GiftCertificates.com Campaign Shows Depth

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GiftCertificates.com is running a national business-to-business holiday campaign to promote its incentives services.


Themed "Dimensional," the effort stresses that the Seattle company's incentives services are more than a reward; they deepen the relationship. The ads emphasize that showing appreciation to customers, employees and sales staff adds dimension to the relationship.


"The campaign objective is to drive awareness and sales of comprehensive corporate gift program incentive solutions for national markets," said Jill Ambrose, vice president of marketing at GiftCertificates.com.


The company is using paid and natural search, HTML e-mails and Webinars. Offline, it is relying on regional seminars, a free research offer and public relations. The call to action is simple: call or e-mail the company's corporate sales team for the relevant research offer, register for the pertinent seminar or Webinar or visit its Web site at www.giftcertificates.com.


Efforts target current and prospective manager and director levels at Fortune 1000 companies with more than 5,000 employees and revenue of $500 million-plus. These marketers also value program retention highly.


The campaign runs through Dec. 15. Of the two possible risks with this push, one is that the length of the sales cycle can be three times that of the reward. Also, there could be a perceived conflict with the company's solution-oriented messaging in its positioning efforts.


Mickey Alam Khan covers Internet marketing campaigns and e-commerce, agency news as well as circulation for DM News and DMNews.com. To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting www.dmnews.com/newsletters


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