Looksmart, a web site with little awareness, was making it first foray into trade advertising. The objective was to create awareness among the technology community and encourage content web sites to use the search capabilities of the client’s web site. The site was facing fierce competition from well-known competitors.

We utilized select trade publications to attain awareness and drive prospective partners to Looksmart’s web site which was tailored with detailed information. A mixture of investor and industry news books was used to blanket the targeted community. A three-page consecutive ad unit was selected to add drama to the message. Premium positioning was negotiated in each issue.

Results