Ryobi extends key selling season via banners, microsite on homedepot.com
As one of the world's largest power tool manufacturers, Ryobi specializes in making pro-featured power tools truly affordable. Ryobi tools are available exclusively at The Home Depot.
Ryobi Outdoor Power Tools was looking to extend the length of its selling season for its Premium Pressure Washer. To do so, Ryobi chose to expand its brand presence with its exclusive retail partner by advertising on www.homedepot.com through a branded microsite managed by marketing services firm SendTec Inc.
Advertising on retailers' e-commerce sites is very new, and homedepot.com offers an innovative program designed to give advertisers the chance to reach more than 5 million consumers each week with compelling content targeted to the home improvement customer.
More than 10 million unique visitors visit homedepot.com each month to buy and research home improvement products as well as research do-it-yourself projects.
To reach and educate the site visitors, advertisers create branded microsites within homedepot.com. Within the microsites, consumers can view flash demonstrations and videos that illustrate the features and functions of the products.
In addition to rich media, these microsites also offer consumers the ability to download promotions, shopping lists and project details related to the products.
Promotions can be redeemed online and in store, and the shopping lists are a convenient way to make sure the consumers are getting all the proper supplies to complete their task, in the fashion most convenient to them.
To drive traffic to the branded microsites, banners are displayed in relevant product and content categories on homedepot.com. In addition to site banners, advertisers also have the option to sponsor relevant e-mails directing consumers to the microsites.
Ryobi's strategy, developed in concert with SendTec, included high-impact banners placed in relevant product and knowhow categories on homedepot.com.
The banners linked to a branded microsite that differentiated the
Premium Power Washer from competitors, and highlighted features and benefits for consumers.
Using Flash animation, SendTec created an interactive experience where consumers could mouse over highlighted areas of the product.
To further demonstrate the Premium
Pressure Washer's value and effectiveness, the various nozzles and their appropriate applications were also presented.
Consumers were then able to buy the Premium Pressure Washer online or visit their nearest store to complete the transaction.
Using a media campaign that allowed Ryobi to have a command presence within its product category, above and beyond the product placement on homedepot.com, it was able to successfully extend the selling season through July. This historically for Ryobi had been the tail end of the pressure washer peak sales season.
"Despite initiating this online ad flight at the end of the key buying season for our particular category, we were able to reach unit sales (in July) that traditionally would not have been reached," said Steve Moore, director of marketing outdoor products at Ryobi.
Like most advertisers, Ryobi is in the planning stages for 2007 and looks forward to planning additional campaigns for its other product lines to achieve company sales goals.
Other vendors advertising on homedepot.com include Delta Faucets, Georgia-Pacific, Levelor and Graco. In addition, the homedepot.com advertising program has been extended to include non-vendor advertisers including Ford, Nextel, Omaha Steaks and GMC.