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BtoB

Makino

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Agency: GyroHSR
Name of campaign: “Makino IMTS” microsite
Launch date: September 2008
Creative credits: Chief creative officer, North America: Tom Rentschler; group creative director: Terry Jent; senior copywriter: Charlie Groark; senior graphic designer: Amy Wolpert; digital designer: Terry Jent
Why we liked it: Makino put together a hard-working microsite in advance of exhibiting at the IMTS 2008 trade show. The microsite was extremely well-organized and presented many different entry points. We often compare microsites to direct mail—the more entry points, the more likely a visitor is to take the next step and become immersed in the content a marketer has to offer. This microsite included a webinar; a Lunch & Learn schedule, which offered various luncheon sessions with industry experts as speakers at the trade show; a link for scheduling an appointment at the Makino booth; a map of the trade show; and background information on a variety of machine tool applications offered by Makino.
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