CASE STUDY. ON Semiconductor Takes On Global Markets with McBru Advertising Services

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1 CASE STUDY ON Semiconductor Takes On Global Markets with McBru Advertising Services

2 Objective An innovator in semiconductor components across global markets, ON Semiconductor competes with larger rivals with correspondingly bigger budgets. Yet ON Semiconductor counts on advertising to build brand awareness as well as engage design engineers around the world with its lead generation and nurturing activities. That s why the company has relied on McBru for years for advertising and lead nurturing services. We maximize the budget, the response, and the results across all objectives: Build affinity/preference among design engineers in North America, China and Europe Build and nurture a substantial database of qualified design engineers in those regions Focus on specific market segments with the most potential and competitive advantage for ON Semiconductor Identify sales-ready leads in the nurturing database that are ready to interact with a sales contact at ON Semiconductor 1

3 Strategy Since 2006 McBru executed a successful brand awareness campaign for ON Semiconductor that resulted in global increases in brand awareness year over year. Starting in 2010, ON Semiconductor redirected its advertising objectives toward demand generation and lead nurturing. To meet these objectives, McBru employed a multi-pronged strategy: traffic driving ads and demand gen programs with selected publishers in key target geographies, intelligent lead nurturing microsites, and nurturing s, all in English and Chinese. This strategy is based on our deep understanding of the electronics market dynamics. In particular, design engineers are starved for detailed, up-to-date information on the best technologies and techniques to create their next product designs. Building an advertising and lead nurturing program on high-value content would not only attract engagement with ON Semiconductor, but also reinforce ON Semiconductor s position as application experts in its target markets. Traffic drivers McBru devised a program in which traffic would be driven to the lead nurturing microsites by two means: high impact banner ads and . For the banner ads, McBru employed a strategy of highlighting the key application areas for each market segment targeted and included a very strong call-toaction (CTA) in each ad to encourage design engineers to click through and get more information. In addition, McBru assembled Qualified leads are invited to download an list high-value assets, and they click through comprising at double-digit rates. c o n t a c t s collected each month from publishers demand generation activities, such as whitepaper downloads and webinars, and from ON Semiconductor s own internal prospect database. First touch s were created and distributed to these lists, explaining that a resource center full of relevant technical content existed, and inviting engineers to visit and explore the resources. 2

4 To select the publishers to participate in the program, McBru uses its unique block-buy RFP system for media buying, which greatly expands the reach of the advertising budget. In this system, the agency carefully selects key publishers in each region and specifies objectives, target audience and, most importantly, the total media budget available for that publisher if it were to win. In return, we ask each publisher develop a proposal that addresses as many of the needs as possible and does not break out pricing for individual elements. This allows the publishers to be creative with how much value-add they include in their programs. Frankly, the approach allows them to include more sometimes a great deal more than we pay for without eroding their pricing. Lead nurturing microsites McBru developed and launched four lead-nurturing microsites: English and Chinese versions for engineers interested in each of two vertical markets. Once an engineer visits one of these microsites and chooses to download one of the many content assets, an intelligent dialog is triggered. This dialog gathers qualifying information as well as presenting the engineer with ON Semiconductor s core value propositions for each application. The dialog culminates in a question that asks if the engineer is ready to be contacted by ON Publisher 1 Publisher 2 Publisher 3 62% 57% 70% Media Placement Savings The 2011 ON Semiconductor RFP system saved between 57% and 70% off the publishers rate card. Semiconductor with price and availability information. Sales-ready leads are passed immediately on for sales contact; the other contacts remain in the database for nurturing. This intelligent dialog technology is unique to McBru s lead nurturing service. In 2011, McBru enhanced the English-language versions of the microsites with a custom-developed Ask an Expert application to further encourage use of the microsites and boost preference for the ON Semiconductor brand. 3

5 Advertising creative McBru executed a series of creative campaigns that speak directly to the design engineers need for up-todate resources and information. Our in-house creative department is highly focused on well-defined value propositions and CTAs, and utilizes the highestperforming ad formats and interactive technologies. As a result, the campaigns consistently maintain aboveaverage engagement as well as increased favorable brand recognition. McBru manages the execution, trafficking and reporting on the ad banners produced in over 20 different formats, in English, German and Chinese. McBru s lead nurturing technology builds affinity and makes it easy for interested leads to indicate they are ready for a sales call. Nurturing activities Every month, McBru sends an (in English and Chinese) highlighting new microsite resources to each of the two audiences. The nurturing s are encoded so we can track click- throughs and subsequent activity on the microsite for each prospect in the database. In this way, we can continually Monthly nurturing s invite leads back for new high-value assets. build upon affinity for ON Semiconductor s reputation for expertise in these applications as well as catch prospects when they are ready to receive sales information. 4

6 Regular in-depth reporting makes it easy to assess and optimize overall performance. Reporting and optimization McBru delivers a high-level monthly Results Report that tracks how the program is performing against our agreedupon measurable outcomes. Additionally, every month we generate separate custom reports that track the performance of the ad and nurturing programs. The report provides a breakdown of each publisher s performance as well as an in-depth look at ON Semiconductor s banner performance. Using this data, McBru can tweak the program as needed (remixing under-performing banners, optimizing high-performing banners, etc.). In addition to these monthly reports, we also deliver comprehensive half-year and end-of-year reporting. Results McBru s integrated advertising and leadnurturing services produce global campaigns that multiply ON Semiconductor s campaign reach, response rates, and customer engagement. First, the block buy RFP process typically delivers 50-70% savings off rate-cards, according to publishers. At the same time, the program drives down the cost-perimpression, making the program even more cost efficient. Running in English, Chinese and German, the advertising banners perform far better than the industry standards - in North America, for Innovative netmercial units had the highest overall response rate, 10X the industry average for tech B2B banners. 5

7 example, the ON Semiconductor campaign average CTR was 0.84%, or almost 10x the typical response rate of 0.09% (for 1H 2011). The campaign also includes innovative netmercials featuring video of ON Semiconductor s engineers speaking in candid, technical terms directly to designers. The netmercials also far exceed industry-average response rates one particular netmercial averaged 1.99% CTR so far in Combined with based demand generation activities, the entire program has generated tens of thousands of qualified visitors to ON Semiconductor s nurturing lead microsites. Thousands of those leads have indicated their readiness to start a sales discussion, thanks to McBru s intelligent dialog technology. The ON Semiconductor campaign average CTR was 0.84%, helping to boost awareness and drive tens of thousands of visitors to lead generation microsites. These big results help ON Semiconductor stand tall in its global markets. 6

8 CONTACT US 5331 SW Macadam Ave Suite #220 Portland, OR Kerry McClenahan CEO direct: mobile: SW Macadam Ave, Suite 220 Portland, OR McClenahan-Bruer