ASI’s
integrated marketing channels offer multiple media platforms for information
access.
Understanding Integrated Marketing Channels
Most simply put, integrated
marketing channels encompass all the various platforms that
ASI
uses to deliver information to you. These include print, the Internet (Web
access and electronic delivery), direct mail, meetings/conferences/shows, Web
seminars, and more.
Combined and separately, these platforms allow us to deliver our editorial
content in different formats and information streams, and allow you to select
those delivery methods that best serve your needs and the needs of your
company.
In other words, integrated marketing channels offer you, the reader,
accessibility and strategic focus, and put information technology into your
hands. They put YOU at the center of the information stream. You build the
relationship with the information and you manipulate/affect how you receive
your information, what information is received, and in what form.
It’s been acknowledged over and over again that information is power.
Technology now allows
ASI to give you flexible
control over that power.
ASI can now address the
diversity of the reader and present multiple sets of information in a range of
methods. As a result, we can deliver a steady flow of editorial over various
platforms that is 100% focused on the strategic needs of you, the reader.
Current news features; technology articles; industry updates; and company,
product, legislative and other valuable news and information can be delivered
through many media outlets.
ASI’s integrated marketing communication vehicles
include print; the Web as a host for our portal Web site; electronic transfer
of information via e-mail blasts, electronic newsletters, Web seminars and (in
the future) podcasts; electronic search capabilities; and both visual and audio
presentation.
Integrated Marketing Communication Vehicles
ASI magazine. ASI delivers high-quality
content every month in
ASI magazine. The print
version of
ASI offers you in-depth articles,
comprehensive features, detailed information on technological advances, and
industry news and updates. Take it with you when traveling to stay caught up on
the global business of adhesives and sealants.
Directories (print and online). ASI’s directories
provide product use and selection information to make informed purchasing
decisions, and offer direct access to providers of materials, equipment, and
services. Print directories are an excellent on-the-shelf resource. Online
directories offer access to product details, spec sheets and contact
information through our Google search interface.
ASI offers four directories: Buyers’ Guide; Raw
Materials, Chemicals and Additives Handbook; Dispensing and Curing Equipment
Directory; Global Adhesives and Sealants Directory.
www.adhesivesmag.com. Our Web site serves as your
resource center and allows access to additional tools such as hotlinks,
directories, microsites, and diverse sets of information such as
ASI
Web-only exclusives and show reports.
ASI E-News. Delivered directly to your e-mail
inbox, our weekly electronic newsletter keeps you tuned in to industry,
company, product, and event news and updates.
ASI Digital Editorial Archives. The
ASI
editorial “library” offers you the ability to perform a focused online search,
and facilitates convenient reference and storage of past
ASI
articles and news.
RSS feeds. Be notified instantly of changes to the
ASI Web site to stay on top of news and updates in
our industry.
Google-Based Search Engine. This key component of
ASI’s
Web site allows you to filter results across the site, within editorial or
within
ASI’s directories. For focused results, use
this great tool to find specific articles or items of interest.
Editor’s Blog & ASI Bulletin Board. These
communication resources help you to stay in touch with what others in the
industry are thinking about. These tools serve as your vital link to the online
community, connecting you to industry opinion and allowing you to reach out to
others in your business.
Ask Dr. Dave. A monthly adhesives and sealants
troubleshooting column by Dr. Dave Dunn, former vice president and director of
Loctite Corp. This feature appears in both the print and online versions of
ASI.
Reprints. Reprints help you to connect with your
customers, adding third-party credibility to your message. Use them at customer
customer visits and trade shows, for direct mail, and in your internal
meetings.
Videos. If a picture is worth a thousand words,
then a video must increase value and understanding exponentially. Videos offer
you the opportunity to see products and processes in action, amplifying your
informational experience.
Microsites. Offering compilations of the latest
information in strategic industry areas, such as green/sustainability and
polymers. Other features include hotlinks to useful resources and sponsorship
opportunities (banner and tile ads) for focused ad exposure.
This broad palate of integrated marketing communication vehicles offers tangible
benefits in the form of:
- Enhanced content delivery
- Multiple information resources
- Multi-channel delivery of information
- Focused sourcing of relevant
information
With integrated marketing, you develop the relationship with information that
serves you best. And, on the advertiser side, suppliers use integrated
marketing to reach out and provide critical information via all of these
marketing channels.
By accessing and using as many of these resources as possible, you’ll ensure
that you and your company stay ahead of the information curve.
One of
ASI’s core values is to provide superior
service to you, our readers. To that end, we are committed to enhancing our
relationship with you. Integrated marketing, with its variety of efficient
delivery platforms, allows us to offer you information in diverse streams and
forms to enhance your
ASI experience and to add
value to you as an
ASI reader/Web site visitor.
If you have any questions about your
ASI print or
Web site experience, or suggestions to enhance it
(including other delivery vehicles we should consider), contact Editor Teresa
McPherson at (724) 238-2209 or e-mail
mcphersont@bnpmedia.com; or Publisher Sue Love at (614) 760-4221 or
e-mail
loves@bnpmedia.com.
