It all begins with Research & Analytics
Research and analytics drive every marketing and site selection strategy we develop. Insights at the level we need for developing the highest producing advertising campaigns and choosing the best retail locations can only come from having the entire U.S. Consumer File of 235 million individuals in-house. This allows us to query, filter, and summarize the landscape for any trade area and compare it to any customer base. Integrating big data analytics into actionable strategy is our departure point for Traditional Media, Digital Media and Real Estate Site Selection. Or, put another way: Know your trade area, know your customer base, and leverage the differences.
Once we understand the shared characteristics of your best customers, we find the rest of them… at a household level.
Why is this important? Here’s a quick test: Walk outside your front door. Look at the house across the street from you. Then, the one to the left, and the one to the right. Now, look at your neighbor to the left, and then right. If you did this correctly, you just looked at five different addresses. Now ask yourself this… of your five neighbors, how many of them have the exact same age range, marital status, income level, net worth, number of children, ethnicity and education level… as your household?
When you send direct mail to a ZIP code, block code… or even carrier route level, you are spraying and praying! It’s a waste of resources, you’re just not sure how much money you’re throwing away. MQ&C Customer Profile Segmentation identifies the top 20%-25% of customers that drive 50%-90% of revenues… and the 75%-80% of prospects that make up the bottom 30% of revenues. It’s not just about identifying the right people…it’s about not contacting the wrong people.
With the entire 253 million U.S. Consumer file in-house, we’re able to generate targeted mailing lists for all campaigns. We also accurately match respondents from any mail campaign back to the mail file so we can track to evaluate the campaign’s performance.
Many marketers make the mistake of thinking email is free, so it doesn’t matter what you send to which people. But list fatigue, fake email addresses and the good ‘ol delete button are pitted against you in the fight for your customer’s attention.
We have the resources to match an email address to a physical street address up to 65% of the time. And the longer someone has been on your list, the better that percentage gets. Why is this important? When you convert an email to a physical street address, there is an enormous amount of targeted information we can learn – even if you never intend to use postal mail.
The more you know about individuals on your email list, the better you can communicate with them, and the more likely they’ll open and read your message. Previously, an email address was a generic, faceless piece of data. We turn that data into a real person you can talk to.
Our goal is 100% impression-share. That means your ad is shown 100% of the time for an exact match keyword within a given geographic target. By contrast, most local campaigns struggle to achieve a 25% impression-share, meaning that they are not seen by 75% of the people searching for that keyword. Even national campaigns often struggle to get above a 50% impression-share.
How do we dominate? We don’t use Excel, that’s for sure! We use robust systems and software to analyze millions of impressions that create thousands of clicks and hundreds of conversions.
Oh yes, we should also mention that 100% impression-share forces our campaigns to be profitable. There’s just no other way to sustain the resulting high volume of clicks and costs.
You should also know that we are a Google Premiere Partner, a status earned by only the top 3% of agencies. Our campaigns successfully and consistently outperform other agencies’ campaigns on several important Google metrics, including client satisfaction and revenue growth. Our techniques are proprietary and often challenge conventional wisdom.
Mobile Device GeoTargeting
With mobile devices, we use our predictive models to hyper-target individuals by device as well as geography. Here are some examples:
- Send an ad for a new medical device to all attendees at the trade show in the convention center.
- Collect the device ID of ski resort visitors so we can implement a year-round nurturing campaign once they’ve returned home.
- A store usually has many competitors within a shopping mall. We can target smartphone users from your target audience who enter a tight radius of your store… OR your competitor’s.
To give you a better idea, here’s how we target your ideal prospects while they attend a trade conference:
- We pinpoint the location of the trade conference
- Using our database, we identify IP addresses for the conference center, surrounding hotels, coffee shops with Wi-Fi and nearby cellphone towers.
- We serve display advertising for your product or service to these locations on top-shelf websites.
Radio, TV, Print, Outdoors
Did you know… Reach “Tells” but Frequency “Sells.” 80% of buyers require at least six exposures to a message before purchasing (and that number may really be closer to 12).
Over the course of 30+ years we’ve bought over a half-billion dollars of traditional media like Radio, TV, Cable, Print, Out-of-home, and Sports marketing. We’ve bought for everyone from mom-and-pops to Fortune 100 companies, mobile homes to funeral homes, BMW’s to Buicks, fast food to steakhouses. When used correctly, these channels can cost-effectively attract targeted leads from a much larger universe than online channels.
We handle negotiation and placement, ad production, research, and strategic planning. Just let us know your target and spend, and we’ll take care of the rest!