Rick Bellan
Director, Audience Acquisition Everything Channel, UBM
2010 AD ALL-STAR: E-MEDIA MARKETING
Bellan and his team use targeted e-marketing efforts to keep customers engaged with Everything Channel’s various brands.
In collaboration with Tricia Syed, VP, online marketing and analytics and an aud dev team of 16, Rick Bellan used a combination of demographic and behavioral data to align each of Everything Channel’s customers with the products that they would most likely purchase and engage with.
“We take a lot of the data that we have on our customers and use it to our advantage,” he says. “If we know a customer is selling virtualization, for example, we build out a campaign and invite them to an event focusing on that topic. And we have a very strong research arm that allows us to understand what our customers are engaged in and what type of Webcasts they like. It’s about taking their demographics and aligning it with acquisitions and marketing efforts.”
Bellan says that his team uses a combination of e-marketing and telemarketing efforts to keep in touch with customers on a daily basis regarding new events, products and opportunities. Email messages are carefully matched to information collected in the company’s database so that recipients receive a message that is customized to their industry type and job function. “For example, we’ll send a customized message that will address the benefits of attending an event, and we’ll carefully time when that email goes out so that the recipient is more likely to respond,” he says.
Due to Rick and Tricia’s efforts, the registration of the company’s ChannelCasts, a series of one-hour technology e-seminars, increased by 67 percent in 2009 compared the year before, while the team decreased email frequency rates to promote the products. “We were able to do that because the customers were aligned with the topics they were most interested in,” says Bellan. “We know now what they’re going to have a large interest in.”
Bellan says that the team will start work on marketing the relaunch of Comdex, a technology show that attracted 200,000 attendees in 1970s, but ended a few years ago. “We’re bringing Comdex into the virtual world, and I think we’re in a good position right now to do so.”
Vital Stats: Bellan’s marketing efforts increased ChannelCasts’ registration by 67 percent in 2009.
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