I turned around Shakespeare’s famous line from Hamlet (I, IV, 90) “Something is rotten in the state of Denmark” to announce that Landing Pages Manager has arrived in Denmark and has published its first landing page. Hurrah!
In a couple of weeks, Landing Pages Manager will start up in Germany as well, and not just there. Could this be the beginning of a fantastic adventure?
As some of you already know, the first client to use Landing Pages Manager was the Italian branch of OKI, the world-known Japanese multinational manufacturer and distributor of printers, fax machines and MFPs.
Landing Page – Denmark – Security
Landing Page – Denmark – Retail
A few years ago, when we were their agency, we created landing pages for various Italian dealers. As time went on, every printer reseller needed its own landing page, with a geolocalized AdWords campaign, and as the job became too burdensome, we came up with the idea of creating an automatic landing page generator.
So we entered the images of the printers and the descriptive texts in a single database, then we drew up some OKI branded layouts, followed all the instructions received from the parent company and adhered to its corporate identity. Finally, we made the generator available to the Marketing Director and to dealers. Now, each reseller can generate its own landing page using Landing Pages Manager, in almost no time at all. We then arranged it so that the elements of the same landing page could be used to generate a DEM to send to clients, prospects or mailing lists. The DEMs, like the landing pages, can be modified by the dealer in line with the instructions received from the parent company.
Letting dealers modify parts of the landing pages confirmed that some little differences can improve the efficacy of a campaign, and we think the testing phase is one of the most interesting aspects of Landing Pages Manager.
Lasciare a disposizione dei dealer la possibilità di modificare in parte le landing ci ha consentito di verificare come alcune piccole differenze possano cambiarie meglio l’efficacia di una campagna e crediamo che la fase di testing sia una tra le più interessanti di Landing Pages Manager.
The big jump abroad was almost like a normal development rather than a surprising event: it was the logical continuation of what we consider a winning idea. After all, a multinational has a single corporate identity and a single product range, and the images and content are also the same. The only ingredient remaining is a pinch of creativity, which never hurts.
A little Shakespearean aside:
Something is rotten in the state of Denmark is an expression used when someone finds himself in murky waters, or suspects foul play or wrongdoing.
The ghost of Hamlet’s father, recently deceased, appears to him while he is in the company of Horace and Marcellus. The apparition bids Hamlet, the only one who can see and hear him, to follow. The Prince tells Horace and Marcellus to stay with him, but they pay him no mind, thinking he has lost his. At this stage, Marcellus utters the now-famous phrase: “Something is rotten in the state of Denmark”, in reference to weird events and the Prince’s hypothetical madness. Hamlet, in this context, states that Denmark and the entire world are “… an unweeded garden that grows to seed, things rank and gross in nature possess it merely” (act I, scene II); and first suggests the terrible truth that his father’s ghost reveals to him in act I, scene IV, namely that he was poisoned by his brother, Hamlet’s uncle.