When a Dallas-based advertising agency, VLG, needed to engage prospects, it opted to show off its interactive technology through a sitelet or mini-site. The sitelet used a mock company called Crescent Bluffs to demonstrate the amount of time VLG could engage the prospect in the demo.
I was engaged for 1 minute 41 seconds. I took VLG’s bait of virtually opening a hotel door to a room with a virtual key on the screen. I was then asked to meet them in the lobby and then in the restaurant to have a virtual lunch; and at the end of the lunch a virtual note appeared on the screen announcing how long our business courtship lasted. VLG then asked me on the screen if I would be interested in learning how to conduct my own sitelet campaign to create new business for my company.
VLG’s campaign, Accept the Invitation, began by mailing a hotel napkin and faux hotel key with a note that read, “Let’s Meet.” The note sent prospects to a mini or microsite for a faux hotel named Crescent Bluffs. You can walk through the prospect experience here.
Because of sitelet successes such as VLG’s, other agencies and companies are using sitelets to launch a product, provide support functions and for targeted advertising campaigns. By using a separate domain name, you can choose a unique descriptive URL that pertains specifically to the campaign.
Flash, online databases and advanced programming can be combined to create powerful customer support tools. It is possible to preload your existing offline data or structure an entirely new database.
Another key benefit of using a targeted sitelet approach is that you do not have to significantly modify your existing company website for a specific campaign. You will want to integrate links and content for maximum exposure, but this is significantly easier than modifying website navigation and page structure.
How can you use mini-sites to bring in business?