Free Offer Exceeds Aluma’s Expectations

Posted Mar 5th, 2005 by Jim Cosco

If you’re going to offer your clients something free in an advertisement, make it something related directly to your product line or service offering instead of a free mouse pad or iPod. You’ll receive higher-quality leads, more informed potential customers and a higher return on investment. When Aluma Systems decided to advertise their latest innovations in concrete forming and shoring we offered customers a free DVD, and it worked.

Show Me Don’t Tell Me

Aluma Systems realized very quickly that the best way to tell clients about the benefits of their product line was to show them. “When you’re marketing benefits like efficiency and labor savings, it’s great to be able to show the client just how efficient your product is,” said Tippingpoint Labs Partner Andrew Davis. The Tippingpoint Labs team created a six minute DVD espousing the virtues of the Aluma concrete forming and shoring product line that invited customers to call to learn more.

“The campaign didn’t just raise the industry awareness of Aluma Systems, it drove sales…”

Richard Brescia
Chief Marketing Officer, Aluma Systems

Integrated Advertising

With the DVDs in hand, we developed a series of advertisements to be run in trade publications in which we invited potential customers to go online to receive a free DVD showcasing the latest technology in concrete construction. “The ads were simple, to the point, and featured and image of the free DVD we were inviting them to request,” added Davis.

Measuring Success

The campaign was extremely successful. Aluma sent out hundreds of DVDs to pre-qualified leads around the world and immediately set up meetings with those interested in learning more about the product line. “Tippingpoint Labs’ energy and focus on the new advertising campaign didn’t just raise the industry awareness of Aluma Systems, it drove sales,” said Richard Brescia, Chief Marketing Officer, Aluma Systems.