"This Is Huge" campaign by Yahoo! Music successfully demonstrated an interactive e-banner by the strategy of “Lead generation”. It is a term which refers to the creation or generation of prospective consumer interest or inquiry into a business' products or services. The key is to identify the most likely prospects and then educating and qualifying them before deploying more expensive sales resources. The education benefits the buyer; qualification benefits the seller.
“This is Huge” has built instant credibility and popularity with 18- to 24-year-old music lovers by a “Minipops” interact and fun animation, which shows the user the diversity of fresh new music available. Moreover, the function of “TRY IT FREE” has been an effective "Call for Action" in leading users to the Yahoo! Music page and the page to sign up as members.
It is reported that the campaign drove a 50% lift in the core audience—18 to 24-year-olds and click-through rates on banners nearly tripled from previous campaigns. Here, a strategy called “Concentration” is adopted, which involves identifying and creating situations that concentrate well-matched candidates into a broadcast-effective set.
Lead Generation for the Complex Sale by Brian J. Carroll
The Online Lead Generation Glossary
Post by April Chan
Student ID: 08842180s