FKM Announces Addition of JetBlue and VW to Lead Generation/Sales Activation Client Roster

Dépèche transmise le 4 août 2009 par Business Wire

HOUSTON--(BUSINESS WIRE)--FKM, a national advertising, marketing and public relations agency, recently announced the addition of JetBlue Airways and Volkswagen to its lead generation/sales activation client roster.

Lead generation services for JetBlue include Internet Yellow Page placement and measurement. The agency also provides print and online Yellow Page search for VW and will soon offer local search opportunities to more than 800 Volkswagen dealers in the U.S. and Canada.

According to a spring 2008 study by Mediamark Research & Intelligence, consumers using the Yellow Pages to search are most likely to use either print or Internet Yellow Pages, not both. Two independent studies support this as well; in a 2009 study conducted by Knowledge Networks, there are an estimated 12.3 billion annual searches/references to print Yellow Page directories. In addition, a 2008 comScore study found there were 4.6 billion Internet Yellow Page searches led by yellowpages.com.

“Both VW and JetBlue understand the importance of directional media, and searchability in the Internet and print spaces depends on how consumers are predisposed to conducting their respective searches in the high-traffic categories of ‘Automobile Dealers’ and ‘Airlines,’” said Dale Granda of FKM. “The unique aspect of offline vs. online platforms is that the searches are non-duplicative, which is why you need the ‘right mix’ of offline/online media opportunities to drive sales opportunities. Through our ConnectMetricsSM process, we’re able to define and achieve the proper search mix to optimize calls/clicks – and thus – results.”

Early on, JetBlue realized the power of the Internet and how it could transform the travel industry, and this is reflected through FKM’s Internet Yellow Pages program with the carrier. The agency has also ensured the right print/online mix for each individual VW dealer is demonstrated through call measurement services to the dealers, which, according to Granda, will help them understand and justify their advertising investments.

In print Yellow Page searches, “Auto- Dealers New and Used” and “Airline Companies” are ranked as the sixth and 46th most frequently used searches, respectively, out of approximately 4,000 total headings. Similarly, rankings for “Auto” and “Airline Companies” (collapsed category) within Internet Yellow Page search are seventh and 31st.

Jeff Vidakovich recently joined FKM to help manage the VW and JetBlue accounts from New York. Jeff previously worked at MPG, where he led the agency’s Yellow Pages efforts.

Additional lead generation/sales activation clients served by FKM include DriveTime, Greyhound Lines and Goodman Amana. Visit www.fkmagency.com for more information.

About FKM

FKM is a national advertising, marketing and public relations agency, with capabilities ranging from brand development, interactive marketing, print and Internet Yellow Pages, to search, mobile, and media buying and planning. Founded in 1980, FKM takes brands from Now to Next by propelling brands to their next stage of growth. Headquartered in Houston with offices in Dallas and Austin, the agency employs more than 200 associates and reports $260 million in annual billings. FKM clients range from Fortune 100 companies to entrepreneurial start-ups, including ConocoPhillips, Mission Foods, DriveTime, Daisy Brand, Kroger and Stewart Title.

Business Wire

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