Josie Heskje, director, strategic marketing, office equipment group, GreatAmerica Financial Services Corp. remembers GreatAmerica’s “Build for Tomorrow” and a recent dealer campaign for temperature scanners.
The theme of The Cannata Report’s May issue is communications and marketing. May’s Virtual Panel Series offers remembrances from six leading marketing professionals about the most memorable marketing campaign they ever worked on and why it was successful.
We hope that their stories, which will be published throughout the month of May, will give you ideas on enhancing your own marketing campaigns.
One of the most memorable campaigns I’ve worked on was our Build for Tomorrow campaign. This recent campaign represents the core values of our company and our long-term approach to business. Our Build for Tomorrow integrated marketing campaign was born from reading Start with Why by Simon Sinek. Our founder, Tony Golobic, started our company because he wanted to create a better experience for his customers and employees and a business he could see being passed down through the generations of his family. The theme Build for Tomorrow embodied our founder’s philosophy, with the goal of sharing business practices and resources to help solution providers create a business capable of long-term success.
An entire print and digital ad campaign was created around this idea, including a landing page and videos. As COVID-19 hit, we pivoted and added in a series of webinars as a part of the campaign. All assets educated office solution providers on how to use our tools, resources, and programs to create opportunities, retain customers, and achieve long-term, sustainable success. The content resonated. We have hosted 9 webinars, garnering a consistent stream of registrants and an average attendee rate of 53%.
Another memorable recent campaign was created by one of our customers and an excellent modern marketer, Keven Ellison, VP of marketing at AIS in Las Vegas. His team created a successful marketing campaign in 2020 when presented a new product opportunity by the onset of COVID-19: automated temperature scanners. They found that most of the manufacturers were purchasing Google AdWords to market this product. After reviewing organic search results, he and his team quickly began writing content and building videos based on their SEO findings. They capitalized on the fact that no one on the internet (or within our industry) was talking about this new technology.
The content AIS published as a part of this campaign ranked on the first page of Google search results, bringing in most of the organic traffic in the United States to the AIS website. The AIS marketing and sales teams hopped on board to help support the launch. This campaign included a new landing page, supporting blogs and videos, and an updated announcement on their homepage.
Here are some of the campaign stats over the last six months:
- 10 Blogs (each over 100 views)
- 1 Blog, “How much does an Automated Temperature Scanner Cost” (3, 389 views)
- 2 Videos (over 600 views)
- Total Organic Traffic: 5,678 page views
- Temperature Scanning Landing Page: 2,008 views
- 86 leads
- 31 Orders
- 16 Net new customers
The AIS key learnings? When marketing a new product, always begin with content. Content lives 24/7/365 online and is accessible to anyone. And if done right, you have very minimal costs. Heskje
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