CASE STUDY: InfoUK.com product launch’ highly commended best product launch campaign for Info UK
Challenge
Infouk.com is an ecommerce website allowing small and medium sized businesses, marketing professionals, agencies and intermediataries to purchase sales leads and direct data. To launch the site, Info UK embarked on a fully integrated marketing campaign to build profile and secure traffic.
Solution
The campaign kicked off seven months before the official launch date and ran for 12 months in total. The first stage of activity focused on profile raising amongst marketing professionals, to create a voice and presence for the site. As part of this, key trade press titles were aggressively targeted, with an in-your-face ad campaign. Full one page insertions were booked in titles including Precision Marketing, Marketing Direct and B2B Marketing magazines.
PR was also deployed to deliver a high level of coverage prior to the launch. This included face-to-face media briefings with journalists in the run up to the launch. Online PR and social networking techniques were used to generate greater awareness amongst its target business audience and to drive traffic.
Once brand recognition was established, SEO, PPC and email marketing activity was ramped up around the launch period. Emails included promotions and special offers.
Bespoke, high value mailers were also deployed to around 1000 key prospects ahead of the site launch, and Info UK promoted the site when it exhibited at trade fairs including IDMF and TFM&A. Info UK also became the first sponsor of B2B Marketing’s Knowledge Bank.
Results
The site secured 4291 hits when it launched in November 2008 and by the following March was securing more than 7000 hits a month – 6000 of those unique users. This figure was 500 per cent over the original target set.
