One of the great cases presented in the latest book by Joe Pulizzi and Robert Rose, ‘ Killing Marketing’, is the remarkable content distribution strategy of Arrow Electronics, the number 118 on the Fortune 500 list with over $27 billion in annual revenue.
When Arrow Electronics saw that the publications that they were advertising in were in trouble they took a courageous decision. They purchased over 50 engineering media titles from Hearst and UBM and other top forum and community sites. Why? Because these publications are of the utmost importance to Arrow, that is where they get their new hires for example. And by educating their buyers they grow the market and subsequently their share of it.
Now, Arrow Electronics is the largest media company in Electronics and even sells advertising to the competition! Go figure.
Has Arrow found the holy grail of reach in a world where distribution is becoming harder and harder? Or is everyone with a larger than life budget able to make it work this way? And was that the case here? You will hear from Victor himself what the pro’s and cons are of this strategy and how sustainable it is going forward.
Contact one of the participating Custo Agencies to obtain acces to the event (choose from full day tickets, including the INTERACTIVE expert program, or afternoon-only tickets to enjoy the keynotes and cases).