Marketing Masters — October 2008 - (Page 24)

❚❙ top Integrated program: b2b Total Integrated Program: B2B Jobson Medical Information – 20/20/Vision Monday Modern Man Series Clearing the Focus For the past few decades, Jobson Medical Information’s two monthly trades, 20/20 magazine and Vision Monday, have been the leaders in providing information on eyewear and eyewear manufacturers to the optical industry. To create additional marketing opportunities for customers, both brands partnered up to create the “Modern Man Series.” The program, which began in February 2007 and ran through June 2007, targeted the 21st century male consumer as a major force in the modern retail world. Forging a Union For James Spina, editor-in-chief of 20/20, the main challenge with the Modern Man series was working with sister publication, Vision Monday. “It was the first time we collaborated on an effort together,” he recalls. “We were a little apprehensive because we don’t usually work together as editorial staff, although we do have one advertising team. So the initial challenge was figuring out who was doing what.” Zooming In Presented as a sponsorship package to manufacturers that specialize in men’s eyewear, the series included the following components: editorial coverage and photo shoot product placement in certain issues of 20/20 and Vision Monday; a total of five ad pages combined in 20/20, Vision Monday and the Modern Man supplement; and a special live panel at the industry’s largest trade show, International Vision Expo East. Sponsors ranged from some of the top names in men’s eyewear: Avalon Eyewear, Colors in Optics, Kenmark Group, Luxottica Group, Rem Eyewear and Viva International. Through the Lens Overall feedback from the industry and the series’ sponsors were unanimously positive. The timing of the series was auspicious: Editorial coverage appeared in issues of 20/20 and Vision Monday that had a bonus distribution at Vision Expo East. Also, the panel event at the show was the highlight of the series, drawing many trade show attendees. The program’s cumulative results has led 20/20 and Vision Monday to make the Modern Man supplement a perennial part of its yearly supplement lineup. “We learned the advertisers certainly respond every time they get something extra and a little different,” says Spina. ■ ▶ Advanstar, continued from page 1 Overcoming Obstacles “The challenge of developing a successful Web site in any industry is to create real user value,” says David Hoo, vice president of product development for Advanstar. “Rather than just build a site with more information, we strove to develop some highly innovative, interactive tools that offered real practical value to doctors.” increased to 104,540. With promotion that encompasses print journal ads, e-mail blasts, Web site banner ads and pay-per-click keyword buys, the team is confident that 200,000 registered users will be attainable by the end of the year. ■ knoW Your audIenCe after working on the development of the modern medicine Web site, david Hoo, advanstar Communications’ vice president of product development has these best practices to share for other companies wishing to create a similarly targeted site: • “Know the needs of your audience.” • “Know the capabilities of whatever platforms you are developing on and the skill sets of your staff.” • “Help any participants who aren’t Web savvy to understand the importance of tasks that might seem irrelevant, but are very important to online success.” Endgame The Modern Medicine Web site was first launched in April 2007; later it was relaunched nationally in January 2008 after significant tweaks were made. The team’s goal was to reach 100,000 registered users by the end of 2008 as well as generate considerable ad revenue. Positive Discharge Prior to the relaunch in January 2008, the Modern Medicine site had 20,811 total registered users. As of June 4, 2008, that number has 24 min ❚ Marketing Masters Issue October 2008 ❚ minonline.com http://www.minonline.com

Table of Contents Feed for the Digital Edition of Marketing Masters — October 2008

Marketing Masters - October 2008 Customized Web Site/Microsite Retail/Merchandising Tie-in Top Integrated Marketer Top Integrated Marketing Teams Custom Publishing Project Multiple Magazine Title Program Sweepstakes/Contest New Event Program Online Event Special Advertorial Section Print/Online Bundle Print Bundles: TV/Video/Mobile Total Integrated Program: B2B Total Integrated Program: Consumer Event

Marketing Masters — October 2008

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