8 CATEGORY 4: Best use of search marketing


WINNER:Chameleon Net CAMPAIGN:‘MONEY TALKS’


services include web design and build, online marketing, consultancy and hosting. With key clients, such as the University of Southampton, Pan Macmillan and UNICEF UK, it works across numerous sectors but has particular experience and strength in the higher education, publishing and non- profit sectors.


C


The ‘Money talks’ campaign aimed to attract prospective clients to a seminar about measurement and ROI in digital activity. It targeted key decision makers in the charity and higher education sectors, which were identified using the brand’s CRM system and web-based research. These two sectors, in particular, were noted by the brand as facing similar challenges, who could potentially share best practice and learn from each other. Personalisation was key to this campaign – to raise awareness of the ‘Money talks’ event among senior level managers, as well as demonstrate the agency’s online marketing capabilities and focus on success using search marketing disciplines.


Personalised money


Prospective clients were sent a direct mailer in the form of an invitation to the ‘Money talks’ event. The DM piece was designed to look like Chameleon Net currency and was roughly the size of a £50 note.


A number of these invites featured


generic content, with a call-to-action that pointed recipients to the brand’s event web page (www.chameleonnet. co.uk/moneytalks).


A PPC campaign was set up aimed at the organisation’s most wanted targets, who were sent the same piece of DM but with a different call-to-action – to Google their own name in order to find out more about the event. When people clicked on their PPC ad (having first Googled their name), they were led to one of the 300 personalised versions of the Money Talks landing page. The DM and PPC activity was followed up with phone calls, daily tweets, regular blogs and online PR activity to further promote the event. Throughout the process, PPC data, Google Analytics and Trovus data helped to monitor interest levels and identify who was warming to the idea of both the event and


B2B Marketing Awards 2010 - www.b2bmarketingawards.co.uk


the brand. Trovus, in particular, allowed Chameleon Net to monitor interest behind the campaign concept within specific organisations, track targets’ previous visits, identify companies looking at the non- personalised seminar page, prioritise seminar reminders and focus telesales efforts.


Quids in


As a result of the highly personalised campaign using search marketing techniques, Chameleon achieved a number of key financial objectives and a promising pipeline.


Commenting on the DM aspect of the campaign, Alison James, development and alumni relation manager at Jesus College in Oxford, said, “The invite really caught my eye, what a good idea!” With regards to the actual event,


Gemma Turner, fundraising and communications manager at King Edward VII’s Hospital commented, “Very interesting and informative - exciting and inspiring too!”


hameleon Net is a digital agency that was established in 1998 and is based in London. Chameleon Net’s


Sponsored by


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45