National TV Ad Campaign Media Buy
An information and consumer technology corporation wanted to expand its presence in the consumer market and increase its overall brand awareness in the category.
Attract new buyers who were not currently being reached through the client’s traditional promotional methods. Increase the overall awareness of the brand in the consumer market.
Conducted market research. Determined strong client presence in technology and general interest publications. Determined TV advertising was best method to expand overall awareness and reach untouched audience. Developed a four-ad strategy incorporating client personality and value proposition. Developed three-month spot and block media campaign targeting programs with high demographic match. Retained call center for call disposition and fulfillment kit distribution.
More than 500,000 calls were received over a five-month period to advertising specific toll-free numbers. The call activity lifespan was nearly twice the length of the time ads were run. Client realized a 4x increase in aided awareness among target audience and a 2x increase in unaided awareness.
Integrated Marketing Program
Introduce a new brand and product line into the upstart personal consumer GPS navigation industry.
Establish the company as a player in the industry. Increase target market awareness, resale buy consideration through a mix of push and pull marketing tactics.
Defined the value proposition of the brand and pushed it through all marketing vehicles. Developed website with informational and sales-based focus. Developed channel sales and promotional tools to aid sales through distribution channels. Developed end-user awareness through an equal mix of public relations and retail channel advertising vehicles. Designed website with an equal mix of information and sales focused content.
Established client as one of the top four companies in the industry and maintained an awareness level commensurate with the market leader.
Introduce a new marine electronics brand into North America, the largest recreational market in the world. A mature market with slow growth, the segment was dominated by well-entrenched and established competitors.
A ‘to-market strategy’ designed to quickly lift company awareness, brand awareness and purchase consideration to competitive levels.
Developed and implemented a mass awareness strategy with a strong focus on public relations, and supported with targeted end-user advertising and a designed website. Designed sales-focused marketing activities with powerful branding elements. Program included end-user trade shows, channel sales programs, end-user promotional programs and collateral.
As measured by two industry-focused organizations, within two years, aided awareness was over 40% and higher than the majority of the competition. To-market approach is considered the model for marine electronics. Media coverage exceeded one article per day on average within 2 years.