There are two keys to achieving an above average click-through rate. First, we get your message to the right audience. Second, we know how to get their attention. To get the right message delivered to your target audience requires testing, both of the potential mail lists and the message. To get their attention you have to get your email delivered, so we implement best-practices deliverability techniques to get around spam filters. Then we combine our design talent with concise messaging to prompt them to click-through.
How long do we have to get our viewer’s attention? Studies vary, but we believe it is 1 to 2 seconds. That’s it. In this time we have to get their attention and convince them that we are offering something of value. Our strategic expertise and concise messaging are important here, as is our outstanding digital design. In addition, our media savvy plus constant testing and campaign evaluation help boost results. That’s why we regularly exceed industry average click-through rates. Our most successful banner ad of all time was “Killer Joan,” created for RSA Security. On one site she got a 9% click-through! While we can’t promise this kind of return for you, we are confident that we can deliver the lowest possible cost-per-click.
Direct mail is most effective when part of an integrated campaign, as you need to “touch” your prospect several times before they will take action. We use our creativity to entertain and our precise messaging to inform our audience, encouraging them to read the mailer. But, as always, the offer is the most important part of the puzzle. Sure, you have to provide relevant information, but to get a response, the offer must be good.
Trade show marketing requires a different approach. You already have your qualified audience in front of you. They are eager to get information. Your success depends on standing out from the crowd of other vendors. High-impact booth design and graphics are essential, as are pre-show mailers and in-show events. But the decisive factor is the concise, clearly visible presentation of your key marketing messages. In the end, people don’t come to trade shows to win a Mont Blanc pen. They want hard data to help them make key decisions. That’s what our creative team delivers in a cost-effective, efficient booth.
Pay-Per-Click and Search Engine Optimization
Optimize has experienced staff dedicated to pay-per-click campaign and search engine optimization. We continually monitor to improve campaigns and search engine performance. And, because of our application development background, we are able to interface directly with you to create better landing pages. This increases your pay-per-click ranking while decreasing cost.
In addition, key words that appear while searching on Google or another search engine are a key component in driving leads to your website. Optimize can conduct a complete audit of keywords in your market that will give you:
- Most searched terms in your industry
- Most popular words purchased by your competitors
- Recommendations on which key words to buy
- On-going maintenance of your key word program
The services we can provide for you include:
Campaign Setup
Website Tracking
Keywords Analysis
Landing Pages
Content Writing
Lead Capture Forms
ROI Analysis and Reporting
Media Planning that Maximizes Your Marketing ROI
Media is the most expensive line item in an advertising campaign. That's why it is critical to have experts, with years of experience and long-standing relationships with a multitude of media, insuring you get the highest value from your media budget.
Setting Goals
Often clients will say they'd like to increase brand awareness by x% in x target audiences, and ask us to prepare options for how we'd do it along the associated expense. Other clients will tell us what their advertising budget is, and ask us to prepare a plan with the mix of creative and media spending that will optimize results. Either way, we make sure our clients clearly understand what goals we expect to achieve before they sign off on any campaign. And after it launches, real-time reports will provide information about lead generation, and benchmark studies - conducted before and after- can be used to gauge the increase in brand awareness.
Matching the Target Audience to the Right Media
To begin developing a media plan, we extract the target profiles from the campaign strategy. Next, we combine new research with our existing knowledge base to quickly identify the complete list of target media (online and offline) that this audience will turn to for information. Then we use quantitative and qualitative filters - goals, budget, strategy, demographics, reach, and more - to begin to narrow down the list. We also take into account a competitive spend analysis, so we know where - and how often - your competitors appear.
Maximizing Reach and Frequency
Having narrowed down the media options, we run scenarios with different mixes of media to center in on a plan that 'touches' the largest audience the most number of times the budget will allow. It takes both art and science to arrive at a scenario that will reach our goals. The science is pure number crunching. The art is knowing how often ads need to run to be effective, which media provide better conversion rates, how to reach the same people with different media, and how to ferret out the latest opportunities. There is also a lot of creativity used to get to the best possible target audience match, which often may have nothing to do with how many people you reach.
Negotiating Rates, Bonus Pages and Merchandising
It takes a skillful negotiator to be a good media buyer. You have to be tough enough to negotiate great deals for your clients, and friendly enough to maintain good relationships with reps and publishers who can be sure our clients get good position and lots of spiffs. Because our media buyers have years of experience, they can negotiate rates, merchandising and placements that other reps and clients who buy direct rarely even come close to.
Finalizing the Plan
Once negotiations are completed, the final analysis is done. Rates, reach, frequency, effectiveness at reaching the target audience - all factor into our final media recommendation. The plan is backed with an index full of supporting data, and the rationale behind our decisions carefully articulated. When we present you with a plan, you can be confident it will reach or exceed your goals, within your budget.
Implementing the Schedule
Media planning doesn't stop once the contracts are in place. Merchandising is coordinated, new opportunities are tracked and analyzed, and adjustments made if circumstances change during the campaign. In addition, insertion orders are issued for every item, schedules updated weekly, media reviewed to check quality and placement, and online performance reports generated. And, of course, artwork is coordinated to be sure it arrives when required. Our follow-through has seen many clients get "make goods" (free ads) for ads that had publication-related flaws or poor placement and additional impressions from online sites that under-performed. Plus, we've never missed an insertion or placed incorrect art in the many years we've been in business.
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