Valley PR Blog

Marketing Sherpa Says OMA Campaign Worthy of Gold

By Len Gutman on February 27th, 2008 In Agencies

Off Madison Ave  has received a global 2007 MarketingSherpa Gold Award for ”Best Test You Learned From” for a successful e-mail campaign it executed for Kolbe Corporation’s career assessment tools. The award, presented at MarketingSherpa’s third annual E-Mail Summit in Miami, was one of just nine for the business-to-consumer categories presented worldwide by the premier marketing research organization, which provides marketers with the information, inspiration and instructions to improve their results.

Mighty Interactive, the Internet marketing division at Off Madison Ave, deployed a multi-layered e-mail program for Kolbe to determine messaging for the global product launch of its career assessment and job recommendation tool.

“It’s a great honor for our agency to receive a MarketingSherpa Gold Award for our work with Kolbe, as the project required a unique and different research and testing methodology to address its marketing objectives,” said David Anderson, Off Madison Ave president and managing partner. “The e-mail campaign for Kolbe’s new career assessment program proved to be very successful as a result of the different testing methods, and we’re very pleased that we contributed to the company’s sales efforts.”

The agency’s campaign was recognized for its sophisticated testing of multiple price points and messages and was executed using tools in the ExactTarget e-mail distribution program. The headline, subject line and price points were randomly determined, and the findings of the e-mail test were used to craft effective pay-per-click search advertising and banner ads.

“Using this test enabled us to isolate the specific messages and price points that resonated with the target audience,” said Jason Baer, vice president of strategy at Off Madison Ave. “We applied a great deal of science and analysis to this campaign, and it was fantastic to work with a client that encouraged this level of testing.”

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