we make youstoryteller a better storyteller better
“Content is compelling. Content is delivery agnostic. Content is global. Content is the driver that elevates your brand’s story from expected to unforgettable.” -Doug Leik, President/Publisher, Dino Publishing
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DINO PUBLISHING
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360째 CONTENT
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CASE STUDIES
WHAT’S YOUR STORY? All products are conversations. That makes brands conversationalists. How well do you converse with your clients and prospects? Good conversationalists surprise and delight, but they are also easily understood. Their dialogue skills draw people in. Their stories connect with the audience because they respect the audience’s needs, desires and point of view.
How good are your stories? Does your narrative surprise, inform, delight? Does your audience feel the connection?
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It takes more than swimming in the same water to understand the point of view of your customers and prospects. Often, marketers simply say what they think they need to say, rather than what prospects need to hear. But stories only resonate when you internalize your audience’s perspective.
Pain points >> Benefits >> Features. Seems a reasonable formula on the surface, but that’s everybody’s formula. What sets you apart? Does your narrative connect with your prospects where they swim?
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BETTER STORIES, DEEPER CONNECTIONS DINO PUBLISHING creates lifestyle-rich messaging environments for brands. Across platforms and channels, these consumer-centric communications reflect the lifestyle to which your customers aspire. OUR COMPANY comprises marketing strategists and publishing experts, writers and editors, photographers and designers, developers and analysts, all focused on making your company an indispensable part of your customers’ lives. THE CONTENT is evocative, compelling and versatile. Dino creates content with legs—multidimensional strategic assets that can be used throughout your organization and out into your delivery channel. THE RESULT is deeper engagement that resonates with consumers and increases their value to the brand. We bring your story to life, and present it using the highest production values and smartest technologies.
We make you a better storyteller.
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DIGITAL OUTREACH
LOYALTY PROGRAMS
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ADVERTISING/ COLLATERAL
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7 MAGAZINE/ PUBLICATIONS
PARTNERSHIPS
CONTENT
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EVENTS
SOCIAL MEDIA
Bringing Your Story to Life. Building content synergy across channels, strategies, tactics and audiences requires a depth of understanding. Enlivening your brand’s content ecology requires consistency of message, on-point strategy, self-evident quality, well-earned trust and consummate style in every execution. It’s about getting the story right throughout the 360-degree relationship you have with your customers. Let’s take a deeper look at some of the most important touchpoints that content can empower.
“Content Marketing is all the Marketing that’s left.” - Seth Godin
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1 DIGITAL
EXECUTIONS
Website Websites are the front door of every business. Dino writes and designs websites with great curb appeal, welcoming prospects and customers in to look around, find what they need and look around some more. Content-rich sites improve search results, but more than that they increase engagement through audience-focused material. They also make prospects more informed buyers, helping them overcome any resistance to purchase.
Email Newsletters and Content Sites Newsletters powered with brand journalism and other engaging content nurture prospects until they are ready to purchase, and remind owners why they bought in the first place, increasing satisfaction and re-purchasing. Content-specific sites are softer-sell, emotionally wedded to a brand’s offerings but allowing customers and prospects to engage without feeling they are merely targets for a sales pitch. Newsletters and content sites also offer opportunities for traditional advertising placements, sponsored content and integration from aligned co-marketing partners.
When the new searay.com launched, page views increased 93% on desktop and tablet and 204% on mobile. Sea Ray’s prospect database grew in accordance. 10 | DINO PUBLISHING
2 ADVERTISING & COLLATERAL
A disciplined and well-executed content marketing strategy is consistent across executions, including into catalogs and advertising. They are among the many different chapters featuring the same narrative, with style, language, art and themes supporting the brand’s story arc. Catalogs and ads can pair beautifully with a brand’s magazine, combining Why and What into one truly compelling package.
Catalogs must feature the same narrative, with style, language, art and themes supporting the brand’s story arc.
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3 MAGAZINES/PRINT PUBLICATIONS
Dino Publishing creates magazines and other print publications with high-production values that connect brands and consumers in common purpose. Sometimes that content champions the lifestyles enjoyed by our clients’ customers. Sometimes it highlights features and benefits of products or supports other tactical initiatives. But in every case it is emotionally wedded to the brand story, affirming customer loyalty and sharing an aspirational message that resonates with prospects. Magazines are also the perfect environment for like-minded brands and partners to connect through advertising, advertorial and promotional opportunities.
Content must be emotionally wedded to the brand story, affirming customer loyalty and sharing an aspirational message that resonates with prospects.
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4 SOCIAL MEDIA
The organic third-party testimonials of sharing, liking, retweeting and linking provide compelling outreach to fans and new prospects alike.
Social media is a crucial channel in the content marketing mix, for several divergent reasons. The built-in two-way conversation of social networks allows fantastic market insights and consumer goodwill if handled well. Perhaps even more valuable, the organic third-party testimonials of sharing, liking, retweeting and linking provide compelling outreach to fans and new prospects alike. Content and network selection are the keys to unlocking true social media value. Whether promotional, educational, entertainment or brand-building, social content must have a laser focus on the needs of the audience.
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DINO PUBLISHING EVENTS:
5 EVENT MARKETING
■ Launch party for new Chicago live/work/play real estate venture ■ New York boat christening celebration, co-hosted with Aston Martin ■ The L-Class Coastal Tour, featuring gala events
Any high-touch marketing strategy must include events where consumers can experience a brand (and its co-marketing partners) in person. Effective strategy, tasteful execution and careful alignment with customer desires are key to successful events. And the real reach of effective event strategy comes after the fact, as assets from the events contribute to powerful content broadly amplified through all channels, including the distribution channels of strategic partners who have participated in the events.
at six stops along the eastern seaboard ■ Exclusive Chicago Experience at Trump Tower, with private Chicago River tour ■ Sea Ray Yacht Expo on Captiva Island, Florida, featuring showings of a dozen yacht models ■ VIP gatherings and debut showings at boat shows in Fort Lauderdale and Miami ■ “First Look” private showings at dealerships around the country, with luxury transportation provided
….assets from the events contribute to powerful content broadly amplified through all channels…
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YACHT EXPO WOmEn On WATEr
6 PROMOTIONS Well-executed promotions invite consumers to get in the game, driving participation and excitement. The hook for a good promotion is like the hook for a good story, drawing you in and making you feel vested in how it turns out. The story analogy is apt because promotions that sync up with the brand narrative increase participation and provide coherence that turns participants into true advocates. Co-marketing partners can add juice to promotions and increase exposure out to their audiences.
RECENT PROMOTIONS INCLUDE: ■ All Day, Your Way 350 SLX Contest (win a day on a Sea Ray) ■ Galley Gourmet Recipe Contest, co-sponsored by Nobilo Wines ■ Boston Whaler One Legendary Giveaway/ The Journey Home product introduction and boat giveaway ■ Sea Ray SLX Virtual Test Drive, with retail incentives across the lineup
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7 PARTNERSHIPS Great content marketing is an audience aggregator, creating a receptive market that builds great partnerships. Content is a hook for pulling in eyeballs and co-marketing partners, and a megaphone for sharing the messaging of symbiotic brands to each other’s audiences. Well-conceived content and event properties support the brand goals of all participants.
Content is a megaphone for sharing the messaging of symbiotic brands to each other’s audiences.
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MARINE INSURANCE GUIDE Exclusive to Sea Ray Owners
We’ve done the work for you. Easy Insurance Solutions from NBOA
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PROGRAMS
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Whether buyer rewards programs or social affinity programs, owners club members are plugged into the brand for social opportunities, as well as access to special offers and
MARKETING
experiences. Trust and self-identified brand affinity are at the core of successful owners clubs, and members-only content provides the storyline and benefit to increase
Your distribution channel is more than just the point
participation and deepen loyalty.
of purchase; it’s also a primary source of information and brand advocacy for your customers. The best content
SEA RAY OWNERS CLUB STATISTICS TELL THE TALE: ■ Membership: 196,018 ■ Boat sales/redemptions: $1.51 B
marketing programs feed retailer marketing efforts and ensure that both their messaging and brand experience are consistent with the brand’s quality and effectiveness, while generating more leads.
■ Average retail selling price: $233,280 ■ Percent of trade-up to larger Sea Rays: 84% ■ SROC Member Services (2012): 33,088 Touches
Fully 84% of SROC members have traded up into a new Sea Ray from their previous model.
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CASE STUDIES Traditional marketing talks at people, while content marketing talks with them. Dino Publishing develops strategic content to fuel a wide range of tactics that help clients connect with their customers and prospects. Whether introducing new products or sub-brands, claiming new brand attributes, connecting with unexplored markets, empowering retail channels, rewarding fans, or many other opportunities, content is the straw that stirs a powerful marketing drink. Case studies on the following pages share the recipe.
Powerful content stakes claim, enlightens, broadens and rewards, ultimately deepening your brand’s connection/with customers and prospects.
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CASE STUDIES:
S P R I N G 20 0 9
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DESIGNING DESIRE For Fisher & Paykel, the focus is “appliance innovation to inspire creative living.” The content we create for the New Zealand-based brand must appeal to both end consumers and the design and architecture professionals who help those consumers choose the right appliances for their lifestyle. ne.wi.10.idea_Layout 1 6/21/12 12:59 AM Page 28
Dino Publishing creates assets that can be retargeted to work well in both B-to-C and B-to-B channels, while maintaining universal branding and messaging consistency and quality. Neue is a magazine distributed to designers and architects, but with an aesthetic that allows those
BEAUTY on the BEACH The Idea House draws equal inspiration from traditional and modern design, making the Texas seaside home the picture of casual sophistication
professionals to use it as a lookbook for their clients. Because that
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WORDS | ELLI THOMPSON
PHOTOGRAPHY | JEAN ALLSOPP
content honors the brand’s innovation/creative living narrative, it is easily converted for B-to-C channels and strategies, as well. av.sp09.design2_Layout 1 6/21/12 1:05 AM Page 16
A Bold Look West
Retargeting content to work for
As a historic Chicago district surges to life, its new residences are taking intrepid strides in design WORDS | ROGER K AMHOLZ PHOTOGRAPHY | MIKE CALABRO
B-to-B and B-to-C channels.
DESIGN & VISION
WORDS | RANDY HESS
Out at the far edge of the world, Fisher & Paykel designers reinvent what appliances can do for innovation-hungry customers
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CASE STUDIES:
DRIVING A MARKET Aston Martin is known for no-compromises luxury and performance. But to steal mindshare from higher-volume luxury automakers, Aston Martin requires a high-touch approach with direct access to prospects with both refined tastes and deep pockets. The brand utilizes Dino for brilliant affinity marketing and experiential events, adding panache and zip to those events and scoring direct access to qualified prospects in brand-appropriate environments. At those events, content is generated that is then distributed both to Aston Martin’s owned audience and to the audiences of Aston Martin co-marketing partners. GMC is a giant advertiser, but also a brand looking for stronger share in specific markets like towing. Dino Publishing helps GMC reach this valuable slice of the market by forging affinity-marketing relationships with marine brands that include advertising, experiential and content marketing components. GMC and boat brands appear in each other’s publications, catalogs, advertising, newsletters and events.
Both GMC and Aston Martin recognize the value of connecting experiential and content marketing, using each to drive the other. 30 | DINO PUBLISHING
CASE STUDIES:
RE-INVENTING REAL ESTATE This highly integrated, tech-forward, multi-location development is aimed at young urban professionals for whom the lines between work, leisure and
O C TO B E R
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T W E N T Y- F I F T E E N
home life have blurred. V. Collective embraces this new reality by delivering a centralized, all-inclusive city lifestyle, and it needed a coherent storyline to TELOS
VIP
communicate the integrated benefits to people new to the concept. Content marketing can effectively socialize novel ideas, walking people from 60,000 feet to ground level, maintaining a focus on the through storyline
W ELL PROVIDE T H E V . YOU B RING TH E I . P .
of change at every level. In every communication—from social and signage to
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brochures and website—the innovation narrative is the driving story element. FOR INFORMATION
TELOS.COM
Crayton Advisors takes on the challenge of re-inventing real estate with the launch of V. Collective, a micro-community of luxury residential, office, retail, fitness and entertainment spaces.
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CASE STUDIES:
RECLAIMING SOPHISTICATION Sea Ray’s yacht offerings faced an onslaught of Euro-styled luxury yachts with modern design sensibilities that demanded both new product development and a new storyline. This storyline needed to reclaim sophistication and luxury while holding onto legacy brand advantages. Dino developed the L-Class sub-brand narrative and redefined these select models as the pinnacle of Sea Ray’s artform, a distinctive group of yachts that brought sophistication to the fore. Inspiration and luxury were combined into the Inspired Luxury tagline, and the theme was set. Innovative virtual reality executions and microsites combined with unique experiential tours and tactical email content campaigns to help sell out three years
T r u e l u x u r y l e av e s a l a s t i n g i m p r e s s i o n
of advance production slots. People began buying yachts they wouldn’t get for several boating seasons. Rock-solid strategy, compelling story and innovative tactics are the recipe for brilliant content marketing and laudable sales success. With its graceful lines and sophisticated aesthetic, an L-Class yacht captivates at first sight. But look closer and you’ll find even more to love: Powerful performance. Superior livability. Personalized customer service. Because when style and substance marry this beautifully, it’s not about what a yacht can do for you; it’s what it does to you.
L590 | L590fLy | L650
L-Class_8.375x10.875.FINAL.indd All Pages
Rock-solid strategy, compelling story and innovative tactics are the recipe for brilliant content marketing and laudable sales success.
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Begin y our journey with an L-CLa ss ConC ierge t oday. s e a r a y. c o m / l - c l a s s
L650fLy
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CASE STUDIES:
GROWING AN APPETITE DCS builds premium grills and kitchen appliances and has utilized content marketing and custom publishing assistance from Dino to get the word out and grow enthusiasm for high-end cooking technology. The ideal DCS content rests at the confluence of design and cooking information, with prominent profile and lifestyle angles to bolster thirdparty endorsement from end users. Taste magalog combines both lifestyle and product info in a convenient single piece of literature. The front of Taste concentrates on food and cooking with a sidecar of design inspiration, while the back gives the full product breakdown to help close the sale. The result is perfectly symbiotic Why and What content.
Lifestyle and product info combine in a convenient single piece of literature.
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CASE STUDIES:
STARTING SOMETHING NEW Bayliner launched the entry-level Element for people who were intrigued by the idea of getting on the water, but were concerned it was difficult. At the core, Element’s story is that it’s a “gateway” boat helping new-to-boating prospects take on a new sport as easily as possible. Dino developed the “Start of Something New” narrative: The Element is uniquely easy to buy/own/use because of many of its attributes, and it’s also the start of a new hobby and lifestyle for the purchaser. That frame tied back to the hexagonal “elemental” design scheme, the basic building blocks of a life on the water. The story, the design, the multiple NE WEL W CO ER M A E TO OF BO THE AT IN G
executions all clicked, making it the most successful new product launch ever in the history of all the Brunswick boat brands. $0 down and about $150 a month* www.StartBoatingToday.com
THE ROADMAP TO HAPPINESS HAS NO ROADS
BUILT AROUND YOU, YOUR FAMILY AND YOUR FRIENDS
“The most successful boat introduction Brunswick had ever seen,
PERFORMANCE AND SAFETY, HAND IN HAND Element has the power to pull a wakeboarder and the
Element comfortably fits a family of four, with capacity
Even if you have the weight of the world on your shoul-
speed to thrill a skier. Its high sidewalls, non-skid surfaces,
for up to six. At 16 feet, Element stows in most garages,
ders, when you’re on the water, you’re floating. Element, the revolutionary new 16-footer from Bayliner, brings
and its low towing weight is suitable for most compact
snug seating with well placed grab handles, and full-time
that transformational magic within reach. Whatever held
SUVs. Under-seat storage throughout and room onboard
level flotation all help to provide onboard safety.
you back before is no longer in the way. So hit the road
for a cooler ensure that no gear is left behind.
toward a new kind of happiness—the water’s fine.
AFFORDABLE BOATING HAS BEEN REDEFINED
$150 A M O N T H !*
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A NEW SHAPE, A NEW ERA Whether you choose the Standard or optional Sport
16'2"
7'5"
1,570 lb
60-hp
12 gal
Get everything to start your own Element adventure—
TAKE TURNS TAKING TURNS
boat, motor AND trailer—for $0 DOWN and payments on par with a cable bill. That’s about: $150 A MONTH*.
Element’s M-Hull™ improves stability while passengers are
With a low monthly bill, fuel-efficient outboard engine,
boarding and reduces leaning as the boat turns. Familiar
low-maintenance components and a lightweight build
choice, cooler, bow filler cushion and special hull graphics),
automotive-style handling, 360-degree unobstructed
that lessens your trailering load, Element changes every-
Element’s spacious cockpit and bow seating areas
views, and one simple, easy-to-read, multifunction gauge
thing. The possibilities are bigger, the price tag is
promote onboard comfort and foster easy conversation
make learning to drive the Element a cinch.
smaller, and all the old excuses no longer apply.
configuration (includes a Sport Arch, gel coat color
among passengers. element
we doubled our expected sales numbers.” — Matt Guilford, Marketing Director, Brunswick Boat Group
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Optional Sport configuration available with your choice black or red color
With Element’s innovative M-Hull,™stability is built in
Quick planing and clear sight lines improve driver visibility
*Based on a transaction price of $13,500.00 plus estimated dealer prep, destination charges, taxes and registration with zero down at 5.74% APR for 120 months. Subject to credit approval and not all buyers will qualify for the above terms. Monthly payments may vary. Dealer sets actual price. See dealer for details.
Element’s “newness” story carried through all marketing including show displays and a unique fold-out “elemental” brochure that explored “ease” one fold-out panel at a time.
CASE STUDIES:
DRINKING TO SUCCESS Nobilo Wines is a leading producer of New Zealand Sauvignon Blanc and Pinot Noir wines, and cultivates an active, outdoorsy persona. The brand aims to be approachable and for its wines to pair well with food. Nobilo takes advantage of Dino’s content and experiential-marketing
YACHT EXPO WINE 101 SPONSORED BY
expertise, participating in contests and tasting events, and providing wine for other brands’ events. An emphasis is placed on image and event capture in unique settings, as well as prestige rub off from other brands. Nobilo events reap content that drives the active, outdoorsy narrative. This content leads to print, email marketing and social executions that reach a much broader audience than those who attend the events.
Placing emphasis on image and event capture in unique settings, as well as prestige rub off from other brands.
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Nobilo events, advertising, contests and recipes provide hooks in both Nobilo and marketing partner content streams.
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CASE STUDIES: BOATING’S FU TU RE
IS BRIGHT
SEA RAY IS LEADING THE BOATING INDUSTRY THROUGH INNOVATION Through its groundbreaking NextWave initiative, Sea Ray is proud to offer the newest, most compelling lineup in the marine industry. Innovations include the unmatched performance of Dynamic Running Surface;™ the noise-quashing Quiet Ride™ system featuring patented Tuned innovative thinking inspired execution and SkyFlow Design,™ providing incredible flow of natural light. See these and other NextWave Transom® technology; breakthroughs on our latest models: the 510 Fly (shown), 350 SLX, 260 Sundancer and four all-new deckboats. And that’s only the beginning.
OWNING INNOVATION
www.searay.com
Despite continually introducing new technologies and features, consumers saw Sea Ray as no more innovative than any of its less innovative competitors. A N O T H E R N E X T WA V E I N N O V A T I O N A N O T H E R N E X T WA V E I N N O V A T I O N
Dino saw under-utilized competitive advantage and “repackaged” Sea Ray’s
Quiet Ride™ A N O T H E R N E X T WA V E I N N O V A T I O N
SKYFLOW™
disparate innovations into an intensive and cohesive program to “reimagine
Dynamic Running SuRface™
the boating experience.” We dubbed the campaign Next Wave. A N O T H E R N E X T WA V E I N N O V A T I O N
ConCealed outboard ProPulsion™
The Next Wave program promised Innovative Thinking and Inspired QuietRide_Buckslip_4.325x8.375.indd 1
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Execution—both smart and well done—to assert Sea Ray as a dominant global presence and a company of forward thinkers. Next Wave innovations
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each got clever names, stories and individual content marketing efforts, but all tied together to help Sea Ray own the innovation crown that had eluded it.
Next Wave content marketing tied together a disparate group of features into a single brand attribute, asserting Sea Ray as a dominant global presence and a company of forward thinkers.
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CASE STUDIES:
REWARDING GOOD TASTE Jordan Vineyard and Winery recognizes that wine aficionados need a good story with their selections, and Dino has tied together the art in the bottle with the art of storytelling. From advancements in fruit sourcing, oak aging, precision farming and conserving natural resources to diversifying agriculture and creating new visitor experiences at its Healdsburg winery, Jordan has maintained a relentless quest to improve with every vintage. This great story begs to be told well, and to the right people. Well-thought-out content marketing was a natural for introducing all of those improvements to a customer base thirsty for more insight and familiarity.
Well-thought-out content marketing has tied together the art in the bottle with the art of storytelling.
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Jordan events, co-marketing participation and customer relationship maintenance are built around a consistent story told with production values matching the band’s overall quality.
THANK YOU Dino Publishing offers a suite of integrated content and marketing solutions that are innovative, scalable and ideal for any brand attempting to define and differentiate itself. Content is compelling. Content is mobile. Content is the driver that elevates your brand’s story from expected to unforgettable. Dino can make your story truly resonate with customers.
For a deeper discussion about the value of content, please contact Doug Leik at dleik@dinopublishing.com or (312) 822-9266.
let us help make you a better storyteller 350 West Hubbard Street | Suite 400 | Chicago, IL 60654 | (312) 822-9266 | dinopublishing.com
we make you a b 350 West Hubbard Street | Suite 400 | Chicago, IL 60654 | (312) 822-9266 | dinopublishing.com