Signal-Tech grows its market presence with a brief, highly defined campaign

Summary

An industrial signage company wanted to increasemarket share in one of its core industries and used ahighly targeted and holistic approach to achieve that.

Company Background

Signal-Tech is committed to manufacturing, marketing and selling high quality LED directional signs and signals to the wholesale industry. With indoor and outdoorapplications, Signal-Tech products are used in drive-throughs, parking garages, highway lane control, rail crossing safety, industrial safety and directional signage, medical safety signage and more.

The Challenge

With an overall goal to increase market share in the railway industry, Signal-Tech wanted to generate targeted site traffic, increase email inquiries and boost brand awareness at a major industry trade show.

The Solution

Turning to a programmatic solution, Signal-Tech leveraged a combination of behavioral targeting and event targeting techniques to pinpoint railway industry professionals. Behavioral targeting was used in the month leading up to the conference, reaching prospects who demonstrated online behaviors related to Signal-Tech’s products and services. Using geolocation technology, event targeting methods were then used during the conference to reach attendees on their mobile devices. To ensure a good user experience, the ads directed the audience to a custom-built, mobile-optimized landing page.

Multiview’s targeted campaign significantly improved our brand awareness at the tradeshow this year. We saw an increase in the number of conference attendees at our booth as well as web traffic that coincided with the show. It definitely reached the right person, with the right message, at the right time.

— Deborah Ross, Director of Marketing

The Results

The 30-day campaign served 167,000 impressions to Signal-Tech's highly targeted audience, generating 446 website visits at a click-through rate of .42%. The campaign also resulted in 11 email inquiries seeking a quote.