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

In 30 days, Signal-Tech achieved brand lift and new leads using a targeted event marketing strategy.

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The Challenge

Signal-Tech, an industrial signage company committed to manufacturing, marketing, and selling high-quality LED directional signs and signals to the wholesale industry, wanted to increase its market share in the railway industry. To generate targeted site traffic, increase email inquiries, and boost its brand awareness at a major industry trade show, the company opted to use a highly targeted and holistic approach in order to meet its goals.

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.

 

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