Transcript Advertising PowerPoint - Amherst Systems, Inc.

Advertising with ASA
The Cirrus Program
Guide to Advertising
Packages and Pricing
Who is the Market?
Current WW Market:
• $1.2 Billion per year
market
• $3 to 7 Billion per
year spending
authority
• 600,000 Scope users
Who is the Market? (continued…)
With ~600,000 scope users around the world,
and M1 able to work with most scopes, ASA inproduct advertising can be an effective alternative
to conventional advertising in reaching the scope
user.
With ASA’s advertising plan you receive the
maximum benefit for a more reasonable cost than
conventional advertising choices.
Why Should I Advertise With ASA?
Cirrus: an ad-platform that seeks out your ad target
The Cirrus Program uses a nocost copy of the best-in-class
product to deliver your message
to the eyeballs of a scope user.
Cirrus provides you with the
most targeted access to the
scope user available for your
message. Cirrus provides the
customer with an option to save
$20,000 to $50,000 against
manufacturer software on new
scope purchases.
Why Should I Advertise With ASA?
(continued…)
Consider this: Trade show vs. Cirrus advertising
One of the biggest marketing experiments that
companies across the globe participate in are
Trade Shows. Average cost, after travel
expenses, booth rental, and hours of labor
usually totals to $35,000+. On average your
company usually comes back with perhaps
150-200 qualified leads.
With ASA your ad will actively seek out
precisely the retinas you’re looking for, and
with our company’s scalable pricing you can
tailor your reach to meet your budget.
Why Will Customers Want to Have
M1 Cirrus?
The Cirrus Program is FREE to customers, meaning oscilloscope users
across North America will now have access to an $8,000 product at no
cost.
M1 Cirrus provides a compelling alternative to recent and upcoming
oscilloscope purchasers to save tens of thousands of dollars vs
manufacturer software, and get software that has more appealing
qualities (all-scope support, enterprise benefits, etc.)
M1 Cirrus is exactly the same as a full version of M1 Oscilloscope
Tools ver 4 with the exception of the ads, so engineers will have all the
same capabilities and analysis they get from M1 Oscilloscope Tools.
Why Will Cirrus Be Effective for Me?
Amplified Viral Marketing
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Cirrus combines:
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The best-in-class product in the scope-software space
A zero-cost alternative to a strong existing need: 10’s of $1000’s
(vs manufacturer SW options)
Innovative and compelling ad-partnering with “big lists” that
also want a continued presence with the scope user.
The software is the product at the top of the value-chain in
scopes
Scope users are the largest equipment-user cohort in a $3-7B
space
Cirrus does not rely on “organic” growth
Our in-product ad approach has been extensively
“tested tasteful” – 2 years/zero-complaints and 2
customer-voted awards
Who Are My Ads Currently Reaching?
Most companies advertise
with common engineering
publications to help increase
sales and product awareness.
As a result you can end up
reaching a wide variety of
uninterested consumers who
have no need for your
product. What if you could
target the exact market where
you intend to sell your
product? With ASA’s new
advertising capabilities there’s
no
need
to
wonder
anymore…
Common Engineering Magazine
Engineering
46%
Other 1%
Corporate 20%
Engineering
Management
33%
Who Will My Ads Reach with
ASA’s Cirrus Platform?
When your company advertises
with ASA your ad reaches the
most direct audience you could
possibly imagine: 100% high/midrange Oscilloscope Users. There is
absolutely no room for error. This
audience includes the leading
opinion leaders within the scope
industry: the trend setters and the
population you want your ad to
reach. Building customer loyalty
with this group of people will
ensure
consistent
increased
business.
ASA’s Advertising Package
High-End Oscilloscope Users,
Engineering 100%
Why Shouldn’t I Stay With My Existing
Advertising Strategy?
Comparative
Aspects
Print/web Advertisement
Cirrus Advertisement
Ad Visibility
Print/web is SATURATED. Ad is seen
maybe once and not internalized.
Ad is seen and internalized
multiple times.
Target
Market
Your ad may or may not reach your
intended market.
100% Targeted audience sees your
ad.
Ad Behavior
Your ad is passive and does nothing
to draw customer attention.
Your ad is directly in front of the
customer.
Print/web advertising is very
expensive, some times reaching as
high as $25,000!!
ASA’s cost is reasonable and only a
fraction of what print ads cost.
Cost
Why Shouldn’t I Stay With My Existing
Advertising Strategy? (continued…)
Comparative
Aspects
Print/web Advertisement
Cirrus Advertisement
Space
Constraint
You pay a large sum for only one ad.
You pay significantly less than print using
scalable pricing.
Audience
Variability
Your ad reaches a wide range of job titles,
many of whom are accustomed to
skipping print/web ads.
If you want to reach scope users, Cirrus
takes your ad to the scopes. A useful,
appealing product for free coupled with
innovative ad partnering provides an
“amplified viral” effect. This creates the
potential for it to “catch on fast” with new
customers.
Creative
Marketing
Publications draw attention away from
your ad and toward the featured articles.
A “Creative Attraction” campaign
(novelty ads) makes customers want to
see the next ad.
Saturation
Your product becomes “lost in the mix,”
within the already ad-saturated magazine
or web destination.
With 20 slots available, and no ability to
skip, customers will be sure to see your
ad.
A Note About Saturation
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Electronics has become a stale space with contribution shifting from
vetted professionals to ambitious amateurs.
20-somethings entering customer space typically are
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less skilled/aware/selective
used to chasing “free” before they chase “good”
have an unrefined ability to appreciate/discern quality editorial content
consistently opt for free content reducing the value of “good” content
A new blog is launched every second.  noise
A weak signal/noise ratio - Professional media companies (the signal)
get lost in the noise, and push operations to web sites that subsist
essentially on amateur content.
Result – a near infinite and unsearchable selection of “ad destinations”
Web and print are saturated.
For the T&M advertiser or media company seeking eyeballs in the
scope world, Cirrus provides a compelling platform.
Who Designs My Ad?
You Can Do It,
and We Can Make It Easier…
You want your ad to be
customized to your company
and your product, so we give
you the option to design your
own ad. However, we do offer
ad creation services for $500 in
addition to any of our
advertising packages. All you
need to do is provide us with
your company logo, pictures and
any text you specifically want
within your ad.
What Am I Paying For?
ASA has broken down our advertising packages into two components:
Purchased Slot + Months of Visibility  Your Cost
What exactly is a “slot”?
M1 Cirrus can hold up to 20
different ads (i.e. 20 slots). When
M1 Cirrus starts, one of the 20 ads is
shown for 5-7 seconds. Your ad can
cycle through up to 3 static “slides”
showcasing your company’s logo,
current promotion, hot new
product, etc. You customize and
create your ads, so you decide what
your potential customer sees.
What Am I Paying For?
(continued…)
ASA has broken down our advertising packages into two components:
Purchased Slot + Months of Visibility  Your Cost
What does “Months of Visibility” Mean?
Months of Visibility refers to how long
you choose to run your ad. The M1 Cirrus
Program contains 20 “slots” in which your
ad will be chosen at random to appear.
Once you have decided how many slots
you want to occupy you can decide if you
want to run your ad for one, two, or
three months.
How Much Will This Cost?
Months\Slots
One Slot
Five Slots
Ten Slots
Twenty
Slots
One
Month
$800
$3,600
$7,000
$13,000*
Two
Months
$1,400
$7,000
$13,000
$24,000*
$18,500
$32,000*
Total
Exclusivity
Three
Months
$2,000
$10,000
*Additional pre-emption rights fees may apply
Ad Rate Multipliers
Oscilloscope manufacturers
realize a unique benefit from
in-product messaging, and
have a different ad rate that
reflects that. The ad cost for
any scope company may be
determined by multiplying
the cost from the table on
the left by 1.5.
The Total Exclusivity Package
The Total Exclusivity Packages grants you all 20
advertising slots available to the public for up to
three months. TEP includes a pre-emptive booking
right; if ads have already been purchased and you
choose the total exclusivity package we will grant you
the ad space over your competitors for a fee. Your ad
will be the only ad seen on an unlimited number of
Cirrus Program downloads. Pre-emption fee: $3500
per month of exclusivity
Who Do I Contact To Get Started?
In-Product Advertising Manager
Amherst Systems Associates Inc.
[email protected]
+1 (413)-596-5354
ASA reserves the right to deny any advertising it consider inappropriate
or not in the best interest of ASA or their customers.