we make you a better storyteller we make you a better storyteller
“Content is compelling. Content is delivery agnostic. Content is global. Content is the driver that elevates your brand’s story from expected to unforgettable.”
-Doug Leik, President/Publisher, Dino Publishing
2DINO
PUBLISHING
8360°
CONTENT
26CASE
STUDIES
WHAT’S YOURSTORY?
All products are conversations. That makes brands conversationalists. How well
do you converse with your clients and prospects?
Good conversationalists surprise and delight, but they are also easily understood.
Their dialogue skills draw people in. Their stories connect with the audience
because they respect the audience’s needs, desires and point of view.
DINO PUBLISHING | 3
How good are your stories?
Does your narrative surprise, inform, delight?
Does your audience feel the connection?
It takes more than swimming in the same water to understand the point of view
of your customers and prospects.
Often, marketers simply say what they think they need to say, rather than what
prospects need to hear. But stories only resonate when you internalize your
audience’s perspective.
4 | DINO PUBLISHING
Pain points >> Benefits >> Features. Seems a reasonable formula on the surface,
but that’s everybody’s formula. What sets you apart?
Does your narrative connect with your prospects where they swim?
BETTER STORIES,DEEPER CONNECTIONS
DINO PUBLISHING creates lifestyle-rich messaging environments for brands. Across platforms and channels,
these consumer-centric communications reflect the lifestyle to which your customers aspire.
OUR COMPANY comprises marketing strategists and publishing experts, writers and editors,
photographers and designers, developers and analysts, all focused on making your company an indispens-
able part of your customers’ lives.
THE CONTENT is evocative, compelling and versatile. Dino creates content with legs—multidimensional
strategic assets that can be used throughout your organization and out into your delivery channel.
THE RESULT is deeper engagement that resonates with consumers and increases their value to the brand.
We bring your story to life, and present it using the highest production values and smartest technologies.
We make you a better storyteller.
DINO PUBLISHING | 7
Spread 4, how about changing last word (“live”) in pull quote to swim? connects to � rst sentence of copy and photo.
CONTENT
MAGAZINE/PUBLICATIONS
DIGITALOUTREACH
PARTNERSHIPS
EVENTS
PROMOTIONS
LOYALTYPROGRAMS
SOCIAL MEDIA
ADVERTISING/ COLLATERAL
8
1
2
3
4
5
6
7
8 | DINO PUBLISHING
Bringing Your Story to Life. Building content synergy across channels, strategies, tactics
and audiences requires a depth of understanding. Enlivening your brand’s content ecology
requires consistency of message, on-point strategy, self-evident quality, well-earned trust
and consummate style in every execution. It’s about getting the story right throughout the
360-degree relationship you have with your customers. Let’s take a deeper look at some of the
most important touchpoints that content can empower.
DINO PUBLISHING | 9
“Content Marketing is all the Marketing that’s left.”
- Seth Godin
1 DIGITAL
EXECUTIONS
10 | DINO PUBLISHING
Website
Websites are the front door of every business. Dino writes and designs websites with great curb appeal,
welcoming prospects and customers in to look around, find what they need and look around some
more. Content-rich sites improve search results, but more than that they increase engagement through
audience-focused material. They also make prospects more informed buyers, helping them overcome
any resistance to purchase.
Email Newsletters and Content Sites
Newsletters powered with brand journalism and other engaging content nurture prospects until they
are ready to purchase, and remind owners why they bought in the first place, increasing satisfaction
and re-purchasing. Content-specific sites are softer-sell, emotionally wedded to a brand’s offerings
but allowing customers and prospects to engage without feeling they are merely targets for a sales
pitch. Newsletters and content sites also offer opportunities for traditional advertising placements,
sponsored content and integration from aligned co-marketing partners.
When the new searay.com launched, page views increased 93% on desktop and tablet
and 204% on mobile. Sea Ray’s prospect database grew in accordance.
A disciplined and well-executed content marketing strategy is consistent across executions,
including into catalogs and advertising. They are among the many different chapters featuring
the same narrative, with style, language, art and themes supporting the brand’s story arc.
Catalogs and ads can pair beautifully with a brand’s magazine, combining Why and What into
one truly compelling package.
2 ADVERTISING &
COLLATERAL
DINO PUBLISHING | 13
Catalogs must feature the same narrative, with style, language,
art and themes supporting the brand’s story arc.
Dino Publishing creates magazines and other print publications with high-production values that connect brands and
consumers in common purpose. Sometimes that content champions the lifestyles enjoyed by our clients’ customers.
Sometimes it highlights features and benefits of products or supports other tactical initiatives. But in every case it is
emotionally wedded to the brand story, affirming customer loyalty and sharing an aspirational message that resonates with
prospects. Magazines are also the perfect environment for like-minded brands and partners to connect through advertising,
advertorial and promotional opportunities.
Dino Publishing creates magazines and other print publications with high-production values that connect brands and Dino Publishing creates magazines and other print publications with high-production values that connect brands and
consumers in common purpose. Sometimes that content champions the lifestyles enjoyed by our clients’ customers.
Sometimes it highlights features and benefits of products or supports other tactical initiatives. But in every case it is
3MAGAZINES/PRINT
PUBLICATIONS
14 | DINO PUBLISHING
Content must be emotionally wedded to the brand story,
affirming customer loyalty and sharing an aspirational
message that resonates with prospects.
4SOCIAL MEDIA
Social media is a crucial channel in the content marketing mix, for several divergent reasons. The built-in two-way
conversation of social networks allows fantastic market insights and consumer goodwill if handled well. Perhaps even
more valuable, the organic third-party testimonials of sharing, liking, retweeting and linking provide compelling outreach
to fans and new prospects alike. Content and network selection are the keys to unlocking true social media value.
Whether promotional, educational, entertainment or brand-building, social content must have a laser focus on the needs
of the audience.
DINO PUBLISHING | 17
The organic third-party testimonials of sharing, liking,
retweeting and linking provide compelling outreach
to fans and new prospects alike.
Any high-touch marketing strategy must include events
where consumers can experience a brand (and its co-marketing
partners) in person. Effective strategy, tasteful execution
and careful alignment with customer desires are key to
successful events. And the real reach of effective event
strategy comes after the fact, as assets from the events
contribute to powerful content broadly amplified through
all channels, including the distribution channels of strategic
partners who have participated in the events.
Any high-touch marketing strategy must include events
where consumers can experience a brand (and its co-marketing
partners) in person. Effective strategy, tasteful execution
5 EVENT MARKETING
■ Launch party for new Chicago live/work/play
real estate venture
■ New York boat christening celebration,
co-hosted with Aston Martin
■ The L-Class Coastal Tour, featuring gala events
at six stops along the eastern seaboard
■ Exclusive Chicago Experience at Trump Tower,
with private Chicago River tour
■ Sea Ray Yacht Expo on Captiva Island, Florida,
featuring showings of a dozen yacht models
■ VIP gatherings and debut showings at boat shows in
Fort Lauderdale and Miami
■ “First Look” private showings at dealerships around the
country, with luxury transportation provided
DINO PUBLISHING EVENTS:
18 | DINO PUBLISHING
….assets from the events contribute to powerful
content broadly amplified through all channels…
YACHTEXPOWOmEn On WATEr
6PROMOTIONS
Well-executed promotions invite consumers to get in the game, driving participation and excitement. The hook for a good promotion
is like the hook for a good story, drawing you in and making you feel vested in how it turns out. The story analogy is apt because
promotions that sync up with the brand narrative increase participation and provide coherence that turns participants into true
advocates. Co-marketing partners can add juice to promotions and increase exposure out to their audiences.
■ All Day, Your Way 350 SLX Contest
(win a day on a Sea Ray)
■ Galley Gourmet Recipe Contest,
co-sponsored by Nobilo Wines
■ Boston Whaler One Legendary Giveaway/
The Journey Home product introduction and boat
giveaway
■ Sea Ray SLX Virtual Test Drive, with retail
incentives across the lineup
RECENT PROMOTIONS INCLUDE:
DINO PUBLISHING | 21
7PARTNERSHIPS
Great content marketing is an audience aggregator, creating a receptive market that builds great
partnerships. Content is a hook for pulling in eyeballs and co-marketing partners, and a megaphone
for sharing the messaging of symbiotic brands to each other’s audiences. Well-conceived content and
event properties support the brand goals of all participants.
22 | DINO PUBLISHING
Content is a megaphone for sharing the messaging of
symbiotic brands to each other’s audiences.
MARINE INSURANCE GUIDEExclusive to Sea Ray Owners
We’ve done the work for you.Easy Insurance Solutions from NBOA
8LOYALTY
PROGRAMS
Whether buyer rewards programs or social affinity programs,
owners club members are plugged into the brand for social
opportunities, as well as access to special offers and
experiences. Trust and self-identified brand affinity are at
the core of successful owners clubs, and members-only
content provides the storyline and benefit to increase
participation and deepen loyalty.
■ Membership: 196,018
■ Boat sales/redemptions: $1.51 B
■ Average retail selling price: $233,280
■ Percent of trade-up to larger Sea Rays: 84%
■ SROC Member Services (2012): 33,088 Touches
SEA RAY OWNERS CLUB STATISTICS TELL THE TALE:
Your distribution channel is more than just the point
of purchase; it’s also a primary source of information
and brand advocacy for your customers. The best content
marketing programs feed retailer marketing efforts and
ensure that both their messaging and brand experience
are consistent with the brand’s quality and effectiveness,
while generating more leads.
Your distribution channel is more than just the point
of purchase; it’s also a primary source of information
and brand advocacy for your customers. The best content
9DEALER
MARKETING
DINO PUBLISHING | 25
Fully 84% of SROC members have traded
up into a new Sea Ray from their previous model.
CASE STUDIES
Traditional marketing talks at people, while content marketing talks with them.
Dino Publishing develops strategic content to fuel a wide range of tactics that
help clients connect with their customers and prospects. Whether introducing
new products or sub-brands, claiming new brand attributes, connecting
with unexplored markets, empowering retail channels, rewarding fans, or many
other opportunities, content is the straw that stirs a powerful marketing drink.
Case studies on the following pages share the recipe.
26 | DINO PUBLISHING
Powerful content stakes claim, enlightens,
broadens and rewards, ultimately deepening your
brand’s connection/with customers and prospects.
S P R I N G 2 0 0 9w w w . f i s h e r p a y k e l . c o mneuet o m o r r o w ’ s k i t c h e n t o d a y
CASE STUDIES:
For Fisher & Paykel, the focus is “appliance innovation to inspire creative
living.” The content we create for the New Zealand-based brand must
appeal to both end consumers and the design and architecture professionals
who help those consumers choose the right appliances for their lifestyle.
Dino Publishing creates assets that can be retargeted to work well in
both B-to-C and B-to-B channels, while maintaining universal branding
and messaging consistency and quality. Neue is a magazine distributed
to designers and architects, but with an aesthetic that allows those
professionals to use it as a lookbook for their clients. Because that
content honors the brand’s innovation/creative living narrative, it is
easily converted for B-to-C channels and strategies, as well.
DESIGNING DESIRE
vo l.2 i s s u e 1w w w . f i s h e r p a y k e l . c o mneuet o m o r r o w ’ s k i t c h e n t o d a y
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The Idea House draws equal inspiration from traditionaland modern design, making the Texas seaside home thepicture of casual sophistication
BEAUTYBEACH
WORDS | ELLI THOMPSON PHOTOGRAPHY | JEAN ALLSOPP
on the
ne.wi.10.idea_Layout 1 6/21/12 12:59 AM Page 28
A Bold Look WestAs a historic Chicago district surges to life, its new residences are taking intrepid strides in design
WORDS | ROGER KAMHOLZ PHOTOGRAPHY | MIKE CALABRO
av.sp09.Chicago_Layout 1 6/21/12 1:07 AM Page 50
DESIGN & VISIONOut at the far edge of the world, Fisher & Paykel designers reinvent what appliances can do for innovation-hungry customers
WORDS | RANDY HESS
av.sp09.design2_Layout 1 6/21/12 1:05 AM Page 16
28 | DINO PUBLISHING
Retargeting content to work for
B-to-B and B-to-C channels.
30 | DINO PUBLISHING
CASE STUDIES:
Aston Martin is known for no-compromises luxury and performance. But to
steal mindshare from higher-volume luxury automakers, Aston Martin requires
a high-touch approach with direct access to prospects with both refined tastes
and deep pockets. The brand utilizes Dino for brilliant affinity marketing and
experiential events, adding panache and zip to those events and scoring direct
access to qualified prospects in brand-appropriate environments. At those
events, content is generated that is then distributed both to Aston Martin’s
owned audience and to the audiences of Aston Martin co-marketing partners.
GMC is a giant advertiser, but also a brand looking for stronger share in specific
markets like towing. Dino Publishing helps GMC reach this valuable slice of
the market by forging affinity-marketing relationships with marine brands that
include advertising, experiential and content marketing components. GMC and
boat brands appear in each other’s publications, catalogs, advertising, newsletters
and events.
DRIVING A MARKET
Both GMC and Aston Martin recognize the value of connecting
experiential and content marketing, using each to drive the other.
VIPTELOS
W E L L P R O V I D E T H E V .Y O U B R I N G T H E I . P .
• 10 29 •
O C T O B E R 2 9 T W E N T Y - F I F T E E N
TELOS.COM
322 | 820 | 833 | SPACEF O R I N F O R M A T I O N
32 | DINO PUBLISHING
CASE STUDIES:
This highly integrated, tech-forward, multi-location development is aimed
at young urban professionals for whom the lines between work, leisure and
home life have blurred. V. Collective embraces this new reality by delivering a
centralized, all-inclusive city lifestyle, and it needed a coherent storyline to
communicate the integrated benefits to people new to the concept.
Content marketing can effectively socialize novel ideas, walking people
from 60,000 feet to ground level, maintaining a focus on the through storyline
of change at every level. In every communication—from social and signage to
brochures and website—the innovation narrative is the driving story element.
Crayton Advisors takes on the challenge of re-inventing real estate
with the launch of V. Collective, a micro-community of
luxury residential, office, retail, fitness and entertainment spaces.
RE-INVENTING REAL ESTATE
CASE STUDIES:
Sea Ray’s yacht offerings faced an onslaught of Euro-styled luxury yachts with
modern design sensibilities that demanded both new product development and a
new storyline. This storyline needed to reclaim sophistication and luxury while
holding onto legacy brand advantages. Dino developed the L-Class sub-brand
narrative and redefined these select models as the pinnacle of Sea Ray’s artform,
a distinctive group of yachts that brought sophistication to the fore. Inspiration and
luxury were combined into the Inspired Luxury tagline, and the theme was set.
Innovative virtual reality executions and microsites combined with unique
experiential tours and tactical email content campaigns to help sell out three years
of advance production slots. People began buying yachts they wouldn’t get for
several boating seasons. Rock-solid strategy, compelling story and innovative tactics
are the recipe for brilliant content marketing and laudable sales success.
Rock-solid strategy, compelling story and innovative
tactics are the recipe for brilliant content marketing
and laudable sales success.
RECLAIMING SOPHISTICATION
B e g i n y ou r j ou r n e y w i t h a n L - C L a s s C o n C i e r g e t o day.
s e a r ay. c om / l - c l a s s
L 5 9 0 | L 5 9 0 f L y | L 6 5 0 | L 6 5 0 f L y
With its graceful lines and sophisticated aesthetic, an L-Class yacht captivates at first sight. But look closer and you’ll find even more to love: Powerful performance. Superior livability. Personalized customer service. Because when style and substance marry this beautifully, it’s
not about what a yacht can do for you; it’s what it does to you.
T r u e l u x u r y l e a v e s a l a s t i n g i m p r e s s i o n
With its graceful lines and sophisticated aesthetic, an L-Class yacht
L-Class_8.375x10.875.FINAL.indd All Pages 6/11/15 5:31 PM
34 | DINO PUBLISHING
CASE STUDIES:
36 | DINO PUBLISHING
DCS builds premium grills and kitchen appliances and has utilized content
marketing and custom publishing assistance from Dino to get the word out
and grow enthusiasm for high-end cooking technology.
The ideal DCS content rests at the confluence of design and cooking
information, with prominent profile and lifestyle angles to bolster third-
party endorsement from end users. Taste magalog combines both lifestyle
and product info in a convenient single piece of literature. The front of
Taste concentrates on food and cooking with a sidecar of design inspiration,
while the back gives the full product breakdown to help close the sale.
The result is perfectly symbiotic Why and What content.
GROWING AN APPETITE
Lifestyle and product info combine
in a convenient single piece of literature.
WELC
OM
E T
O T
HE
NEW
ER
A O
F B
OA
TIN
G
THE ROADMAP TO HAPPINESSHAS NO ROADS
Even if you have the weight of the world on your shoul-
ders, when you’re on the water, you’re floating. Element,
the revolutionary new 16-footer from Bayliner, brings
that transformational magic within reach. Whatever held
you back before is no longer in the way. So hit the road
toward a new kind of happiness—the water’s fine.
Whether you choose the Standard or optional Sport
configuration (includes a Sport Arch, gel coat color
choice, cooler, bow filler cushion and special hull graphics),
Element’s spacious cockpit and bow seating areas
promote onboard comfort and foster easy conversation
among passengers.
BUILT AROUND YOU, YOUR FAMILY AND YOUR FRIENDS
Element comfortably fits a family of four, with capacity
for up to six. At 16 feet, Element stows in most garages,
and its low towing weight is suitable for most compact
SUVs. Under-seat storage throughout and room onboard
for a cooler ensure that no gear is left behind.
6 16'2" 7'5" 1,570 lb 60-hp 12 gal
PERFORMANCE AND SAFETY,HAND IN HAND
Element has the power to pull a wakeboarder and the
speed to thrill a skier. Its high sidewalls, non-skid surfaces,
snug seating with well placed grab handles, and full-time
level flotation all help to provide onboard safety.
With Element’s innovative M-Hull,™stability is built in
TAKE TURNS TAKING TURNS
Element’s M-Hull™ improves stability while passengers are
boarding and reduces leaning as the boat turns. Familiar
automotive-style handling, 360-degree unobstructed
views, and one simple, easy-to-read, multifunction gauge
make learning to drive the Element a cinch.
AFFORDABLE BOATING HAS BEEN REDEFINED
With a low monthly bill, fuel-efficient outboard engine,
low-maintenance components and a lightweight build
that lessens your trailering load, Element changes every-
thing. The possibilities are bigger, the price tag is
smaller, and all the old excuses no longer apply.
Quick planing and clear sightlines improve driver visibility
element
Get everything to start your own Element adventure—
boat, motor AND trailer—for $0 DOWN and payments
on par with a cable bill. That’s about: $150 A MONTH*.
*Based on a transaction price of $13,500.00 plus estimated dealerprep, destination charges, taxes and registration with zero down at5.74% APR for 120 months. Subject to credit approval and not allbuyers will qualify for the above terms. Monthly payments may vary.Dealer sets actual price. See dealer for details.
Optional Sport configuration available with your choice black or red color
$0 down and about $150 a month*
www.StartBoatingToday.com
A NEW SHAPE, A NEW ERA
$150A M O N T H !*
Element’s “newness” story carried through all marketing including show displays and a unique fold-out “elemental” brochure that explored “ease” one fold-out panel at a time.
38 | DINO PUBLISHING
CASE STUDIES:
Bayliner launched the entry-level Element for people who were intrigued
by the idea of getting on the water, but were concerned it was difficult. At
the core, Element’s story is that it’s a “gateway” boat helping new-to-boating
prospects take on a new sport as easily as possible.
Dino developed the “Start of Something New” narrative: The Element
is uniquely easy to buy/own/use because of many of its attributes, and
it’s also the start of a new hobby and lifestyle for the purchaser. That
frame tied back to the hexagonal “elemental” design scheme, the basic
building blocks of a life on the water. The story, the design, the multiple
executions all clicked, making it the most successful new product launch
ever in the history of all the Brunswick boat brands.
“The most successful boat introduction Brunswick had ever seen,
we doubled our expected sales numbers.”
— Matt Guilford, Marketing Director, Brunswick Boat Group
STARTING SOMETHING NEW
40 | DINO PUBLISHING
YACHTEXPO
WINE 101SPONSORED BY
Nobilo events, advertising, contests and recipes provide hooks in both Nobilo and marketing partner content streams.
CASE STUDIES:
Nobilo Wines is a leading producer of New Zealand Sauvignon Blanc and
Pinot Noir wines, and cultivates an active, outdoorsy persona. The brand
aims to be approachable and for its wines to pair well with food.
Nobilo takes advantage of Dino’s content and experiential-marketing
expertise, participating in contests and tasting events, and providing
wine for other brands’ events. An emphasis is placed on image and event
capture in unique settings, as well as prestige rub off from other brands.
Nobilo events reap content that drives the active, outdoorsy narrative. This
content leads to print, email marketing and social executions that reach a
much broader audience than those who attend the events.
Placing emphasis on image and event capture in unique settings,
as well as prestige rub off from other brands.
DRINKING TO SUCCESS
DINO PUBLISHING | 3
Through its groundbreaking NextWave initiative, Sea Ray is proud to offer the newest, most
compelling lineup in the marine industry. Innovations include the unmatched performance of
Dynamic Running Surface;™ the noise-quashing Quiet Ride™ system featuring patented Tuned
Transom® technology; and SkyFlow Design,™ providing incredible flow of natural light. See these and other NextWave
breakthroughs on our latest models: the 510 Fly (shown), 350 SLX, 260 Sundancer and four all-new deckboats.
And that’s only the beginning.
innovative thinkinginspired execution
IS BRIGHT
BOATING’S FUTURE
www.searay.com
SEA RAY IS LEADING THE BOATING INDUSTRY THROUGH INNOVATION
42 | DINO PUBLISHING
CASE STUDIES:
Despite continually introducing new technologies and features, consumers
saw Sea Ray as no more innovative than any of its less innovative competitors.
Dino saw under-utilized competitive advantage and “repackaged” Sea Ray’s
disparate innovations into an intensive and cohesive program to “reimagine
the boating experience.” We dubbed the campaign Next Wave.
The Next Wave program promised Innovative Thinking and Inspired
Execution—both smart and well done—to assert Sea Ray as a dominant
global presence and a company of forward thinkers. Next Wave innovations
each got clever names, stories and individual content marketing efforts, but
all tied together to help Sea Ray own the innovation crown that had eluded it.
Next Wave content marketing tied together a disparate group
of features into a single brand attribute, asserting Sea Ray
as a dominant global presence and a company of forward thinkers.
OWNING INNOVATION
A N O T H E R N E X T WA V E I N N O V A T I O N
Quiet Ride™
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A N O T H E R N E X T WA V E I N N O V A T I O N
SKYFLOW™
SkyFlow_Buckslip_4.325x8.375.indd 1 12/11/14 2:25 PM
A N O T H E R N E X T WA V E I N N O V A T I O N
DynamicRunning
SuRface™
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ConCealedoutboard
ProPulsion™
A N O T H E R N E X T WA V E I N N O V A T I O N
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DINO PUBLISHING | 3
44 | DINO PUBLISHING
Jordan events, co-marketing participation and customer relationship maintenance are built around a consistent story told with production values matching the band’s overall quality.
CASE STUDIES:
Jordan Vineyard and Winery recognizes that wine aficionados need a good
story with their selections, and Dino has tied together the art in the bottle
with the art of storytelling. From advancements in fruit sourcing, oak aging,
precision farming and conserving natural resources to diversifying agriculture
and creating new visitor experiences at its Healdsburg winery, Jordan has
maintained a relentless quest to improve with every vintage.
This great story begs to be told well, and to the right people. Well-thought-out
content marketing was a natural for introducing all of those improvements
to a customer base thirsty for more insight and familiarity.
Well-thought-out content marketing has tied together the
art in the bottle with the art of storytelling.
REWARDING GOOD TASTE
THANK YOU
Dino Publishing offers a suite of integrated content and marketing solutions that are innovative,
scalable and ideal for any brand attempting to define and differentiate itself. Content is compelling.
Content is mobile. Content is the driver that elevates your brand’s story from expected to
unforgettable. Dino can make your story truly resonate with customers.
let us help make you a better storyteller
350 West Hubbard Street | Suite 400 | Chicago, IL 60654 | (312) 822-9266 | dinopublishing.com
For a deeper discussion about the value of content, please contact
Doug Leik at [email protected] or (312) 822-9266.
we make you a better storyteller 350 West Hubbard Street | Suite 400 | Chicago, IL 60654 | (312) 822-9266 | dinopublishing.com
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