FOR IMMEDIATE RELEASE
Release date: May 20, 2008
Media contact: Lisa Pelish
(561) 487-9264

Case Study: Online Advertising to Niche B2B Audiences

Boca Raton, Florida – Massive Impressions, a media buying and planning agency specializing in online advertising, b2b marketing and data driven campaign optimization, released a new case study detailing one company’s recent efforts to break into new vertical industries leveraging internet advertising.

The Client Challenge

This F500 contact center services provider enjoyed the benefit of decades of brand awareness among its core audiences. Online marketing was used as a predictable tool to generate B2B leads. However, when corporate goals mandated expansion into new industries, they found themselves faced with lackluster results.

Massive Impressions conducted media effectiveness tests across the four industries that were being targeted: Healthcare, Financial Services, Retail and Government.

We then advocated interviews with prospects and clients, and conducted an in-depth editorial topic review of the media being considered.

What we found was that their poor online lead generation performance in these new industries was due to a combination of the following:

- Low to no brand awareness for the client in these new industries

- Low to no interest in the call center related content and offers being promoted

- Too broad of an audience within the industry specific media

The Online Marketing Solution

Improve Offer Strategy: The first change in strategy was to upgrade the thought-leadership offers being promoted. Rather than generic call center content, or content the client thought these new audiences would find interesting, an effort was made to develop new materials that resonated with the pain points and industry lingo specific to each new space.

Optimize Media Strategy: Budget constraints did not allow for the increased investment in brand awareness, so recommendations were made to pare down the investment in vertical media. Re-allocate the budget to online lead generation programs within call center media, where the client traditionally had great results – often generating more leads from their new vertical industries, than from the vertical media itself. The step taken were to:

- Eliminate advertising to the retail industry, for which call center related topics had little to no relevance to the broad audience of varying operational expertise that read the industry publications, and instead pursue event marketing and telesales efforts to better understand and identify prospects in this new market.

-Scale back advertising in the other areas to the 1 or 2 publications and tactics that delivered a minimum of 20% of the desired target audience in the media effectiveness tests.

-Re-allocate remaining funds to broader, call center focused publications which generally delivered a higher percentage of leads within these new target industries than the industry media did; followed-up with industry specific messaging on a one-to-one marketing basis.

The Results

The following results of this online advertising effort to generate leads were achieved over a six month period:

- Vertical media response rates increased from nil to .31% - .39% (double the industry average and the client’s benchmarked average of .17%)

- Vertical media response volume increased and delivered over 1500 responses to the client website

- Vertical media conversion rates improved from nil to 3% (financial services) and 8.6% (healthcare)

- Over 540 industry vertical leads from across the target industries were collected from general call center media promotions at a cost per conversion of $57 – down from an average of $902 per lead when using vertical industry media alone.

About Massive Impressions

Massive Impressions is an online marketing & advertising agency, specializing in interactive media planning, media buying and campaign analysis. We provide our clients with online marketing, online creative development, lead generation, digital pr and search engine marketing support.

For more information, call (561) 487-9264 or visit www.massiveimpressions.com.