EIMA Award Entry | Most Effective Use of Search

LookLocally.com, Dallas Texas

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EIMA Awards Submission. Image of the Search Campaign template used for the Iwatsu online campaign.

To the left is a Search Engine Magnet Page (Custom Landing Page) branded to reflect the Iwatsu Voice Network corporate brand. The following image displays the actual corporate site revealing a similar brand. The 2006 Search Marketing Campaign budget was $100,000. Iwatsu had over 200 distributors across North America and wanted to reach the top 50 markets. They chose a search solution with the following goals: to generate leads for their corporate and dealer sales teams, to execute the campaign within the budget and to achieve a minimum of a 200% Return on Investment. Through the use of the custom branding option, Iwatsu was able to meet all goals and succeed in brand awareness in 50 major markets.

LookLocally.com Search Marketing Campaign for Iwatsu Voice Networks

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EIMA Awards Submission: Screen Shot of the Iwatsu.com home page.
LookLocally.com created the custom branded Search Engine Magnet Page template to reflect the look and feel of Iwatsu Voice Network's Corporate Web site shown on the left. Utilizing the custom branded template, Iwatsu was able to simultaneously generate leads, expand their brand throughout the top 50 North American markets and measure the Search Campaign results. The annual results included over 107,000 visitors, an average click through rate of 20%, an estimated 1600 leads, and 80 closed sales for an ROI of 402%.
EIMA Award Submission: Screen Shot of Iwatsu Magnet Page, the Iwatsu Corporate site and a dealer site.
Through the use of highly optimized content, multiple embedded text links, many calls to action and an email contact form, the Search Campaign drove leads to Iwatsu Voice Network's corporate Web site, to Distributor's Web sites, to their emails or via phone calls. In addition to meeting Iwatsu's primary goal of lead generation, the campaign also achieved brand awareness and created pull demand for a company with relatively low brand name recognition.
EIMA Awards Submission: Online Email Lead Generation Form
The Search Engine Magnet Page email Contact Form provides an easy and safe online Lead Generation vehicle for potential prospects and a qualifying vehicle for Iwatsu and their distributors. Through the use of this form, prospects provide information that help qualify where they are in the buying cycle. The email lead to the left is an actual lead received by Iwatsu. While difficult to read on the left, below is an excerpt that has been sanitized. "We are looking for a quote on a new company phone system, voice mail, and voip between all 3 of our branch offices. Tom XXXson is our controller. Email XXXson@GEOXXX.com Phone 248-XXX-67XX."
EIMA Awards Submission of Google Ranking Screen Shot
Utilizing a combination of our Search Engine Magnet Page content, optimization, embedded links, captioned images and hosting on the well ranked LookLocally.com site, the Iwatsu campaign enjoys over 2000 Page 1 rankings. To the left is a screen shot of a Google search for "Business Phone Systems Dallas". Iwatsu enjoys Page 1, Position 1 and 2 organic ranking. Now into our 4th year of delivering similar results, major search engines recognize that LookLocally.com delivers accurate, relevant results and therefore we are indexed hundreds of times daily.
EIMA Awards Submission: LookLocally.com Screen Shots of Campaign Metrics
Online campaign metrics continually measure the success of the campaign. Search Campaign statistics include visitor traffic, click through traffic, email leads and "Forward to a Friend" statistics. In addition, the visitor and click through traffic incorporate a calendar for Iwatsu to choose specific dates for metrics. Finally, the Visitor and click through traffic include IP addresses of the visitors. Armed with that information, Iwatsu can determine unique visitors as well as visitor frequency.
EIMA Award Submission Screen Shot of Campaign Ranking Report
Monthly Ranking Reports are created for each Magnet Page in the Campaign. Combined, the Campaign enjoys over 2,000 Page 1 Rankings across the keywords for the 50 targeted major markets. The Campaign, consisting of 90 individual Search Engine Magnet Pages, averaged 22 Page 1 rankings per Magnet Page. The report allows us to monitor the ranking changes due to algorithm changes, better qualified pages and other factors. Armed with this we work to improve the page content to ensure top rankings are maintained.

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