ON24, which provides webcasting software, is launching a campaign that takes aim at competitors by asking the question, "When did a meeting become a webinar?"
The integrated campaign includes a microsite, online video, banner ads, social media, email and content marketing -- and was produced for less than $10,000. With the media buy, it will come in at just under $20,000, said Mark Bornstein, senior director of content marketing at ON24.
"I challenged my team to build an interactive campaign for $10,000 or less," he said, noting that the three-minute video was produced in-house, and creative assets were developed by graphics design agency Skona.
"It's a high-level messaging campaign. The primary goal is to change the conversation," he said. "We want to drive a differentiation between what a meeting tool is and what a robust webinar platform can do."
As for the difference, "We often run into companies and marketing organizations that are using web conferencing and web meeting tools for their webinars, just because they're already there and the IT department has already paid for them," Mr. Bornstein said. "We want to raise cognitive dissonance by asking the question, 'When did a meeting become a webinar?' It's sort of a poor man's way of doing things."
While ON24 does not name competitors directly in the campaign, it competes with providers including Cisco WebEx, Citrix GoToMeeting and BrightTalk.
A secondary goal of the campaign is demand generation, and a third goal is serving as a "bottom-of-the-funnel deal closer," Mr. Bornstein said. "When we get people in the pipeline who are interested in our product, we think the video and some of the assets will be really helpful in closing those deals."
The core of the campaign is a video featuring two characters, Steve and Jessica, who use different software tools to give a webinar. Steve uses a basic web conferencing tool and runs into problems, while Jessica uses ON24. The video highlights the differences between the platforms.
The video is running on YouTube and a campaign landing page, which contains other content such as a white paper, customer case studies and data integration sheets. Users can also sign up for a free trial and get an online demo of the software.
ON24 will run banner ads teasing the video, and it will also use social media, blogs and email to drive people to the landing page.