Victor Technology–a company that creates products to make the workplace more efficient– was an early player in the sit-stand desk market. However, the company’s brand was overshadowed by others who focused solely on this product category. As the industry exploded, Victor Technology realized it had a short window for growth and wanted to improve its name recognition to capture its share of the marketplace.
Focusing on B-to-B multiple-unit buyers, Stevens & Tate created a digital marketing plan to reach decision makers in three main areas–government, military and private sector. The agency launched a combination of inbound marketing and outreach advertising, targeting titles that include human resources, procurement, operations, and more. Linked In, You Tube and display advertising along with an email campaign drove professionals to landing pages created specifically for each target audience and immediately captured their information with strong calls-to-action. Content was improved on the Victor Technology website, as well, to educate viewers on the benefits of sit-stand desks and direct them to the bulk ordering page.
The result: a click-thru rate hovering around .3% for digital advertising, nearly a 45% view rate for You Tube videos, and an email open rate averaging better than 12% all exceeded industry standards and drove new users to the Victor Technology website.
