In 2003, LDV, Inc.’s advertising campaign brought in an average of nine leads per month – not reflective of its position as the nation’s leading supplier of mobile command centers and special service vehicles.

LDV enlisted Johnson Direct, Brookfield, Wisconsin, to develop the new campaign.

LDV didn’t want to increase its advertising budget – just spend it more wisely. Every aspect of its past efforts had to be examined, from the publications it was advertising with to the look and message the company was communicating, to the way it was processing leads.

LDV's old ad is shown here >

< LDV's new ad is shown here

The company made it a priority in 2004 to create an advertising campaign that reflects LDV’s leadership position and generates leads from its targeted audience of homeland security, emergency response and law enforcement professionals.

After launching a new ad campaign on February 4, 2004, LDV has already increased its average leads per month by over 500%. The campaign involved a comprehensive competitive analysis, new media plan, ad creative and offer, and a dedicated microsite for capturing and processing leads.

“We found that LDV was advertising with the primary publications within its marketplace,” said Grant A. Johnson, president, Johnson Direct. “Their ad just wasn’t grabbing the readers’ attention.”

To create an attention grabbing ad, the agency focused on five areas:

1. Size – full size, 4-color
2. Photography – Interior and exterior shots of finished mobile command centers vehicles
3. Message – Your job is important, difficult and time sensitive –LDV can make the design, procurement and manufacturing process faster, easier and more cost effective for you
4. Offer – Get a free information kit and copy of the History Channel’s special on hi-tech Mobile Command Centers
5. Call to Action – Call a toll free number or visit a Website

Johnson Direct recommended providing readers two ways to respond to the LDV offer: a dedicated toll free phone number and a microsite.