- Company : Dariche Zehn
- Date : 2017-2018
- Industry : Web Design & Digital Marketing
Project Overview
The “PR Season” campaign capitalized on a seasonal increase in demand for website development services tied to exhibitions and trade shows. Utilizing customer insights and testimonials, we crafted targeted content and executed strategic advertising across specialized exhibition platforms and affiliate networks. This integrated approach enhanced lead generation quality, improved conversion rates, and boosted overall campaign ROI compared to prior periods.
Campaign Ideation
While tracking industry trends, I noticed a seasonal increase in lead generation and conversions during exhibition periods. Motivated by this insight, I conducted thorough business research, collaborating with the sales team and gathering customer feedback to understand the underlying needs. This proactive approach, beyond my core responsibilities, led me to design a focused campaign aimed at leveraging this opportunity. The campaign was carefully crafted based on data-driven insights and stakeholder input to maximize relevance and impact, ultimately boosting lead quality and ROI.
Approach & Execution
Identified a surge in lead generation and conversion rates during late spring by analyzing sales funnel data and collaborating closely with the sales team.
Conducted qualitative interviews with clients to extract testimonials and develop impactful case studies for use in content marketing.
Worked alongside technical and website development teams to estimate project scopes and timelines based on funnel velocity and client feedback.
Developed clear and targeted messaging that showcased how having an online catalog served as a vital tool for exhibitions and customer base growth.
Executed a focused advertising campaign on specialized exhibition websites and formed affiliate partnerships with contractors involved in exhibition booth construction and setup.
Produced relevant blog content to support the campaign and coordinated lead generation efforts closely with the sales team to increase requests for website creation and improvement.
Results & Impact
Increased lead generation by approximately 40% compared to the previous year during the same timeframe.
Improved marketing funnel conversion rate by around 25%, resulting in more qualified leads for the sales team.
Boosted brand awareness within exhibition communities by over 30% through targeted campaigns.
Enhanced marketing-sales collaboration, shortening lead follow-up time by 15% and increasing project closures.
Achieved a marketing ROI of approximately 3:1 through effective ad spend and affiliate partnerships.
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Skills I Applied
- Business research and analysis
- Content Strategy
- Case Study Development
- Affiliate Marketing Management
- Digital Advertising (Display & PPC)
- Stakeholder Communication