Capitalizing on Scale and Advertising Measurement to Deliver Client Results Dawn Hartman Jaime...

Capitalizing on Scale and Advertising Measurement

to Deliver Client Results

Dawn HartmanJaime Schultheis

2 www.mymediaworks.com

Changing the Game in the Publisher Industry


Addressing the Needs

Diminishing CirculationLack of

Campaign Metrics

Difficult to Buy


Transforming Advertising in Publisher Media

Valued Consumer Audiences

Simple Solutions

ROI Measurement


Offer Optimization, Not Penetration

Customer DataSubscriber

DataData Analysis

swaps low value for high value

consumersValued Consumer Audiences

Drives Optimal Customer Selection and

Distribution in Publisher Media


Offer Ease of Campaign Buy

Simple Solutions


Prove Campaign Success

ROI Measurement

Campaign Metrics:Response Rates

Sales PerformanceReturn on Media

Investment


Client Challenge: Increase the effectiveness of a current newspaper insert media campaign and increase market share


The Solution: Reallocated a single-channel print media buy to a multi-channel print and digital solution

Improved potential for

digital interaction

with customers

and prospects by

17%

Engaged 385K new email addresses


Performance improved when an admail was delivered in conjunction with a circular:

19% increase in shopper response

14% increase in average spend

The Results: A 16:1 Return on Media Investment for Admail Executions


Client Challenge: Increase the effectiveness of a new newspaper insert media campaign


The Solution: Strategy to diversify the insert distribution to 5 targeted publications

Increase reach of

customers by 21%

Identified customers with 15%

higher historical

spend

Increase reach of

prospects by 8%


Attracted 31,000 customers who spent $4.1 Million

New customers spent 2x more, on average, than existing customers

The Results: A 146:1 Return on Media Investment


Opportunity

Identifying Incremental Distribution Vital to Client’s Growth


Areas of Opportunity in Client’s Current Market

Increase Distribution by 12,340 pieces

Increase sales

potential by $47K

Garner 6% of total market

revenue

Increase customer reach by

10K

Current Buy Baseline

Powerful Content. Smarter Campaigns. Engaged Audiences. Measureable Results.

Dawn HartmanNational Sales [email protected]

Jaime SchultheisNational Sales [email protected]

Capitalizing on Scale and Advertising Measurement to Deliver Client Results Dawn Hartman Jaime...

Documents

Transcript of Capitalizing on Scale and Advertising Measurement to Deliver Client Results Dawn Hartman Jaime...