Broadcast television reaches the masses. Cable television reaches targeted, niche groups of people with frequency being the goal. Both are great at making a high-level, water-cooler impact both within your organization and with your customers.
We plan television with an eye for maximizing your exposure at a minimum cost-per-point. We utilize Nielsen data to ensure that our target audience reach is adequate. We run the numbers with SQAD to ensure that we are receiving the best possible price for what we are buying. We then crunch all the numbers through our own proprietary software and spreadsheets. When it comes time for the actual buy we negotiate hard for bonus exposure and value-added opportunities. With this process we know a plan is bought well upfront.
We handle all trafficking of spots from production to the station. We ensure that all spots arrive in the proper formats and are compatible with the network. We have partnered with organizations such as Comcast Ad Delivery and DG for professional trafficking and spot translation services.
Once the campaign is running, we are diligent about “posting” - ensuring that the programming purchased delivers the rating points promised. For exposure not delivered, we work with the network on appropriate make-goods or refunds. This is in keeping with our philosophy to monitor all campaigns closely through completion – not just “buy” media.
Radio is a perfect medium to reach targeted groups of people with frequency of message. Whether it be Adult Contemporary Music, Sports Programming, or News Radio, an advertiser is sure to find a match in audience and programming.
We utilize Nieslen (formerly Arbitron) to analyze the stations in your target market to select the best fit for your target audience. We also use SQAD when requesting available inventory from stations to ensure that we are receiving spots at the best possible rates. All the numbers are crunched through proprietary software and spreadsheets. As with TV, we negotiate hard for bonus spots and added-value opportunities. The process is detailed and time-consuming, but with it we know a campaign is well-bought.
We handle all trafficking of spots from production to station. We also work directly with the stations on any added-value production that is needed, so our clients can focus instead on their businesses. Our full-service philosophy mandates this.
As the campaign runs, we monitor everything from creative changes to schedule changes. We “post” every week, ensuring that the stations purchased deliver the rating points as promised. For any spots that do not run, or station that does not meet rating goals we actively negotiate make-goods or refunds for our clients.
...And what if we need to extend our buy a bit more? No problem - we package digital streaming with the campaign. And how about extending it even further than that? No problem again. We have worked with internet radio pioneers Pandora and Spotify for years on behalf of our clients. We can have your previously produced spots run through their desktop, tablet, and mobile platforms.
Print encompasses many different forms. Major Dailies, Community Newspapers, Consumer Magazines, Trade Publications, Niche Newsletters – you name a target audience or trade area – there is a printed publication to serve that group. Print is great for complex, detailed messages and can include coupons, mail-in forms, or direct people to web resources.
We help clients navigate through all the print options available to land on the most appropriate for their desired audience. We look at ABC, CVC and BPA data for accurate circulation information. SRDS also provides us with a complete database of over 6,400 newspapers, 9,000 B2B print vehicles, and 3,000 consumer magazines– whatever your marketing plan requires – we can find the most appropriate print media.
With our full-service approach, we plan and purchase all media, traffick all needed materials to the print outlets, collect all tearsheets, secure make-goods, and reconcile billing. With multiple ads running in multiple print outlets each and every week, we keep it all straight with our custom-built, propriety media software.
Our clients appreciate our ability to not only buy the right media the first time, but our dedication to manage the campaign from start-to-finish, to handle the nitty-gritty details of make-goods, trafficking, and confirmation of billing. Nowhere is this more evident in our print media services.
If you need to establish a clear ROI for your marketing efforts – there is no better way than to go direct. We have been working with direct marketing efforts from the very inception of our firm. We employ Direct Mail, Direct E-Mail, Inserts, On-Door Hangers, even Personal Distribution to accomplish our clients goals. If you need to reach your target audience directly, we can help.
We utilize both SRDS and direct marketing industry partners to research and secure the best lists for our clients needs. Through our direct marketing services, clients have access to over 70,000 list rental opportunities from over 230 business and consumer classifications. We focus in on our target by narrowing selects to the appropriate gender, age, occupation, lifestyle, interests, and geography.
In addition to sourcing the correct lists, we help our clients with production, postage, and delivery as needed. We coordinate the entire process from start to finish. Response metrics are tallied from whatever response methods are employed, whether that be 800 numbers, response cards, or website landing page hits. We then utilize this information to refine and improve subsequent direct campaigns.
Out-of-Home advertising offers numerous opportunities for both mass-reach as well as geo-targeted placement. In addition to the standard billboard, we place advertising on transit systems, moving vehicles, and movie screens. Ambient media allows us to place media in locations such as stores, community centers, and malls. With the advent of digital outdoor, we can now even change creative on-the-fly, or add variable information such as prices, specials, or even “tweets” from a client's Twitter account.
In performing our up-front research for clients, we scour the area for available media options as well as untapped opportunities. We utilize our network of out-of-home partners as well as 3rd-Party resources such as SRDS. In comparing potential placements we review approach angles, the ad environment, and any TAB data available.
We assist our clients with trafficking of the materials and installations. We secure all proof of performance documents and images. We reconcile all billing. When it comes time to review boards/options for continuation, we research competing available options to use for negotiation or changed placement. Our full-service approach is constantly active – even with a media that can be as static as a traditional highway billboard.
Interactive Display Advertising
Interactive Display Advertising offers unparalleled options for targeting and creative changes on the fly. Whether you need to target by audience behavior, demographic, geographically, or contextually next to relevant content, with Interactive Advertising, you can achieve your goals. Because Interactive Display can be tracked and measured much like direct marketing efforts, creative messages and executions can be tested and changed as needed.
We utilize a multitude of tools when researching Interactive Display options for our clients. SRDS allows us access to advertising opportunities of over 10,000 web properties in 380 business and consumer markets. SQAD provides us with competitive cost data in order to secure the best possible rates for our clients. We review COMScore and Nielsen NETRatings data to verify site traffic statistics.
Not content to trust sites trafficking, serving, reporting capabilities we utilize DoubleClick for Advertisers for interactive campaigns. Using this software solution, we are able to easily swap creative across multiple sites, report on a multitude of metrics whenever needed, and have 3rd-Party verification of impressions ran. This solution provides a competitive advantage for our clients as we are able to make smarter decisions faster during the campaign, not after.
Whether we buy custom ad placements directly through digital publishers, utilize an ad network, or buy impressions programmatically, we monitor and adjust constantly to ensure the campaign is meeting our clients' goals. We develop reports on every metric that requires tracking. We combine human intelligence and insights with technological capabilities and that is where our difference lies.
Social Media Marketing
Social Media has become one of the dominant forms of communication. As prospects spend ever increasing amounts of time on social networks, new opportunities are being created to connect with them. Social Media allows targeting not only by demographic and geographic considerations, but also by likes, interests, and friends. This is a huge opportunity for smart advertisers.
We have been developing Social Media advertising campaigns since 2006, longer than some social media companies have even existed. We were also welcomed into the Beta Advertising program for Twitter as one of its first advertising agency clients. If you want to understand how to advertise within the Social Media universe, we can help.
We begin each Social Media assignment with a grasp of our client's target – their likes, dislikes, interests, hobbies, and connections. We pull actual prospect reach, click data, campaign cost information directly through our agency accounts with each required Social Network. Our analysis ensures that our clients know upfront what the likely pull of each campaign will be – we do not work by guesswork.
We utilize campaign management software tools and monitor each campaign on a daily basis. Adjustments and refinements are made each and every day. We provide full reporting on both a weekly and monthly basis. With this information we can illustrate how we are succeeding and what the ROI is for each and every campaign. So whether a client needs a presence on Facebook, Twitter, LinkedIn, or maybe something else, we can make it happen.
Search Engine Marketing
Search is the ultimate targeting media vehicle. With Search we can serve our clients' messages, offers, and ads precisely to what a target needs at exactly the time they are looking for it. Of course, we can also control for geography, day-of-week, time-of-day, cost-per-click, search networks utilized and keywords purchased. Some call this the "Holy Grail of Advertising."
Through our Analytics programs we can show our clients exactly which variables are leading to the campaign's objectives, whether it be sales, visits, or sign-ups. Analytics can also be utilized to showcase how individual prospects are behaving after the click. We put all this information together for our clients so we can make smart decisions as the campaign runs.
We perform our keyword and campaign research directly from Google and Yahoo!/Bing to ensure the most accurate forecasting data. We outline all click costs, estimated traffic, and results for our clients so they know in advance how the campaign will most likely perform. We also utilize 3rd-Party software platforms in order to manage our campaigns.
As the campaign runs we monitor the variables daily, making performance adjustments as needed. We provide our clients with both weekly and monthly reports as well as information needed on an ad-hoc basis. We also provide ongoing analysis and consultation to improve results consistently.
Mobile presents outstanding opportunities to reach people wherever they are – at home, at work, on-the-go. Options for marketing with mobile include in-app advertising, mobile website banner ads, text campaigns, even mobile search. In the 21st Century, mobile advertising must be a part of any well-rounded integrated media plan.
We have partnerships with mobile industry leaders such as AdMob, Jumptap, Millennial Marketing, Vibes Media as well as Google. We perform all research into available options and potential return on investments. We set-up all campaigns with the needed metrics. We ensure that the mobile component ties in with the overall campaign goals and works in tandem with other media in play.
Once the campaign is running, we monitor daily and provide weekly and monthly reports. We swap creative messaging as needed to make sure the campaign will meet its goals. Our analytics illustrate performance after the click or desired action is taken. We consult from start-to-finish, overseeing the entire process for our clients.
With Native Advertising, your brand can connect with your audience in a completely organic manner while simultaneously providing valuable information and content. You can position your organization as a thought-leader. You can create long-form content that can become viral. You can solicit customer feedback. The possibilities are endless.
Native advertising can take many forms and we can help with them all. Do you need sponsored stories and content appearing with news articles on the web? We have you covered. Do you need infographics and slide shows placed across social media? No problem. What about company videos distributed across paid, owned and earned media channels? Check.
We take Native Advertising beyond Twitter’s promoted Tweets and Facebook’s promoted stories. We partner with media giants such as Time Inc. to craft truly innovative native advertising that is woven into the fabric of the top news sites on the web. Let us show you how.