Online Advertising

The first wave of Internet marketing managers either never learned anything about marketing or simply ignored thousands of years of knowledge when they launched their online advertising campaigns and expected miraculous - yet undefined - results. By applying sound marketing principles to online advertising, epr sets realistic goals and expectations.

Case in point: plastics rotomolder Meese Orbitron Dunne Company (MOD). As one element in the plan to expand its presence in the OEM, epr developed an online ad campaign targeting design engineers. The goals were to drive qualified prospects to modroto.com, build new business, and expand name recall and recognition.

To reach these Web-savvy professionals while leveraging its print advertising exposure, the campaign featured banner ads placed on the Web sites of the two leading OEM trade publications, Machine Design and Design News. Each of the four banners appealed to the specific needs of the OEM with headlines such as, "Speed To Market - Custom Molding for OEM" and "Boldly Mold!" All banners featured compelling graphics that stand out against busy Web sites.

Vigilant monitoring of each campaign helped determine which banners were outperforming the others and which were due increased ratios of exposure. The campaign drives qualified prospects to modroto.com yet given the long-term nature of the OEM buying cycle, the campaign also delivers the important name recall and recognition that ensures consideration for upcoming projects.

To expand the reach at low cost, MOD launched a Pay-Per-Click search engine program using epr's Maximum GoTo service (since updated to work with Yahoo and Google's AdWords systems). Bidding for keywords including "Plastic," "Rotomolding," "Custom Molding," "Toy Design" and others (including several misspellings and secret keywords), the campaign began attracting 50 prospects per week. With careful monitoring and testing of different ad creative, the program today attracts hundreds per day.

In our Web tracking statistics package and on the modroto.com contact form, Google, Yahoo, Design News and Machine Design are commonly shown as the source of the sales lead.