Background

The client:  VP Communications, Regional Directors PR and Marketing, International Manufacturer 

Our client was getting ready to launch a $400 million branding campaign. They wanted to cover all the points between their differing agencies, dealers and vendors to ensure the strategy was consistent.

Issue

While working with client to develop the overall marketing implementation strategy we discovered a large disconnect between advertising, branding and the event marketing team.  

On the evening of the launch, we uncovered that the client’s agencies and internal staff had not secured the new brand’s web addresses. So the client’s online strategy was fragmented making it impossible to track and compute the online ROI from the new branding campaign.

Current research indicates that 60% of your print, TV and other traditional marketing campaign audience will turn to the internet to learn more about the product or brand.

Solution  

We did exhaustive research to secure all the relevant and possible web addresses that the client was considering using in its various campaigns. For the low price of $8.95 per year we were able to secure the new $400 Million brand name!

Results

The client was able to drive and track the traffic the new branding campaign was delivering. The client avoided a dealer or competitor acquiring the new brand name online before the launch.  

The client now ensures that new products and brand names are secured.

Don’t overlook the basics. An $8.95 domain name saved a $400 Million Brand Campaign!