SEMA News—October 2013

EVENTS
By Steve Campbell

Targeted Educational Programs

Hot Topics at the 2013 SEMA Show

The SEMA Education Institute (SEI) free and “pay-to-attend” courses provide an unparalleled opportunity to learn first-hand what trends will affect your business. More than 50 free education courses and several “pay-to-attend” educational events will cover everything from online marketing to customer service, management, industry trends and more. These courses are designed to give you practical tools that can be implemented the day you return from Las Vegas. Make sure that you and your staff are equipped to succeed. Don’t miss these exceptional training opportunities presented by top industry experts. For a complete listing of all Education Days opportunities, visit www.SEMAShow.com/education.

More than 50 educational programs in a number of segment categories will be presented during Education Days at the 2013 SEMA Show, and you can see the full list starting on p. 94 of this issue. However, the following few presentations are of particular importance.

Debunking the Myths: Resale Price and MAP Policies to Control Resale Price Erosion

• Monday, November 4, 2013, 3:00 p.m.–4:00 p.m.
• Las Vegas Convention Center (LVCC), Room N256

Resale price erosion is an increasingly common problem faced by suppliers. It can be caused by corrosive competition among traditional resellers and those with lower costs of doing business, such as online sellers, big boxes or large distributors. In a realistic, no-nonsense presentation, Eugene F. Zelek Jr., co-chair of the antitrust and trade regulation group Freeborn & Peters LLP, will discuss various lawful approaches that a supplier can take to prevent or manage this situation as well as which alternatives work best in particular circumstances.

Google: Road to Winning Drivers—The Digital Shift, Powered by ETTN

• Tuesday, November 5, 2013, 11:00 a.m.–12:00 p.m.
• LVCC, Room N260

The digital age has ushered in changes in how drivers make their automotive product purchase decisions. Google’s automotive aftermarket team will share exclusive research on how search, mobile and video play integral roles on the road to winning business from drivers.

Great Retail Experiences: Five Critical In-Store Design and Layout Touch Points That Create Optimal Selling Environments—Powered by TORA

• Tuesday, November 5, 2013, 11:00 a.m.–12:00 p.m.
• LVCC, Room N256

A well-designed and branded retail showroom is a powerful sales tool and a competitive advantage in this era, when customer experience is the key to loyalty and a higher rate of return visits. This session, which will be led by renowned retail design and digital experience expert Brian Dyches, will showcase the five critical impact touch points that every dealer needs to employ in today’s omni-channel retail environment. The session is great for dealers looking to refresh their showrooms or for a new concept opportunity.

Google: Road to Winning Drivers—Driving Sales in a Multi-Device World, Powered by ETTN

• Tuesday, November 5, 2013, 1:00 p.m.–2:00 p.m
• LVCC, Room N260

Building off the trends and research shared in the morning presentation, Google’s automotive aftermarket team will provide the latest product news across search, mobile and video that will enable aftermarket businesses to connect across platforms with today’s digital shoppers and ultimately drive sales.

Life After Wide-Open Throttle—The Density Machines

• Thursday, November 7, 2013, 1:00 p.m.–2:00 p.m.
• LVCC, Room N254

Gale Banks of Banks Power will present this seminar on superchargers, turbochargers, super-turbo setups and cylinder heads. He will cover new ways of measuring the performance of supercharging devices, intake manifolds and cylinder heads while they are running on an engine, either on a dynamometer or in a vehicle on the road. Performance measurements can be made at all engine speeds and loads to properly evaluate and calibrate the design of these components. Banks will discuss refinement of fuel efficiency, engine response, valve timing, all aspects of cylinder head and valve sizing, supercharger efficiency and engine power output as well as a method of directly correlating flow bench results to actual running cylinder head performance. In this presentation, the boost gauge will become obsolete.

Just Chillin’—Intercooling and Water/Methanol Injection

• Thursday, November 7, 2013, 3:00 p.m.–4:00 p.m.
• LVCC, Room N254

This seminar by Gale Banks of Banks Power will cover air-to-air, air-to-ice-water, air-water-air and air-to-CO2 intercooling. Banks will also discuss water injection and water/methanol injection as well as a new method of evaluating the performance of all forms of intercooling and intercooler-system tuning to optimize performance in the vehicle. Banks will also cover methods of sensing, mapping and controlling the injection of these fluids along with proper methods for the evaluation of gains in fuel efficiency, reductions in emissions and gains in power output.

In addition to the seminars listed here, the SEMA Show’s Education Days will feature a Powersports Education Track on Wednesday, November 6, 2013. The track will include three stand-alone sessions covering Powersports Marketing in a Social World, Market Research Trends and Forecasts and an OEM Dealer Panel featuring Kawasaki, Polaris, Yamaha and more. For a complete listing of all Education Days opportunities, visit here.

SEMA News—October 2013

EVENTS
By Steve Campbell

Targeted Educational Programs

Hot Topics at the 2013 SEMA Show

The SEMA Education Institute (SEI) free and “pay-to-attend” courses provide an unparalleled opportunity to learn first-hand what trends will affect your business. More than 50 free education courses and several “pay-to-attend” educational events will cover everything from online marketing to customer service, management, industry trends and more. These courses are designed to give you practical tools that can be implemented the day you return from Las Vegas. Make sure that you and your staff are equipped to succeed. Don’t miss these exceptional training opportunities presented by top industry experts. For a complete listing of all Education Days opportunities, visit www.SEMAShow.com/education.

More than 50 educational programs in a number of segment categories will be presented during Education Days at the 2013 SEMA Show, and you can see the full list starting on p. 94 of this issue. However, the following few presentations are of particular importance.

Debunking the Myths: Resale Price and MAP Policies to Control Resale Price Erosion

• Monday, November 4, 2013, 3:00 p.m.–4:00 p.m.
• Las Vegas Convention Center (LVCC), Room N256

Resale price erosion is an increasingly common problem faced by suppliers. It can be caused by corrosive competition among traditional resellers and those with lower costs of doing business, such as online sellers, big boxes or large distributors. In a realistic, no-nonsense presentation, Eugene F. Zelek Jr., co-chair of the antitrust and trade regulation group Freeborn & Peters LLP, will discuss various lawful approaches that a supplier can take to prevent or manage this situation as well as which alternatives work best in particular circumstances.

Google: Road to Winning Drivers—The Digital Shift, Powered by ETTN

• Tuesday, November 5, 2013, 11:00 a.m.–12:00 p.m.
• LVCC, Room N260

The digital age has ushered in changes in how drivers make their automotive product purchase decisions. Google’s automotive aftermarket team will share exclusive research on how search, mobile and video play integral roles on the road to winning business from drivers.

Great Retail Experiences: Five Critical In-Store Design and Layout Touch Points That Create Optimal Selling Environments—Powered by TORA

• Tuesday, November 5, 2013, 11:00 a.m.–12:00 p.m.
• LVCC, Room N256

A well-designed and branded retail showroom is a powerful sales tool and a competitive advantage in this era, when customer experience is the key to loyalty and a higher rate of return visits. This session, which will be led by renowned retail design and digital experience expert Brian Dyches, will showcase the five critical impact touch points that every dealer needs to employ in today’s omni-channel retail environment. The session is great for dealers looking to refresh their showrooms or for a new concept opportunity.

Google: Road to Winning Drivers—Driving Sales in a Multi-Device World, Powered by ETTN

• Tuesday, November 5, 2013, 1:00 p.m.–2:00 p.m
• LVCC, Room N260

Building off the trends and research shared in the morning presentation, Google’s automotive aftermarket team will provide the latest product news across search, mobile and video that will enable aftermarket businesses to connect across platforms with today’s digital shoppers and ultimately drive sales.

Life After Wide-Open Throttle—The Density Machines

• Thursday, November 7, 2013, 1:00 p.m.–2:00 p.m.
• LVCC, Room N254

Gale Banks of Banks Power will present this seminar on superchargers, turbochargers, super-turbo setups and cylinder heads. He will cover new ways of measuring the performance of supercharging devices, intake manifolds and cylinder heads while they are running on an engine, either on a dynamometer or in a vehicle on the road. Performance measurements can be made at all engine speeds and loads to properly evaluate and calibrate the design of these components. Banks will discuss refinement of fuel efficiency, engine response, valve timing, all aspects of cylinder head and valve sizing, supercharger efficiency and engine power output as well as a method of directly correlating flow bench results to actual running cylinder head performance. In this presentation, the boost gauge will become obsolete.

Just Chillin’—Intercooling and Water/Methanol Injection

• Thursday, November 7, 2013, 3:00 p.m.–4:00 p.m.
• LVCC, Room N254

This seminar by Gale Banks of Banks Power will cover air-to-air, air-to-ice-water, air-water-air and air-to-CO2 intercooling. Banks will also discuss water injection and water/methanol injection as well as a new method of evaluating the performance of all forms of intercooling and intercooler-system tuning to optimize performance in the vehicle. Banks will also cover methods of sensing, mapping and controlling the injection of these fluids along with proper methods for the evaluation of gains in fuel efficiency, reductions in emissions and gains in power output.

In addition to the seminars listed here, the SEMA Show’s Education Days will feature a Powersports Education Track on Wednesday, November 6, 2013. The track will include three stand-alone sessions covering Powersports Marketing in a Social World, Market Research Trends and Forecasts and an OEM Dealer Panel featuring Kawasaki, Polaris, Yamaha and more. For a complete listing of all Education Days opportunities, visit here.

SEMA News—October 2013

EVENTS
By Steve Campbell

Targeted Educational Programs

Hot Topics at the 2013 SEMA Show

The SEMA Education Institute (SEI) free and “pay-to-attend” courses provide an unparalleled opportunity to learn first-hand what trends will affect your business. More than 50 free education courses and several “pay-to-attend” educational events will cover everything from online marketing to customer service, management, industry trends and more. These courses are designed to give you practical tools that can be implemented the day you return from Las Vegas. Make sure that you and your staff are equipped to succeed. Don’t miss these exceptional training opportunities presented by top industry experts. For a complete listing of all Education Days opportunities, visit www.SEMAShow.com/education.

More than 50 educational programs in a number of segment categories will be presented during Education Days at the 2013 SEMA Show, and you can see the full list starting on p. 94 of this issue. However, the following few presentations are of particular importance.

Debunking the Myths: Resale Price and MAP Policies to Control Resale Price Erosion

• Monday, November 4, 2013, 3:00 p.m.–4:00 p.m.
• Las Vegas Convention Center (LVCC), Room N256

Resale price erosion is an increasingly common problem faced by suppliers. It can be caused by corrosive competition among traditional resellers and those with lower costs of doing business, such as online sellers, big boxes or large distributors. In a realistic, no-nonsense presentation, Eugene F. Zelek Jr., co-chair of the antitrust and trade regulation group Freeborn & Peters LLP, will discuss various lawful approaches that a supplier can take to prevent or manage this situation as well as which alternatives work best in particular circumstances.

Google: Road to Winning Drivers—The Digital Shift, Powered by ETTN

• Tuesday, November 5, 2013, 11:00 a.m.–12:00 p.m.
• LVCC, Room N260

The digital age has ushered in changes in how drivers make their automotive product purchase decisions. Google’s automotive aftermarket team will share exclusive research on how search, mobile and video play integral roles on the road to winning business from drivers.

Great Retail Experiences: Five Critical In-Store Design and Layout Touch Points That Create Optimal Selling Environments—Powered by TORA

• Tuesday, November 5, 2013, 11:00 a.m.–12:00 p.m.
• LVCC, Room N256

A well-designed and branded retail showroom is a powerful sales tool and a competitive advantage in this era, when customer experience is the key to loyalty and a higher rate of return visits. This session, which will be led by renowned retail design and digital experience expert Brian Dyches, will showcase the five critical impact touch points that every dealer needs to employ in today’s omni-channel retail environment. The session is great for dealers looking to refresh their showrooms or for a new concept opportunity.

Google: Road to Winning Drivers—Driving Sales in a Multi-Device World, Powered by ETTN

• Tuesday, November 5, 2013, 1:00 p.m.–2:00 p.m
• LVCC, Room N260

Building off the trends and research shared in the morning presentation, Google’s automotive aftermarket team will provide the latest product news across search, mobile and video that will enable aftermarket businesses to connect across platforms with today’s digital shoppers and ultimately drive sales.

Life After Wide-Open Throttle—The Density Machines

• Thursday, November 7, 2013, 1:00 p.m.–2:00 p.m.
• LVCC, Room N254

Gale Banks of Banks Power will present this seminar on superchargers, turbochargers, super-turbo setups and cylinder heads. He will cover new ways of measuring the performance of supercharging devices, intake manifolds and cylinder heads while they are running on an engine, either on a dynamometer or in a vehicle on the road. Performance measurements can be made at all engine speeds and loads to properly evaluate and calibrate the design of these components. Banks will discuss refinement of fuel efficiency, engine response, valve timing, all aspects of cylinder head and valve sizing, supercharger efficiency and engine power output as well as a method of directly correlating flow bench results to actual running cylinder head performance. In this presentation, the boost gauge will become obsolete.

Just Chillin’—Intercooling and Water/Methanol Injection

• Thursday, November 7, 2013, 3:00 p.m.–4:00 p.m.
• LVCC, Room N254

This seminar by Gale Banks of Banks Power will cover air-to-air, air-to-ice-water, air-water-air and air-to-CO2 intercooling. Banks will also discuss water injection and water/methanol injection as well as a new method of evaluating the performance of all forms of intercooling and intercooler-system tuning to optimize performance in the vehicle. Banks will also cover methods of sensing, mapping and controlling the injection of these fluids along with proper methods for the evaluation of gains in fuel efficiency, reductions in emissions and gains in power output.

In addition to the seminars listed here, the SEMA Show’s Education Days will feature a Powersports Education Track on Wednesday, November 6, 2013. The track will include three stand-alone sessions covering Powersports Marketing in a Social World, Market Research Trends and Forecasts and an OEM Dealer Panel featuring Kawasaki, Polaris, Yamaha and more. For a complete listing of all Education Days opportunities, visit here.

SEMA News—October 2013

EVENTS
By Steve Campbell

Targeted Educational Programs

Hot Topics at the 2013 SEMA Show

The SEMA Education Institute (SEI) free and “pay-to-attend” courses provide an unparalleled opportunity to learn first-hand what trends will affect your business. More than 50 free education courses and several “pay-to-attend” educational events will cover everything from online marketing to customer service, management, industry trends and more. These courses are designed to give you practical tools that can be implemented the day you return from Las Vegas. Make sure that you and your staff are equipped to succeed. Don’t miss these exceptional training opportunities presented by top industry experts. For a complete listing of all Education Days opportunities, visit www.SEMAShow.com/education.

More than 50 educational programs in a number of segment categories will be presented during Education Days at the 2013 SEMA Show, and you can see the full list starting on p. 94 of this issue. However, the following few presentations are of particular importance.

Debunking the Myths: Resale Price and MAP Policies to Control Resale Price Erosion

• Monday, November 4, 2013, 3:00 p.m.–4:00 p.m.
• Las Vegas Convention Center (LVCC), Room N256

Resale price erosion is an increasingly common problem faced by suppliers. It can be caused by corrosive competition among traditional resellers and those with lower costs of doing business, such as online sellers, big boxes or large distributors. In a realistic, no-nonsense presentation, Eugene F. Zelek Jr., co-chair of the antitrust and trade regulation group Freeborn & Peters LLP, will discuss various lawful approaches that a supplier can take to prevent or manage this situation as well as which alternatives work best in particular circumstances.

Google: Road to Winning Drivers—The Digital Shift, Powered by ETTN

• Tuesday, November 5, 2013, 11:00 a.m.–12:00 p.m.
• LVCC, Room N260

The digital age has ushered in changes in how drivers make their automotive product purchase decisions. Google’s automotive aftermarket team will share exclusive research on how search, mobile and video play integral roles on the road to winning business from drivers.

Great Retail Experiences: Five Critical In-Store Design and Layout Touch Points That Create Optimal Selling Environments—Powered by TORA

• Tuesday, November 5, 2013, 11:00 a.m.–12:00 p.m.
• LVCC, Room N256

A well-designed and branded retail showroom is a powerful sales tool and a competitive advantage in this era, when customer experience is the key to loyalty and a higher rate of return visits. This session, which will be led by renowned retail design and digital experience expert Brian Dyches, will showcase the five critical impact touch points that every dealer needs to employ in today’s omni-channel retail environment. The session is great for dealers looking to refresh their showrooms or for a new concept opportunity.

Google: Road to Winning Drivers—Driving Sales in a Multi-Device World, Powered by ETTN

• Tuesday, November 5, 2013, 1:00 p.m.–2:00 p.m
• LVCC, Room N260

Building off the trends and research shared in the morning presentation, Google’s automotive aftermarket team will provide the latest product news across search, mobile and video that will enable aftermarket businesses to connect across platforms with today’s digital shoppers and ultimately drive sales.

Life After Wide-Open Throttle—The Density Machines

• Thursday, November 7, 2013, 1:00 p.m.–2:00 p.m.
• LVCC, Room N254

Gale Banks of Banks Power will present this seminar on superchargers, turbochargers, super-turbo setups and cylinder heads. He will cover new ways of measuring the performance of supercharging devices, intake manifolds and cylinder heads while they are running on an engine, either on a dynamometer or in a vehicle on the road. Performance measurements can be made at all engine speeds and loads to properly evaluate and calibrate the design of these components. Banks will discuss refinement of fuel efficiency, engine response, valve timing, all aspects of cylinder head and valve sizing, supercharger efficiency and engine power output as well as a method of directly correlating flow bench results to actual running cylinder head performance. In this presentation, the boost gauge will become obsolete.

Just Chillin’—Intercooling and Water/Methanol Injection

• Thursday, November 7, 2013, 3:00 p.m.–4:00 p.m.
• LVCC, Room N254

This seminar by Gale Banks of Banks Power will cover air-to-air, air-to-ice-water, air-water-air and air-to-CO2 intercooling. Banks will also discuss water injection and water/methanol injection as well as a new method of evaluating the performance of all forms of intercooling and intercooler-system tuning to optimize performance in the vehicle. Banks will also cover methods of sensing, mapping and controlling the injection of these fluids along with proper methods for the evaluation of gains in fuel efficiency, reductions in emissions and gains in power output.

In addition to the seminars listed here, the SEMA Show’s Education Days will feature a Powersports Education Track on Wednesday, November 6, 2013. The track will include three stand-alone sessions covering Powersports Marketing in a Social World, Market Research Trends and Forecasts and an OEM Dealer Panel featuring Kawasaki, Polaris, Yamaha and more. For a complete listing of all Education Days opportunities, visit here.

SEMA News—October 2013

EVENTS
By Steve Campbell

Targeted Educational Programs

Hot Topics at the 2013 SEMA Show

The SEMA Education Institute (SEI) free and “pay-to-attend” courses provide an unparalleled opportunity to learn first-hand what trends will affect your business. More than 50 free education courses and several “pay-to-attend” educational events will cover everything from online marketing to customer service, management, industry trends and more. These courses are designed to give you practical tools that can be implemented the day you return from Las Vegas. Make sure that you and your staff are equipped to succeed. Don’t miss these exceptional training opportunities presented by top industry experts. For a complete listing of all Education Days opportunities, visit www.SEMAShow.com/education.

More than 50 educational programs in a number of segment categories will be presented during Education Days at the 2013 SEMA Show, and you can see the full list starting on p. 94 of this issue. However, the following few presentations are of particular importance.

Debunking the Myths: Resale Price and MAP Policies to Control Resale Price Erosion

• Monday, November 4, 2013, 3:00 p.m.–4:00 p.m.
• Las Vegas Convention Center (LVCC), Room N256

Resale price erosion is an increasingly common problem faced by suppliers. It can be caused by corrosive competition among traditional resellers and those with lower costs of doing business, such as online sellers, big boxes or large distributors. In a realistic, no-nonsense presentation, Eugene F. Zelek Jr., co-chair of the antitrust and trade regulation group Freeborn & Peters LLP, will discuss various lawful approaches that a supplier can take to prevent or manage this situation as well as which alternatives work best in particular circumstances.

Google: Road to Winning Drivers—The Digital Shift, Powered by ETTN

• Tuesday, November 5, 2013, 11:00 a.m.–12:00 p.m.
• LVCC, Room N260

The digital age has ushered in changes in how drivers make their automotive product purchase decisions. Google’s automotive aftermarket team will share exclusive research on how search, mobile and video play integral roles on the road to winning business from drivers.

Great Retail Experiences: Five Critical In-Store Design and Layout Touch Points That Create Optimal Selling Environments—Powered by TORA

• Tuesday, November 5, 2013, 11:00 a.m.–12:00 p.m.
• LVCC, Room N256

A well-designed and branded retail showroom is a powerful sales tool and a competitive advantage in this era, when customer experience is the key to loyalty and a higher rate of return visits. This session, which will be led by renowned retail design and digital experience expert Brian Dyches, will showcase the five critical impact touch points that every dealer needs to employ in today’s omni-channel retail environment. The session is great for dealers looking to refresh their showrooms or for a new concept opportunity.

Google: Road to Winning Drivers—Driving Sales in a Multi-Device World, Powered by ETTN

• Tuesday, November 5, 2013, 1:00 p.m.–2:00 p.m
• LVCC, Room N260

Building off the trends and research shared in the morning presentation, Google’s automotive aftermarket team will provide the latest product news across search, mobile and video that will enable aftermarket businesses to connect across platforms with today’s digital shoppers and ultimately drive sales.

Life After Wide-Open Throttle—The Density Machines

• Thursday, November 7, 2013, 1:00 p.m.–2:00 p.m.
• LVCC, Room N254

Gale Banks of Banks Power will present this seminar on superchargers, turbochargers, super-turbo setups and cylinder heads. He will cover new ways of measuring the performance of supercharging devices, intake manifolds and cylinder heads while they are running on an engine, either on a dynamometer or in a vehicle on the road. Performance measurements can be made at all engine speeds and loads to properly evaluate and calibrate the design of these components. Banks will discuss refinement of fuel efficiency, engine response, valve timing, all aspects of cylinder head and valve sizing, supercharger efficiency and engine power output as well as a method of directly correlating flow bench results to actual running cylinder head performance. In this presentation, the boost gauge will become obsolete.

Just Chillin’—Intercooling and Water/Methanol Injection

• Thursday, November 7, 2013, 3:00 p.m.–4:00 p.m.
• LVCC, Room N254

This seminar by Gale Banks of Banks Power will cover air-to-air, air-to-ice-water, air-water-air and air-to-CO2 intercooling. Banks will also discuss water injection and water/methanol injection as well as a new method of evaluating the performance of all forms of intercooling and intercooler-system tuning to optimize performance in the vehicle. Banks will also cover methods of sensing, mapping and controlling the injection of these fluids along with proper methods for the evaluation of gains in fuel efficiency, reductions in emissions and gains in power output.

In addition to the seminars listed here, the SEMA Show’s Education Days will feature a Powersports Education Track on Wednesday, November 6, 2013. The track will include three stand-alone sessions covering Powersports Marketing in a Social World, Market Research Trends and Forecasts and an OEM Dealer Panel featuring Kawasaki, Polaris, Yamaha and more. For a complete listing of all Education Days opportunities, visit here.

SEMA News—October 2013

INTERNET
By Joe Dysart

Trade Journal Case Studies

A Marketing Home Run, Research Finds

Business-to-business (B2B) marketers find that case-study articles placed in key professional and trade journals are some of the most effective ways to close new deals with current and prospective customers, according to a pair of new studies. Specifically, 67% of B2B buyers surveyed said that they relied on research and white papers presented by trade and professional organizations more than any other source when making purchasing decisions.

“Peer-powered organizations, including professional communities and industry groups, offer brands the opportunity to access powerful insights into customer audiences as well as trusted channels for content engagement,” said Donovan Neale-May, executive director of the Chief Marketing Office Council, which conducted the 11-page study.

“Better Lead Yield in the Content Marketing Field” is available as a free online download. A similar study released by the Content Marketing Institute also found that 64% of B2B marketers believe that the case study is their most effective marketing tool, according to Lee Odden, co-founder of TopRank Online Marketing.

“B2B marketers ‘get’ that they need content as a more substantial part of their overall marketing mix,” Odden said.

Indeed, while the format is straightforward—case studies generally tell a simple story of how one business benefits from the goods or services of another business—they’re tough to resist for B2B buyers who are searching for a solution to a pres-sing problem.

“Insert the words ‘case study’ into your subject line, and most online readers will snap to attention,” said Debbie Weil, founder of WordBiz.com, a business-marketing firm. “A case study promises real-life solutions and insider tips on how it all really works.”

The new research buttresses studies released earlier this year by CopyPress, which found that traditional feature articles, which include case studies, are becoming the go-to tools for digital marketing.

Companies looking to put together a case study in-house with their own on-staff writer should focus on how one of their customers achieved a specific business goal by using their service or product, said Marc McClure, founder of SamuraiWriter.com. McClure specializes in authoring case studies and white papers.

	A good case study should ultimately lead to a sale, said Debbie Weil.

Such customer endorsements are often easier to find when the company putting the case study together can show how the endorsing company will benefit from appearing in the article, McClure said. For example, there may be more takers to be an endorsing company if the company knows that the case-study article is definitely slated to appear in an influential trade or professional journal.

Research for the story should of course be thorough. And the endorsing company should be given the opportunity to review the finished piece, McClure said.

Once the article has a green light for publication, McClure advised sponsoring companies to repurpose the writing in as many places as possible. For example, when the piece runs in a trade or professional journal, the article can be repurposed in social media as a blog entry, Facebook post, a link on Twitter and the like. (There is a good template for designing a case-study article from TSO Information and Publishing.

If you decide to hire an outside writer to put together your case study, here are some additional tips Weil and others offered:

Shy Away From the Hard Sell: The reason why case studies are so effective is that the best of the lot offer an objective look at how one company’s product or service truly helped another company. In practice, that means finding a writer who knows that a top-shelf case study is an extremely soft sell and will take great pains to avoid artificially trumpeting the sponsoring company. In fact, the name of the company sponsoring in a case study often appears only once or twice in the article. Instead, the lion’s share of the quotes are from the user of the product or service.

Hire a Former Journalist, If Possible: Journalists are accustomed to writing balanced, objective articles that make way for the truth to tell the story. PR personnel with no journalism background are generally less equipped to do the same and are often tempted to pepper copy with euphemisms that are easily spotted and discarded by readers.

Be Sure to Get an Outline: You’ll make life easier for both yourself and the case-study writer if you require an outline for your piece. Brainstorming a piece with your writer is fine. But unless you see an outline in black and white beforehand, it may be a long slog toward the kind of article you really want.

Find a Writer Who Can Work Efficiently: Primary sources for an article will most likely be interviewed in person. But secondary sources who provide supplemental information can often be contacted by phone. Be sure the writer you hire uses this approach. Otherwise, the budget for your case study could mushroom considerably.

Ask a Trade Journal to Recommend a Writer: Most trade and professional journals are more than happy to offer recommendations for freelance writers interested in authoring your case study. If you’re looking to run a case study in a specific trade journal, for example, you can easily e-mail the editor with a few paragraphs detailing the kind of story you’d like to submit and then ask for a recommendation for a writer whom the trade journal trusts. The beauty of this arrangement is that the recommended writer is already trusted by the trade journal and will most likely be able to see your project through to publication much more easily than another writer who is unknown by the publication.

Make It Fun But Make It Pay: Granted, every case-study article needs to be gripping and informative. But it also needs to achieve the end goal—increasing profits. “Good content isn’t just fun to read,” said Weil. “It should set in motion a sequence of visitor thoughts and actions that ultimately lead to a sale.”

Joe Dysart is an Internet speaker and business consultant based in Manhattan. For more information:
646-233-4089
joe@joedysart.com
visit www.joedysart.com

 

SEMA News—October 2013

INTERNET
By Joe Dysart

Trade Journal Case Studies

A Marketing Home Run, Research Finds

Business-to-business (B2B) marketers find that case-study articles placed in key professional and trade journals are some of the most effective ways to close new deals with current and prospective customers, according to a pair of new studies. Specifically, 67% of B2B buyers surveyed said that they relied on research and white papers presented by trade and professional organizations more than any other source when making purchasing decisions.

“Peer-powered organizations, including professional communities and industry groups, offer brands the opportunity to access powerful insights into customer audiences as well as trusted channels for content engagement,” said Donovan Neale-May, executive director of the Chief Marketing Office Council, which conducted the 11-page study.

“Better Lead Yield in the Content Marketing Field” is available as a free online download. A similar study released by the Content Marketing Institute also found that 64% of B2B marketers believe that the case study is their most effective marketing tool, according to Lee Odden, co-founder of TopRank Online Marketing.

“B2B marketers ‘get’ that they need content as a more substantial part of their overall marketing mix,” Odden said.

Indeed, while the format is straightforward—case studies generally tell a simple story of how one business benefits from the goods or services of another business—they’re tough to resist for B2B buyers who are searching for a solution to a pres-sing problem.

“Insert the words ‘case study’ into your subject line, and most online readers will snap to attention,” said Debbie Weil, founder of WordBiz.com, a business-marketing firm. “A case study promises real-life solutions and insider tips on how it all really works.”

The new research buttresses studies released earlier this year by CopyPress, which found that traditional feature articles, which include case studies, are becoming the go-to tools for digital marketing.

Companies looking to put together a case study in-house with their own on-staff writer should focus on how one of their customers achieved a specific business goal by using their service or product, said Marc McClure, founder of SamuraiWriter.com. McClure specializes in authoring case studies and white papers.

	A good case study should ultimately lead to a sale, said Debbie Weil.

Such customer endorsements are often easier to find when the company putting the case study together can show how the endorsing company will benefit from appearing in the article, McClure said. For example, there may be more takers to be an endorsing company if the company knows that the case-study article is definitely slated to appear in an influential trade or professional journal.

Research for the story should of course be thorough. And the endorsing company should be given the opportunity to review the finished piece, McClure said.

Once the article has a green light for publication, McClure advised sponsoring companies to repurpose the writing in as many places as possible. For example, when the piece runs in a trade or professional journal, the article can be repurposed in social media as a blog entry, Facebook post, a link on Twitter and the like. (There is a good template for designing a case-study article from TSO Information and Publishing.

If you decide to hire an outside writer to put together your case study, here are some additional tips Weil and others offered:

Shy Away From the Hard Sell: The reason why case studies are so effective is that the best of the lot offer an objective look at how one company’s product or service truly helped another company. In practice, that means finding a writer who knows that a top-shelf case study is an extremely soft sell and will take great pains to avoid artificially trumpeting the sponsoring company. In fact, the name of the company sponsoring in a case study often appears only once or twice in the article. Instead, the lion’s share of the quotes are from the user of the product or service.

Hire a Former Journalist, If Possible: Journalists are accustomed to writing balanced, objective articles that make way for the truth to tell the story. PR personnel with no journalism background are generally less equipped to do the same and are often tempted to pepper copy with euphemisms that are easily spotted and discarded by readers.

Be Sure to Get an Outline: You’ll make life easier for both yourself and the case-study writer if you require an outline for your piece. Brainstorming a piece with your writer is fine. But unless you see an outline in black and white beforehand, it may be a long slog toward the kind of article you really want.

Find a Writer Who Can Work Efficiently: Primary sources for an article will most likely be interviewed in person. But secondary sources who provide supplemental information can often be contacted by phone. Be sure the writer you hire uses this approach. Otherwise, the budget for your case study could mushroom considerably.

Ask a Trade Journal to Recommend a Writer: Most trade and professional journals are more than happy to offer recommendations for freelance writers interested in authoring your case study. If you’re looking to run a case study in a specific trade journal, for example, you can easily e-mail the editor with a few paragraphs detailing the kind of story you’d like to submit and then ask for a recommendation for a writer whom the trade journal trusts. The beauty of this arrangement is that the recommended writer is already trusted by the trade journal and will most likely be able to see your project through to publication much more easily than another writer who is unknown by the publication.

Make It Fun But Make It Pay: Granted, every case-study article needs to be gripping and informative. But it also needs to achieve the end goal—increasing profits. “Good content isn’t just fun to read,” said Weil. “It should set in motion a sequence of visitor thoughts and actions that ultimately lead to a sale.”

Joe Dysart is an Internet speaker and business consultant based in Manhattan. For more information:
646-233-4089
joe@joedysart.com
visit www.joedysart.com

 

SEMA News—October 2013

INTERNET
By Joe Dysart

Trade Journal Case Studies

A Marketing Home Run, Research Finds

Business-to-business (B2B) marketers find that case-study articles placed in key professional and trade journals are some of the most effective ways to close new deals with current and prospective customers, according to a pair of new studies. Specifically, 67% of B2B buyers surveyed said that they relied on research and white papers presented by trade and professional organizations more than any other source when making purchasing decisions.

“Peer-powered organizations, including professional communities and industry groups, offer brands the opportunity to access powerful insights into customer audiences as well as trusted channels for content engagement,” said Donovan Neale-May, executive director of the Chief Marketing Office Council, which conducted the 11-page study.

“Better Lead Yield in the Content Marketing Field” is available as a free online download. A similar study released by the Content Marketing Institute also found that 64% of B2B marketers believe that the case study is their most effective marketing tool, according to Lee Odden, co-founder of TopRank Online Marketing.

“B2B marketers ‘get’ that they need content as a more substantial part of their overall marketing mix,” Odden said.

Indeed, while the format is straightforward—case studies generally tell a simple story of how one business benefits from the goods or services of another business—they’re tough to resist for B2B buyers who are searching for a solution to a pres-sing problem.

“Insert the words ‘case study’ into your subject line, and most online readers will snap to attention,” said Debbie Weil, founder of WordBiz.com, a business-marketing firm. “A case study promises real-life solutions and insider tips on how it all really works.”

The new research buttresses studies released earlier this year by CopyPress, which found that traditional feature articles, which include case studies, are becoming the go-to tools for digital marketing.

Companies looking to put together a case study in-house with their own on-staff writer should focus on how one of their customers achieved a specific business goal by using their service or product, said Marc McClure, founder of SamuraiWriter.com. McClure specializes in authoring case studies and white papers.

	A good case study should ultimately lead to a sale, said Debbie Weil.

Such customer endorsements are often easier to find when the company putting the case study together can show how the endorsing company will benefit from appearing in the article, McClure said. For example, there may be more takers to be an endorsing company if the company knows that the case-study article is definitely slated to appear in an influential trade or professional journal.

Research for the story should of course be thorough. And the endorsing company should be given the opportunity to review the finished piece, McClure said.

Once the article has a green light for publication, McClure advised sponsoring companies to repurpose the writing in as many places as possible. For example, when the piece runs in a trade or professional journal, the article can be repurposed in social media as a blog entry, Facebook post, a link on Twitter and the like. (There is a good template for designing a case-study article from TSO Information and Publishing.

If you decide to hire an outside writer to put together your case study, here are some additional tips Weil and others offered:

Shy Away From the Hard Sell: The reason why case studies are so effective is that the best of the lot offer an objective look at how one company’s product or service truly helped another company. In practice, that means finding a writer who knows that a top-shelf case study is an extremely soft sell and will take great pains to avoid artificially trumpeting the sponsoring company. In fact, the name of the company sponsoring in a case study often appears only once or twice in the article. Instead, the lion’s share of the quotes are from the user of the product or service.

Hire a Former Journalist, If Possible: Journalists are accustomed to writing balanced, objective articles that make way for the truth to tell the story. PR personnel with no journalism background are generally less equipped to do the same and are often tempted to pepper copy with euphemisms that are easily spotted and discarded by readers.

Be Sure to Get an Outline: You’ll make life easier for both yourself and the case-study writer if you require an outline for your piece. Brainstorming a piece with your writer is fine. But unless you see an outline in black and white beforehand, it may be a long slog toward the kind of article you really want.

Find a Writer Who Can Work Efficiently: Primary sources for an article will most likely be interviewed in person. But secondary sources who provide supplemental information can often be contacted by phone. Be sure the writer you hire uses this approach. Otherwise, the budget for your case study could mushroom considerably.

Ask a Trade Journal to Recommend a Writer: Most trade and professional journals are more than happy to offer recommendations for freelance writers interested in authoring your case study. If you’re looking to run a case study in a specific trade journal, for example, you can easily e-mail the editor with a few paragraphs detailing the kind of story you’d like to submit and then ask for a recommendation for a writer whom the trade journal trusts. The beauty of this arrangement is that the recommended writer is already trusted by the trade journal and will most likely be able to see your project through to publication much more easily than another writer who is unknown by the publication.

Make It Fun But Make It Pay: Granted, every case-study article needs to be gripping and informative. But it also needs to achieve the end goal—increasing profits. “Good content isn’t just fun to read,” said Weil. “It should set in motion a sequence of visitor thoughts and actions that ultimately lead to a sale.”

Joe Dysart is an Internet speaker and business consultant based in Manhattan. For more information:
646-233-4089
joe@joedysart.com
visit www.joedysart.com

 

SEMA News—October 2013

INTERNET
By Joe Dysart

Trade Journal Case Studies

A Marketing Home Run, Research Finds

Business-to-business (B2B) marketers find that case-study articles placed in key professional and trade journals are some of the most effective ways to close new deals with current and prospective customers, according to a pair of new studies. Specifically, 67% of B2B buyers surveyed said that they relied on research and white papers presented by trade and professional organizations more than any other source when making purchasing decisions.

“Peer-powered organizations, including professional communities and industry groups, offer brands the opportunity to access powerful insights into customer audiences as well as trusted channels for content engagement,” said Donovan Neale-May, executive director of the Chief Marketing Office Council, which conducted the 11-page study.

“Better Lead Yield in the Content Marketing Field” is available as a free online download. A similar study released by the Content Marketing Institute also found that 64% of B2B marketers believe that the case study is their most effective marketing tool, according to Lee Odden, co-founder of TopRank Online Marketing.

“B2B marketers ‘get’ that they need content as a more substantial part of their overall marketing mix,” Odden said.

Indeed, while the format is straightforward—case studies generally tell a simple story of how one business benefits from the goods or services of another business—they’re tough to resist for B2B buyers who are searching for a solution to a pres-sing problem.

“Insert the words ‘case study’ into your subject line, and most online readers will snap to attention,” said Debbie Weil, founder of WordBiz.com, a business-marketing firm. “A case study promises real-life solutions and insider tips on how it all really works.”

The new research buttresses studies released earlier this year by CopyPress, which found that traditional feature articles, which include case studies, are becoming the go-to tools for digital marketing.

Companies looking to put together a case study in-house with their own on-staff writer should focus on how one of their customers achieved a specific business goal by using their service or product, said Marc McClure, founder of SamuraiWriter.com. McClure specializes in authoring case studies and white papers.

	A good case study should ultimately lead to a sale, said Debbie Weil.

Such customer endorsements are often easier to find when the company putting the case study together can show how the endorsing company will benefit from appearing in the article, McClure said. For example, there may be more takers to be an endorsing company if the company knows that the case-study article is definitely slated to appear in an influential trade or professional journal.

Research for the story should of course be thorough. And the endorsing company should be given the opportunity to review the finished piece, McClure said.

Once the article has a green light for publication, McClure advised sponsoring companies to repurpose the writing in as many places as possible. For example, when the piece runs in a trade or professional journal, the article can be repurposed in social media as a blog entry, Facebook post, a link on Twitter and the like. (There is a good template for designing a case-study article from TSO Information and Publishing.

If you decide to hire an outside writer to put together your case study, here are some additional tips Weil and others offered:

Shy Away From the Hard Sell: The reason why case studies are so effective is that the best of the lot offer an objective look at how one company’s product or service truly helped another company. In practice, that means finding a writer who knows that a top-shelf case study is an extremely soft sell and will take great pains to avoid artificially trumpeting the sponsoring company. In fact, the name of the company sponsoring in a case study often appears only once or twice in the article. Instead, the lion’s share of the quotes are from the user of the product or service.

Hire a Former Journalist, If Possible: Journalists are accustomed to writing balanced, objective articles that make way for the truth to tell the story. PR personnel with no journalism background are generally less equipped to do the same and are often tempted to pepper copy with euphemisms that are easily spotted and discarded by readers.

Be Sure to Get an Outline: You’ll make life easier for both yourself and the case-study writer if you require an outline for your piece. Brainstorming a piece with your writer is fine. But unless you see an outline in black and white beforehand, it may be a long slog toward the kind of article you really want.

Find a Writer Who Can Work Efficiently: Primary sources for an article will most likely be interviewed in person. But secondary sources who provide supplemental information can often be contacted by phone. Be sure the writer you hire uses this approach. Otherwise, the budget for your case study could mushroom considerably.

Ask a Trade Journal to Recommend a Writer: Most trade and professional journals are more than happy to offer recommendations for freelance writers interested in authoring your case study. If you’re looking to run a case study in a specific trade journal, for example, you can easily e-mail the editor with a few paragraphs detailing the kind of story you’d like to submit and then ask for a recommendation for a writer whom the trade journal trusts. The beauty of this arrangement is that the recommended writer is already trusted by the trade journal and will most likely be able to see your project through to publication much more easily than another writer who is unknown by the publication.

Make It Fun But Make It Pay: Granted, every case-study article needs to be gripping and informative. But it also needs to achieve the end goal—increasing profits. “Good content isn’t just fun to read,” said Weil. “It should set in motion a sequence of visitor thoughts and actions that ultimately lead to a sale.”

Joe Dysart is an Internet speaker and business consultant based in Manhattan. For more information:
646-233-4089
joe@joedysart.com
visit www.joedysart.com

 

SEMA News—October 2013

INTERNET
By Joe Dysart

Trade Journal Case Studies

A Marketing Home Run, Research Finds

Business-to-business (B2B) marketers find that case-study articles placed in key professional and trade journals are some of the most effective ways to close new deals with current and prospective customers, according to a pair of new studies. Specifically, 67% of B2B buyers surveyed said that they relied on research and white papers presented by trade and professional organizations more than any other source when making purchasing decisions.

“Peer-powered organizations, including professional communities and industry groups, offer brands the opportunity to access powerful insights into customer audiences as well as trusted channels for content engagement,” said Donovan Neale-May, executive director of the Chief Marketing Office Council, which conducted the 11-page study.

“Better Lead Yield in the Content Marketing Field” is available as a free online download. A similar study released by the Content Marketing Institute also found that 64% of B2B marketers believe that the case study is their most effective marketing tool, according to Lee Odden, co-founder of TopRank Online Marketing.

“B2B marketers ‘get’ that they need content as a more substantial part of their overall marketing mix,” Odden said.

Indeed, while the format is straightforward—case studies generally tell a simple story of how one business benefits from the goods or services of another business—they’re tough to resist for B2B buyers who are searching for a solution to a pres-sing problem.

“Insert the words ‘case study’ into your subject line, and most online readers will snap to attention,” said Debbie Weil, founder of WordBiz.com, a business-marketing firm. “A case study promises real-life solutions and insider tips on how it all really works.”

The new research buttresses studies released earlier this year by CopyPress, which found that traditional feature articles, which include case studies, are becoming the go-to tools for digital marketing.

Companies looking to put together a case study in-house with their own on-staff writer should focus on how one of their customers achieved a specific business goal by using their service or product, said Marc McClure, founder of SamuraiWriter.com. McClure specializes in authoring case studies and white papers.

	A good case study should ultimately lead to a sale, said Debbie Weil.

Such customer endorsements are often easier to find when the company putting the case study together can show how the endorsing company will benefit from appearing in the article, McClure said. For example, there may be more takers to be an endorsing company if the company knows that the case-study article is definitely slated to appear in an influential trade or professional journal.

Research for the story should of course be thorough. And the endorsing company should be given the opportunity to review the finished piece, McClure said.

Once the article has a green light for publication, McClure advised sponsoring companies to repurpose the writing in as many places as possible. For example, when the piece runs in a trade or professional journal, the article can be repurposed in social media as a blog entry, Facebook post, a link on Twitter and the like. (There is a good template for designing a case-study article from TSO Information and Publishing.

If you decide to hire an outside writer to put together your case study, here are some additional tips Weil and others offered:

Shy Away From the Hard Sell: The reason why case studies are so effective is that the best of the lot offer an objective look at how one company’s product or service truly helped another company. In practice, that means finding a writer who knows that a top-shelf case study is an extremely soft sell and will take great pains to avoid artificially trumpeting the sponsoring company. In fact, the name of the company sponsoring in a case study often appears only once or twice in the article. Instead, the lion’s share of the quotes are from the user of the product or service.

Hire a Former Journalist, If Possible: Journalists are accustomed to writing balanced, objective articles that make way for the truth to tell the story. PR personnel with no journalism background are generally less equipped to do the same and are often tempted to pepper copy with euphemisms that are easily spotted and discarded by readers.

Be Sure to Get an Outline: You’ll make life easier for both yourself and the case-study writer if you require an outline for your piece. Brainstorming a piece with your writer is fine. But unless you see an outline in black and white beforehand, it may be a long slog toward the kind of article you really want.

Find a Writer Who Can Work Efficiently: Primary sources for an article will most likely be interviewed in person. But secondary sources who provide supplemental information can often be contacted by phone. Be sure the writer you hire uses this approach. Otherwise, the budget for your case study could mushroom considerably.

Ask a Trade Journal to Recommend a Writer: Most trade and professional journals are more than happy to offer recommendations for freelance writers interested in authoring your case study. If you’re looking to run a case study in a specific trade journal, for example, you can easily e-mail the editor with a few paragraphs detailing the kind of story you’d like to submit and then ask for a recommendation for a writer whom the trade journal trusts. The beauty of this arrangement is that the recommended writer is already trusted by the trade journal and will most likely be able to see your project through to publication much more easily than another writer who is unknown by the publication.

Make It Fun But Make It Pay: Granted, every case-study article needs to be gripping and informative. But it also needs to achieve the end goal—increasing profits. “Good content isn’t just fun to read,” said Weil. “It should set in motion a sequence of visitor thoughts and actions that ultimately lead to a sale.”

Joe Dysart is an Internet speaker and business consultant based in Manhattan. For more information:
646-233-4089
joe@joedysart.com
visit www.joedysart.com