An aggressive internet focused consumer outreach program extolling the virtues of heating with Bioheat® (heating oil blended with renewable biodiesel) has performed even better than anticipated.
The National Oilheat Research Alliance (NORA), through its Board of Directors and Executive Committee, allocated nearly $1 million to ensure consumers understand the value of oilheating.
This is being accomplished through a digital media outreach plan expected to lead to nearly 100 million impressions and more than 500,000 visits to NORA’s website OilheatAmerica.com. This effort ensures oilheating customers understand the true value of oilheat.
NORA’s digital campaign commenced in mid-January of this year and included Search Engine Marketing* (SEM), Social Media Marketing** and Internet Display Advertising.***
After just one month, the program has reached millions of consumers.
With close to twelve million impressions, the Display advertising brought the message to consumers throughout twenty three states and the District of Columbia while boasting a robust click-through of 0.10%. New York led the way with2.4 million impressions.
Search Engine Marketing was the strongest performer against projections. The impressions created were more that double the goal and reached .6 million. Clicks also overachieved with a rate almost three times the expectation.
The Social Media campaign also surpassed it goal for impressions by more than 43% and the click through rate was a strong 1.13%.
The campaign will continue through April of this year and the program will continue to be closely monitored and and adjustments will be made as needed to continue bringing the attributes of Oilheat/Bioheat® to the American consumers.
For more information about NORA and its programs or services, call 703-340-1660 or visit the web site, www.NORAweb.org.
*Search engine marketing (SEM) is a form of Internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages (SERPs) primarily through paid advertising.
**Social Media Marketing is the process of gaining website traffic or attention through social media sites. Social media marketing programs usually center on efforts to create content that attracts attention and encourages readers to share it across their social networks.
***Display advertising is advertising on web sites. It includes many different formats and contains items such as text, images, flash, video, and audio. The main purpose of display advertising is to deliver general advertisements and brand messages to site visitors.
NORA was authorized by Congress in 2000 to provide funding that would allow the Oilheating industry to provide more efficient and more reliable heat and hot water to the American consumer. The four key arms of NORA are Consumer Education, Professional Education, improving Energy Efficiency and Safety, and Research.