Best Other Online Ad

Cessna Aircraft Company’s banner advertising program aimed attention-grabbing catch lines straight at aviator mentality to generate increased maintenance and modification sales for the Cessna-owned Citation Service Centers. Specifically directed to a relatively small consumer audience of 5,000-plus owners, operators and maintainers of Cessna Citation jets, the banner ads targeted aviation-industry-specific websites frequented by Cessna Citation owners and operators. The company also placed additional banner ads on Internet sites where the company had not previously advertised in order to reach potential new customers. Cessna tested the banner ads to determine their effectiveness with prospective customers and alternated messages and locations to determine audience acceptance and effectiveness. The company analyzed which locations and messages achieved greater click-throughs and responses. Effectiveness was also measured via specially assigned vanity numbers associated with product offerings. Cessna records, monitors and analyzes the calls. After a bottom-up review of the previous year, we enhanced the design and created new copy to keep interest high and content fresh. The designers and copywriters partnered on the creative to adopt the perspective of our intended audience to make sure the presentation resonated with customers and prospective customers. The Citation Service Center Marketing team directly attributes $3,588,991.80 in additional sales quotes to the banner advertising program.

Contributors:

Director of Sales and Marketing:	Kristin Guthrie
Marketing Manager:	Shane McCormick
Marketing Effectiveness Analyst:	Jennifer Glassner
Product Marketing Specialist:	Louis Brown
Marketing and Communications Supervisor:	Mitzie Hall

CESSNA AIRCRAFT

Location: US