Precision Targeting Leads to Strategic Customer Acquisitions

MLive Media Group and Kadant Solutions held strategy sessions to identify the headquarters and top manufacturing plants of two of the largest US-based cereal processing companies. The locations were pinpointed with exact lat/long coordinates, and tight delivery radiuses identified around these buildings. A precision targeting campaign utilizing mobile ad networks and specific creative elements that would capture the attention of food processing professionals was delivered to the smartphones of the employees in those buildings. Ad viewers who were compelled to click on the ads were delivered to a custom landing page, where relevant content, a case study, and a product video were provided to the user.

In addition, a coordinated LinkedIn precision targeting campaign mirrored the geofence display campaign, with a custom audience built of primary decision makers at each company, such as purchasing, engineers, production and maintenance supervisors, and process improvement team members. Monthly custom content pertaining to improving food production processes was developed between the MLive and Kadant Solutions teams and delivered to this key personnel audience using precision targeting.

Google Analytics and Google Tag Manager were both implemented on the landing page and the rest of the Kadant.com site, to track the behaviors and leading indicator actions of those users who were served the precision targeting campaign and chose to learn more about Kadant products.