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Overdrive Interactive Wins Prestigious PROMO Interactive Marketing Award

posted by Laura Ragno @ Friday, March 23, 2007 - 4:29 PM
Overdrive Interactive, a Boston-based full service search engine marketing and online media agency specializing in lead generation, brand building and customer acquisition, announced today that the Harley-Davidson Paid Search Campaign won top honors from PROMO’s 2007 Interactive Marketing Awards in the search engine marketing category.

Overdrive was presented with the challenge of generating 20,000 leads per month during the last quarter of 2006. In order to meet this goal, Overdrive greatly expanded the list of branded and non-branded keywords that had been historically linked to Harley-Davidson to roughly 16,000 keywords. Secondly, ad copy was customized adhering to search marketing best practices for each offering and business line and then bid into the best-performing positions. Lastly, customized landing pages were created to feature relevant copy and imagery that encouraged users to register to setup a consumer profile.

“The personal data collected will be used to send direct mail and e-mail promotions, and to support dealer programs for years to come,” says Harry J. Gold, CEO and Managing Partner of Overdrive Interactive.

“There were no sweeps or incentives to prompt people to register,” he adds. “They had to voluntarily become part of Harley-Davidson's marketing program. The success of the program shows the power of the brand.”

Tracking also played crucial role in the restructure. “The tracking system brings together keyword, click, conversion and cost data into a port that allowed us to identify the best performing terms,” Gold says. “Then you can focus more media funds on those best performing terms, as opposed to optimizing on a cost per click.”

The outcome? Impressions (the number of times that search ads were viewed) jumped an impressive 157% from August to November, while the cost per impression fell by 40%. In addition, the cost per action and cost per lead were cut in half. Most importantly, the monthly lead quota was met.

“We are delighted to be recognized with the prestigious PROMO Award. To be recognized by a jury of your peers is definitely validating and an acknowledgement of the great work that Overdrive is doing on behalf of our clients.” commented Ty Velde, Director of Client Services.

PROMO's Interactive Marketing Awards honor the best and brightest in effective interactive marketing. This ALL-NEW program recognizes the valuable role that interactive tactics play in motivating consumer response and creating strong, exciting brands and will award winners in multiple categories—from text messaging to multi-channel tie-ins to online contests.

About Overdrive Interactive
Boston-based Overdrive Interactive (http://www.ovedriveinteractive.com/) is a full service online marketing firm that specializes in branding and lead generation services using search engine optimization, paid search management, online media planning and buying, email marketing, and web and application development. The agency serves a wide range of consumer and B2B Fortune 500 companies.

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Why Online Must Lead Offline Campaigns

posted by Harry Gold @ Tuesday, March 20, 2007 - 2:32 PM
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The push for integrated on- and offline communications is as strong as ever. Yet integration still usually means all campaign components are managed by one firm and the integration occurs on the creative level.

The next level of integration will be with data, where integration can truly have the most effect. In the spirit of the hottest buzzword craze, I call this "Integration 2.0."

Read more at http://www.clickz.com/showPage.html?page=3625278

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Keep Your Media Reps Close

posted by Harry Gold @ Tuesday, March 6, 2007 - 9:08 AM
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I was at a pitch recently, where one of our senior planners made a statement that made me extremely proud. She said, "An online channel is more than media buys and ads running on Web sites; it's the relationships your agency has with the people who work at those sites." Our company has always strived to build warm, honest, collaborative relationships with the media properties we work with, and here was one of our team members expressing that idea perfectly. It reminded me that many of our biggest success stories are due in large part to the great working relationships we have with our reps.

As founder of our media department, I've always tried to have our planners and buyers bring something to the table when we're planning and negotiating media. Specifically, we try to get media reps to understand and embrace our clients' goals the way we do. If you can achieve this, you'll create a much stronger channel and, therefore, a more successful online campaign.

Based on that approach, I'm going to share a couple secrets I've learned over the years, secrets at the heart of this approach that have served the agencies I've worked for and, more importantly, my clients extremely well.

Read more at http://www.clickz.com/showPage.html?page=3625127

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