Background

The client:  Marketing Director at premium brand within a Multi-National Company 

Multinational company with centralized media buying agency was responsible for planning and purchasing all brands. Marketing Director was not seeing the results from the current media campaign.

Issue 

Our client was concerned that their media schedule was not connecting with the target market. The buying agency’s recommendations were not producing results.

However, without sound data the client struggled to convince the Chief Marketing Officer that their brand was not reaching its full potential and that they should change the schedule.  

We worked with the client to ascertain their marketing ROI from all their marketing campaigns. With this base-line knowledge the client was able to evaluate the leads against the cost for each publication. 

The client was advertising in publications at a higher price but with lower results. The client’s gut feeling was right, but the data proved that the customers in other publications were a better ROI.

Solution

By matching up the leads from each publication the client discovered that publications that were taken off for the current year had generated more traffic and value to the brand then new additions.

The client presented the information to the CMO and convinced him to redirect the schedule to the right publications.

Results 

The client’s shift away of low performing media publications to higher performing ones raised the total number of leads and at a lower cost.

The client now evaluates each recommendation based on the lead value and costs.