Blue Fountain Media and Sharp have enjoyed a very successful paid media partnership since they started working together in 2012.
From televisions to microwaves, for over 100 years Sharp has been creating the innovative products that define modern life.
Sharp and Blue Fountain Media recently came together with a new challenge: help boost leads and sales of document systems – Sharp’s high-tech range of multi-function printing and copying devices.
The Challenge
The market for document systems is B2B. It isn’t easy to serve the right ad, at the right time, to the right business, reach the right person within that business, and do it all cost-effectively. In addition, existing landing pages had limited ability to track users’ behavior and reveal intent.
The Approach
Sharp tasked Blue Fountain Media with a 3-month “prove it” sprint focused on display advertising. The aim was to reach prospects ready to purchase document systems for their companies, and drive those prospects to find a dealer near them.
Armed with a greater than usual budget, Blue Fountain Media began driving qualified traffic to the Sharp website, where users could reach out to local dealers.
Audience Targeting
Reaching the right audiences was mission-critical. Across the sprint, Blue Fountain Media layered multiple audience types with various targeting types (including geotargeting and keyword targeting). They then tested, iterated, and doubled down on the audiences converting most efficiently.
They also deployed highly focused advertising by leveraging in-market audiences, topic targeting, and premium placement targeting in relevant publications such as Gizmodo, CNET, and Wired.
Landing Page Optimization
Blue Fountain Media recommended a targeted landing page focused solely on document systems, to maximize consistency with the ads users were seeing. They added (and tested) multiple calls to action to maximize the probability users would convert when they were done gathering information.
They also ensured that key user engagements were fully trackable so that data was available for measuring campaign and creative performance, generating insights for audience targeting and re-targeting.
Results
Blue Fountain Media grew the number of users looking to find a dealer by 15% over this 3-month period and increased conversion rates by 13%. In addition, there seems to be 21% increase in a range of secondary conversions on the Sharp website – from general contact form submissions to requests for additional information about related Sharp products.
If you are interested in this challenge, Blue Fountain Media has shared more information about their partnership.
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