As an agency, we like to figure out the hard stuff. And for B2B marketers, the hard stuff is everywhere these days. Budgets are static, but the task of reaching your audience has never been harder. The good news for buyers is that they have more control and more choice than ever before. The hard stuff for marketers is that the media environment is changing every day, and is mind-numbingly crowded and complex. Businesses are placing lots of small bets on the margin–digital, mobile, content marketing–rather than fundamentally rethinking their marketing mix. These small bets don't pay off against the big marketing goals; getting famous, changing perceptions, or selling more. There is a better way. The Earned Premium is the impact–measured by audience engagement–generated by your marketing investment beyond what you paid for. In our experience, campaigns architected from the ground up with participation in mind generate 20-30% extra engagement. And study after study shows that a message shared by peers is more valuable than the ones you pay for. Find out how to get more than you bargained for with the latest presentation from PJA Advertising + Marketing, named a 2013 top midsize agency by B2B Magazine. …and be sure to follow us on Facebook and Twitter.

1. Driving 30% more
from your marketing
investment with the
Earned Premium
advertising + marketing for innovative brands
1

2. As an agency, we like to
figure out the hard stuff.
And for B2B marketers,
the hard stuff is everywhere
these days.

3. Budgets are static.
3

4. While buyers’ information and
media world is changing every day.
4

5. The good news: the buyer has more
control and more choice than ever before.
5

6. The bad news: the media environment
is mind-numbingly crowded and complex.

7. The truth? Most content—even
great content the buyer wants and
needs—never finds its audience in
the zettabyte era.

8. And earned channels by themselves
reach only a small segment of who
you want to talk to.

9. Marketers are doing their best to respond.
9

10. But they end up placing lots of small bets on
the margins—on digital, social, mobile, and
content marketing—rather than
fundamentally rethinking their marketing
mix.
10

11. These small bets generally don't pay
off against the big marketing goals:
getting famous, changing
perceptions, or selling more.
11

12. Goals, by the way,
that haven't changed at all.
12

13. It’s time to rethink campaigns
from the ground up.
13

14. The earned premium

15. Campaigns built from the
ground up with participation
in mind will generate an
incremental impact—audience
engagement beyond what you
pay for—of 20 to 30%. We call
this bonus the Earned Premium.

16. And across many research studies, an impression
shared from a peer is quantifiably more valuable
than paying for one.
16

17. We all want that premium. Follow three
imperatives, and you can achieve it.
17

18. The three imperatives are:
1
BE INSPIRED
Start with an idea worth spreading.
BE INTEGRATED
2
3
Treat paid and earned media as mutually supporting
strategies, not moral opposites.
BE INVITING
Take the word “earned” seriously by giving your
audiences a reason to participate.

19. So how do we get there?
19

20. MAKE
The promise
EXPERIENCE
The promise
KEEP
The promise
1. Be Inspired.
The most inspired creative ideas are rooted
in a platform your brand can support over the
long term, and a role that you play in your buyer’s lives.
20

21. Brand
platform.
›❯ A core idea that helps
focus marketing
investments over time
Dove: Campaign for real beauty.
›❯ For more than ten years, Dove has explored ways in which their
marketing can reflect themes of positive self-esteem and
inspiration for all women and girls to reach their full potential.
›❯ Idea is big enough
to spawn multiple
campaign expressions
– for different
objectives and
audiences, and
over time
21

22. 2. Be Integrated.
Think PESO—find the right mix of Paid, Earned, Sponsored,
and Owned that helps your buyer move from left to right.
22

23. 3. Be Inviting.
Find the participation idea: the rational (it’s useful
to me) or emotional (it captures my imagination)
reasons that make people feel good about sharing.
23

24. Participation
idea.
›❯ Big ideas that invite
Prudential: Blue Dot
›❯ Found a way to get people to participate in contributing data to
help personalize a visualization of the retirement gap.
buyer, customer,
influencer and
employee participation
– including content
creation, sharing, and
any other form of
participation we
can think of.
24

25. That's the idea.
Here are some examples
from our practice:

26. Infor
Global campaign that got the influencers
talking, tweeting, and sharing—and placed
Infor in the same tier as Oracle and SAP

27. The Challenge:
Infor was pretty much an unknown, and a distant
3rd place in the ERP market. They couldn’t match the
ad buys of Oracle and SAP, so buying their way into
the top tier was out of the question.

28. EARNED PREMIUM:
Be what buyers
are interested in
We created a campaign around
what buyers are already talking
about—frustration with the
ERP duopoly and the need for
an alternative. We personified
that duopoly through a couple of
fun, over-the-top characters.

29. EARNED PREMIUM:
Invite influencers to
help spread the word
We built a multi-part social campaign,
with a “Big ERP” Twitter feed that
engaged analysts and editors as the
core. Payoff was more than a million
earned impressions through social
mentions and press coverage,
including a CIO Magazine Q&A with
the Big ERP guys.

30. Earned premium: The outcomes
Infor nearly doubled its credibility and likelihood to recommend scores. More than a
quarter of campaign interactions were earned through social media and press attention.

31. The Unconventionals
Content platform that features disruptive
businesses deserves a disruptive media strategy
31

32. EARNED PREMIUM:
Disruptive is more interesting than me-too
Our goal is to connect with marketers who see themselves
as innovators and change-agents. We launched a radio show
and related social content that tells the story of companies—
like Warby Parker, Converse, and Dollar Shave Club—who
have created an outsized impact by “doing business the other
way” in their categories.

33. EARNED PREMIUM:
There is a price for people’s attention
Social and 3rd party sponsored platforms (Forbes and
Columbia Business School) are main distribution channels,
but paid content promotion significantly increases reach
and drives a 50% increase in viral engagement

34. Facebook and YouTube are main “owned” engagement channels. Short snackable
videos on YouTube Quickly became lead generator of engagement
34

35. Partnerships with Forbes CMO Network and Columbia Business School
provides significant reach and credibility
35

36. Social media activities
provide majority of reach,
but native ads and social
promotion of key program
content increased reach
and viral sharing
36

37. + 50%
Cumulative organic and
viral reach of paid posts
Cumulative organic and viral
reach of unpaid posts, using
baseline as a constant
EARNED PREMIUM:
The cumulative effect of paid posts is
a 50% increase in viral and organic reach
37

38. Red Hat
The Enterpriser's Project: Content partnership
(ground game) replaces advertising (air cover)
as primary paid distribution strategy

39. The Challenge:
Red Hat is the first billion dollar open source company,
and a hugely successful software company by almost
any standard. But the market has not given the company
credit for enterprise solutions in virtualization, cloud,
and storage. Red Hat needs to create awareness among
innovation-minded CIOs and build credibility as an
enterprise-level partner.

40. EARNED PREMIUM:
An idea worth sharing
Connect with "enterprising"
CIOs–those who see themselves
as drivers of business innovation.
Invite them to join a communitypowered conversation about the
future of business.
C?O 312weekCIO enterprising

41. 100
1,000
10,000
The Program: * A traditional corporate ad campaign wasn’t in the budget, nor did it
fit Red Hat’s culture. Using an earned premium approach, we inverted the funnel.
We started by building engagement from a core audience of CIOs through events
and by inviting them to join an editorial board. As we build the core ("100"), we are
generating a larger conversation through content, useful online destinations, and
social promotion (“1,000”). The 3rd stage is to capture the best of the content and
conversation and distribute it at scale (“10,000”).
*program in process, launched Q3 2013
41

42. EARNED PREMIUM:
Leverage trusted brands
Our primary paid strategy is sponsorship. Red Hat doesn’t have the visibility with senior IT, so we
negotiated a partnership with CIO (the lead brand) and Harvard Business Review (the ingredient brand).
Red Hat is the catalyst, CIO and HBR bring reach, credibility, and content.
The Catalyst
The Lead Brand
• Quality traffic
• Senior IT
editorial
• High-credibility
research
• CIO events
• Bring voices
together for iterative
conversation
• Co-brand events
and content
• Senior Red Hat
participation
The Ingredient Brand
• High-credibility
business brand
• Valued business
content and
tools
• Business editorial
42
42

43. EARNED PREMIUM:
Be useful: create and spread content
that enterprisers are craving
CIO Conversation
Platform
Social Sharing
Durable registrationworthy research studies
Red Hat campaign
“home base”
43
43

44. EARNED PREMIUM:
Building momentum*
8 CIO-level editorial board members, 25+ pieces of content
27 CIO videos with 15,300 views
40+ CIO round-table attendees
200+ blog posts and articles
550+ comments
2,000+ Twitter followers
30,000+ unique visitors
*through 60 days of program
44
44

45. We’d be happy to share more earned
premium stories, and talk about how your
company can get a little more than it
bargained for when it comes to marketing.
Please contact Greg Straface at
gstraface@agencypja.com or (617) 234 7371.
Thank you
advertising + marketing for innovative brands