Patrick Sweeney, Director of Marketing and Business Development with Sierra Wireless’ Solutions and Services group, identified a key challenge when it came to driving demand for the new technology. The AirLink GX440 was the first fully rugged-certified gateway to support latest generation LTE high-speed networks, but Sweeney also needed to ensure that Sierra Wireless’ solution partners were aware of the gateway’s other advantages such as mission-critical reliability, flexible expansion options, programmability, and hosted remote management capabilities.
“We wanted to shorten the sales cycle by kick-starting awareness,” says Sweeny, “to do that, the campaign had to attract customers’ interest, address their pain points, and provide education as well as promotion.”
Sierra Wireless’ goals were to increase overall awareness of the new wireless gateway and capture potential sales leads. Smartt added a third goal to the list: to achieve return on investment on the campaign. We recommended an integrated marketing campaign that leveraged a variety of online resources. The centerpiece of the campaign was a customized landing page about the AirLink GX440 and call-to-actions for getting more information or contacting Sierra Wireless sales. To drive traffic to the landing page, Smartt proposed a series of eye-catching animated banner ads to run on display networks, augmented by Adwords on Google and social media sites.
We began with keyword research, but we also monitored results and recommended changes – such as shifting the media spend to sources that produced higher quality click-throughs, and broadening or narrowing the search criteria.
During the six-week campaign period, Sierra Wireless saw an increase of approximately 50% in contacts from on-line lead forms, a definite indicator that the campaign was delivering results.
“More importantly,” Sweeney notes, “in the months following the campaign, we saw a nice spike in AirLink GX440 sales. We definitely link that to the campaign’s contribution to driving interest, awareness and sales.”
50% increase in sales leads
Increased product revenues
Increased visibility to target audience