Digital Marketing: Launch into Awareness

How a multi-channel digital approach to one client’s product launch drove record website traffic and brand awareness.

EIC Solutions Inc. is a world-leading provider of thermoelectric cooling solutions. As their strategic partner, they turned to us when they needed to get the word out about their new product: the ThermoTEC™ 3200 BTU thermoelectric air conditioner.

Using a highly-coordinated, multi-channel digital strategy, we delivered a 60% rise in their website traffic and doubled their single day-traffic record two days in a row. Here’s a snapshot of how we achieved this:

The Right Message

As Al Ries and Jack Trout wrote in their famous book Positioning, “The easiest way of getting into someone’s mind is to be first. It is very easy to remember who is first, and much more difficult to remember who is second.” Using this principle, we developed creative that emphasized the product’s unique market position as the world’s first and only 3200 BTU thermoelectric air conditioner.

The Right Strategy

We took that product positioning and developed a two phase campaign: a “teaser” phase before the launch to generate buzz and a 2nd phase advertising that the product was available. Our strategic digital media plan included placing these communications with trade publications and relevant industry websites. We also marketed directly to EIC’s existing customer database.

The Right Channels

To get the word out, we created press releases, web banner ads and email blasts that drove traffic to a newly created microsite. This not only gave us multiple touch points with their customers, but also allowed us to track where customers came from and learn more about their habits. Once at the microsite, visitors could sign up to receive more information – helping to grow EIC’s marketing database.

The Right Results

A massive success, the campaign significantly drove EIC direct traffic up that month nearly 60% higher than any other single day in their history. This coordinated effort also yielded two consecutive record-breaking days for their web visits, nearly doubling the previous record.

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