{"id":37028,"date":"2019-11-26T16:42:55","date_gmt":"2019-11-27T00:42:55","guid":{"rendered":"https:\/\/www.enxmag.com\/twii\/?p=37028"},"modified":"2019-11-26T16:42:59","modified_gmt":"2019-11-27T00:42:59","slug":"dealers-talk-turkey-about-digital-marketing-campaigns","status":"publish","type":"post","link":"https:\/\/www.enxmag.com\/twii\/feature-articles\/2019\/11\/dealers-talk-turkey-about-digital-marketing-campaigns\/","title":{"rendered":"Dealers Talk Turkey About Digital Marketing Campaigns"},"content":{"rendered":"\n
\"\"<\/figure><\/div>\n\n\n\n

Some of the most successful marketing\ncampaigns employed in the corporate world feature integrated, multi-channel\ninitiatives that entail digital and traditional touch points wrapped around a\ncommon theme and a call to action. From recruiting college prospects to raising\nmoney for non-profit organizations, the most effective multi-channel campaigns\nappeal to end-users on multiple levels, but have the common denominator of\ngetting (and keeping) the message in front of mind.<\/p>\n\n\n\n

From an office technology dealer standpoint,\nthe messaging and objective are fairly universal. The aim is to cast your\ncompany as a subject-matter expert in any number of disciplines, capable of\nassessing the client\u2019s needs and delivering a solution that is tailored to fit\ntheir business. How you go about doing that, it stands to reason, will go a\nlong way toward converting leads into business.<\/p>\n\n\n\n

We\u2019ll wrap up this month\u2019s state of the\nindustry report on digital marketing initiatives by examining how dealers have\nleveraged that knowledge base into bottom-line revenue.<\/p>\n\n\n\n

\"\"
Karlee Ricks, Impact Networking<\/figcaption><\/figure><\/div>\n\n\n\n

One of the greatest success stories enjoyed by Impact Networking was the campaign it launched in advance of Impact Optimize 2019, the company\u2019s annual business and technology summit held annually in Chicago. According to Marketing Manager Karlee Ricks, the campaign\u2019s elements included billboards, Metra advertising, radio ads, email marketing, newsletter affiliation, podcast, social media and advertising via Google Ads, LinkedIn and Facebook.<\/p>\n\n\n\n

The results were fairly dramatic\u2014attendance\nswelled from 100 in 2018 to 1,000 this year. Nearly 70% of registrants required\nmore than one touchpoint before registering. Plus, 43% of all registrants\nengaged with an email campaign before signing up.<\/p>\n\n\n\n

\u201cI think the campaign was successful because\nwe continued to provide valuable content, encouraging prospects to attend and\nlearn more,\u201d Ricks said. \u201cWe were able to track our success through data and\nanalytics, and now we are getting started on planning and marketing Optimize\n2020.\u201d <\/p>\n\n\n\n

Trackable\nResults<\/strong><\/p>\n\n\n\n

\"\"
Cyndi Konold, Blue Technologies<\/figcaption><\/figure><\/div>\n\n\n\n

The knock against the more traditional\nmarketing methods has always been the inability to track their success. This\nwas the case for Blue Technologies of Cleveland when it mobilized marketing channels\nto drum up interest in its annual technology showcase. Previously, the dealer\nadvertised its showcase through individual and Mailchimp email campaigns,\nsocial activity and face-to-face interactions. Mailchimp supplied analytics,\nbut the other methods weren\u2019t trackable. Also, there was no activity that drove\nto the website past the registration.<\/p>\n\n\n\n

In an effort to increase and manage its\ntechnology showcase push, each registrant is tracked and assigned by rep. Blue\nTechnologies can see clients are engaged enough to visit various pages within\nits website and register for the event.<\/p>\n\n\n\n

\u201cWith our initial Save the Date email blast, we had 60 registrations within a couple of days,\u201d noted Cyndi Konold, marketing director. \u201cWe have a full campaign in place to add content such as speakers\/topics, parking\/logistics, and friendly reminders that we\u2019ll \u2018see you soon.\u2019 In the past, we have not had a push this large, this quickly. Keeping our audience enticed, engaged and active are our goals. This result exceeded our expectations, proving that we are headed in the right direction.\u201d<\/p>\n\n\n\n

Educational\nContent<\/strong><\/p>\n\n\n\n

\"\"
Mary Steffl, Loffler<\/figcaption><\/figure><\/div>\n\n\n\n

While Loffler Companies hasn\u2019t embarked upon\nany campaigns recently, Marketing Manager Mary Steffl notes its greatest\nsuccess has come in the form of generating leads from unique, educational\ncontent written for SEO. The dealer makes this content easily accessible on\nsocial media and its website, and account representatives proliferate the\ncontent among clients and prospects. The content acts as kindling for customers\nto generate questions and request additional information.<\/p>\n\n\n\n

Benchmark Business Solutions of Lubbock,\nTexas, finds that supporting local organizations is critical to its marketing\nendeavors, particularly through social media, according to Constance Barbian,\ndirector of marketing and communications. <\/p>\n\n\n\n

\"\"
Constance Barbian, Benchmark<\/figcaption><\/figure><\/div>\n\n\n\n

\u201cOur audience has proven to be more\ninteractive with campaigns promoting local charities and cheering on local\ncollege sports teams,\u201d Barbian said. \u201cSupporting small businesses and shopping\nlocal is important to our customer base; they like to see that we share that\ninterest.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"

Some of the most successful marketing campaigns employed in the corporate world feature integrated, multi-channel initiatives that entail digital and traditional touch points wrapped around a common theme and a call to action. From recruiting college prospects to raising money for non-profit organizations, the most effective multi-channel campaigns appeal to end-users on multiple levels, but have the common denominator of getting (and keeping) the message in front of mind. From an office technology dealer standpoint, the messaging and objective are fairly universal. The aim is to cast your company as a subject-matter expert in any number of disciplines, capable of assessing the client\u2019s needs and delivering a solution that is tailored to fit their business. How you go about doing that, it stands to reason, will go a long way toward converting leads into business. We\u2019ll wrap up this month\u2019s state of the industry report on digital marketing initiatives by examining how dealers have leveraged that knowledge base into bottom-line revenue. One of the greatest success stories enjoyed by Impact Networking was the campaign it launched in advance of Impact Optimize 2019, the company\u2019s annual business and technology summit held annually in Chicago. According to Marketing Manager Karlee Ricks, the campaign\u2019s elements included billboards, Metra advertising, radio ads, email marketing, newsletter affiliation, podcast, social media and advertising via Google Ads, LinkedIn and Facebook. The results were fairly dramatic\u2014attendance swelled from 100 in 2018 to 1,000 this year. Nearly 70% of registrants required more than one touchpoint before registering. Plus, 43% of all registrants engaged with an email campaign before signing up. \u201cI think the campaign was successful because we continued to provide valuable content, encouraging prospects to attend and learn more,\u201d Ricks said. \u201cWe were able to track our success through data and analytics, and now we are getting started on planning and marketing Optimize 2020.\u201d Trackable Results The knock against the more traditional marketing methods has always been the inability to track their success. This was the case for Blue Technologies of Cleveland when it mobilized marketing channels to drum up interest in its annual technology showcase. Previously, the dealer advertised its showcase through individual and Mailchimp email campaigns, social activity and face-to-face interactions. Mailchimp supplied analytics, but the other methods weren\u2019t trackable. Also, there was no activity that drove to the website past the registration. In an effort to increase and manage its technology showcase push, each registrant is tracked and assigned by rep. Blue Technologies can see clients are engaged enough to visit various pages within its website and register for the event. \u201cWith our initial Save the Date email blast, we had 60 registrations within a couple of days,\u201d noted Cyndi Konold, marketing director. \u201cWe have a full campaign in place to add content such as speakers\/topics, parking\/logistics, and friendly reminders that we\u2019ll \u2018see you soon.\u2019 In the past, we have not had a push this large, this quickly. Keeping our audience enticed, engaged and active are our goals. This result exceeded our expectations, proving that we are headed in the right direction.\u201d Educational Content While Loffler Companies hasn\u2019t embarked upon any campaigns recently, Marketing Manager Mary Steffl notes its greatest success has come in the form of generating leads from unique, educational content written for SEO. The dealer makes this content easily accessible on social media and its website, and account representatives proliferate the content among clients and prospects. The content acts as kindling for customers to generate questions and request additional information. Benchmark Business Solutions of Lubbock, Texas, finds that supporting local organizations is critical to its marketing endeavors, particularly through social media, according to Constance Barbian, director of marketing and communications. \u201cOur audience has proven to be more interactive with campaigns promoting local charities and cheering on local college sports teams,\u201d Barbian said. \u201cSupporting small businesses and shopping local is important to our customer base; they like to see that we share that interest.\u201d<\/p>\n","protected":false},"author":166,"featured_media":37029,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[1650,82,87,1638],"tags":[3303,798,764,560],"_links":{"self":[{"href":"https:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/posts\/37028"}],"collection":[{"href":"https:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/users\/166"}],"replies":[{"embeddable":true,"href":"https:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/comments?post=37028"}],"version-history":[{"count":1,"href":"https:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/posts\/37028\/revisions"}],"predecessor-version":[{"id":37030,"href":"https:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/posts\/37028\/revisions\/37030"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/media\/37029"}],"wp:attachment":[{"href":"https:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/media?parent=37028"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/categories?post=37028"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/tags?post=37028"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}