Success Stories: ECD
Electronic Controls Design, Inc. (better known as ECD) is a
world-class electronics manufacturer located in Portland, Oregon. Since 1964, their
business has been the designing, manufacturing and marketing of specialized electronic
products. Their circuit board division has seen tremendous growth and opportunity
through its Internet Marketing Channels. Bob Schnyder, Marketing Manager of ECD's
Internet Product Groups, needed to find ways to capitalize on the growing Internet
& B2B online commerce. According to Bob Schnyder, "Our distinct Internet channels
provide an unique challenge on where to focus our marketing efforts according to
the distinct needs of our circuit board customers. Through the adoption of aggressive
branding strategies to clearly define the distinctions between our product lines,
we are eliminating the choices and pathways so the customer finds exactly what they
need much quicker and in a more efficient manner." ECD's Internet Products group
consists of the following:
www.pcb123.com FREE design software for the
complete pcb solution, design through order
www.pcbexpress.com or 2, 4 & 6 layer
prototype circuit boards up to 20 pieces
www.pcbpro.com for production boards up to 8
layers & needs outside of PCBexpress
Herein lays the challenge...
"The number of qualified venues where an electronics advertiser can market their
products is somewhat limited. As an online marketer, I am always looking for cost
effective and targeted traffic to our sites," said Bob. ECD had been using Overture's
pay-per-click advertising, where they continue to receive a lot of traffic to their
Web sites. However, due to the partnerships that Overture has in their network,
ECD found that they were getting more 'window shopper' leads rather than qualified
ECD started looking for a more targeted pay-per-click venue
to market their products and found the Marchex Pay-Per-Click Platform. Marchex Pay-Per-Click partners
with business publishers like CMP Media, Ziff Davis Internet and other established
technology sites to offer performance based search and marketplace listings.
The advantages of being listed within the Marchex Pay-Per-Click Platform is cost effective
advertising while getting the reach, quality and buying power of the business audience.
Marchex Pay-Per-Click worked with CMP Media to set up a marketplace section in their EE
Times Network. Under that deal, advertisers are able to purchase listings in 19
categories, including EETimes, EBN, CommsDesign and EEDesign. Marchex Pay-Per-Click's technology
powers the listings. "Marchex Pay-Per-Click's partnership with CMP Media's EETimes Network
allowed us to present our marketing messages to millions of unrealized visitors
on a monthly basis. Reaching a focused audience of this magnitude has made a tremendous
impact on our ROI. We continue to enjoy the successful leads generated from Marchex Pay-Per-Click
and their partnered sites."
ECD has cut back its spending with Overture and other consumer
PPC search engines because they have found better results using Marchex Pay-Per-Click'
services. "The Internet continues to evolve and the creation of more focused online
marketing strategies is crucial to the future success of one's Internet survival.
Marchex Pay-Per-Click is one such strategy that achieves results!" said Bob.
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"Reaching a focused audience of this magnitude had made a tremendous impact on our
Marketing Manager of ECD