Blog Writing
Virtual Trade Show Marketing: What We Learned from 2020
Project: KODA wanted a gateway to expand its mid-market sales channel – where HOAs, contractors, and resellers could buy our lights in bulk / palletized quantities. I was tasked with creating an email funnel that generates after a potential client submits a form on the landing page.
Strategy: I wanted the user to have a very clear understanding what the next steps were. I made each paragraph clearly outline the expectations to come, while also informing the user to look out for certain email addresses and phone numbers, plus a tutorial on how to whitelist the incoming emails.
How to Request Free Product Literature from Manufacturers
Project: This manufacturer wanted more of its distributor customers to be aware of (and start buying) its fire suppression gaskets (model no. UFSI). At least once per year it would send out this campaign to its nationwide list of contractor and distributor contacts. They wanted to find ways to increase engagement on each send.
Strategy: By our fourth campaign, we had data from past A/B tests of the subject lines and hero image variants to be confident we had the best-of-the-best for each. I further improved the body copy by interviewing the Director of Marketing (who had recently pitched the product to contractors) and infused the writing with exact verbiage they used. Finally, we chose to place the “request a sample” CTA at the bottom to see if users were consuming the whole campaign. Results: 35.6% open rates, 12% click rates and over 20 samples requested. (Anecdotally, we turned several distributors onto the UFSI as well, thanks to increased contractor interest.)
How to Get User-Generated Content thru Online Photo Contests
Project: KODA wanted a gateway to expand its mid-market sales channel – where HOAs, contractors, and resellers could buy our lights in bulk / palletized quantities. I was tasked with creating an email funnel that generates after a potential client submits a form on the landing page.
Strategy: I wanted the user to have a very clear understanding what the next steps were. I made each paragraph clearly outline the expectations to come, while also informing the user to look out for certain email addresses and phone numbers, plus a tutorial on how to whitelist the incoming emails.