1. Looking below the surface
Custom Marketing:
Looking below the surface

2. …it’s the big fish at your feet you may have been overlooking.

4. The Conversation…

5. First: Isolating the client’s need
Brand Awareness
Lead Gen.
Educating & Teaching
Behavioral Change
Research or Data
Standard Setting
Competitive Differentiation
Communication Vehicles or Assets

6. Overarching Goal—the BIG picture!

7. Sometimes a “Divisional Mission” is brought up!

8. Nothing Magical in Custom Marketing/ Publishing—notes during conversation with Ansys director

9. Conversation Outcome:
“John, I’d like to make the concept or use of SIMULATION SOFTWARE an immediate ‘MUST HAVE’ in the new product or innovation process—we need to affect students, venture capitalists, engineers, business owners and engineering educators.”

10. The offering and agreement to discuss the Custom Publication Specifics:
A custom, ANSYS exclusive publication with a potential title of: SIMULATION—INNOVATION where the “I”s intersect. The publication would be a 12 page digital publication focused on SIMULATION AND THE IMPORTANCE OF THE PROCESS/USE AT THE FRONT-END OF NEW PRODUCT DESIGN. The “feature story” would discuss the power, benefits and higher level of success in Simulating at the point of Product Conception. Here are a few notes regarding the publication: a. We would develop the publication with you—if need be, we could use some of our never-before-published content. b. Again, Comsol did a custom publication with us to impress the upper management in the market about their benefits c. Here’s a link to their publication that the did with us a few years back (still using it widely by the way): d. This could be PRINTED and distributed to demographics within our engineering sectors—we could insert the printed version in issues or polybag the edition with certain issues e. We could “overrun” copies inexpensively at this point—so if you were going to run this in NASA Tech Briefs or Automotive Engineering—I would put in an overrun order. These would be sent to you and your team for use at tradeshows or as sales handouts at events. f. Once the digital version is created, it could be posted and used to promote your story through e-newsletter sponsorships, digital ads in magazines, deployments, etc. g. Pricing—to create the “digital version” only you’re looking at about $15,000 net. This comes with a medium sized promotional package designed to generate leads and get the word out. Printing and polybagging for specific issues would be priced according to the magazine and demographics you wanted to target.

11. CONCEPTS BY…
~ Lois Erlacher ~

12. Call the final meeting and get the experts involved!

13. During our final meeting/discussion…
The client identified several markets WE DON’T TARGET! So how can we help?
MODULARITY!

14. Decide timeframe—write up the order!