Challenge:Elevate the Finmeccanica brand above the competition with high-impact media visibility at the important Navy League Sea-Air-Space trade show.
Obstacles:Premium ad positions were already taken when we got the go-ahead to buy space. Our leverage was limited since the creative unit was a strip ad.
Approach:Invent new media space. When the publisher’s solutions fell short of our needs, we convinced them to create an exclusive spot in the show’s Special Report: World Navies.
Results:Defense News redesigned the report to meet our requirements. Not only was the position and page layout perfect for the brand, the publisher is now marketing its new premium position.
Challenge:Establish GE Capital as an expert in the Food & Beverage business with C-level executives. Generate engagement and leads.
Obstacles:Too many cooks in the kitchen, from major national banks to lenders with local ties. Long-term lender relationships are tough to overturn.
Approach:Serve up what the target wants – industry expertise. Ads elevate GE Capital by demonstrating deep roots in food and beverage, while targeted digital media and trade print affordably achieved high vertical visibility.
Results:Well done. The program stirred up significant numbers of highly qualified new visitors, content downloads, newsletter sign-ups and sales leads.