This is a case history, but applies today, especially to certain industries such as chemicals and oil & gas, in which some companies haven’t quite begun to embrace all of the tools available via communications.
The Coatings, Polymers, and Resins marketing manager was going to an important conference that not all of his global clients would be able to attend. I saw an opportunity to introduce this thing called “blogging” and reach all of his clients at the same time.
What We Did
Using the business case of a “special event”, we set up a short-term blog that would be used only during the conference itself. An invitation was sent to all of the manager’s clients letting them know what the blog was, how it would work, that we would send them updates from the conference itself, and it would be limited to the days of the conference so as not to overwhelm them. I counseled the manager on what worked and didn’t work in a blog, and off to the conference he went.
He shared his posts with me; I posted them, sent the emails everyday, and tracked the interaction. The posts themselves were a mixture of big news each day and after hour activities such as climbing a mountain.
The first day was a hit! His booth was swarmed by clients, competitors, and media, all of whom wished they’d thought of this special event blog first.
He received positive feedback from clients who could not attend. The emails were full of thanks for keeping them in the loop.
The true win, though? It had been timed with a new product launch.
Results included an updated website garnering a 51% increase in external hits, and search engine results in the top three listings, as well as media placement within trade publications.
All of that led to commercial business with Behr Paint and a prediction of 300,000 pounds of product in the next year. (This initial prediction was far above what had originally been shared with leadership.)
The Perfect Storm
I started small and pushed the envelope to make this happen. Looking at the big picture and understanding the business goals, I was able to coordinate a product launch that went beyond the norm – using traditional and new communication vehicles. And, it helped that the marketing manager had an open mind as well. It was, truly, the perfect storm.
What do you think?