Media Resources builds sales from website and search engines

What’s reasonable to expect from a small pay-per-click campaign in the AV marketplace?

Apparently a lot. With an investment on click-throughs of only about $100, Media Resources, Inc., an AV and video systems integrator headquartered in Lisle, Illinois, gets about 2700 site visits and 50-60 leads each month.

“It’s a terrific value,” says Walt Dibbern of search engine optimization firm Dibbern and Dibbern, who partnered with Kreski Marketing to design the campaign. “One new customer pays their whole year for something like this.”

The leads come through in two formats. There’s the traditional “contact us” form, where the prospect lists his name, address, phone, email and specific questions or interests, and then there’s the “download our brochure” menu.

Here the prospect has the choice of downloading MRI’s systems brochure or rental price list. Either way, he has to leave his email address to receive the material. MRI salespeople then follow up with a standard email asking the prospect’s interests and whether they can help.

There are other benefits. “The downloads will increase the number of people who have their brochure by at least 10 times,” says Dibbern. “And the nice thing is that the pdf documents have a shelf life. When most people leave a website, they leave it, whereas this way they have the file either saved on their hard drive or printed, where they’re likely to refer it or pass it on to someone else.”

For his part, Brian Maksa, vice president of sales at Media Resources, is well satisfied. “What we’ve gotten through this program has been good,” he says. “Our last four or five projects have come through this process.”

Click to visit the Media Resources website