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COPYRIGHT 2004 MarketingSherpa, Inc.
CHALLENGE: Last year Michael Gauthier, CEO e-tractions, learned a critical lesson -- never, ever take down old landing page art from your servers because you never know when a prospect may click through on an ancient campaign email to respond.
(This is especially true for b-to-b marketers, because prospects may carefully file a promo or newsletter away in a folder planning to click it later when they're at last ready to enter the sales cycle. The numbers can be a tiny trickle - but these leads are golden.)
In Gauthier's situation, his marketing team launched a viral "snow globe" campaign hoping to impress and win new clients over 2001 holiday season. It completely, utterly tanked.
His Web team left it live on the server, more as an internal reference than anything else. Nobody expected it to get any outside traffic ever again.
Then, as we detailed in a Case Study last year (link below), over the 2002 holiday season traffic exploded. Out of the blue, a prospect clicked on the very old link, liked the game, told a...
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