Summary
In recent years, through our innovations and use of social media, we have recognised just how valuable it is to connect with our customers. Knowledge sharing, identifying trends and imparting our expertise has shaped our stock, pricing, supplier contracts and offering, putting RS Components head and shoulders above our competition. Launched in January 2011, eTech for iPad was the first mobile magazine app in our sector; a free electronics magazine delivering news and views that help to shape the industry and our business. Published quarterly, eTech covers latest technologies, design developments and products, keeping readers up-to-date with movements in the electronics industry and marketplace. Using the iPad app has transformed a magazine that was available both online and off, to a mobile version offering a broader range of interactivity and extended content, providing choice to our readers never before seen in our industry.
Uptake has been fantastic; downloads of the second edition of eTech for iPad increased by 33 per cent as the popularity of our PR campaign increases brand awareness. This has been a contributing factor to our strong underlying sales growth of 21 per cent, with electronics now our fastest growing category. A win-win strategy for both RS and our customers.
The client company plus products/services offered
RS Components, the world’s largest distributor of electronics and maintenance products, distributes 550,000 products through operations in 32 countries and 17 warehouses to 1.6million customers worldwide via catalogues and the internet.
With a market-leading reputation for service excellence our products, sourced from 2,500 leading suppliers, include electronics, electrical, mechanical, automation and health and safety components. We support the entire product lifecycle from R&D through pre-production to maintenance and repair, shipping around 40,000 orders on the same day they are received.
Strategy – broader business objectives and how this activity relates
ECommerce and electronics are the fastest growing divisions of RS. Over 50 per cent of sales are now made through the web and we are continuing to enrich the online customer experience as we accelerate progress towards our target of 70 per cent of Group revenues coming from eCommerce.
We launched the e-Tech magazine in 2009, not to generate revenue directly but to engage with our customers and further build our reputation as innovators and experts in our field. It was a logical next step to continue this strategy and be the first in our sector to launch a more dynamic and interactive mobile version of our magazine. This innovation feeds directly into the global marketing strategy and allows us to:
- Present RS as an expert and partner in electronics design, build and use.
- Increase our reach and impact to a wider audience.
- Enhance engagement, credibility and funding with suppliers.
- Give us precious customer insight and increase sales.
- Increase our leadership position in our sector.
Objectives of the campaign
eTech for iPad is the first true iPad magazine app in the electronics industry. Starting as a suggestion on the RS innovation portal and driven by the eCommerce Innovation team it is a sophisticated and informed marketing vehicle for RS that was designed to increase:
- Subscriptions to our magazine.
- Our engagement with our customer base.
- Traffic to our eCommerce site.
The target audience
eTech for iPad is written specifically for design engineers, technical managers and technicians working in the field of electronics. To reach a new, younger and more media savvy audience, we used a social media and PR campaign which was successfully picked up in the market place.
Media or channels used
eTech for iPad
With a wealth of information already available for this audience, we believe
that presenting news and views in the format they find informative and
engaging will enable us to emerge as the trusted voice for the industry.
We chose the iPad because:
- Its online and offline viewing capabilities enable us to go beyond a basic page-turning digital magazine.
- Subscribers can browse content without needing an internet connection.
- Research from eMarketer.com showed that 90 per cent of iPad owners who read magazines were likely to subscribe to iPad versions, and that they should have striking interactive visuals.
The fully interactive iPad magazine includes 26 elements of enhanced content and interactivity including videos, 360 product views, animations, slideshows, interactive schematics and technical and an interactive quiz.
Integrated media campaign
We integrated various forms of social media to raise awareness of the app including:
- Promotional video on YouTube.
- Campaign landing page with links to other RS sites and our product catalogue.
- Information and links to the app on our online resource and design support site DesignSpark.
Timescale of the campaign
Time was tight to be the first to market and launch alongside the delivery of the offline magazine. The project team (selected from different areas of the business to utilise the best skills and expertise) identified key tasks and priorities, delivering the project within just 15 days.
Results
Take up
Two editions of eTech for ipad have been launched since Jan 2011 to coincide with the hardcopy and online releases (editions 5 & 6). Marketing campaigns for both releases have together resulted in:
- 5382 app downloads.
- 33 per cent uplift in downloads for second launch.
Campaign success
- 18,350+ YouTube views and counting: high conversion from social media driven views to downloads
- 17,800+ iPad landing page sessions.
- 12,750+ campaign landing page sessions.
- Base volume of 80-100 session/day driven by electronics centres, merchandising banners and social media.
- Traffic generated to other marketing campaigns; e.g. 25 per cent of traffic to the landing page moves into 3D CAD model search.
Client testimonial
“Congratulations! This is an excellent job, and I’m looking forward reading next issues. Great user experience also.” Stephanie C, France
“This free app/magazine is unlike most iPad mags I’ve seen to date, which simply have smooth eye pleasing page turns – this app has detailed images, animation and video and making it a truly rich content iPad magazine experience.” justjuiced.wordpress.com
