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IBM Touts Results from Advertising in SmartBrief Online Publications


"Big Blue" Finds Success Reaching Mid-Market Audience With Vertically Focused Advertising Campaigns in SmartBrief e-Publications


    July 9, 2008

    WASHINGTON-- (BUSINESS WIRE) -- SmartBrief Inc. announces strong results of an IBM Corp. test campaign over the past 18 months using online association-based advertising. A new case study describing IBM's experience and outlining "best practices" for large enterprise advertisers has just been published.

    IBM has had success conveying its value to mid-market companies by targeting its advertisements in SmartBrief's e-newsletters to reach specific audiences in businesses with 100 to 999 employees. Currently, SmartBrief produces online publications covering 20 key industries such as advertising, health care, retail and telecommunications, and it has 1.5 million subscribers who have chosen to subscribe to free publications in their area of interest.

    This self-selection of subscribers means that IBM and other SmartBrief advertisers can choose to send their messages to a focused and motivated group of readers. More than 70 trade associations keep their members updated on news of their industries with SmartBrief e-publications.

    "Good targeting is essential. That's why SmartBrief is an excellent medium for us. Its audience is made up of association members, so we can communicate our offers to retailers vs. educators, consultants or competitors," says Christine MacDonald, one of IBM’s mid-market retail marketing managers.

    Since mid-market companies provide a wide spectrum of products and services, IBM has taken its message on a granular level to select e-newsletters in SmartBrief's highly respected line of industry-specific online publications.

    IBM is pleased with the results. "Our marketing has to be executed in a trackable media so that we can report on responses, leads and wins, demonstrating a strong ROI (return on investment) for each campaign tactic. SmartBrief has become an important part of that equation," MacDonald says in the case study.

    IBM measures its success by demand-generation activities that provide specific, actionable leads. With strong results from SmartBrief, IBM has continued to expand its reach into online media and association marketing.

    The IBM experience provides three “best practice tips” for large enterprise advertisers:

    1. Get more than just "clicks." Get leads. Advertisers should be able to gain actionable information about prospects, such as industry, company size and level of decision-making authority from every lead.

    2. Generic ad content yields generic results. You deserve better. Getting specific in the advertising message and addressing “hot button” issues that this particular audience experiences will produce more and higher-quality leads.

    3. Find alternative digital communities. Your prospects already have. By getting your message to people who are part of specific associations or groups, you are connecting with self-qualified motivated leads.

    "IBM's experience with SmartBrief is encouraging. It's a success shared by many of our other advertisers who derive value from our targeted, association-based audience," said Jack Fordi, vice president of Advertising Sales and Operations at SmartBrief. "IBM has come to expect a sophisticated and highly engaged readership from SmartBrief. We’re pleased to deliver it to them every day."

    All SmartBrief publications rely on proprietary technology and the editorial judgment of professionals to cull the most pertinent material from hundreds of sources—including business publications, leading management schools, leadership publications, the military and consulting firms. SmartBrief editors act as subscribers' virtual research assistants who read, summarize and deliver topical news stories via e-mail and BlackBerry/PDAs every weekday.

    To download a copy of the IBM Midmarket case study please click here. Members of the press can also contact the Kori Williams at RMR & Associations.

    About SmartBrief

    More than 1.5 million subscribers count on SmartBrief to provide "must-read" news in 20 key industries. Subscriptions to SmartBrief's e-newsletters are free, often offered in partnership with 70 leading trade associations and professional societies. Using proprietary technology, SmartBrief editors become personal research assistants: hand-picking, summarizing and disseminating the best and most important news stories from a wide range of sources. To learn more, visit www.smartbrief.com

    Media Contact:
    Kori Williams
    301-230-0045 ext. 18
    kwilliams@rmr.com

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