We don't create ads. We invent a better way.
See how we've invented a better way for brands to reach people.
Activating Data To Bring People In
Gold’s Gym had a problem. They needed to find new members who were actually going to stick around. While simultaneously retaining their existing members. With a limited budget and over 700 U.S. locations to target, we needed to work harder and smarter to reach the right people.
increase in leads
Creating a brand relationship with the right combination of content, message and channel.
growth in new members
Unlocking membership potential with digitally-focused on-the-go media and thorough landing page analysis.
increase in site traffic
Utilizing a test-and-learn foundation to optimize data-targeting techniques and deploy a full-scale acquisition program.
Personalized Messaging through Best Customer Modeling
Nobody loves their bank. Flagstar wanted to change that. They took measures like removing teller windows and offering truly individualized solutions. But nobody was aware. Flagstar needed to communicate their more personal approach to banking to exactly the right people. We dove into the data to identify their best customers, Independent Strivers. We developed a new voice, a new look, a new website and a new social strategy to offer them an entirely new way to look at banking.
1. RAW, GENERAL DATA SETS
Utilizing our Best Customer Model, we aggregated six independent databases to bridge demographics with attitudes, lifestyle, values & behaviors—all in an effort to identify the highest propensity mindset.
2. QUALITATIVE ANALYSIS
For Flagstar Bank, and the Detroit metropolitan area, we found that their Best Customer prefers face to face interaction, utilizing five+ products from their financial partner, is financially proactive and is highly likely to need/take/use advice.
3. QUANTITATIVE SEGMENTS
Taking the qualities of what we knew about Flagstar's Best Customer, we then sorted age, geography/state, average monthly deposits, average response rate, presence of product type to prove the sizing potential.
4. ART + SCIENCE OF DIRECT RESPONSE
With our data set identified and prioritized, we were able to identify the Independent Striver—their life orientation & tools, terms of engagement, self perception, and the micro-segments in which they resided.
Utilizing the High Propensity Mindset
Once we identified the Independent Striver we were able to identify a strategy we were able to leverage the high propensity audience's understanding of financial products, financial preferences, attitudes/values, deposits/net worth and projected growth opportunity to establish an annual deposit value for Flagstar.
Opening doors to a new audience
Havertys Furniture was in trouble, their sales were declining, competitors were outspending them 3 to 1, and their only point of difference was price. So we changed the story and found them a new customer target with a new point of difference: style and customization. We spoke to a new audience and the results speak for themselves.
Strategy
Our combination of Analytics and Connections Planning found a customer prospect who had a knack for style and design, was competitively shopping, and aligned perfectly with the products and services offered by Havertys.
By using both first party customer data and appending syndicated data, including attitudes, shopping traits and behaviors as well as media usage data we identified five customer segments, each with a focus on self-expression and style, but with differentiating approaches to accomplishing her goals.
With these segments now identified, BR developed a rigorous store-by-store optimization analysis—incorporating sales and category specific data points—identifying stores and markets with the strongest opportunity for customer acquisition—and stealing share.
Media Mix and Tactics
Paving the way to a hyperlocal approach, our media strategy specifically supported the needs of local stores and connected to each customer segment and her decision-making journey.
- Local television was the mass channel that delivered high reach during each key promotional window.
- Because large pieces of furniture are not likely to be purchased online, we determined that our primary digital actions needed to drive awareness and engagement—directing customers to on-site design tools as well as to Havertys web pages for design trends and advice.
- Paid media placements incorporating behavioral and contextual targeting included display, native, SEM and paid social—all geotargeted to reach homes where we knew our prospects lived.
- Beyond the paid environment, we directed social marketing engagement by building and nurturing relationships with our customer base
Results
Initially drove a 6.1% increase in total sales and a 5.7% increase on YOY comp store sales.
46,000 new customers made a furniture purchase in the first 60 days.
- To-date, with a consistently flat YOY media budget, we have driven 24 quarters of consecutive growth.
Our SEO efforts lead to increase of over 50% in Havertys.com referrals. We also increased page views by 35%, decreased the bounce rate by 43% and increased session time by 42%.
Get in touch
BR is 125 employees strong and operates from a centrally-located office in Kansas City, MO.
CHRIS PERKINS
managing director
Call (816) 960-5050
Doug toomay
group account director
Call (816) 960-5901
