Since so many of my Marketing as Service examples are big budgeted mass market affairs, I thought I’d call your attention to a highly targeted B2B effort Renegade developed recently for Bowne. As a leader in the compliance services market, Bowne wanted to make sure prospects and customers knew that they offered a full range of compliance solutions. Renegade responded with a program built around a simple new service we helped create–an online configurator that allows compliance managers to figure out which service or combination of services best matched their needs.
This campaign includes a number of components to drive traffic to the configurator including the trade ad below. All of the elements are held together with a fairy tale metaphor, asking such questions as “What does Goldilocks have to do with compliance?” and “What does Cinderella have to do with XBRL?” This campaign encourages the target to find the compliance solution that is “just right” for them with a few clicks of their mouse.
Lo and behold–the target is responding, leads are appearing and sales are in the making. Another happy ending for Marketing as Service.
