Promoting Success

Client: Business-to-business client in very specialized industry, with narrowly defined target audience.

Advertising Need:
Effectively reach small number of potential customers, but spread among several business segments, without spending a huge sum of money executing a traditional business-to-business print media plan in “trade” publications read by each target segment.

Media Plan:

• Run display ads on the online Web sites of the key trade magazines reaching each of several segments.
• Use a high-visibility promotional message…register to win an all expense trip to a specific trade show frequented by target audience.

Results:
Client received several contest entries…one of which converted to several thousands of dollars in client revenue, many times more than the cost of the online media program.