In the media world, the right fit is like choosing the right hunting guide.
You wouldn’t hire a greenhorn to help you track and target big game.
Same with media planning and buying, you need a media guru to target
the right customers to get the biggest bang for your buck.

media buying case studies

financial services education firm

Situation

We were approached by a financial services education firm that wanted to create demand for their paid seminars by holding free, in-person introductory seminars. There was very little attendance at the free seminars, which meant that attendance at the paid seminars was also very low.

Challenges

There was widespread skepticism about the claims being made by the client, which seemed “too good to be true.” People were reluctant to attend the free seminars because they feared a high-pressure sales pitch. None of their advertising efforts were working.

Actions

AdWise Group enrolled the client as a participant in a local radio-sponsored financial education event with a nationally known keynote presenter and host. This allowed our client to speak at the event and present (in break-out sessions) their free, introductory seminar to hundreds of potential clients. Based on the client’s success with connecting to the radio audience, we created a long-form radio show featuring the two client principals as the hosts. We negotiated for a prime weekend hour on KRLD in Dallas, which was an excellent match to their desired demographic.

Results

The client’s radio show was an instant success. Demand for the free, introductory seminar grew steadily each month. The show was so successful, that we purchased additional one-hour time slots in major markets throughout the country, including Los Angeles, San Diego, Phoenix, Chicago, Atlanta, Boston and New York. The client went from a few people attending each seminar to hundreds per seminar. The show continues to be a key to driving new customers and is now recorded in AdWise Group’s recording studio and distributed to stations across the nation.

beverage retailer

Situation

A beverage retailer was interested in partnering with a local radio station to promote the company as experts in the fine wines and spirits category. The radio station had contacted the client directly with a proposal for a monthly event hosted by wine makers and restaurateurs. Listeners would pay to attend the event.

Challenges

There was a limited budget and the proposal exceeded the budget. The promotion did not include the necessary multi-channel marketing that would be needed to successfully engage consumers and drive them to register and pay to attend the event.

Actions

We customized the proposal to better fit our client’s needs, including a new component that would build our client’s email database from the targeted group. We negotiated with the station, improved the plan and cut the annual cost by 45%.  The negotiated plan doubled the amount of on-air media, specified prime dayparts (previously rotators), increased the station’s cross promotion activities for the client’s benefit, provided exclusive marketing opportunities to the station’s database and to the new database created from the initiative and enabled content sponsorships with embedded links to our client’s website from the station’s website.

Results

The events allowed the client to showcase their products and enhance their position as the category leader by leveraging the relationship with the radio station and its position in the community as the media sponsor of the events. The email database grew by 300% and attendance at the paid events was above expectations.

multi-level marketer

Situation

A national multi-level marketer of health supplements had agreed to sponsor a college football bowl game to bring national attention to the brand. The airtime in the game would be devoted to promoting an energy drink with a TV spot endorsement from an NFL star player. The spot offered a free sample to consumers through their website. They also wanted to leverage the endorsement and TV spot to support the efforts of their local market sales distributors. Requested help in determining best markets for development and media placement.

Challenges

The client was in many more markets than they could afford to advertise. They needed to find markets they could afford, that index highly for their target demo and that were supported by a sufficient network of dealers. Determine which markets would benefit most from television spot buy. Needed to energize the Distributors and increase brand awareness. Create media buy.

Actions

We conducted an in-depth research study of 30,000 current customers, assigning each to geographic and psychographic groups. After appending this data to other national research databases, we were able determine not only the markets that indexed highest for the target demo but also that contained the most “look alike” demos. We then cross referenced to existing dealer networks. Working with the client, we selected a number of cities and then negotiated, executed and monitored a spot TV buy.

Results

The campaign far exceeded initial expectations. The client shipped out many thousands of free product samples and captured new dealer leads that were shared with the existing dealership network.

retail electronics store

Situation

Retail electronics store had received a television spot buy proposal direct from the television station and wanted to know if the proposal was an efficient buy.

Challenges

Develop a television buy for a retail electronics store that would be more cost efficient and effective than the proposal received directly from the television station.

Actions

Researched the stations, programming and dayparts that indexed highest for the target demo. Created a media buy to best fit the budget and the target audience using multiple stations and targeted dayparts.

Results

AdWise Group's buy delivered 62% more Gross Rating Points (GRPs) and 52% more Reach, an increase of 339,678 persons at a Cost Per Point (CPP) that was 39% less.

franchise pizza delivery company

Situation

A multi-store franchise pizza delivery chain was launching their new Internet ordering system. The goals were to create awareness and increase online ordering.

Challenges

The budget was limited, especially when compared to competitor spending.

Actions

We concentrated the media buy in the 4pm-7pm daypart, This is the time that our target demo, women 25-49 with children, are thinking about and planning what they’re going to serve their families for dinner. It allowed us to use the power of local news and early fringe as well as access programming to reach the customers efficiently.

Results

Online ordering grew by double-digit percentages during the periods when the media schedule ran.

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