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While conducting a competitive audit of the financial services industry for a client I came across a campaign that does a superb job at integrating print, search and display advertising. The campaign was deployed by T. Rowe Price (TRP)—by the way, I have no association with TRP or any of its agencies. The campaign supports two lines of business: mutual fund and retirement services. It is glued together by a web of well thought-out landing pages, unique toll-free numbers and tracking codes. These allow TRP to segment its audience, deliver unique value propositions and track performance of different channels as well as creative. I will give you a visual breakdown of the campaign starting with the TRP landing pages before analyzing print, banner and search ads.
Each ad sends users to a unique landing page or URL. The messaging on the ads and the landing pages works seamlessly. Great content is included for those looking to learn more about the brand and its products. Unique toll-free numbers are displayed for those users further along the conversion funnel.
The print ads are nicely done. They include both unique landing pages and toll-free numbers. TRP should have tested different creative approaches, though. Based on research I recently read, the use of images on financial services advertising results in higher conversion rates.
For this campaign, TRP took a contextual approach to its digital media. I am sure the media plan included behavioral and retargeting buys as well. The ads were created by the book. The include message segmentation and unique toll-free numbers. Each ad is tied to a unique landing page.
TRP’s paid search campaign was built around a robust keyword list. The ads include clear value propositions and a call-to-actions. Ads placed within the three top positions for all keywords. I would have done one thing differently, though. I would have used DNI scripts to dynamically generate Toll-free numbers on landing pages
The image below demonstrates how the campaign comes together through TRP’s website and its landing pages.
Interestingly, TV ads have been running concurrently with the campaign above. However, these ads are not tightly integrated with other channels. Viewers are not directed to unique landing pages and a general toll-free number is used. Also, the messaging is not inline with other ads. I imagine that, as usual, TV advertising is handled by a different agency or team.