The MarCom Strategist: A Free B2B Marketing E-Newsletter

August, 2007
Published by Dianna Huff
Volume 7, Number 8

Welcome!

Don't you love it when you read marketing data and then something happens in real life to confirm what you've just read? This was the case for me a couple of weeks ago - and it's the basis for this month's article. Although the TV spots mentioned in the article are geared toward B2C, B2B marketers can learn a huge lesson about using easy-to-remember URLs that link directly to offer-specific landing pages.

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Dianna Huff

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Pella Uses Offline Channel to Drive Online Conversions

iProspect put out a great survey in August -- "iProspect Offline Channel Influence on Online Search Behavior Study."

The key findings: The top three offline drivers of search include television, word of mouth, and magazine and newspaper ads (44%, 41%, and 35% respectively).

In addition, 39% of online search users make a purchase after being driven to search as a result of these offline channels.

The iProspect survey authors also note that 44% of survey respondents employ the company name when searching online after being exposed to a company through offline channels.

However, the survey authors note, the "vast majority of offline advertising does very little to facilitate the process of online search [which in turn leads to purchases]. In other words, they don't exactly make it easy for potential customers to find their company's Website."

Right after reading iProspect's report, I went out to get lunch. Like many New England hole-in-the wall eateries, my local sub shop has a flat screen TV mounted on the wall -- and it's always showing CNN.

So I'm standing there waiting for my lunch -- and zoning out, I must admit -- when a spot for Pella® windows caught my attention. Here's why:

  • The Pella ad included an offer and an easy to remember URL: www.pella.com/tv
  • An ad for ADT® alarm systems followed immediately on the heels of the Pella spot. It, too, included an offer and a URL: www.adt.com

Wow! Two TV spots with URLs and offers! I couldn't wait to check them out. By the time I returned to my office, however, I couldn't remember either offer in detail, but I did remember the URLs -- and this is where the iProspect survey data hit home for me.

The Pella URL sends you directly to a landing page that states the same offer heard in the TV commercial. The landing page also includes a form you can fill out to have someone from Pella contact you.

The ADT URL, on the other hand, sends online searchers directly to the company home page -- which doesn't include a link to or info about the TV spot. Since I couldn't remember which product had been advertised, nor the offer, I simply clicked back out. The company's home page is too overwhelming, and I really didn't have time to click around looking for information.

Why the Pella TV spot works -- and what B2B marketers can learn from it:

  • The URL is easy to remember and sends prospects to an offer-specific landing page.
  • The offer is clearly stated on the landing page.
  • The landing page includes a call to action. Replacing windows in a home is a "considered" purchase. Pella's strategy is to get people to take the next step in the sales process: schedule an in-home consultation by filling out the form or calling the 800 number.
  • Energy saving tips showcase Pella's expertise and give consumers more information about why they should consider replacing their windows.
  • Due to the unique URL, Pella can measure the number of times the page is downloaded and then measure the conversion rate -- e.g. how many people filled out the form or called for a consultation. The marketing department can then use this information for future campaigns.

Developing an offline campaign that drives online traffic to a company Website isn't rocket science. Use easy-to-remember URLS that take searchers to offer-specific landing pages, make it easy for people to contact you, and then measure response in order to tweak future campaigns. You'll save your company a boatload of money -- and will come off looking really smart, too. Just like a rocket scientist.

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What can Dianna Huff do for you?

My goal is to make your job easier -- and to help you succeed with your marketing projects and campaigns.

  • Want your site to rank well in Google through search engine optimization (SEO) copywriting?
  • Responsible for a B2B e-newsletter and need help getting it out the door?
  • Need a complete Website overhaul and don't know where to begin?

If you answered yes, then give me a call at 603-382-8093 or send e-mail to info@dhcommunications.com. I can help you.

Keep up with the latest MarCom news at The MarCom Writer Blog.

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