Fruit Company Offered Finest Products, but Lacked Measurements for Success

With zero ability to measure ROI on marketing initiatives and zero integrated digital marketing strategy, Shoreline was operating at a disadvantage. Though their website effectively meets the needs of direct visitors, Shoreline Fruit was missing a vital component – a holistic marketing strategy designed to expand their audience, reaching those still steps away from the “visit a website” piece of the customer journey. They had built the piece, but the audience wasn’t coming. We dug into the data-driven realities of Shoreline Fruit’s ideal and targeted audience. Using this market research data and our understanding of the stages of the customer “path to conversion,” Advance 360 fashioned a comprehensive campaign. The campaign focused on identified targets as well as other targets determined during our collaboration with Shoreline Fruit. Next steps involved converting this knowledge into action.

“One of the things Advance 360 will be helping us with specifically is social media. Since January, our Facebook likes have already grown 116% and our LinkedIn followers are up 146%.”

fruit-stats2 Fruit Company Offered Finest Products, but Lacked Measurements for Success

Peter & Company Jewelers Increases Awareness and Revenue with Strategic Marketing

By all accounts, Peter & Company was a successful Cleveland jeweler. With their concentration on special occasion jewelry, diamonds and engagement, and specialty brands, they had all the devices to gain and keep their clients’ attention.

But at Advance 360, we knew that with a strategy centered around events and special occasions, true gains could be made. We built for them a layered campaign with evergreen, event, and other segments, targeted at those that could be most influenced.

Marketing Challenge

Peter & Co. is a single point customer service oriented jewelry retailer that has been in business for 30 years. They have/had partnered with jewelry specific agencies over the past decade. Peter & Co. wanted to understand how their marketing efforts were performing, have a better knowledge of their customer base, and be able to better leverage the digital space.

Our Solutions

  • We proposed becoming their Agency of Record to handle ALL marketing efforts
  • A full CRM and POS data analysis was performed
  • Custom reporting was created to track both web analytics and POS performance in one place
  • We built them a 12 month media calendar including digital, video, print, radio, signage, etc.
  • Our team coordinates and/or activates and optimizes all of the media plans
  • Our creative team initially designed campaigns for Always On, Mother’s Day, Spring, and Summer

Capabilities:

  • Display impressions
  • Campaign management
  • Design
  • Video
  • Photography
  • Responsive rich media
  • Social media marketing
  • Print advertising
  • Email
  • Direct mail
  • Blog
  • Exterior signage
  • Store collateral & signage
  • Swag items
  • Catalogs
  • Holiday website
  • Campaign analytics
B-PeterCo-results2 Peter & Company Jewelers Increases Awareness and Revenue with Strategic Marketing
B-PeterCo-results12 Peter & Company Jewelers Increases Awareness and Revenue with Strategic Marketing
B-PeterCo-results34 Peter & Company Jewelers Increases Awareness and Revenue with Strategic Marketing

Creative Samples

B-PeterCo-creative Peter & Company Jewelers Increases Awareness and Revenue with Strategic Marketing

Total App Downloads Outpace Goal

Smart strategies and swift optimization create engagement beyond expectations.

 

We all have dozens of apps on our phones. How did we learn about them? What’s the difference between those we use everyday and those that we barely touch, yet refuse to delete from our device? And how does the originator of the app influence us to download or purchase their app over a competing one?

In this case study, you’ll see that the special blend comprised Google App Ads, Paid Search, Social Media and Display impressions, but the clear winner was social media.

PREMIUM APP WITH A ONE TIME INVESTMENT OF $12.99

B-app1 Total App Downloads Outpace Goal

FACEBOOK ADVERTISING RESULTS IN ONE MONTH

B-app2 Total App Downloads Outpace Goal

In the two months represented by this data, 334 total downloads were made from the social channel. Using targeted social ads led to a dramatic increase in purchases from this space.

IOS APP ANALYTICS: 2 MONTH RESULTS

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B-app4 Total App Downloads Outpace Goal

Honda Case Study

Introduction and Background

A Northeast Ohio Honda dealer committed to implementing a complete digital marketing approach, transitioning away from traditional media such as television and radio, as well as third-party lead providers. This shift took place over the last three years, and has resulted in the dealer moving from a 4th place position in regional market share to a #1 ranking starting in the summer of 2016 that continues through today.

The Outcome

This Honda dealer saw a 55% INCREASE in sales over the time period, a difference of 850 more units sold per year in a market where the manufacturer brand has seen flat sales growth.

The Strategy

They reached these results by turning their own website into a lead generation engine, seeing nearly 1,400 direct trackable marketing leads each month (450 website leads, 900 phone calls).

This commitment to a digital-first approach centered on the dealership’s owned assets (i.e. their website) is evident in these lead figures, but stems from dramatic increases in their site traffic:

MLive-CS-Honda-Infographics-20170801-1 Honda Case Study

Site Visitors increased more than 100% over the last 3 years – from 5,750/month to 11,700/month

MLive-CS-Honda-Infographics-20170801-2 Honda Case Study

Site Sessions increased more than 95% over the prior 3 years – from 9,800/month to 19,100/month

So how did all of this growth happen?

The Honda dealership adopted a holistic approach that emphasized multiple traffic sources that both generated traffic alone and magnified organic and direct traffic at the same time.

MLive-CS-Honda-Infographics-20170801-3 Honda Case Study

SEM/PPC 135% + TRAFFIC GREW from 2,100/mo. to 5,000/mo.

MLive-CS-Honda-Infographics-20170801-4 Honda Case Study

SEO/DIRECT TRAFFIC GREW 36% over the last 3 years – from 6,700/mo. to 9,200/mo.

MLive-CS-Honda-Infographics-20170801-5 Honda Case Study

SOCIAL PPC TRAFFIC GREW FROM 2,600+ VIRTUALLY NOTHING PER MONTH TO 2,600+/mo

The shift in budgets, traffic sources, leads and sales didn’t happen overnight, and wasn’t the result of the dealership “flipping a switch.” Instead, it was an investment to try a different approach that kept yielding better results than what they’d previously done.

Mix it Up

Share of Digital Advertising Budget by Investment Type in the Nonprofit Arena

As is the case with any recipe, the right mix of ingredients is critical to the end result. Same holds true when it comes to finding the right mix of media solutions for marketing campaigns. A little too much or too little of one ingredient can be the difference between success and failure.

graph Mix it Up

Source: NonProfit Benchmarks Study, 2016

“How much to spend on digital ads, where to display those ads, and whether they are meant for donor conversion, list growth, visibility or something else, these are tough questions that will depend on your specific needs and goals. But every nonprofit needs to keep seeking new audiences, new stages, and new songs to sing – and digital ads are increasingly a part of that repertoire.”

When developing your media mix, it’s important to consider several criteria to ensure the investment you make achieves your desired results. At Advance 360 we focus on five areas when crafting a media mix:

Audience and geo targets:

Who are the target audience groups? Where are they? How do they spend their time? Making sure we have a strong understanding of who we are trying to engage will help guide us as we craft our plan.

Marketing and business goals:

At Advance 360 we partner with our clients to deliver successful campaigns at the business level, not just the marketing level. Marketing objectives often focus on reach, frequency, clicks,  and web sessions. While these are important benchmarks, we also monitor and the business impact of our campaigns. This includes measuring brand awareness, lead generation, conversions, and more which require a lot of  a lot of work behind the scenes work.

Website preparedness:

A thorough review of a client’s website is a must. Does the website support a strong user experience across desktop, mobile, and tablet? Is the site prepared to support campaign success? It’s important to think about how the media mix will affect web traffic across each device. Remember, more search traffic is now coming from mobile devices than desktop. And overwhelmingly most social media engagement is occurring on mobile. If the client website is not mobile optimized, campaign success could be compromised (or at least the media mix may need to be adjusted).

Stories/Assets:

Advance 360’s strategic approach centers on spotlighting our client’s stories (USP’s) in meaningful ways with the target audience groups in order to entice, convince and convert. It is important to confirm that these narratives are clearly outlined – on the website, within social media, within a blogging site, via photos and videos, etc… These stories and assets become the cornerstone of the messaging within the media mix and need to deliver a quality user experience that supports campaign success.

KPI’s/Measurements:

This is key. All media strategies need to be measured and (most likely) optimized throughout the campaign. In order to do this effectively, Google Analytics and Google Tag Manager need to be in place and configured properly. Goals and events need to be set up. Measurement needs to be tested and validated. Bad performance data – or worse, no performance data – will have a fatal effect on an otherwise great marketing campaign.

Once each of these areas have been reviewed and considered, the media mix can be developed. With a full focus on the decision journey and user experience, a quality media strategy can then be crafted and implemented.

At Advance 360 we do this work everyday. We have helped our clients achieve success with our strategic approach. It’s a lot of work, but it’s necessary. And when success is achieved, it’s very rewarding. For us and for our clients. Give us a call and we will show you how we can help you accomplish your marketing and business goals.

Optimize Your Trade Shows with Location-Based Targeting

Many B2B marketers are struggling with finding a balance of the traditional pieces of marketing and the new digital trends that are creeping in. The truth is, digital marketing should be an essential piece of every B2B marketing plan, but it doesn’t have to be implemented instead of the traditional route, it should be used to complement the long-standing traditional pieces that are already in place. B2B marketers know – trade shows and conferences are not only the norm but are still an essential part of marketing for a B2B company. These events are great for B2B businesses, but also come with a great price tag – so it’s important for businesses to make the most of the time and money spent at trade shows. One way to optimize your trade shows is with location-based targeting.

By targeting the event location or nearby sites during a particular time, your business can capture the active devices of attendees. Once these devices are captured, your business can use them to your advantage. These devices can be targeted with ads during the trade show and on top of that the data can be collected and you can continue to serve your message to these attendees well after the event. So how does this help your business? We’ve outlined 3 benefits of location-based targeting for your trade show:

Boost The Awareness of Your Brand

A study by Deloitte found that on average, people in the United States across all age groups check their phone 46 times per day. At events like trade shows, the audience that is attending is likely to already be in the industry that your targeting so targeting the physical location will help you reach more people. By targeting attendees with ads at trade shows, it’s likely that they will start associating your name with the industry and you will earn recognition and credibility.

Drive Traffic to Your Booth

Are you giving something away at your trade show booth? Do you have an interesting presentation or demonstration of your product? Target attendees with ads that let them know your booth what value you’re bringing to the event and you will not only receive traffic but more qualified and interested traffic. As a trade show participant, you’re often vying for attention from attendees, so make sure to let attendees know in advance what your booth will have to offer.

Gather Information

What about the people that didn’t get a chance to stop by your booth? Or the people who showed some interest in your product or service, but didn’t want to pull the trigger just yet? One benefit of location targeting is that devices can be collected for remessaging in the future. Ads can be remessaged to trade show attendees for up to 90 days after the event – so why not use that opportunity to send some additional valuable information to those attendees to show your expertise in the industry and to tip the scales in your favor towards a sale.

Does your business have a trade show coming up? Let Advance 360 help you make the most of the event with location-based targeting. Contact us today and let’s chat about building a strategy.

Exposure Does Not Increase Retention

While dated 2014 (which in today’s market seems outdated), note the crux of this Media Dynamics, Inc. study. Over time (70 years!), despite a dramatic increase in exposure to media, the amount of ad retention remains relatively static. Remember, too, that in 1945, there were significantly fewer advertisements in the media space. It appears that there is a cognitive ceiling to the retention of a traditional ad unit, like a television commercial or periodical display ad. 

 As far-fetched as it seems, we know that with the right audience targeting and frequency, new messages can be learned, retained, and converted to action. Some more than others, but in truth, we do recall the tag line, website, or brand. Knowing that there is a retention ceiling for media users, it is even more important to find the right person to receive your message at the right time. Without someone primed to retain your message, it becomes wallpaper, falling on deaf ears – an audience that simply isn’t prepared to take action. 

This regression, from thousands of messages to just 12 brand engagements illustrates one point clearly: the value of an engagement far exceeds the value of a broad-stroke branding message. If, those engaging are the influence-able few that can be driven to conversion (whether that conversion is a sale, website visit, or entry into an organization’s CRM), then they are the few that must be reached. 

Screen-Shot-2017-03-10-at-2.53.11-PM Exposure Does Not Increase Retention

The Power of A/B Testing

If every conversion brings you closer to making another dollar, why wouldn’t you conduct experiments to increase the performance of your advertising campaign? A/B Testing leads to more awareness of your products/services and better sales.

When a particular piece of creative isn’t performing well, what can be learned? How can preconceived notions and long-term marketing campaigns create false-notions in the minds of our client and our own team?

See a real life example of A/B testing and the optimizations that resulted for our Partners at MLive Media Group here.

Ad Exposure: What You Should Know

While dated 2014 (which in today’s market seems outdated) note the crux of this Media Dynamics, Inc. study. Over time (70 years!), despite a dramatic increase in exposure to media, the amount of ad retention remains relatively static. Remember, too, that in 1945, there were significantly fewer advertisements in the media space.  It appears that there is a cognitive ceiling to the retention of a traditional ad unit, like a television commercial or periodical display ad.

As far-fetched as it seems, we know that with the right audience targeting and frequency, new messages can be learned, retained, and converted to action. Some more than others, but in truth, we do recall the tag line, website, or brand. Knowing that there is a retention ceiling for media users, it I even more important to find the right person to receive your message at the right time.  Without someone primed to retain your message, it becomes wallpaper, falling on deaf ears — and audience that simply isn’t prepared to take action.

B-adexposure2 Ad Exposure: What You Should Know