Last August marketers at ThomasNet, a procurement search engine for industrial shoppers (such as industrial engineers, fabricators and machine shops) knew the joy and pain of launching a brand new Web site, when they merged two old sites together. The new site, ThomasNet.com, was a step above its two former incarnations. Unfortunately it was at a completely different URL than either of them. You need significant traffic coming directly to your new site for the launch to take off. How do you train an entire marketplace that you’ve got a new name and a new URL? Rebranding campaigns can take six months (at minimum) to have any real effect. A few press releases and a direct mail shot wouldn’t cut it. ThomasNet’s marketers had to create a campaign that would have immediate massive impact in their large but definitely vertical market. Plus, since this was the Web, campaign results had to be measured to the nth degree to prove it worked.
Was daraus geworden ist, welche Maßnahmen ergriffen wurden, etcpp könnt ihr auf MarketingSherpa.com nachlesen >>. Allerdings nur noch bis zum 13.08. (Sa).
