Central Station
Go figure.
On the one hand, consumers want control over the media messages they receive. On the other, advertisers demand accountability for their investments.
How do you serve those two needs?
One way is to create a centralized hub for your integrated campaign: A microsite with a unique and easy-to-remember URL.
Whether it’s stand-alone or part of a larger Web site, a microsite can attract specific audiences and get them to take precise actions, be it subscribing, placing an order, replying to an invitation or simply asking for more information.
When developed as the strategic core of a multichannel campaign, moreover, the microsite can guide and support the entire promotion. Each marketing effort drives its target audience to the site.
Further, this online tool can effortlessly reinforce key messages, special offers and promotions, while providing a user-friendly home for disclaimers, product comparisons or fact sheets.
But the real benefits are realized in tracking and reporting. Tools like LiveStats or WebTrends can facilitate the kind of vigorous traffic analysis you do for traditional sites.
How? Through robust reporting on visitor impressions, clickthroughs and conversions.
Do all that, and you’ll have a successful campaign on your hands.
Case in point: CircuitAlert.com, a microsite developed by Gardner Bender for the launch of its hand tool, the Circuit Alert wire stripper.
All advertising, public relations and other marketing done for the product invited prospects to visit the site and
