Before we enter a new client engagement we make sure our services and your needs are a good match. Clients pursuing an integrated and highly professional approach that builds a long term, intelligent strategy for advertising are the best match for our methodology and the benefits of our technology. Clients who need to generate definable leads and demonstrate ROI achieve more through our approach than just exposure and branding.  

Our vision of intelligent advertising leads by crafting a strategy for maximizing advertising ROI.  Often times this requires patient testing of multiple media to find just the right mix.  We lay out a framework and direction for your company to internally  maximize the business intelligence and marketing contacts sowed from the effort. 

Sure, we can do a few quick projects and illustrate results – but as your partner, we’re in it for the long-haul.  Our determinations and analysis continually refine your advertising investments – re-investing only in media outlets with proven impact on your goals. We separate the “hype-du-jour” from up to the minute facts.

A Cyclical Process

Project kick-off : You're the expert on your business.

It is critical for us to understand your positioning, business situation, sales goals, company strategies and priorities. Project kick-off involves in-depth executive and front line interviews, as well as a review of all current market research and all active marketing, sales and PR collateral. We also conduct a through competitive and target audience analyses.  
Our online marketing campaigns support and integrate with our clients’ corporate initiatives and brand efforts.

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Media Effectiveness Testing

Media effectiveness testing leverages the internet to validate online media selections before investing heavily in any particular internet marketing channel.
Research involves collecting data about the audiences being reached through short-term, low-cost online media buys, digital public relations promotions, test e-mail marketing programs and Cost Per Click Search Engine Marketing programs.
Promotional response rates and audience quality (through registration data) are then reviewed.
This advertising intelligence is leveraged to identify the media vehicles, tactics and promotions that delivered the best results, which are then engaged for a larger buy. 

Strategy Development

We define campaigns based on measurable goals and strategies. A detailed analysis of your target audiences, along with global strategy recommendations around media types, campaign segmentation, reporting & analysis and creative strategy is then developed.  Upon agreement on the strategy, a media review is conducted to determine which publications should be included. In tandem, creative strategies and concepts are developed and presented.

Tactical Execution: The Media Buy

We collaborate with you on the details of your media schedules through our online, proprietary campaign management system – MI360.  Through the system we illustrate and explain opportunities for added value, present interactive calendars and empower our clients with sortable views of proposed media buys by publication, date, creative, tactic and more.    

We recommend planning in 6 month or quarterly increments to allow a thorough review and analysis of campaign results – empowering us to remove media and publications that delivered poor results or whose audience does not match the demographics we’d intended to reach. The ultimate result is improving ROI and getting closer to surpassing your annual goals.  Additionally, depending on those goals, we recommend leading with online buys consisting of a handful of tactics across a broad spectrum of media outlets.  The intent is to develop a benchmark for what media worked, and which didn’t – to allow for a larger investment with only the most effective media in the next planning cycle.

Tactical Execution: Production

We use a diverse network of talent to develop creative concepts and execute depending on the requirements of the campaign. We leverage our MI360 Campaign Management System to catalog and present creative for approval and communication throughout your organization.

Reporting & Tracking

During your campaigns, you are able to view live interactive calendars that link you to active online insertions. Tear sheets are posted for at a glance viewing or download – a great tool for internal communications. 

Performance data is posted daily on a per insertion basis. We combine and present raw data from whatever data sources are available to you, including but not limited to publisher performance data or your internal tracking data from a pre-existing web traffic analysis tool. 

If you don’t have a web analytics software program in place, or the one you use is not robust enough to handle ad campaigns – Massive Impressions can work with your web team to implement a non-intrusive, easy to implement campaign tracking solution.

Analysis

The fun begins when the campaigns end. We track and record the performance of every tactic, every publication and every campaign with the goal of being able to rank publications and tactics for value and effectiveness. 

The findings for each campaign are packaged and delivered in a timely fashion – both online and in print. 

 Most importantly, the findings of the campaign are used to gauge media, creative and strategy effectiveness and allow us to make the necessary changes to improve ROI based on your goals – and a portion of your overall budget – not the full year’s budget.