Posted on by Dave J.

Globalspec does better product announcements

While yesterday I said there was plenty of room for improvement with our B2B websites, I should say the same applies to the Vertical Directories. Most have been stagnant in format for YEARS.

The one thing verticals shouldn’t do is try to generate revenue with AdWords. Hopefully that is obvious–you want more traffic for your customers. Usually that means selling banner ads to those in your directory. But banner blindness is running rampant these days.

GlobalSpec has come up with a smart approach to promotion within their directory, using their previous product announcement billboards. These billboard/banners must have been buried in the site in the past. (It appears that these are paid positions on top of GlobalSpec’s normal subscription.)

Now GlobalSpec has moved the billboards to the right of the search/category results. Kinda like AdWords. But there are two distinct differences:

  • The billboard link includes a small picture. The pictures draw the eyes in an otherwise text-covered page.
  • The billboard area in labeled “product announcements”. Somehow that is more digestible ‘news’ to click on than typical ads. You know you just getting a bit of hopefully new information before you click, too.

I really, really like this approach. Its targeted, its digestable, and it attracts the eyes.

22 Replies to “Globalspec does better product announcements”

  1. Dave, an additional benefit for the advertiser is that when the announcement is “clicked” there is an opportunity for full contact lead generation and RFQ in real time. Glad you like the change. Have you seen our community site ? http://cr4.globalspec.com/I have been following your blog for a few years——-You should think about doing an industrial marketing blog on CR4.afisher@globalspec.com

  2. Dave, an additional benefit for the advertiser is that when the announcement is “clicked” there is an opportunity for full contact lead generation and RFQ in real time. Glad you like the change. Have you seen our community site ? http://cr4.globalspec.com/I have been following your blog for a few years——-You should think about doing an industrial marketing blog on CR4.afisher@globalspec.com

  3. GlobalSpec is doing a lot of things right. The billboard is a good advertising vehicle and can be used in conjunction with GlobalSpec’s other programs or as a “stand alone” lead producing advertisement. By the way, I have a B2B client in the hardware industry who also uses GlobalSpec’s cost-per-click program successfully. They get roughly 800 clicks monthly from their keyword ads. The clicks come from GlobalSpec’s – engineering web – search engine so we feel the quality is quite good and the client is happy with their conversions on th etraffic as well.

  4. GlobalSpec is doing a lot of things right. The billboard is a good advertising vehicle and can be used in conjunction with GlobalSpec’s other programs or as a “stand alone” lead producing advertisement. By the way, I have a B2B client in the hardware industry who also uses GlobalSpec’s cost-per-click program successfully. They get roughly 800 clicks monthly from their keyword ads. The clicks come from GlobalSpec’s – engineering web – search engine so we feel the quality is quite good and the client is happy with their conversions on th etraffic as well.

  5. Art, thanks for dropping in. Yes, we should all remember that Globalspec is tracking users, too.I’ve been to CR4 before, but haven’t been back. I’ll go now. As to blogging there, I wish I had the time 🙂 I am a good commenter, so I can try starting there. Anon, thanks for confirming your experience. And reminding us of GlobalSpec’s ‘ala carte’ services, something I forgot about.

  6. Art, thanks for dropping in. Yes, we should all remember that Globalspec is tracking users, too.I’ve been to CR4 before, but haven’t been back. I’ll go now. As to blogging there, I wish I had the time 🙂 I am a good commenter, so I can try starting there. Anon, thanks for confirming your experience. And reminding us of GlobalSpec’s ‘ala carte’ services, something I forgot about.

  7. Hello, everyone, do u know what is the most effective and economical way to marketing your products domestically and internationally? Many friends had asked me before but so many times’ trying, http://www.cycbiz.com is proven to be the best place to visit. Coz it is free

  8. Hello, everyone, do u know what is the most effective and economical way to marketing your products domestically and internationally? Many friends had asked me before but so many times’ trying, http://www.cycbiz.com is proven to be the best place to visit. Coz it is free

  9. “Generally speaking, direct marketers have found that you’re more likely to get more of your revenue from existing customers,” said Nathan Orms, VP-senior economist for research and market intelligence at the DMA. “You get an imbalance where the promotional [investment] is skewed in terms of acquisition but the revenue payoff is ultimately skewed in favor of retention.”Orms added that “every marketer has to ask themselves: `Is my allocation of budget between acquisition and retention where it should be?’ “

  10. “Generally speaking, direct marketers have found that you’re more likely to get more of your revenue from existing customers,” said Nathan Orms, VP-senior economist for research and market intelligence at the DMA. “You get an imbalance where the promotional [investment] is skewed in terms of acquisition but the revenue payoff is ultimately skewed in favor of retention.”Orms added that “every marketer has to ask themselves: `Is my allocation of budget between acquisition and retention where it should be?’ “

  11. Trying to decide on internet marketing for industrial products whether to go with Thomasnet or globalspec or programs in both. Any thoughts on the difference in the audiences of the two?

  12. Trying to decide on internet marketing for industrial products whether to go with Thomasnet or globalspec or programs in both. Any thoughts on the difference in the audiences of the two?

  13. Anon–Picking between TN and GS? In a nutshell:GS if you are selling components.TN if you are selling equipment.TN also has lower starting point, where GS is pretty fixed.Hope that helps.

  14. Anon–Picking between TN and GS? In a nutshell:GS if you are selling components.TN if you are selling equipment.TN also has lower starting point, where GS is pretty fixed.Hope that helps.

  15. Globalspec has some newer options available to start with them at a lower cost now. They also have more content in the results they provide.

  16. Globalspec has some newer options available to start with them at a lower cost now. They also have more content in the results they provide.

  17. Dave…have you heard much about VertMarkets…they have looked like another viable marketing option, but I am not that familiar…do you have any specific feedback?

  18. Dave…have you heard much about VertMarkets…they have looked like another viable marketing option, but I am not that familiar…do you have any specific feedback?

  19. VertMarkets? looked ’em up and recognized the orange V logo of the old VerticalNet group. Have no idea about how or what they are doing these days–will investigate. Thanks for the tip-off.

  20. VertMarkets? looked ’em up and recognized the orange V logo of the old VerticalNet group. Have no idea about how or what they are doing these days–will investigate. Thanks for the tip-off.

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