Brewer Update, Spring 2012

Spring 2012

New client, new ads

We are pleased to welcome the latest Brewer client, Columbia Marking Tools. Founded in 1960 (4 years after us!), CMT provides diverse marking solutions to a wide range of industries.

After reviewing their program, we suggested reaching manufacturing engineers with eblasts instead of print ads, for better targeting and measurability. The first, in March, produced a click-through rate nearly 3 times the national average.

In other markets, print ads are still the best option. A new fractional ad for engine builders uses a fingerprint to bring the selling proposition to life, with product photos and benefit copy.

Ad for performance racing audience

E-blast for manufacturing engineers

Strong debut for NLB e-newsletter

NLB news eblast

NLB has launched an e-newsletter to in stay in front of customers and prospects, with turnkey service - content, design and deployment - by Brewer.

A simple, 1-page format highlights new products and brochures, trade shows, and company news. Each issue is limited to 3 items to enhance appeal to busy readers.

Invitations with an opt-in button were emailed to the NLB database and respondents to its online advertising. The button was also posted at the NLB website. The result was a highly-qualified list and an overwhelming reception for the premiere issue: a 67% open rate and a 41% click-through rate.

Trend Watch

2.7 percent

Increase in trade show activity in 2011 - Center for Exhibit Industry Research

1.6 billion

Digital revenue for B2B publishers in 3Q-2011 (vs. $5.7B in print revenue) - American Business Media

23.8 percent

Email open rate, 3Q-2011 (up from 21.9% in 3Q-2009) - Epsilon Data Management

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