Tracing an Ad Directly to a Sale

Case Study: Sefar

Swiss manufacturer, SEFAR®, hired LarsonO'Brien to assist in the U.S. introduction of three architectural products – and to do it on an extremely tight budget. One of these products, LIGHTFRAME®, is a modular illuminated fabric wall and ceiling system that evenly diffuses light while significantly improving acoustics.

The Strategy

Budget dictated a minimal paid advertising campaign, so we had to be very certain the ads we ran would be as impactful as possible both in content and placement. Architectural Products magazine fit the bill for its reasonable CPM and targeted readership of architects in search of new and innovative products. The goal of our ad would be to drive home not merely the fabulous aesthetics of the product, but also focus on the added functional value of a ceiling system that could serve as both a lighting system and acoustic attenuation system in one.

Photo Credit: Ron Larson, LarsonO'Brien

The Work

LarsonO’Brien created a full-page print advertisement for LIGHTFRAME selling its comprehensive benefits. We described the ceiling as “sensuous” with the main image showing the product in a high-traffic, high-style setting. The inset photo and caption sold the ease-of-maintenance of the product.

The Impact

The SEFAR Architecture LIGHTFRAME ad immediately caught the attention of an architect flipping through Architectural Products magazine. In a discussion with our Public Relations department, an architect told us that they specified LIGHTFRAME because they saw our ad, ripped it out of the magazine, showed it to their client – Audi – and called SEFAR.

The product was chosen for the new Audi Manhattan dealership and is being considered for several more Audi dealerships across the country.

So when we answer questions about ROI and when a client asks, “Does print advertising really work?”, we point to this ad – one that has been traced directly to a sale.