Success Stories: ECD
Challenge
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 business buyers.
IndustryBrains Campaign ECD started looking for a more targeted pay-per-click
venue to market their products and found the IndustryBrains Platform.
IndustryBrains 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 IndustryBrains Platform is cost
effective advertising while getting the reach, quality and buying power of the
business audience. IndustryBrains 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. IndustryBrains' technology powers the listings. "IndustryBrains'
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
IndustryBrains and their partnered sites."
Successful Results
ECD has cut back its spending with Overture and other consumer PPC search
engines because they have found better results using IndustryBrains' 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. IndustryBrains 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 ROI."
Bob Schnyder
Marketing Manager of ECD