Much like some of its products, Lightning Labels found a way to stick to customers’ minds in 2016. Thanks to multimedia marketing programs, the manufacturer and distributor of labels and other printed materials grew online revenue 29% last year. In addition to juicing up its bottom line, the marketing efforts played a big role in making Lightning Labels a finalist for the 2017 B2BecNews B2B Marketer of the Year Award.
Lightning Labels, a unit of global printing company Cenveo Corp., punched up 2016 online sales in several ways. It began with an internal analysis of its marketing results to focus promotional activity on a combination of social media, programmatic display ads and paid and organic search to target qualified customers with specific messages, according to the company’s award nomination, jointly crafted by Lightning Labels and its digital marketing agency, Media Horizons. Programmatic is a form of automated display advertising based on real-time bidding. In an example of Lightning Labels’ marketing efforts, the brand expanded its social footprint beyond Facebook, Twitter and LinkedIn to include Instagram and Pinterest, as well as Mass Roots, “one of the largest and fastest growing social media platforms for cannabis enthusiasts,” the nomination noted. Its goal for tapping the latter market was to reach a growing pool of cannabis businesses with an immediate need for product container labels.
Lightning Labels’ marketing programs helped increase its average online order value by 10%. It also boosted its offline call center conversion by 27% in 2016, thanks in large part to mobile-only paid search campaigns with what the nominators termed “aggressive click-to-call communications” while its call center was open. And its search engine optimization program, focusing on LightningLabels.com and blog content, produced 436 top five Google rankings, up by 16% year-over-year.
Lightning Labels does not disclose B2B e-commerce sales figures.
Combined, its marketing efforts helped deliver a $5.95 return on every ad dollar spent, the nominators said. “Success was grounded in the orchestration of media across multiple channels with a fluid shift in budget allocation resulting from omnichannel insights,” said Heather Fogarty, director of digital marketing at Media Horizons.
The winner the 2017 B2BecNews B2B Marketer of the Year, along with winners in 12 other categories, will be announced June 7 at the IR Excellence Awards dinner banquet held at the Hyatt Regency McCormick Place. The awards banquet is held during the annual Internet Retailer Conference & Exhibition (IRCE 2017), which runs June 6-9 at McCormick Place West in Chicago.
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