Many marketers fall into the trap of focusing all of their efforts on the lower-funnel media strategies. Conversion metrics are easy to measure and optimize, but they tell us almost nothing about crucial elements that influence conversions, like awareness, consideration, and purchase intent. These top-funnel metrics might be more difficult and take some time to move, so there’s a tendency to abandon them for lower-funnel media strategies. That can be a costly mistake for your business, and can actually hurt conversions in the long run. Our media strategists take a full-funnel look at your efforts, which we’ve found drives greater impact for your brand.
The most important elements of any media campaign are the questions we ask before we even start. The principal question being "What’s the problem we’re trying to solve?” Not just the business challenge, but the behavioral change required to achieve the business result. It might be inspiring people to plan a family outing to the zoo or driving people to a chiropractor franchise to redeem a first-time patient offer. When we answer these core questions, we are able to design a plan that addresses the challenge at hand and drives results for you.
• How do we get consumers to behave the way we want them to behave?
• What are the budgetary and messaging resources we’ll have available?
• What are the audience’s inflection points and influences at each stage of their journey to conversion?
• What’s the role of each channel at those different stages?
• What are the best messaging opportunities with every channel and stage?
• What are the KPI’s, and how will we measure them?
We develop a plan specific to your goals, Incorporating insights about how and why your audience uses media and meeting them where your message will resonate the most.
We have an in-house team of buyers that execute with the precision and power that comes from decades of experience in the Southwest, nationwide, and even internationally to place your media investments, steward them through changes, and then measure and report results.
When we report on your investments, we provide actionable insights and benchmarking, so your management team doesn’t have to try to piece together what’s really going on and why.