One of the great cases presented in the latest book by Joe Pulizzi and Robert Rose; Killing Marketing is told by our case speaker Victor Gao from 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 forums 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.
Victor Gao, the Managing Director of the Arrow Media Group, who is leading Arrow’s global content and media strategy, will tell us how the acquisitions of numerous iconic industry publications have led to this progressive way of approaching the market.
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.
Join in on the conversation with Victor when we gets in the CMFF hot-seat after his presentation!