A new ad strategy created by Standard & Poor’s interactive investment advisory
service S&P Personal Wealth and interactive
agency K2 Design contributed to a 200% increase in
the number of new trial subscribers for the site, the companies said.
The new strategy involves extensive use of rich media and co-marketing
partnerships. Direct response banners based on @Home Network’s Enliven
technology allow prospects to sign up for a trial subscription within the
banner and eliminate the need for users to leave their host site. The S&P ad
can be viewed on @Home Network’s Enliven Web
site.
Additionally, New York City-based K2 negotiated and implemented co-marketing
partnerships with complementary subscription-based Web properties, including
SureTrade and Wall Street Research Net. These partnerships
allowed new SureTrade and WSRN subscribers to receive free trial subscriptions
to personalwealth.com.
“What is significant is the return on our marketing dollar,” said Mark Roth,
marketing director, Standard & Poor’s. “We’ve been online generating trials
for four consecutive quarters now and K2 has continued to improve ROI.”
Spending on the campaign was not disclosed.