HOW TO expand
BRAND YOUR STEP-BY-STEP GUIDE TO WINNING over new customers
DEFINE YOUR TARGET
U.S. PHOTOGRAPHERS DEMOGRAPHIC 1% DOCTORATE 57% BACHELORS
51.3% MALE 48.7% FEMALE
17% HIGH SCHOOL 17% ASSOCIATES 6% MASTERS
WHITE & OTHER HISPANIC 84.1%
55-64 65+ 16.8%
2% NO COLLEGE
First, you must define your target market and align your brand with companies that attract these ideal consumers.
70% no kids
30% has kids
Median age 6%
household income UNDER 18
CAUCASIAN AFRICAN AMERICAN ASIAN
life cycle of consumer base
Some great photographic brands spend years building a successful business, but they focus on one customer target and forget to keep their cycle rotating. Pay attention to every generation of photographers, or your company might retire alongside our current users. From those just starting out to seasoned veterans, Resource has something for everyone and maintains its own lifecycle of loyal customers across generations. The media outlets your customers like today are be the same media outlets they will trust in the future. Place yourself in the cycle.
I’m just getting started with my photo career and I can’t afford to not read Resource Magazine. I need to know what’s happening in the photo industry and Resource is on it.
I’ve been waiting years for a publication like this to come out. I was amazed to see Resource for the first time-finally someone who understands photographers!
Resource is a valuable asset for anyone in the photo business as it covers all the topics you need to know about. The photography is very well curated and leaves me inspired every time.
AN INTEREST WITH YOUR CUSTOMERS THREE SHARE Making your brand appeal to image-makers, industry creatives, the tech obsessed and photo fanatics alike means placing your brand along the avenues they travel. Customers are most comfortable absorbing brand information surrounded by relevant content. We bring everyone together in the pages of Resource by providing our readers with topics that they are interested in. Our interest is their interest is your interest.
STEP BRANDING TO THE MAX FOUR
Remember when branding was as simple as writing a jingle catchy and torturous enough that it would stay in your head for years? As media becomes more fragmented, visual repetition to the max makes your brand stick. Logos have an affect on their viewer and become the way in which your brand is identified. Resource provides multiple outlets to show you off, through events, ads, online sponsorships, digital editions, RETV, and print. Associating your logo with familiar brands and constant, subtle multi-media repetition create an identity a consumers can trust.
There are many ways to get your logo on what Resource Magazine is doing. Branding to the max? We have just the things for you!
Resource Magazineâ€™s online video platform offers post-roll and pre-roll commercials that bookend our original video content. Also available are special sponsorship opportunities for individual shows and premium placements.
Events: Through events, workshops and parties, Resource brings that
personal connection that is so necessary in marketing. Allow your brand to be part of your customersâ€™ reality. Resource regularly offers a number of opportunities for exposure at each event.
Digital Edition: Our entire magazine + bonus material is in
our digital issue, as portable as it is popular. Our digital edition offers incredible add-ons like social media integration and video embedded right into your ad.
Online: We post announcements, news, interviews, editorial columns, and more on a daily basis! Leave your mark on our homepage by becoming the subject of an article or a banner ad on every page.
Social Network: We keep in touch with our fans and
subscribers through all the major social media sites. Join in the online fun by partnering with Resource on a number of social media contests, packages and advertising opportunities.
BE AT THE RIGHT PLACE AT THE RIGHT TIME
NATIONAL STATISTICS Canada
New york, New Jersey
5,000 North Carolina
Photographers Nationwide sources: Careerinfonet.org, Service.gc.ca
There’s marketing, and then there’s targeted marketing. By focusing in on the most photo-centric cities boasting the largest photographer populations, you don’t reach as many people as possible, you reach as many of the right people as possible. Be seen by those who matter most to make the most of your ads’ efforts.
RESOURCE CIRCULATION Canada
San Francisc o
FREE DISTRIBUTION Bookstores/NEWSTANDS Most of our 22,000 copies are available for free to photo and video professionals in studios, photo labs, props and rental house companies across the US. This gives us an unprecedented access to this highly sought-after demographic. Resource Magazine is also available on newsstands in the US and Canada, with an ever-expanding network.
If it ain't broke don't fix it
Print media is tangible, dependable and builds loyal readers. Print media is re-read, on average, by three people per magazine. Print media is an escape from the computer. People exposed to advertisements in print hadÂ a higher recognition of content than those exposed solely to ads online. Readers trust print. Readers trust Resource.
PRINT ADS SIZE OPTIONS:
4 x (ONE YEAR)*
*discounts available for one year contract
premium placements: Back Cover
Unavailable (currently under contract).
Inside Opening Spread Unavailable (currently under contract).
safety trim bleed
16.75" x 10.875" 16.75" x 10.875" 17.75" x 11.375"
safety trim bleed
7.875" x 10.375" 8.375" x 10.875" 8.875" x 11.375"
FULL PAGE (LEFT PAGE) BANNE R AND 6 ADS
FULL PAGE (RIGHT PAGE) 6 ADS
4.25" wide x 10.875" high
8.375" wide x 5.5" high
safety trim bleed
7.75" x 10.375" 8.375" x 10.84" 8.63" x 11.375"
safety trim bleed
7.75" x 10.375" 8.375" x 10.84" 8.63" x 11.375"
FILE PREPARATION All ads must include an additional 1/8 inch bleed on all sides. We prefer to receive a high resolution PDF file (at Press Resolution of 300 DPI, CMYK, all fonts and graphics embedded) of the advertisement. To transmit ads electronically to our FTP server please use an actual FTP program such as Fetch or Cyberduck. Place the files into a folder labeled with the ADVERTISER company or individual name, compress it then upload it. Please notify us by emailing aurelie@ resourcemagonline. com that your files have been uploaded.
One One size size doesn’t doesn’t suit suit all all You need to tailor your offering to better suit your clients. From high-end photographers to enthusiasts, from advertising shooters to family portrait photographers, they all need gear and photo services—but ones that reflect their different levels and specific situation. Have a variety of options and position them at different price points.
Resource does this by offering The Wall, a spread at the end of the magazine that features smaller ad spaces, so that no company is excluded.
Every issue features a spread of Classified ads (6 ads per page). This offer is open to freelancers only.
Left-Hand Side Banner: 1 Banner Size 4.40"x 5.50" and 6 Ad Space 2.3"x 4.25"
Right-Hand Side Banner: 6 Ad Space 2.38"x 5"
*Please contact us if you are interested in being on The Wall for multiple issues. **Subject to availability.
On the importance of online real estate
Banner ads are a simple and effective way to be seen online.
tion, popula global orldwide. e th f w o s 30% illion users reache ls for 2b ternet more than r porta In e h T e sites o e Resource r b a e e w r e ia and th it med come to th ers vis em onsum some of th c f o 0% n. And than 7 More r informatio y photo fix. il o a d s w ir e ne ar. e for th per ye websit 18.9% y b g win re gro r ads a Banne
source : h t t p : / / w w w. s l i d e s h a re . n e t / wearesocialsg/we-are-socials-guide-tosocial-digital-and-mobile-around-theworld-jan-2012
People spend hours online, looking for goods and services, checking on the news or weather, or simply procrastinating and being entertained. The world communicates thru clicks nowadays so make sure you have real estate inthe digital world to show yourÂ brand.
1000 x 150 px
fixed or ROTATING TOP BaNNER
300 x 250 px
FIXED or rotating mEdium
620 x 90 px
FIXED or rotating HORIZONTAL BANNER
*Rotating banners show a rotation of 5 companies at a time. **Please contact us if you are interested in getting a banner ad for a quarter, 6 months or a year. ***Subject to availability.
STEP THE BLOGOSPHERE Having people talk about you is good, but you need to make sure they have the right info. Advertising is one way to spread your message, but don’t neglect the importance of editorial or of advertorial.
tion ok ac had rs to e d s a d or ion of re ine a opin agaz on m favorable er is re t o r e m v a g. ad t the rtisin abou e of adve s u a c be
of readers to ok action base d on editorial co ntent.
Note that the optimum length for a blog post is 300 words (this will get you better SEO). source : http://www.slideshare.net/wearesocialsg/we-are-socials-guide-to-socialdigital-and-mobile-around-the-world-jan-2012
SPONSORED POSTS Resource’s blog has a devoted following and we now offer companies the possibility of being an integral part of it. Sponsored posts not only feature your content but the background on that page can be customized to include your logo or a visual of your choosing. Can’t get more branding than that!
Sponsored post with customized background includes 500 words and 5 images and 1 video options for ADDITIONAL 100 WORDS OR additional PHOTO WE CAN ALSO WRITE THE POST FOR YOU 500 to 800 words. You will still provide visual.
t c a p m I To cut through the noise and competition, you need to make an impression, and even sometimes get in your customer’s face. Absolut Vodka became a cultural phenomenon thanks to its creative ads, which went viral before the Internet even existed! Nike encouraged us to “Just do it” and Apple to “Think different.” Coke vs. Pepsi ads rule the Super Bowl and are remembered long after the last touch down has happened.
It pays to have original ad campaigns: Users are approximately 30% more likely to act after seeing an ad the first time than they are when they’ve been exposed to it more frequently. The first exposure is likely to achieve a conversion rate close to 0.13% before dropping to 0.08% after the second exposure. source : http://www.slideshare.net/wearesocialsg/we-are-socials-guide-tosocial-digital-and-mobile-around-the-world-jan-2012
Short of getting a billboard in Times Square, Resource’s homepage background can be your own over-the-top online billboard. Everyone who comes to the site will see your company. Limited to three consecutive months.
*Your customized background will be visible on Resource’s homepage, no other pages. **Other pages opportunities are be available, just contact us!
timely + direct Over half of all Internet users check or send email every day. We get your message directly to our readers’ inbox. We will include your content and photos in our email newsletters, which are sent to our readers every week. This is your opportunity to reach out with personalized, relevant, dynamic messages. Promote upcoming events, last minute deals, and other timely news. With the everexpanding reliance on email for the most up-to-date info, make sure you are a voice your audience hears!
Large Post: 600x400 Image + 150 words Small Post: 400x400 Image + 50 words* Banner Ad: 800x300 Image Newsletters are sent out weekly on Wednesday morning at 8:00 AM. • Material must be into us no later than 5:00 PM Monday of that week. • All text must be provided by the advertiser. • All text should include embedded URLs. • Images must link to a URL, which you provide. * For small posts, image size and word count must be exact.
DON'T IGNORE THE FUTURE
Internet increased its reach (with digital editions) from 67.5% in 2010 to 73.1% in 2012.
source : http://www.3dissue.com/marketers-digital-editions/
Along with the staple of print, some of the next generation of photographers and consumers have grown to absorb their content through the web. Our digital edition is a great extension of print media.
5 THE RESOURCE DIGITAL EDITION
REASONS WHY PHOTOGRAPHERS READ 1. It’s cheaper than the print magazine! Only $4.00 an issue.
2. You don’t have to wait for it. Sign up and get all the Resource you want- instantly! 3. A whole community of social media integration on ads and in articles. “Like” your favorite companies and artists without leaving the issue. 4. Accessible on any mobile device! 5. Tons of bonus materials including additional photos, videos, extended interviews, articles, and more!
5 IN THE DIGITAL EDITION
REASONS WHY YOUR BRAND SHOULD BE
1. You can integrate your social media buttons right into your ad to bring traffic to your networks. 2. Your customers will be very impressed with a video on your ad (and will think you are a super high tech company). 3. Click through right to your site from your ad, so now there will be NO lag time from their interest point to getting access to your product! 4. Reach a generation who responds better to digital editions. Everyone consumes information differently. Don’t miss out on any potential customer base. 5. Index your ad. This is a cool feature that allows readers to find your ad quickly. Be there and be found.
networking KLOUT GOOGLE +
TWITTER FUNDAMENTALS OF SOCIAL MEDIA
VIMEO STUMBLE UPON
FACEBOOK LINKED IN
Social Media is an integral step in building and maintaining your brandâ€™s image. Keep an eye on your competitors while keeping everyone up to date on your own developments. By engaging customers on a more casual level, you will create personal relationships and increase visibility, both of which will ultimately direct traffic to your site #yourbrandhere.
How resource engages our social media audience
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four teen With attention spans lasting not much longer than the blink of an eye, expanding your brand above and beyond the expected is more important than ever. Nothing worthwhile is ever easy. No two brand marketing ideas should ever be exactly alike, but instead, must be as unique as the brand itself. To be noticed, be bold, be clever, be innovative, and most importantly, be true to the identity of your product, and the eyes and ears of everyone else will follow.
Ways to go
ABOVE AND BEYOND
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IDEA #3 Contests are a great way to excite your ta rget market. A collaborativ e contest with Resource Maga zine could get potential cu stomers really excited about yourÂ product.
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IDEA #2 ke Events can ta many shapes and sizes. on Collaboration al a party or festiv ge can super-char on ion nt te at the your brand as well as offer a more personal connection for s. your customer
linkedin.com/company/936858 klout.com/#/ResourceMag youtube.com/user/resourcetelevision vimeo.com/retv http://resourcemagonline.com tweet us @resourcemag facebook.com/resourcemag LEt us help you EXPAND your brand
20 Jay st #735 Brooklyn, ny 11201 718-801-8448 email@example.com
Rate Cards available upon request.
ADAM SHERWIN text me: 646-812-6428 firstname.lastname@example.org
ALEXANDRA NIKI text me: 917-974-3212 email@example.com
AURELIE JEZEQUEL text me: 917-209-0823 firstname.lastname@example.org