. Though b-to-b digital revenues declined in the first half of 2009, digital accounted for a 20.0% share of revenue, a 3.3% increase from 2008. See table below.
SHARE OF B-TO-B REVENUE:
| 2008 | 2009 | |
| Trade Shows | 43.4% | 43.5% |
| 39.9% | 36.5% | |
| Digital | 16.7% | 20.0% |
About Inquiry Management Systems (IMS):
With offices in Toronto, New York and London, IMS has served magazine publishing professionals since 1979. Over 1,400 magazine titles utilize its array of products that help sell additional pages of advertising, increase lead results for advertisers, and produce creative Web solutions.
About CEIR:
For 30 years, CEIR has been highlighting the importance of exhibitions in today's business environment. Its goal is to promote the image, value and growth of exhibitions. This is accomplished through producing primary research studies that prove the effectiveness and efficiency of exhibitions as a marketing medium.
Digital revenue sources include: ABM members, PricewaterhouseCoopers/IAB, eMarketer, and Outsell Inc.
New Study Joins Collection of CEIR Research Now Available Free for ABM Members
ABM recently partnered with the Center for Exhibition Industry Research (CEIR) to provide its members with important, timely information on the powerful world of face-to-face … all at no cost.
CEIR's landmark study on the attendance habits, attitudes and opinions of young professionals regarding exhibitions and events has just been released. Entitled “The Power of Exhibitions in the 21st Century – Identify, Discover and Embrace Change from the Point of View of Young Professionals,” this must-read report offers a wealth of insight into how new generations of attendees want to connect, learn and network at events. Contact Kate Patton to request a FREE copy of the study.
Amongst dozens of major findings, both enlightening and encouraging, CEIR discovered that the vast majority of survey respondents who had an opportunity to attend an exhibition chose to do so. The research also uncovered the differences in attitudes and expectations of Generation X attendees and Millennial attendees in the areas of education, exhibitor interaction, technology and networking.
This new study joins the variety of free CEIR research already available for ABM members, including:
- How Digital Marketing Affects Exhibition and Event Performance
- Looking Past the Recession: Exhibition Strategies for the Interim
- The Cost Effectiveness of Exhibition Participation
- and more!
Contact Kate Patton with your request(s), and the research will be sent to you directly.