'InfoUK.com product launch' highly commended best product launch campaign for Info UK

CASE STUDY: ‘InfoUK.com product launch' highly commended best product launch campaign for Info UK

Challenge

Infouk.com is an ecommerce website allowing small and medium sized businesses, marketing professionals, agencies and intermediataries to purchase sales leads and direct data. To launch the site, Info UK embarked on a fully integrated marketing campaign to build profile and secure traffic.

Solution

The campaign kicked off seven months before the official launch date and ran for 12 months in total. The first stage of activity focused on profile raising amongst marketing professionals, to create a voice and presence for the site. As part of this, key trade press titles were aggressively targeted, with an in-your-face ad campaign. Full one page insertions were booked in titles including Precision Marketing, Marketing Direct and B2B Marketing magazines.

PR was also deployed to deliver a high level of coverage prior to the launch. This included face-to-face media briefings with journalists in the run up to the launch. Online PR and social networking techniques were used to generate greater awareness amongst its target business audience and to drive traffic.