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Switch to text based ad results in over 100 visits to client website
Case Study: E-Newsletter Sponsorship
Ross Systems, a leading provider of process manufacturing software, had a strong story to share with food manufacturers about improving their efficiency. The marketing team believed if they could get prospects to visit key pages on their website, many would contact Ross for more information.
The marketing team placed ads with a variety of food titles and enjoyed varying levels of success but they found their best success with a text based ad in the FoodProcessing.com E-Newsletter. "The response from FP's audience was better than anything else we tried", commented John Garcia, product marketing manager at Ross. "The effort resulted in over 100 prospects visiting a page on the Ross website, specifically geared to a solution for the food industry".
Key "takeaways"
- When the objective is leads or clicks (vs. brand awareness) text ads often out produce ads with graphics.
- A headline that asks a question is often an effective means of capturing reader's attention.
- The FoodProcessing.com E-Newsletter (like all of Putman's newsletters) has a subscriber base built on "opt in" registrations. The opt in approach usually results in more clicks and a better quality respondent because the audience has been pre-qualified.
- Prospects clicking on your ad should find themselves on a custom landing page or a specific page on your site with the information promised in the ad.
View the FoodProcessing.com E-Newsletter and Ross Systems' ad