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Noral helped WARC understand why crossing the Atlantic Ocean was easier for products than it was for sales.
When the World Advertising Research Center (WARC) approached Noral in 1998, it was a well-respected U.K. publisher in European marketing and advertising circles. Yet in the most lucrative and attractive business market, the U.S., sales were concentrated among English expatriates who had learned to rely on WARC's publications back home.
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We began by recognizing that if we were going to sell the website in the U.S., we had to have content from the U.S. Noral identified so many sources for the subscription-supported website, WARC.com, that it now has 50% more content to offer users.
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Noral's responsibilities cover a subscription website, four business journals, and innumerable resource guides and hardcover books. |
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This includes: - recommending product enhancements - determining pricing and promotion offers - completing direct mail and telemarketing - generating sales leads and sales lists - managing customer service - participating in trade shows - running conferences and - securing those strategic partnerships so critical at the onset of WARC's foothold in the U.S. |
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With WARC, the first performance measure is our impact on their publications. With each Admap journal issue, readers now find entries from U.S. authors on "UScentric" subjects. WARC.com has achieved its highest trial rates in the U.S., surpassing every other country worldwide. Marketing legends like Proctor & Gamble and J. Walter Thompson rely on WARC.com and feature it on their company Intranets. And while WARC may not be a "household" name, it's the business market we care about.
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