Targeted Advertising Campaign With Tracked Landing Pages

From our clients:

While your products are cost-effective, reliable solutions, the real value you provide is in the advice and insight you constantly and generously offer to clients. Your guidance is always practical and easy to implement, and I have seen almost immediate results whenever I've followed your guidelines. I highly recommend your company's services.

Vickie Gray, Chief Marketing Officer, Ober Kaler

CLIENT

Michael Rothman, Esq., is a lawyer and the principal of Rothman Consulting - a leading provider of high end investigative due diligence services (e.g., background investigations) to the financial and investment management industries.

CHALLENGE

Michael wished to develop and execute a broad advertising campaign in offline and online trade publications targeting hedge fund and private equity fund managers for the purpose of (i) strengthening his firm's "brand" (i.e., a reputation for discrete, reliable, comprehensive investigative due diligence) with the desired target audiences, and (ii) generating leads for the firm's due diligence services.

SOLUTION

We conceived of a campaign featuring multiple components and steps that were tied together seamlessly for a smooth and successful execution. Specifically, we:

Identified appropriate trade print publications and email newsletters with readerships matching the client's target audience
Developed a single advertising theme to carry through all the advertisements dubbed "Spot the Red Flag" (intended to highlight Rothman Consulting's ability to spot "red flags" (e.g., criminal records, fabricated credentials) on behalf of its clients before potential deals or executive hires are consummated, and thereby protect such clients against doing business with third parties with problematic backgrounds)
Designed print ads for the offline publications
Designed banner ads and composed text ads for the email newsletters
Designed and wrote a professional white paper entitled "The Dangers of Web Due Diligence" to offer for free to visitors clicking through from ads
Designed an award-winning landing page to convert visitors from ads into leads using the free white paper offer and and featuring a fulfillment form linked to a lead management database
Registered multiple custom domains (e.g., www.spottheredflags.com and www.spottheredflag.com), and assigned each to an individual ad for purposes of tracking individual ad performance
Redirected custom domains to multiple modified copies of the master landing page hosted at unique URL's to track ad performance and conversion rates
Monitored ad and landing page performance using Google Analytics and other tracking tools, and tweaked landing page layout and copy to boost results.

OUTCOME

Rothman Consulting was extremely pleased with the outcome of the campaign. Stated principal Michael Rothman:

"It was a pleasure working with you on the white paper project. The writer you recommended did a superb job. I was also quite pleased with the design and performance of the landing page through which we provided access to the white paper, and it now serves as an important lead generation tool for our firm. The analytics you set up for the white paper landing page also helped us monitor performance so we knew what promotional tactics were working, and which were not."

In terms of specific measurable results, Rothman Consulting:

Received extremely positive feedback from both existing and prospective clients who saw the ads in various publications
Received extremely positive feedback concerning the quality and utility of the white paper
Identified the most effective advertising media and ad formats for future campaigns from a cost/benefit standpoint
Experienced a high conversion rate on its landing pages
Generated promising leads from the white paper downloads