The Importance of Having a Multichannel Marketing Strategy

During the period dramatized on “Mad Men,” the marketers and media companies along Madison Avenue could do a year’s worth of ad buys in an afternoon—between martinis. Three TV networks and a few major magazines would reach every customer in America. For example, the highest-rated TV series of the 1950s was “I Love Lucy.” At its peak, the show was watched by more than 67 percent of everyone with a TV turned on. Fast-forward to the 2010s, and the most-watched TV series today is “Sunday Night Football.” Yet only 13 percent of every TV is turned on to watch it.

Today, advertising decisions are often made by software using real-time data to determine where and when to place ads. Advertising can not only be tailored to a person’s location, but it can also take into account a customer’s interests based on previous patterns of usage.

In other words, as people have more and more media options and advertisers have more and more ways to distribute advertising, using all of these different types of media to reach a specific group of customers becomes more and more challenging—not easier as the future is sometimes promised to be. Continue reading this article

BNP Media & Roofing Contractor Magazine Support Habitat for Humanity Project

Troy, Michigan-based BNP Media is supporting Rick Damato, Editorial Director of BNP Media’s Roofing Contractor Magazine, who will volunteer with Habitat for Humanity’s 2017 Jimmy & Rosalynn Carter Work Project.

During July 9-14, 2017, Habitat for Humanity’s 34th Jimmy & Rosalynn Carter Work Project will take place in cities across Canada with a goal of building 150 homes in conjunction with Canada’s 150th anniversary.  Habitat for Humanity Edmonton will build 75 homes in Edmonton and Fort Saskatchewan.  Habitat for Humanity Manitoba will build 25 homes in Winnipeg.  While President and Mrs. Carter will focus their efforts in Edmonton, Alberta, and Winnipeg, Manitoba, almost 50 communities across Canada will be participating.

Since 1984, President and Mrs. Carter have traveled around the world with Habitat to build and improve homes. Their time and effort helps to raise awareness of the critical need for affordable home ownership around the world. Inspiring millions over the last three decades, President and Mrs. Carter have worked alongside nearly 100,000 volunteers in 14 countries to build, renovate and repair more than 4,000 homes.  To learn more about Habitat’s Jimmy & Rosalynn Carter Work Project, visit Continue reading this article

Why Print B2B Magazines Matter

Since the release of early web browsers during the mid-1990s, self-proclaimed experts have been declaring that “print magazines are dead.” Of course, the media landscape has undergone a lot of change in the two decades since, but one thing hasn’t changed: Print magazines are alive and well. For example, followers of Samir Husni’s “Launch Monitor Blog” [] are aware that dozens of magazines are launched each month.

Many magazines have shut down since 1995, but that’s not unusual—magazines have opened and closed regularly since they first began. For example, a magazine published by Benjamin Franklin in 1741 titled The American lasted only one issue. But no one in those days declared magazines were dead.

New communications technologies since Franklin’s day have remade magazine publishing time and again. Improvements in printing technology, enhanced distribution methods enabled by the railroad, instant communication made possible by the wireless telegraph, and the creative mediums of radio, film and TV have all changed the business of publishing. Continue reading this article

19th Annual Food Safety Summit Makes An Impact on Food Safety Professionals

Donation by sponsor BNP Media, on behalf of attendees,  to Feeding America Coalition was highlight of event

The 19th Annual Food Safety Summit, held May 8 – May 11, 2017 in Rosemont, IL, attracted nearly 1,700 food safety professionals and 190 exhibiting companies.  The outstanding attendance at this event each year reflects the importance of safety and professional education to the food growing, processing, packaging, distribution and retail industries.

Among the full schedule of presentations and seminars at the event, attendees discussed important issues like the implementation of the Food Safety Modernization Act and the Integration of the Nation’s Food Safety System, while also reviewing case studies of recent foodborne illness outbreaks.

The success of the event also shows the commitment to feeding the nation with quality foods. Continue reading this article

New to Online Advertising Retargeting? BNP Media Can Help

During the past few weeks, we’ve been sharing information about retargeting, the type of marketing that helps you stay in front of potential customers across the web—even when they are visiting consumer-oriented sites.

Since retargeting is new for most B2B marketers, BNP Media can help you get up and running. We can help you:

• Develop and execute a strategy.

• Gain quality insights and prove performance of media spend.

• Understand deeper insights on ad effectiveness.

• Optimize your campaigns. Continue reading this article

How to Measure the Results of an Online Retargeting Campaign

At the end of each retargeting campaign, an advertiser receives an in-depth report that combines the information you’ve tracked while the campaign has been taking place.

Metrics Measured for Each Creative Used During a Campaign

  • Impressions: The number of ads that appear on the pages that users visit during a campaign.
  • Clicks: The number of times an ad is clicked on by a user.
  • Click-Through Rate (CTR): The ratio of clicks on one of your ads to the number of total ad impressions.
  • Post-Impression Reporting: Users may see an ad numerous times before acting on it. They may even act on the message by going back to an advertiser’s website and bypassing the ad. Post-impression conversion tracking reveals such delayed impact of an ad.

The Value of Post-Impression Recognition

Retargeting provides a benefit that has been considered one of the pillars of effective advertising in the mass media age: frequency. In short, it means that the more times potential customers see your ad, the more likely they are to recall it when it’s time for them to make a purchasing decision. This principle is sometimes called “The Rule of 7” to represent the number of times it takes for a customer to act.

With the long purchasing cycle of many business products and services, exposure to your brand and message is especially important over an extended period.

Why is this important? Many potential customers don’t click on an ad; instead, they go directly to the advertiser’s website or use Google. Repeated exposure to your brand from retargeting increases the likelihood the customer will recognize your brand and click it during such a search.

By placing a simple pixel on your site as well, BNP can track those who saw your ads, but visited your site without clicking—a critical component of a retargeting campaign’s success.

To learn more about B2B retargeting, click here.

The ROI of Retargeting

The customers you are trying to reach online don’t just view their laptops and mobile devices as tools for work. They use their devices throughout the day for tasks ranging from running a business to coaching a youth soccer team. Retargeting enables you to keep your marketing message in front of potential customers on a wide variety of websites that fit their lifestyle, as well as their professional interests.

Here are just some of the benefits retargeting provides to marketers who want to make sure potential customers stay engaged with your brand. Continue reading this article

How to Personalize Online Advertising With Retargeting

Consumer advertisers have the ability to advertise at a mass-market level. Online, they can use a lot of sophisticated methods to reveal the precise demographics of potential customers. With a big budget, consumer marketers can stir up demographic ingredients such as age, gender, household income, race, ethnicity and education to create a profile of the perfect potential customer.

Match that data with the traditional and digital media consumed by the perfect demographic, and you have your advertising strategy mapped out.

However, the job is more difficult for business-to-business (B2B) marketers. Other than interesting correlations, customer demographic profiles based on age and gender are of little to no importance in B2B online advertising. The factors that actually matter focus completely on the roles the potential buyers or influencers play in the procurement and purchasing processes of their business. Continue reading this article

What Is Retargeting?

Retargeting. It is a great marketing buzzword, but what does it actually mean, and how does it work? Retargeting is a form of online advertising that helps keep your brand, product or service in front of your desired audience.

You have probably seen retargeting used by consumer product marketers. You visit a retail website to check out a new rain jacket, and the next thing you know, that same rain jacket is popping up on the other websites you visit.

This type of advertising also works for business-to-business (B2B) marketers. A retargeting campaign on a BNP Media website can position your products or services in front of new customers. Here’s how it works: When a potential customer visits an industry-focused BNP Media website where you advertise, the visit is recorded with a small cookie-like browser code called a pixel. Later, when that same customer visits one of the thousands of websites in BNP Media’s retargeting network, your advertisement will appear on that browser. Continue reading this article

3 Reasons Customers Can’t Find Your Website, And How to Correct It

An online presence for a business is critical in today’s e-commerce culture. When business-to-business (B2B) customers are ready to research or buy a new product or service, they don’t turn to the industry sourcing directories they may have used in the past. Instead, they open their web browser and visit Google.

If you want customers to easily find your website, it’s important to adhere to Google’s webmaster guidelines. These guidelines give tips on how to help Google find and understand your website, such as building a sitemap file, limiting the number of links on a page and submitting your website to Google. If you don’t follow these tips, your site’s chances of showing up in Google’s search results are low, making it difficult for customers to find you.

Here are three more reasons your customers may not be able to find your website—and how you can solve the problem.

1. You give customers no reason to visit. A good website is rich with helpful content. Slick use of photography can make a site look pretty, but your audience is there to learn about your products or services. Plus, search engines want to see unique, easy-to-understand content. Google actually penalizes sites that feature content found on other websites, making search engine results drop lower and lower. Feature content that’s unique to your company.

2. Keywords aren’t used. Keywords can increase your website’s SEO—search engine optimization—potential. Use language similar to what your intended audience will use. For example, a pizza place may want to use frequent references to “delivery,” “carry-out,” “pizzeria” or even “pepperoni” to optimize SEO keywords. The more effective your keywords, the more likely you are to pop up in your audience’s search results.

3. Navigation is confusing. In order for search engines to find your website, the content has to be linked properly. Make sure that all pages on your site can be reached by a link on another page. Not only will linking pages correctly increase your chances of appearing in search engines, but it will also make your site easier for visitors to navigate.

5 Ways You Can Use the Same Content in Completely Different Ways

“Create less, promote more.” That’s what Salma Jefri said four years ago about content marketing. It’s a quote that appears in almost every article written about repurposing content—including this one. It’s pervasive because it’s true. Content marketing is not about creating as much content as possible; it’s about getting your content in front of as many decision-makers as possible. One possible content marketing strategy entails creating gobs and gobs of content. A smarter strategy is creating quality content that can be repurposed in a variety of ways. Here are five suggestions:

1.  Collect how-tos for an eBook: Find your best and most popular how-to posts and compile them in an eBook. They could all be on the same topic and cover something very specific, or they could all be on different topics, allowing you to cast a wider net. A well-written introduction and clean design can pull them together.

2.  Whittle down a whitepaper: You may not realize how many content opportunities a single whitepaper affords. Blog posts pointing back to said whitepaper and infographics illustrating some of the most interesting points are just a few examples. Use an easy-to-use infographic maker like Canva, Piktochart or Venngage.

3.  Turn webinars into videos: A well-done B2B webinar takes effort—so why not use the momentum created to go to the next step? Webinars can easily be converted into video files to beef up your YouTube channel.

4.  Transform picture-perfect presentations: With a few tweaks, any presentation can easily be transformed into a slide deck, which you can post on LinkedIn’s SlideShare. The site, which boasts 70 million unique visitors a month, allows users to browse presentations, videos, documents and infographics by topic or user.

5.  Republish popular posts: OK, so this idea can’t exactly be described as “completely different,” but it’s effective. Find your most popular posts—i.e. the ones that still get clicks months or even years after they were originally published. Then, update and repost them—either to your blog or other sites like LinkedIn, Medium or Quora.

BNP Media and Dairy Foods Contribute To 2017 Defeat Hunger Campaign

Troy, Mich.-based BNP Media and its DAIRY FOODS brand has joined with the Food Processing Suppliers Association’s (FPSA) Dairy Council in the fight against hunger by donating to the 2017 Defeat Hunger Campaign.

BNP Media’s donation of $2,500 will help provide approximately 7,500 meals, as the FPSA, sponsor of the Defeat Hunger campaign, works towards its overall 2017 campaign goals.

“We are pleased that Dairy Foods, as a member of BNP Media’s Food Beverage Packaging Group, and the people of BNP Media can support the Food Processing Suppliers Association and its Dairy Council with this heartfelt program that helps alleviate hunger in the Chicago area,” said John Schrei, Publishing Director at BNP Media. Continue reading this article

Why Business-to-Business Print Media Is a Long Way From Extinction

“Print business magazines will soon be dead” went the predictions of self-proclaimed internet gurus of the mid-1990s. But here we are, 20 years into the advertising-supported business-to-business (B2B) digital media era, and one thing is certain: B2B print magazines haven’t gone away.

What’s more, much of the growth of B2B digital media is tied to trusted brands that today have thriving multi-channel opportunities (print, digital, live) for buyers and sellers to connect in industry marketplaces.

Magazines are still popular with readers

While the business model of weekly news magazines and daily newspapers makes their future more challenging than other print products, there is no evidence that the entire magazine medium is going away. Continue reading this article

BNP Media Launches Autonomous Vehicle Technology Brand

BNP Media has launched Autonomous Vehicle Technology—a new brand dedicated to the business-to-business autonomous vehicle industry. The first stage of this launch, the website, is now online. It will be joined in May with a twice-monthly e-newsletter, and a monthly print magazine will launch in January 2018. Autonomous Vehicle Technology is the first brand dedicated to covering the connectivity, advanced electronics, mobility services and collaboration that will comprise the age of autonomy.

With major vehicle OEMs and other parties making multi-billion dollar investments in autonomous (self-driving) vehicles, the rapid development of autonomous vehicles represents a convergence of technological achievements, as well as social trends like ride sharing or smart traffic control.  These technological achievements include in the areas of vehicle communications and networking, sensors and cameras, mapping and navigation, and machine learning.

“Autonomous vehicles will revolutionize transportation in many ways and promise to foster the growth of new businesses and industries, while all parties—product developers and manufacturers, engineers and researchers, regulators and consumers—rethink our relationship with the automobile and what it means ‘to drive’,” said Kevin Jost, Autonomous Vehicle Technology’s Editorial Director. Continue reading this article

Why a Social Media Strategy Is a Must, But Doesn’t Replace Your Advertising and Website

With each evolutionary step the web takes, business-to-business (B2B) marketers face a challenge. Do you shift your focus to shiny and new marketing resources, or do you continue investing in the tried-and-true?

This is especially challenging for B2B marketers because much of the buzz surrounding the latest web tools is often aimed at consumers—typically younger consumers. Determining the balance of new versus traditional resources can be a difficult decision and one that you must make in the context of your specific industry. Look at the ways your potential customers use the web for research, discovery and decision-making.

One good rule of thumb is to use social media as an outpost wherever you find your customers. If you discover a concentration of people in your industry actively use one particular social media service, such as LinkedIn or Twitter, make sure to provide a steady flow of updates, helpful links and, especially, links to news stories you post on your business’ website. Continue reading this article

3 Tips for Creating an Effective B2B Infographic

Using graphics—or, to be more precise, hieroglyphics—to visualize data goes back to prehistoric cave drawings. However, the modern idea of infographics is tied to statistical tools that emerged during the last quarter of the 20th century. That’s when a young graphic artist from the United Kingdom named Nigel Holmes joined the chart and maps department of Time magazine. For the next 16 years, his work there helped define and popularize the type of storytelling illustrations that everyone now calls infographics. (He calls them “explanatory graphics.”)

At the same time, a Princeton professor named Edward Tufte was pioneering a field called statistical graphics. Today, any smartphone mobile app that displays numbers can trace its design to Tufte’s work and insight. As their approaches differ greatly, Holmes and Tufte might protest being mentioned in the same article. But together, their work has influenced generations of data graphics—some great and some quite awful.

To keep your infographics great, here are some suggestions inspired by Holmes and Tufte for improving the infographics you use in your marketing. Continue reading this article

How to Think Like a Business Customer

Every now and then, a company executive may fall in love with a marketing idea that they or their advertising agency dreamed up. “There’s no way this won’t work,” they convince themselves. So when it doesn’t, the poor executives are left scratching their heads in confusion.

A possible reason for such marketing failures may be found in “Wiio’s Laws,” a humorous but insightful set of principles created in the mid-1970s by Osmo Wiio, a communications professor at the University of Helsinki.

One Wiio Law explains why the advertisements we love may not click with customers: “If you are satisfied with your message, communication certainly will fail.” Continue reading this article

How to Use Social Media Surveys to Engage Your Customers

If you’re looking for a way to engage your customers on your social media channels, consider using a poll or survey to kick off a discussion thread. Twitter has a survey feature that is native to the platform. Facebook allows third-party apps to be used for polls and surveys on its timeline and business pages, and a native (or built-in) poll feature on its group pages.

Why a poll?

A poll question is a great conversation starter. While Facebook and Twitter take a different approach to polls, both recognize the feature can spark discussions. Unlike scientific surveys, social media polls are focused on engaging with visitors or members rather than collecting data for research purposes.

Facebook has gone back and forth on its native polling feature. As of March 2007, the feature is only available in Facebook Groups, not Facebook Pages. This is unfortunate because the feature in Facebook Groups is a great conversation starter. Starting a poll on a Facebook group is as simple as clicking a button. (See accompanying image.) Participants simply select among the optional answers you provide and comment on the survey questions as they would on any post or status update. Continue reading this article

BNP Media Seeks To Improve Quality Of Life At Work Through Mobile Stress Solutions


BNP Media recently announced it has begun a trial period with MeditationWorks—a mobile stress solutions truck—as a way to promote positivity and quality of life in and out of the office for employees.

“Mindful meditation has become increasingly important to us in this hectic, smart phone-driven world. Meditation helps the mind to concentrate better, which in turn leads to more success and improve quality of life for our employees,” said BNP Media co-CEOs Mitch, Taggart and Harper Henderson. “We want to invest in their physical, emotional and mental health, and meditation is one tool for people who live in stressful environments such as work. By putting the mental health of our team members first, it has increased both creativity and focus.”

Sarah Zagacki, Senior Art Director at BNP Media, added: “MeditationWorks is a healthy way to take a break during work.  Seeing colleagues make the effort is helpful for the work environment and we are all more calm in stressful situations.”

In March 2016, Jake Leider launched MeditationWorks, the first and only mobile stress solutions company. For BNP Media employees, MeditationWorks provides effective 15-minute meditation sessions to “stressed-out” people everywhere in a beautifully appointed, dedicated space—a rolling relaxation room.  In this mobile unit, groups up to 15 people can practice a brief, concentrated, and creative meditation session and be on their way in just 15 minutes.

BNP Media is committed to workplace wellness, providing a positive, healthy environment for its employees, and encouraging healthy lifestyles.

5 Tips for Building Business Customer Loyalty

When it comes to marketing online, many business-to-business (B2B) marketers focus their attention exclusively on goals related to lead generation and search engine marketing. While those goals are important, marketers should also remember that the web can be great for building long-term relationships with existing customers.

As we’ve explored before, retaining an existing customer can provide a much better ROI than continually replacing lost customers.

The key to retaining customers is to help them succeed in reaching the goal that compelled them to purchase your product or service in the first place. Here are five ways to keep customers coming back for the added value you can provide. Continue reading this article

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