New product marketing

We started a marketing partnership in 2019, when no one was aware of Eco Weedkiller and in 2020 we planned to launch the product on a larger scale. Trade fairs and many other traditional marketing tools were not available with the introduction of the cap.

Marketing a new product and technology search term advertising would have been difficult, as there were no searches yet, because the solution was not known. The key would be to build awareness and brand awareness.

Potential customers had to be made to stop and learn about the benefits of the innovative solution and how it works. For this reason, many of the faster-paced and more limited digital channels were initially abandoned. The solution chosen was therefore native advertising.

What we did

Native advertising is timed each year according to the seasons to keep the subject matter interesting. In the first year, the budget was quite modest, but good experience has made it easy to increase the stakes.

Marketing has aimed at a systematic presence at the right time. Thanks to the good results achieved, the partnership has continued for several years and other marketing tools have been used along the way when the time was right.

Native advertising design

Native advertising has created an article on the client's website and this article has also served as a landing page for those who clicked on the ads. The role of the landing page is very important in order to maximise the benefit for those who clicked on the ads and read the article. The landing page was used to entice visitors to subscribe to the newsletter. The incentive was a promotional code for the purchase of the device from an online store, which was delivered to the email address of the subscriber upon subscription to the newsletter.

After that, several variations of the ads were designed to be tested, the most suitable media for advertising were selected, bid management and other issues related to the technical targeting of advertising.

Measurement

The aim of advertising is to attract attention and interest, build awareness and build a marketing register. At this stage, it is not yet realistic to aim for direct orders.

The measurement focused on assessing the attractiveness of the advertisement and landing page, as well as the content. It was essential to reach as many people as possible who are familiar with the content and subscribe to the newsletter.

Native advertising results

As a result of this persistent work, the company's profile has grown significantly. Advertising has attracted large numbers of visitors to learn about non-toxic weed control and has helped to build awareness of the company's name.

• In spring 2022, Marketing News published the results of the best native ads in terms of click-through rates and our Eco Weedkiller ad made it to this list. A good click-through rate is based on the right timing, the right message, a new product - a new technology, environmental friendliness and an attractive visual appearance.
• Hundreds of newsletter subscribers were collected for sending newsletters and, in addition to these, direct new customers were also generated, even if advertising was not yet the goal.
• The content has attracted visitors and, for example, almost half of those who started the video on the landing pages watched it to the end.
• The number of Eco Weedkiller name searches has multiplied and is now well over 3,000 per year, concentrated between April and August.
• When the collaboration started, people were not practically using hot water for weed control. In 2021, there were already around 930 applications/year and by 30 September 2024, the number of applications per year will be close to 4,000, so the solution has become not only familiar but also desirable.

Is native advertising alien? Read this article to find out what native advertising is, how it works and when to use it.