Integrating Traditional Marketing with an Online Experience
The Challenge: The electric power utilities industry has a looming deadline to migrate away from legacy technology. Our client wanted to stick with what has worked for them and announce their solution using a print campaign. However, they wanted to provide more detail about their solution than the ad could convey, and at the same time they needed to be able to track their ads’ effectiveness.
Our Approach: We developed a distinct and memorable print campaign that drives readers to a customized landing page on the RFL website. The landing page features interactive models depicting RFL’s solutions in clear, easy to understand graphics. Finally, every publication running the ads included a unique URL, allowing us to track ad effectiveness for the life of the campaign.
The Result: Our integrated marketing campaign combined the benefits of print advertising with the interactive experience of a webpage. In addition, by using analytics to track which publications sent the most traffic to their site, RFL could know how to use their print ad budget more effectively in the future.