- Refine the core brand elements
- Engage enterprise leads
- Establish a leadership persona
ON24 held a significant lead in the virtual events category, but with multiple new entrants competing the marketplace was becoming confused. BAT was engaged to develop a series of advertising and email programs designed to solidify the sense of category leadership. BAT designed the series with a focus on customers, innovative technology and category longevity.
The B2B magazine ad led to immediate results, driving traffic to the target webinar and resulting in greater brand recognition during the important fall conference season. The integrated planning in email programs provided a consistent presentation and a template for long-term brand recognition.