Campaign for lead generation
Airports land at Graco thanks to content marketing
Graco
Lines and other markings are essential for the smooth and, above all, safe operation of airports. With a wide range of lining equipment, Graco offers airports an appropriate solution for every type of lining and marking. Cypres helped Graco reach this specific target group.
Every airport faces the same challenges
Runways, taxiways and roads, gates and arrivals halls, baggage and other storage areas, underground car parks and outdoor car parks... Each airport zone has its specific line types and markings. Thick or thin, single or double, short or long, reflective or not. Whatever lines and markings you need, Graco has the equipment and accessories for it. It is up to us to guide airports through the wide range of line-marking equipment.
Mapping the route and destinations
How do we show decision makers that Graco understands the challenges and complexities of airport lining? How do we make it clear to people in the field which devices they need, the benefits they offer and how to use them? In short, how do we show airports that Graco belongs to their sector? One: by mapping the entire customer journey, from awareness to decision. Two: by defining relevant themes and topics for each stage. Three: by communicating about it in a clear, accessible way.
Getting as many people on board as possible
In addition to a landing page where we outline the context of airport lines, we write articles on topics that airports worry about. By focusing on SEO, we make sure the page and articles are found. But we also promote them, including through LinkedIn and email campaigns. Once landed on Graco's 'airport page' or on an article, we try to get as many people on board as possible. Both on the landing page and in online articles, clear call-to-actions ensure lead generation: contact the Graco experts.
The brochure and presentation tell the story from begging to end, from challenges to solutions.
