Best Manufacturing Online Ad

This online campaign was designed to create awareness and build excitement for exiderdome, a traveling automation technology expo and learning laboratory for Siemens customers in the manufacturing and commercial facilities segments. With nearly 10,000 square feet of space in a two-story building, exiderdome showcased state-of-the-art technology and created an exchange of ideas designed to help customers build their business, improve productivity or reduce product cycle and cost.

Audience: Plant and building engineers, engineering managers, and key executives at large manufacturing companies, as well as consulting engineers and other influencers of automation technology.

Creative approach: Titled "Experience the world of automation," the ad was designed to give a sneak peak at the exhibit, creating excitement through the use of dramatic close-up photography and movement. The original photography in the ads represents several exhibit areas within the exiderdome.

Placement: Appeared on the websites of leading industry publications, including controleng.com, plantengineering.com, and mbtmag.com. Several companies were able to serve up ads on a regional basis to match our exhibit schedule, allowing our ad dollars to go further. We were able to generate over a million impressions, and learned that our click-through rate on the ads were significantly higher for sponsored newsletters than for websites or custom newsletters.

Results: The online advertising increased awareness of exiderdome and Siemens automation solutions. The click-through rate on newsletter advertising averaged 1-3%, depending on the partner. Measurements showed the ad successfully drove traffic to the exiderdome website, resulting in requests for information and exhibit attendance. In four cities, Siemens hosted over 5,000 visitors, a number that surpassed initial goals.

Contributors:

Marketing Communications:	Catherine Derkosh
Marketing Services:	Vicki Bruzas
Public Relations:	Mike Krampe

SIEMENS

Location: USA