In The May 2007 issue of Glamour Magazine, 38% (50 of 133) of the advertisements presented an online call to action and 74% (99 of 133) referenced a web address.

Simple commands, such as “Visit” or “Shop,” accounted for 20% (10 of 50) of the calls-to-action online.

While the percentage of print advertisers referencing a web address has climbed since 2000, the number of ads prominently presenting a well thought out call-to-action online is suprisingly scant.

Creating Microsites, or “Search Commercials,” is inexpensive, dynamic, and measurable. If you are a corporate practitioner you may be thinking, “Inexpensive? Are you serious?” My contention is based on the premise that you are not being mugged by your agency, or that you have an in-house creative team to support the development of online assets.

The real opportunity here is to create a Brand Relationship, and ultimately, Brand Loyalty, by expanding the initial offline communique online, and truly engaging the targeted prospect.

What’s the best feature of the internet? It’s always on! Working for you 24/7 to create satisfying user experiences and build your brand.

Below are five advertisers from the May 2007 issue of Glamour that stood out for their Pull Marketing strategies designed to direct prospects to web assets:

1. Always ~ “Go to Always.com for a free sample while supplies last”
2. Caress ~ “Free samples and enter for a chance to win”
3. Jewelry.com ~ “May is Gold Month. Enter to win your favorite gold jewelry”
4. Imitrex ~ “Save up to $25 on your next refill of Imitrex”
5. L’Oreal ~ “Log on to get application tips and tricks”

One advertiser that I felt missed an opportunity was Crunch Fitness and their “Beach Body Bootcamp” campaign. Crunch advertised a “Complimentary Fitness Class and Giveaways,” citing ten cities and dates. There was no reference to a website. The ad did not feature an online call-to-action, such as “RSVP Online, Space Is Limited!,” “Take A Peak At The Most Innovative Fitness Classes Available Including Cardio Striptease And Kama Sutra Yoga,” or “Can’t Make This Date? Visit Online For Special Events and Free Fitness Tips.”

Crunch Fitness truly is a revolutionary fitness experience and I love the creative employed on their website–check it out at http://www.crunch.com/.

The most interactive campaign stemming from the May 2007 issue of Glamour is Caress Fairy Tales (JWT), a two-page spread for Caress Exotic Oil Infusions, Cream Oil Body Wash.

This fantasy escape theme plays out in the form of a romantic, mysterious movie preview, entitled “Modern-Day Fairytales.” The creative is warm, lush, dreamy, and playful, down to the shape and colors of the product packaging. The call-to-action is prominently placed in the middle of the left page, then repeated in the footer.

“Free samples and enter for a chance to
win exotic prizes at caressfairytales.com”

Upon arriving at the microsite, www.caressfairytales.com, visitors are greeted by host Kate Walsh in a short welcome video expanding the offline messaging. The video fades and renders a new look and feel in the screenshot below. An additional interactive element allows visitors to “Create Your Own Prince Charming” or “Star In Your Own Fairy Tale.”

The three business related calls-to-action are, 1) Enter For A Chance To Win, 2) Free Samples, and, 3) Tell a friend. The selections prompt nicely designed registration forms which capture demographic and contact data.

Did Caress support this campaign with paid search ads for “Caress Fairy Tales?” Yes, they nailed it right down to the ad copy, “Unleash Your Mysterious Side And Win A Trip To Japan Or Morocco.” Travel, romance, mystery—is that alluring?

While the campaign didn’t produce an adgasm for the elites at Adrants, it is an excellent example of engaging targeted prospects for a seamingly featureless product, and developing the mighty, mighty Brand Relationship.

Technorati tags: integrating online marketing, Caress Fairy Tales, brand loyalty, Glamour Magazine, brand relationship