A KitchenAid Integration Marketing Campaign That Can Be Measured

December 27, 2007

My husband and I are foodies, so naturally we watch a lot of of Food Network programming. Last night, my husband wanted me to watch a KitchenAid commercial about one of its famous mixers that can accompany attachments such as a pasta maker.

At the end, I noticed that they were directing people to BuyKitchenAid.com. I excitedly typed in the URL because I anticipated a landing page made specifically for this commercial. And that’s what I found. Take a look.

If this URL is only being promoted through TV commercials (better yet, cable TV commercials), it gives the marketing folks at KitchenAid a powerful metric. When they look at how many people come to the site through typing in the URL directly, they know that most of those came from watching the commercial.

Companies have been doing this for years with toll-free numbers. They will use different numbers for different markets where a TV or radio ad is aired. That way they can know which markets are performing and which ones aren’t and adjust products and/or marketing accordingly.

What I like about KitchenAid’s campaign is that they used a simple URL. They could have tried something like kitchenaid.com/artisanmixer - but that would have been more to remember.

So take a page out of the KitchenAid playbook and try out integration marketing campaigns using unique landing pages with simple URLs!

Posted in Analytics by Nathania Johnson