Web-centric marketing proves its power over print-only campaigns
At Schubert, we’re proud of the work we do for our clients. We’re especially excited to share our client success stories. We’ve been working with Nilfisk Industrial Vacuums Division for almost a decade. In that time, they have evolved with Schubert to harness the power of web-centric marketing, stepping away from print-only advertising campaigns. Here’s a look at an online marketing campaign that drove up their qualified sales leads by 40% and helped increase sales by 10% in 2011.
Facing the Challenge
After two years, Nilfisk’s stand-alone print ad campaign had run its course. The company was looking for a way to boost qualified leads for their specialty industrial vacuums and improve sales in a highly competitive market.
Creating the Solution
Schubert conducted market research and a program assessment. It found that Nilfisk was active online but the activity wasn’t generating leads. Schubert recommended an integrated strategy to deliver leads — not just clicks.
Tackling the Situation
Nilfisk’s stated goal was to generate qualified sales leads in three industries: food processing, pharmaceutical production and industrial manufacturing. At the heart of the program is a network of industry-specific websites (microsites) populated with branded content, including articles, podcasts and video.
Dust explosions was a topic no one was addressing in the target industries. It’s a risk they all share that stems from their industrial housekeeping practices. Employee health and safety are key concerns. The overall theme was, “In a World Full of Risk, Make the Safe Choice.”
Schubert designed and launched the three microsites, as well as online display banner ads, to deliver niche-specific messaging. The ads coordinated with Nilfisk’s ongoing print ad campaigns.
Schubert then created the content to educate audiences and demonstrate the risk reductions that specific vacuums could provide compared to traditional housekeeping methods. Content was promoted through Nilfisk’s blog and through social channels, including Facebook, SlideShare and Twitter. Videos on important industry trends were distributed through YouTube, the microsites and the corporate website. Users opted in to download the content, allowing Nilfisk to build a database of qualified sales leads.
Reaping the Rewards
In 2010 this program increased leads 40 percent to an average of 300 per month. In 2011, leads have increased to 388 per month. Current pace should result in an additional 10 percent increase over 2010. Sales are also up 10 percent over 2010 (as of 9/2011).