Van Waters & Rogers (now a division of Vopak USA) is a national distributor of industrial pest control products applied by professional operators. DRB has served this client since 1990.
DRB Service: Advertising, Direct Mail
Challenge:
- Increase awareness of PestWeb.com
and drive Pest Management Professionals (PMPs) to the web site
- Position PestWeb.com as “the” Industry portal site for pest control needs and educational opportunities
DRB Strategy:
- Knowing that PMPs often
share business tactics and pest control strategies, DRB decided to use
a combination of Direct Marketing and Advertising to reach PMPs and
educate them about the benefits of using PestWeb.com. In this way, trusted
PMPs would become PestWeb.com evangelists and carry the message to other
PMPs in the market.
- DRB developed a direct
mail marketing campaign directing PMPs to PestWeb.com. Five successive
mailers within a six-month period were designed and produced, each promoting
one of PestWeb’s distinct features or benefits.
- An ad campaign was developed to run in conjunction with the direct mailers. Four ads were designed, each with a targeted headline touching on one of PestWeb.com’s service attributes. In addition, testimonials from actual PMPs were featured.
Results:
- The first direct mailer
generated 50-60 email requests per day to sign up for PestWeb’s
services
- Approximately 3 million
hits and 96K user sessions per month are recorded
- Web site downloads of
professional data steadily increased each week
- The ads were very successful
in creating a “buzz” in the target market sectors
- PMPs began “passing the word” about the value of PestWeb.com
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