Put your message in front of one key account
Some deals are worth a campaign of their own. With specific account advertising you target a single company – a strategic prospect, a large customer to expand, or a deal that has stalled – with billboards and digital screens around their offices, on their commute and at the events they attend.
Billboards, screens and trucks around one company
What is specific account advertising?
Specific account advertising is one-to-one account-based marketing in the real world. The campaign is built around the locations of one organisation: the area around its headquarters or branch offices, nearby stations and roads, and the events its employees visit. Because the message can be tailored to that account, it is hard to miss for the whole buying committee.
When it pays off
- Get the attention of the entire buying committee at once.
- Restart deals that have stalled in your pipeline.
- Support expansion and renewals at your most valuable customers.
- Give your sales team a memorable talking point.
How a 1:1 campaign comes together
- Step 1
Pick the account & goal
Choose the company and what should happen: a first meeting, a decision or an expansion.
- Step 2
Map their locations
Offices, the routes employees use and the events they attend.
- Step 3
Tailor the message
Creatives that speak to that account’s industry, city or challenge.
- Step 4
Time it with sales
Launch alongside sales outreach and track engagement from the account.
Formats for one account
Billboards near their office
Large formats on the streets around headquarters or branch offices.
DOOH on their commute
Digital screens at the stations and stops employees use every day.
Billboard truck
A mobile billboard parked outside their offices or at their next event.
At their events
Billboards and screens around the trade shows the account exhibits at or visits.
Specific account advertising: frequently asked questions
When does specific account advertising make sense?
For high-value opportunities: strategic prospects, large expansion or renewal deals, and deals that have stalled. The potential deal value should justify a dedicated campaign.
Isn’t it too personal?
Keep the message relevant and professional. A reference to the account’s industry, city or business challenge works better than naming individuals.
What do we need to get started?
The account you want to reach, the locations that matter to them – such as headquarters, branch offices and the events they attend – and the goal of the campaign. Based on this, Hoolty recommends the placements.
How do we measure the result?
By engagement from that one account – website visits, replies to outreach and meetings – and by how the deal progresses after the campaign.
Target your key account
Book a call and tell us which account you want to win. We’ll show you how to reach them.
During the call we will cover:
- Quick analysis of your current marketing mix
- Tips & tricks on using offline for B2B
- Brainstorming first ideas
- Pricing indication