The Client

Here at Oneupweb, we face the same marketing challenges as many of our business-to-business clients. How do you cut through the clutter with a compelling campaign that not only captures the attention of your target audience and showcases your work, but also prompts them to become a client? It’s a tall order, but at Oneupweb we quickly found that doing what everyone else isn’t doing can sometimes work best. And with The Orno™, we did just that.

The Tactics

• Create a fictitious product that addresses and solves the same problems as Oneupweb’s services—giving service the compelling tangibility it otherwise lacks.
• Speak directly to the marketing decision maker and offer a remedy to the specific struggles they face in their position as opposed to promoting solutions for their business—enticing engagement with the campaign and cutting through the otherwise cluttered space.
• Showcase the agencies creative capabilities by launching custom flash banners and product demonstrations in highly targeted industry publications.
• Integrate rich media content, custom video work, social media campaigns and drip marketing to nurture prospects into clients.

The Takeaway

Oneupweb’s Orno campaign launched (fittingly) on April 1, 2010, and ran for only one month. In that time span and with only half of the media spend typically invested—the campaign attracted the qualified eyes of more than 400 prospects, dropping the average cost per lead by more than 50%. In addition, qualified leads as a result of the campaign were 20% higher than the monthly average and proposal requests generated through OneUpWeb.com increased 81% over the previous month.