The New White Paper Strategy: Challenge Your Audience

By: Joe Braue –

For centuries (okay, it only seems that long) the major function of white papers was to drive thought leadership. Boiled down, white papers followed this framework:

  • Describe a business challenge.
  • Focus on what it means for your target audience.
  • Summarize the pros and cons of various possible solutions available to solve the challenge.
  • Describe your solution.

But the folks at the Corporate Executive Board (CEB), have done some impressive research of marketing and sales organizations and are suggesting a different solution (Check out their book, “The Challenger Sale”).

Instead of teaching something that customers could be doing with their business, the white paper should “unteach” something the customers are currently doing. Where traditional white papers focus on the benefits of the vendor’s solution, “challenger” white papers focus on the costs of current behavior.

You should watch this Xerox K-12 video case study that CEB posted on its website. In it, the Xerox K-12 education marketing team frets about low-priced printer competitors when its solution is 15 to 20 percent higher. Xerox’s strategy is to do research that shows how color printing advances learning. Then, they change the way they sell and market, leading not with a feature-benefit sell, but with discussion of how printers can improve learning.

Vertical Marketing Applications:

For you K-12 marketing practitioners, linking the benefits of your technology solutions to learning improvement  is a major objective and it needs to be part of all of your content marketing. You must first explain the learning benefit, then talk about the economic case and go on to talk about solutions.

While attendees at our Tech & Learning events constantly ask their vendors to provide specific data about how individual technologies improve learning, doing so can be a challenge. There are places to go for help: We here at NewBay can do research over our K-12 and higher ed audiences to find this data. And I believe that customer research plus clear anecdotes from your sales support engineers who are working with clients can do the trick.

There are three issues that I can see in implementing “challenger” white papers.

  • Can you and your customers handle the truth, to paraphrase Jack Nicholson “challenging” Tom Cruise in “A Few Good Men.” You run the risk of antagonizing potential customers or seeming unduly alarmist if you adopt too strong a tone. So some sort of “positive” challenge has got to be the goal.
  • How do you write a “Challenger” white paper? Well, you pretty much follow the thought-leadership framework described above, with one major difference. You need to keep in mind throughout the research process that you must find a crucial commercial insight, backed up by research or anecdotes from sales engineers that support the challenge. You may need to do special research to capture the data points. You definitely have to interview your best sales engineers to understand customer pain points and the price of not implementing your solution.
  • Finally, a “Challenger” white paper should be part of a bigger sales and marketing strategy at your company. Check out the CEB book for more info on that.

Got an example of a “Challenger” white paper? Please share with us jbraue@nbmedia.com.

 

 

 

The Right Content at the Right Time

By: Kristin Kovacich –

New technologies, platforms, social networks, products and companies pop up daily, creating new marketing challenges for businesses. Banner or print ads alone just aren’t cutting it. And today’s consumers aren’t settling with just being sold to, they want to be entertained, informed, etc.l.  To stand out in today’s market, companies need to create effective content and also be strategic about tailoring the content so that it connects with the consumer at the right stage of the sales relationship.

Stage 1 – Unaware

Build brand awareness by creating content that will provide value so that the consumer associates your brand with that value.  Establishing yourself as an expert without explicitly selling to the consumer lays a foundation of trust that encourages them to find out more about your company.

Types of content: Native advertising in a publication, social media updates, creating something that will be shared socially (inforgraphic or lists), white paper

Stage 2 – Interested

Ok, you have their attention. What else you got? You need to show them that you  are the expert in what they are interested in or that you know what their problem is and you’ve got the solution. A related but alternative approach is to upend an existing belief or teach them something new. Teaching customers something new about their business readies them to appreciate the unique value of your solutions.

Types of content: Webinar, video product spotlight, email campaign, white paper

Stage 3 – Considering  

The customer acknowledges you as an expert and has their eye on your product as a potential purchase. This is where you need to communicate the benefit of your product over your competition. What makes you stand out? This is your time to shine. Identify your benefits and prove your value with qualitative and quantitative evidence. Be sure to not only explain the future gains of utilizing your product but how it will alleviate current pain points.

Types of content: Case studies, customer video spotlights

Stage 4 – First Time Customer

Nice work, they bought your product. Now it’s time to show them they made the right decision and  you’re in it for the long run. You want to be the first thing they think about when they think about your industry and the only one they trust to help them meet their needs. Establish yourself as a thought leader by delivering more value-adding content and expert advice that can help them stay informed.

Types of content: Webinars, product and service reviews, infographics, thought leadership Videos, research studies

Stage 5 – Return Customer

You’ve nailed the first four steps and now the customer is engaging regularly with your brand. They trust you and your product so this is your chance to turn your customer into willing brand ambassadors by delivering content so valuable they can’t help but share it.

Types of content: social media updates and shares, microsites, webinars, product and service reviews, email campaigns, videos, case studies, slideshares, events

Win over $2000 in prizes from Disc Makers & Gibson Guitar

Official Rules

 NO PURCHASE NECESSARY.

1.  To enter:  You may enter online beginning July 1, 2014. Entries must be received by July 30, 2014. Enter as often as you wish (as often as once per day online).  Copies, mechanically reproduced, automated entries, and computer-aided or computer-generated script entries will not be eligible and are void. The sponsor of this game is Discmakers (“Sponsor”), and such Sponsor is not responsible for printing or typographical errors in any sweepstakes – related materials, late, lost, or misdirected mail or transactions that are lost, fail to be entered into the processing system or are processed or transmitted late.

2.  Sweepstakes Drawing: The winner will be drawn at random on or about August 5, 2014. Odds of winning each prize depend on the number of eligible entries received. Your purchase of a product or service from the Sponsor or the prize manufacturers will not increase your chances of winning a prize.

3.  Eligibility:  Game is open to all legal residents of the United States and Canada (other than the residents of Puerto Rico and the province of Quebec), except for the employees and immediate family (spouses and parents, siblings, children and each of their spouses) of Sponsor, the prize manufacturers, and each of their affiliates, subsidiaries, advertising agencies, and any other company involved with the design, production, execution or distribution of the sweepstakes drawings. In order to win a prize, residents of Canada will be required to answer correctly a time limited mathematical skill testing question to be administered via telephone.

4.  Release:  Winner releases the Sponsor, the prize manufacturers, and each of their parents, subsidiaries, affiliates, officers, directors, agents, and employees from any responsibility or liability in connection with any loss, accident, or death incurred in connection with the use of the prizes won in the giveaway. The winner hereby consents to the use of his or her name and/or likeness by the Sponsor for advertising purposes without additional compensation unless prohibited by law. The verified prize winner and/or prize winner’s parent or legal guardian will be required to sign and return to Sponsor, within ten days of receipt, an Affidavit of Eligibility and a Publicity/Liability Release unless prohibited by law. Failure to comply may result in disqualification and the selection of an alternate winner. A potential winner is not a confirmed winner until he or she has returned all required documentation and his/her eligibility has been verified by Sponsor.  All prizes for the game are donated by third parties.  The game is not meant to convey any endorsement of any product or service, nor does a third party’s donation of any prize have any influence on Sponsor’s editorial coverage.

5.  Taxes:  Any tax liabilities are solely the responsibility of the winner and the winner will be required to provide his or her social security number or tax payer identification number for tax purposes. All federal, state, local, municipal, and provincial laws and regulations apply.

6.  General:  By entering this giveaway, you expressly agree and consent to (i) Sponsor sharing your email address with Discmakers, New Bay Music Group and Gibson Guitar, sending you by email notices, announcements, promotions and offers regarding its goods and services.  If you do not agree and consent to any of these rules, terms and conditions, you are not permitted to enter this giveaway. Sponsor shall be deemed sole interpreter of the rules and conditions. By participating, entrants acknowledge and agree to be bound by these rules and that the decisions of the Sponsor are final. Sweepstakes is void where prohibited by law. Prize components are not exchangeable, transferable or redeemable for cash. Prices shown are estimated retail prices, and actual prices may vary. SPONSOR DOES NOT MAKE AND IS NOT RESPONSIBLE FOR ANY WARRANTIES (INCLUDING IMPLIED WARRANTIES OF MERCHANTABILITY OR OF FITNESS FOR A PARTICULAR PURPOSE) OR ANY GUARANTEE WITH REGARDS TO ANY PRIZE OR PORTION THEREOF. All sweepstakes entries become the property of the Sponsor and will not be returned. In the event of unavailability of stated prize(s) or component(s) thereof, Sponsor reserves the right to substitute item(s) of comparable value. Sponsor reserves the right, in its sole discretion, to cancel, terminate or suspend the Internet portion of this giveaway should virus, bugs, non-authorized human intervention or other causes beyond its control corrupt or affect the administration, security, fairness or proper play of the giveaway. In such cases, Sponsor reserves the right to select the winner from mail-in entries only. In the event of a dispute concerning who submitted an entry, the entry will be declared to have been made by the registered account holder of the e-mail address associated with the account for the potentially winning entrant, but only if that person meets all other eligibility criteria or if that person is the approving parent or legal guardian of a minor participant who meets all of the eligibility criteria. A registered account holder is defined as the natural person who is assigned to an e-mail address by an Internet access provider, online service provider, or other organization (e.g., business, educational institution, etc.) that is responsible for assigning e-mail addresses for the domain associated with the submitted e-mail address

7.  Winner’s List:  To obtain the name of the prize winners, send a self-addressed, stamped envelope to “Winner”, GUITAR PLAYER Discmakers Giveaway, 1111 Bayhill Drive, Ste. 440, CA  94066., USA, by January 30, 2014.

8. Miscellaneous: The invalidity or unenforceability of any provision of these Official Rules or the Affidavit will not affect the validity or enforceability of any other provision. In the event that any provision of the Official Rules or the Affidavit is determined to be invalid or otherwise unenforceable or illegal, the other provisions will remain in effect and will be construed in accordance with their terms as if the invalid or illegal provision were not contained herein. Sponsor’s failure to enforce any term of these Official Rules will not constitute a waiver of that provision. Entrants agree to waive any rights to claim ambiguity of these Official Rules

This sweepstakes is in not sponsored or hosted by Gibson. You understand that you are providing your information to Sponsor and not Gibson. Any questions, comments, or complaints regarding this sweepstakes should be addressed to Sponsor and not to Gibson.

TWICE Europe newsletter launches

Intent Media, a NewBay Media company, has announced the launch of TWICE Europe, a consumer electronics news, analysis and information resource that is targeted for the European market. TWICE Europe is an extension of the U.S. TWICE brand, which also owned by NewBay and is the #1 business publication serving the consumer electronics industry for over 25 years.
 
TWICE Europe debuts tomorrow (October 31, 2013) as an email newsletter that delivers vital information and news relevant to the consumer electronics market in Europe, with circulation to — and content that includes — manufacturers, retailers, suppliers, and distributors. Published twice weekly, it will round up the ten most important stories from around the web and provide editorial insights along with links for more information.
 
“TWICE is excited to extend its brand into Europe,” said Ed Hecht, publisher and VP of TWICE at NewBay Media. “With many manufacturers competing in a global market, it is important for TWICE to assume a leadership position in delivering a perspective on consumer electronics news around the world.”
 
TWICE Europe will be managed by the team that produces PCR, the U.K. B2B brand for the PC and tech retail sector. Rob Temple has been hired as editor of TWICE Europe. Temple is a technology journalist with a decade in the trade. Previously a PPA award-winning features editor on Future Publishing’s T3 magazine, he’s also worked for Men’s Health and edited The Gadget Show Magazine, as well as writing for host of magazines and national newspapers on a freelance basis.
 
“TWICE is incredibly well respected by the consumer electronics and tech industries on both sides of the Atlantic,” said TWICE Europe and PCR publisher Lisa Carter. “We’re delighted to bring that quality to the European CE sector with TWICE Europe, which will provide all industry professionals with all the news and analysis they need, straight into their in-boxes.”
 
“One of our primary goals in acquiring Intent Media last December was to expand pertinent NewBay Media brands across the Atlantic and vice versa,” added Steve Palm, CEO NewBay Media. “I applaud the Intent Media team’s efforts in bringing TWICE to the European market, and look forward to many more collaborations and expansions of our brands.”
 
The free TWICE Europe newsletter will launch on October 31,2013. To register, visit www.pcr-online.biz/twiceeurope.
 
For information on advertising in TWICE Europe, or any other details, contact Lisa.Carter@intentmedia.co.uk.
 
About TWICE
TWICE (This Week in Consumer Electronics) is published by NewBay Media and is the #1 business publication serving the consumer electronics industry. With editorial coverage on all things consumer electronics, including audio, video, smartphones, tablets, cameras, car electronics, major appliances, accessories and so much more, TWICE is where the industry turns to put it all into perspective. Be it news, new products and/or trends, all 25 issues of TWICE have it covered. For more information, visit www.twice.com.
 
About INTENT MEDIA, A NEWBAY MEDIA COMPANY
Intent’s portfolio is focused on six business markets — Games, Music, Toys & Licensing, Mobile & Computing, TV & Audio Visual and Active Lifestyle. Intent’s dynamic media capabilities include over 16 magazines, 20 events and dozens of digital properties delivered across an array of platforms. Intent’s brands include Pro Sound News Europe, TVB Europe, Installation, Develop, MCV, MI Pro, Audio Pro and Licensing.biz. For a complete list of Intent’s brands, media and reach capabilities, please go to www.intentmedia.co.uk. 
 
###
 

Licensing.biz Power List 2013 revealed

Licensing.biz this morning unveiled its first ever Power List of the most influential brands of 2013.

Voted for by 200 independent industry judges – including licensors, licensees, retailers and agents among others – the four categories each had clear winners: Peppa Pig (eOne) was number one in the Character & Entertainment sector, LEGO was named the number one in Brands, V&A Museum topped the Art & Design category, while London 2012 Olympic Games took the top spot in Sports.

The Power List – published in association with miEvents, and sponsored by MyBrandEmail and Counterpoint Systems – also honours big name properties including Angry Birds, Moshi Monsters, Skylanders, Coca-Cola, One Direction, Cath Kidston, Orla Kiely, Manchester United and England Rugby.

In addition, brands just beginning their licensing journey are also recognised. These include Fatina Dreams, Tango, Marmite, Rob Ryan, Levi Roots, The Great British Bake Off, Wall’s, Kellogg’s, LIFE, Minecraft and Tree Fu Tom.

There will also be a chance to celebrate this evening at a special, invitation-only drinks reception at the Hand & Flower.

The full Power List will be distributed with the November issue of ToyNews, as well as selected issues of Music Week and MCV. Copies will also be available from the Licensing.biz team throughout the show.

The top five properties in each category are as follows:

Character & Entertainment

Peppa Pig
Hello Kitty
Moshi Monsters
Angry Birds
Skylanders

Brands

LEGO
Coca-Cola
One Direction
Marmite
JCB

Art & Design

V&A
Orla Kiely
Cath Kidston
Emma Bridgewater
LIFE

Sports

London 2012 Olympic Games
Manchester United
England Rugby
Wimbledon
Liverpool FC

Games Media Awards toast new talent and top writers

The journalist-voted prizes acknowledge the best new and established talent working in the UK games media.

Dan Douglas was named Games Writer of The Year, winning for his piece “Play The Pain Away”, which discussed using games to cope with mental illness. The piece was praised by award judge Tim Lott, novelist and newspaper columnist, for being “a fascinating piece that countervailed the popular wisdom that video games are chewing gum for the mind”.

Meanwhile, up and coming writer Francisco Dominguez won the Games Media Academy – and with it, guaranteed freelance contracts from a group of publishers including IGN, GameSpot and Future Publishing – for ‘A Useful Death’, about indie game The Swapper.

Paul Presley, former PC Zone leader and games journalist for over 20 years, was named Games Media Legend.

In the mainstream games coverage camp Keith Stuart was named best newspaper writer for his work in The Guardian, while New Statesman deputy editor Helen Lewis won mainstream magazine writer. Digital Spy won best coverage by a mainstream website.

On the broadcast front Videogamer TV won for best video, while Guy Cocker’s independent games podcast won best radio/podcast.

Specialist outlets and writers also scooped key prizes.

Edge won two awards – for best magazine and best specialist print writer in  features editor Jason Killingsworth. They were two of Future’s three wins overall – Official Xbox Magazine writer Jon Blyth took home the specialist writer online prize.

Elsewhere, Eurogamer won best website and Cara Ellison won Rising Star. Best blog award was claimed by Average Gamer, while Steve Hogarty was named ‘Top Tweeter’.

This year’s event was supported by Gold Partners Nintendo 3DS, Xbox, PlayStation, Battlefield 4, NCsoft and Watch Dogs; Drinks Reception sponsor Deep Silver; Top Tweeter award partner Green Man Gaming; Games

Writer of the Year award partner Sega; Rising Star award partner Disney Infinity; and event partner Gamescom.

Inaugural Pro Sound Awards winners revealed

The Pro Sound Awards 2013 took place at Ministry of Sound in London, with the ceremony preceded by a drinks reception and buffet dinner, and followed by an exclusive after party.

The awards are jointly-backed by Intent Media publications Audio Pro International, MI Pro, Pro Sound News Europe, Installation, Audio Media, Music Week and TVBEurope, while the judging was performed by a cross-section of professionals from across the audio industry.

“We set out to celebrate the often-overlooked achievements of individuals and companies across the industry by launching these Awards, and the list of winners proves we’ve certainly met our objective,” said Audio Pro International editor Adam Savage. “It’s great to see so many people from all areas of pro audio come together in one place to hail the efforts of these hard working professionals, and we’re already looking forward to next year. A big congratulations to the winners, you all deserve it.”

Here’s the list of winners in full:

LIVE/TOURING SOUND (sponsored by Medialease)

Engineer of the Year: Jim Warren
Tour Sound Production: Audio Electronics Mattijsen for the coronation of King Willem-Alexander, Amsterdam
After-sales Support: Mark Saunders, Sennheiser

STUDIO (sponsored by Focusrite Novation)

Engineer of the Year: Toby Alington
Recording Production of the Year: Mark Ronson for Bruno Mars Unorthodox Jukebox (album)
Studio of the Year: British Grove, London

INSTALLATION (sponsored by Genelec)

Team of the Year: Wigwam Acoustics
Permanent Installation Project of the Year: Funktion-One for toboggan run for Winter Olympics, Sochi 2014
Temporary Installation Project of the Year: Sennheiser for David Bowie is, V&A, London

BROADCAST AUDIO (sponsored by Sony)

Team of the Year: Conrad Fletcher + Team for NTLive
Broadcast Event of the Year: Riedel for the Red Bull Stratos Project
Facility of the Year: Goldcrest Post

MARKETING INITIATIVE/CAMPAIGN OF THE YEAR

Soundcraft Studer

RISING STAR (sponsored by Sennheiser)

Xavier Stephenson, Metropolis Studios

LIFETIME ACHIEVEMENT

Andy Munro

GRAND PRIX (sponsored by Digico)

BEIRG

For more information on the Awards, visit the event’s website.

Stuart Dinsey to leave Intent Media

Intent Media’s founder and managing director Stuart Dinsey will leave the company at the end of October to pursue new opportunities.

The company was set up in 1998 and is today one of the UK’s most influential business media groups, boasting a dominant position across video games, music, computing, mobile, toys, licensing, TV and AV. 

Acquired by New York-based NewBay Media in December 2012, Intent’s many brands include Music Week, MCV: The Market for Computer & Video Games and Pro Sound News Europe. Its portfolio is mirrored by NewBay’s strength across a similar range of markets in North America and Asia. NewBay’s key brands include TWICE, Broadcasting & Cable, Guitar World, Systems Contractor News and TV Technology.

“Intent has an ambitious, globally-minded parent, serving today’s colliding worlds of entertainment and tech. There is also an experienced and talented team in place that can take the brands on, across digital, print and events,” said Dinsey.

“For me, after 15 years, it’s simply time to hand over the baton. I will always love Intent Media, but now is a good time for me to explore new interests outside the company”.

The company is actively recruiting a new Managing Director to lead Intent Media and NewBay Europe.

To support the company’s continued growth, the following appointments have been announced today – Michael French will take over Dinsey’s role of Publisher for the games division, which includes brands such as MCV, MCV Pacific, MCV India, Develop, Games Media Awards and The London Games Conference. Similarly, Darrell Carter will take over as Publisher of MI Pro and Audio Pro International. Chris Dring will take over as editor of MCV.

“Over the last 15 years, Stuart has built Intent into a leading provider of business information and marketing services in the UK and Europe. With a terrific team, trusted brands, and deep reach into markets served, Intent is well positioned to build upon its strong foundation”, said Newbay CEO Palm. “I wish Stuart well in his new pursuits and personally look forward to working closely with the talented Intent Media team”.

Dinsey will continue in his role as chairman of the charity Gamesaid and has recently joined the board of digital games studio Curve and League One football club, Stevenage FC.

ABOUT NEWBAY MEDIA

NewBay Media is the leading information and marketing solutions provider for the Pro Audio, Broadcast and Video, Music, AV/Consumer Electronics and Education markets. NewBay delivers its premier content through our award-winning portfolio of integrated platforms, including print and digital magazines, websites, show dailies, e-newsletters, events, and conferences. In addition, NewBay offers a wide array of marketing services, as well as reprint, licensing, and e-commerce capabilities. Through its products and services, NewBay Media reaches over 9 million people in over 100 countries. For more information, visit www.nbmedia.com.

NewBay is an affiliate of The Wicks Group of Companies, L.L.C. (www.wicksgroup.com), a New York-based private equity firm focused on selected segments of the information, education and media industries.

ABOUT INTENT MEDIA

Intent’s portfolio is focused on six business markets — Games, Music, Toys & Licensing, Mobile & Computing, TV & Audio Visual and Active Lifestyle. Intent’s dynamic media capabilities include over 16 magazines, 20 events and dozens of digital properties delivered across an array of platforms. Intent’s brands include Pro Sound News Europe, TVB Europe, Installation, Develop, MCV, MI Pro, Audio Pro and Licensing.biz. For a complete list of Intent’s brands, media and reach capabilities, please go to www.intentmedia.co.uk.

Intent has 90 employees with primary offices in Hertford, U.K. and London, as well as satellite offices in Sydney and Mumbai.

MCV Gamescom Show Daily goes live

Published in association with Xbox One, the 14-page FREE magazine has been put together by the MCV team currently working out of the Cologne games show.

It features news from the show, a Gamescom event guide and a daily exec interview.

You can read it right now. Click here to read it in your browser.

Alternatively it is also available in our iPad app – click here to download it.

The latest issue recaps yesterday’s major press conferences, looking at Xbox and PlayStation’s battle for indie love, the latest FIFA headlines, and announcements for key games such as Fable and Watch Dogs.

It also includes MCV’s recently published Alain Corre interview, and a detailed seven-page guide to Gamescom, with show maps and exhibitor listing.

MCV will be publishing two more editions, on Thursday morning and Friday morning, during the business days of the show. 

Industry supports the Pro Sound Awards

Music charity Nordoff Robbins has also signed up as the official charity sponsor for the event, which takes place at Ministry of Sound in London on September 19th 2013.

ISE (Integrated Systems Europe), organiser of the annual Amsterdam-based trade show for the professional AV industry, has been named Champagne Sponsor. ISE celebrated its tenth anniversary and it’s largest show to date back in January, while more than 900 exhibitors and 45,000 attendees are expected to attend next year.

 
Media support has been bolstered by the backing of the IoA (The Institute of Acoustics) and theInstitute of Sound and Communication Engineers (the organisation for those working in PA, sound systems, voice evacuation and more).

Nordoff Robbins, the network that uses music therapy to help those with autism, mental health problems, brain injuries and other challenging illnesses and conditions.

“Nordoff Robbins uses the unique power of music to support some of the UK’s most vulnerable people. We are proud to be involved with this event and delighted to be working alongside the Pro Sound Awards which like us, recognise the importance of music and sound and celebrate all that it has to give,” said Jo Carter, director of fundraising and communications.

Brighton arts organiser The Space is also giving away two Awards tickets as part of a raffle during its monthly film/media event on August 29th 2013. The location is yet to be revealed, so keep an eye on The Space’s website for details.
 
To buy tickets for the Pro Sound Awards, click here.