Standard Process engaged Responsory to execute a B2B display advertising pilot program targeted at chiropractors who are qualified to be Standard Process customers. The goals for the 6-week Smart Zones campaign were to build brand awareness among qualified prospects and engage prospects to take a closer look at Standard Process. The nutritional supplement leader, well known for its whole food philosophy, provided its B2B prospect list of which 80% were matched to a known IP address.
“The match rates that Smart Zones is able to deliver are unheard of in the industry – typically from 75 to 85 percent,” explained Grant Johnson, Responsory CEO and founder.
The campaign strategy involved targeting chiropractors at the rooftop IP level and Mobile Footprints, a value-add service made possible through the Smart Zones platform. It targets the audiences’ mobile devices to augment the campaign’s reach among desired prospects.
Three ad sets offered prospects a complementary chiropractic benchmark survey or a free e-book. The landing page provided a gateway for ad clickers to take the survey, download the free e-book, register on the Standard Process website or watch a video.
The 1 million impression pilot earned Standard Process webpage views 30% higher than average plus a confidential number of new accounts and product sales, generating a 380% ROI.