Roland DG provides high-performance products for professionals in the sign, commercial print, packaging, label, garment decoration, promotional gift, textile, engraving, dental and 3D modelling industries. From our initial meeting at their head office, and reading their concise marketing brief, we followed the testimonial route. They suggested that due to the short timeframe, there would be no time for photography of their real customers with testimonials, and to just try a ‘typographical’ style. I said that it was important to get at least one image of a customer for the launch of the campaign and I was willing to go and get it! After the meeting I spoke to a signwriter friend Jayson Godridge of Freestyle Designs, who uses a Roland printing machine in his sign making setup and he praised it’s qualities to me! He was happy to let us take some shots of him in his busy workplace and also film a video testimonial. roland_A4_adroland_A4_ad_logoroland_advertisements roland_website Email signature advertisements for each running campaign month: e-sig e-sig e-sig2 e-sig4 GDW_120x240px LFR_320x240px Output_300x250px This then followed to more testimonial advertisements and videos. Jayson at the Roland stand with the same Jayson in the roller banner advertisement: Jayson_RolandDG

Here are some of the online animated ads: GDW_120x240px LFR_320x240px GDW_120x240px2IR7280x90px

GDW_120x240pxGDW_120x240pxSD300x250px

Results from the campaign (ROI):

We’ve run 4 ‘I’m a Roland user and proud’ campaigns to date. 3 campaigns ran from March to December 2012, with the following results: Page adverts in 8 industry titles, roller banners taken to shows and other materials showing the link: www.rolanddg.co.uk/iamproud yielded 651 clicks to the website (average is usually about 50 during an average campaign from these off-line medias) so we were very pleased this got off-line people on-line to watch the video! Web banners on 3rd party websites (UKsignboards, Large Format Review, Graphic Display World, Print Week e-news bulletin and email signature) received a total of 3,158 clicks through to our website – with consistent traffic hitting every month across the 9 months. Our home page banner in addition received 2,007 click throughs to the campaign landing page alone over the 9 months. E-Shots to our own database, Sign Link, Large Format Review and Graphic Display World got a total of 1,580 clicks to the website. YouTube hits on the videos have been great (the average click throughs on our videos are usually under 600). The Roland user campaign got the following (to date):

  • Video 1 – Jayson – 1,946 hits
  • Video 2 – Harry – 535 hits (usual for one of old campaigns)
  • Video 3 – Neil – 1,209
  • Video 4 – James – promoted in early 2013 is 1,229 (already passed videos 2 and 3 launched in 2012!)

This campaign has brought us so much closer to some of our customers. Jayson and James have joined us on the stand at UK and international shows – we recently flew James out to India to join us on our stand at Media Expo – a mutually beneficial partnership – attached image!

james_roland

The campaign in 2012 gave us a total of 7,459 click-throughs to our website so far in 2013, since the 4th in the series went live with James from Group101 we’ve had 2,657 click throughs in 4 months so we feel the campaign is still very much generating momentum. We can see longevity in this campaign and in how we take it forward. We plan next to bring in applications, ‘I’m a Roland user…..look what I’ve made’ which we plan to launch later this year and take into 2014. We can see our competitors catching on now to try and use the concept but do something different – they’re struggling to do something better than Roland!” Lisa Moncrieff. Marketing Manager. Roland DG