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Thomas Industrial Network Release date: October 24, 2005
ThomasNet Wins Coveted 2005 DMA International ECHO Award Award recognizes ThomasNet's use of interactive media to drive brand recognition
New York, NY, October 24, 2005 - ThomasNet.com (www.ThomasNet.com), the leader in online sourcing and marketing solutions for industrial buyers and sellers in North America, today announced its receipt of a prestigious Gold ECHO Award from the Direct Marketing Association (DMA) for its "Chopper" E-mail Photo Program. The DMA evaluated entries to the Business and Consumer Services category, using 3 rounds of judging on strategy, creativity and results and recognized ThomasNet for the best in Internet/Interactive Media in direct marketing.
The "Chopper" Program developed by ThomasNet and designed and executed by True North, Inc., was just one component in a broad campaign to launch ThomasNet.com, the world's largest industrial search engine (formerly known as Thomas Register of American Manufacturers). The campaign was built around a sweepstakes to win a $58,000 T-Rex Soft Tail chopper.
"We began this sweepstakes as a way to build awareness about the value of our content and the added benefits of ThomasNet.com," said Eileen Markowitz, president of Thomas Industrial Network. "The response from our users was extremely positive. The e-mail campaign exceeded our expectations and put us in touch with a number of new users; we're honored that the DMA is recognizing our efforts with an ECHO Award."
ThomasNet teamed with Orange County Choppers to custom-build the bike using parts which were sourced from on ThomasNet.com. The Chopper Giveaway Sweepstakes was promoted through network radio advertising, rich media on the ThomasNet.com home page and branded header links on all pages.
To further engage users, ThomasNet shipped the chopper to Chicago to appear in its booth at industry's largest tradeshow, International Manufacturing Technology Show (IMTS), and offered passersby the opportunity to have their photo taken with the motorcycle. ThomasNet subsequently sent out an email to each pictured attendee linking them to their personal Web page, which included the option to download the photo as wallpaper as well as the option to mail a link to the photo to friends. The customized Web pages resulted in a 269% aggregate click-around rate. "We wanted to implement a campaign that would resonate well with our users and clients in industrial manufacturing companies - and most importantly, would increase brand recognition as we introduced our new website," Markowitz continued. "We achieved a 30% increase in awareness among prospects."
The ECHO Awards is the only comprehensive, international direct marketing award program in the country and recognizes work that expands the relevance and effectiveness of the direct marketing discipline. Winning campaigns demonstrate insight into audience behavior and earn the involvement of their target markets in impressive, productive ways. The gala ECHO Awards ceremony was held in conjunction with the DMA's 88th Annual Conference and Exhibition in Atlanta on Tuesday, October 18, 2005.
ABOUT THOMASNET.COM ThomasNet.com (www.ThomasNet.com) brings together industrial buyers and sellers nationally, regionally, and locally. For industrial buyers, ThomasNet.com is the one-stop destination that enables them to find the exact product, service or supplier they need, at the exact time they need it. Through ThomasNet.com, buyers also have instant access to the detailed information they need to make a purchasing or specifying decision, including line-item product details, supplier product catalogs, CAD drawings, and more. For industrial suppliers, ThomasNet.com delivers powerful Internet marketing solutions that help suppliers grow their business online by not only driving qualified industrial traffic to their web sites but converting that traffic into buying customers. ThomasNet.com's complete range of online catalogs, CAD drawings, and e-commerce solutions help suppliers deliver the detailed information buyers need, want and expect on the web. ThomasNet.com is part of Thomas Industrial Network, Inc., a wholly owned subsidiary of Thomas Publishing Company, LLC. |
