Cover Story: Direct Marketer of the Year: Marisa Anne Edmund
That's where Marisa Edmund's talents shine. She thinks it's fun to figure out how to market more than 26,000 components to engineers in biotech, energy, government and industry research and development, manufacturing, military and aerospace, photonics and testing, raw materials and processing, retail and wholesale, semiconductors, telecommunications, transportation and construction, university labs and more.
"Where do you start in a B-to-B marketing environment where you're selling a component-level item that goes into multiple markets?" she asks. "You have to start by segmenting the database that you have. So, say, if I have close to 200,000 records around the world, I have to figure out how to market to each segment differently, based on their buyer behavior, their customer value and then, likewise, by what market or industry they're in. So it gets very complicated very quickly in our particular space."
She adds that segment targeting only increases the complexity. "Once you can segment it, you have to then break it down into, 'OK, well. What are all the campaigns going to look like and does this all work with your corporate vision and your overall sales and marketing objectives?' So that's a rather big challenge, as well."
For instance, Edmund says she could advertise in more than 100 publications and still not reach everyone she needs to reach. "The challenge, then, is figuring out where the heck to advertise and how deep into these industries do you go?"
The Big Picture Can Be Amusing
Edmund takes her campaigns into all channels. The company creates engineer-focused videos, such as the "2010 Holiday Rube Goldberg" creation that has more than 24,000 views on YouTube, and engineer-focused Twitter chats, such as #TechTuesday and #GeekyFriday.
QR Codes in the catalog link to mobile videos with calls to action. After 30 seconds on the site, visitors see chat boxes with questions related to what they're viewing such as, "Would you like to talk more about imaging components and your application?" More than 60 percent of queried visitors accept the chats.