Marcus Thomas LLC
Sherwin-Williams Market Pulse, Vol. 2 Publication
Marcus Thomas LLC helps Sherwin-Williams reach diverse audience with custom marketing publication
One of the country’s leading independent advertising agencies helped curate a marketing pulse publication for a company that delivers industry subject matter expertise, technical and specification service, and regional commercial team support to customers around the globe, winning Best Publication in Ragan’s PR Daily Awards.
Marcus Thomas LLC helped Sherwin-Williams with the release of its second volume of its Market Pulse publication, produced by Technology Publishing Co., which printed and appeared online in February 2022.
The custom marketing publication – Market Pulse, Vol. 2 – reaches a diverse audience of stakeholders in numerous industrial markets and aimed to meet three primary goals for Sherwin-Williams:
Demonstrating Thought Leadership: Content throughout Market Pulse, Vol. 2 details rapidly advancing coatings developments that will help owners, specifiers and applicators better protect and preserve assets. Forward-thinking content includes deep dives into technologies that are enhancing efficiencies, promoting sustainability and improving safety.
Showcasing SMEs: With all content authored by the company’s experienced subject matter experts (SMEs), the publication elevates the company’s authoritative industry status. Within the issue, market directors and business development leaders share deep insights on numerous developments.
Encouraging Direct SME Outreach: Articles, columns and infographics inside Market Pulse, Vol. 2 leave readers wanting more. Each author bio and the back cover “Find Your Expert” directory feature direct SME email addresses.
As part of the strategy to accomplish the goals, Sherwin-Williams and Marcus Thomas selected critical topics that span various industries so multiple audiences could benefit.
Notable strategic topics included: A look at a new potable water standard that will eliminate several existing coatings from the market and drastically affect future specifications, and advice for enabling subsea equipment to operate on the sea floor for 30-plus years without maintenance.
To develop the custom marketing publication, Marcus Thomas writers held input interviews with Sherwin-Williams SMEs and drafted the technical content.
Sherwin-Williams funded the project and directed content, imagery and layout elements. The completed publication features 24 pages of content, including nine technical articles and columns, multiple sidebars, two infographics, an expert directory, a welcome message and a cover.
Between the print and digital issues, social media efforts and the sponsored content program, activities surrounding Market Pulse, Vol. 2, accumulated a reach of 100,986 and impressions of 459,658, plus a click-through rate (CTR) of 1,019 for digital assets. The content will continue to be used extensively for marketing purposes and to drive media relations efforts.
Congrats to Marcus Thomas LLC!