While browsing my favorite site (espn.com) this ad from EAS caught my attention (see screenshots below). Being a student of the marketing/design industry and having an appreciation for aesthetically pleasing display ads, I often times click on certain catchy ads to see how well the landing page corresponds to the ad and to see what conversion tactics are being used to capture the conversion.
EAS Myoplex Banner Ad (click image to enlarge)
EAS Myoplex Landing Page (click image to enlarge)
When I noticed this ad/campaign from EAS, I was immediately impressed with several things:
- Great banner ad design – The banner ad was aesthetically pleasing to the eye…simple, clean, creative and also contained solid brand components (noticeable logo, clean product image) to quickly build brand awareness.
- Banner ad stood out from the page – Although the banner ad was aesthetically pleasing, it stood out from the page and did not harm ESPN.com’s brand image in any way, which is a major problem in the industry with so many horrible display ads affecting big brands.
- Consistent Landing Page – After clicking on the ad, I noticed the landing page was consistent with the banner ad design and carried over all the same elements contained in the display ad (color, creativity, product image, etc.).
- Great Offer, FREE Trial! – Besides the creativity used in the ad (the hand written font, creative messaging, etc.) I noticed this campaign had a great offer (a free trial of their product). So good in fact I completed the form for a free sample (it also helped that I’ve been needing to get back in the gym to build some muscle).
So in review, the techniques used in this ad campaign are a win-win recipe for any marketing campaign. Make sure your ad/landing page is well designed and consistent, make sure your company and products are well branded to build awareness and lastly present a solid offer (free trial) if you can. I guarantee if you follow these steps, you’re likely to convert at a nice rate and gain major brand recognition points in the process.
Best of luck!