FOR IMMEDIATE RELEASE
Release date: January 21, 2008
Media contact: Lisa Pelish
(561) 487-9264

Massive Impressions releases new case study titled "Establishing a Metrics Framework for Interactive Marketing:
Online Marketing Results of F500 Business Services Company's Performance Based Advertising Program"

Boca Raton, Florida – Massive Impressions, a media buying and planning agency specializing in online advertising, b2b marketing and data driven campaign optimization, released a new case study detailing the successful establishment of a marketing accountability metrics framework for a F500 business to business brand awareness and lead generation program.

The Client Challenge

Following a multi-million dollar investment in print advertising, this F500 client’s market research revealed little to no increase in brand awareness. Facing shrinking advertising budgets and increased demands for budget accountability, the marketing team sought Massive Impressions’ expertise to develop an interactive advertising program.  They needed a cost-effective program that supported their brand strategy and fulfilled executive mandates to establish a metrics framework for marketing accountability.

Massive Impressions began with in-depth interviews with the client’s key executive, marketing, sales and operational team members.  They took into consideration the client’s business situation, sales goals, company strategies and priorities. They then conducted a thorough competitive and industry media review.  Finally, they applied their understanding and experience integrating advertising with other marketing and communications efforts to insure that not only was the internet advertising effort intelligent and effective, but it supported and integrated with the client’s other corporate and brand efforts.

The Solution
Online Advertising
Because the client was targeting many unique audiences, a series of Media Effectiveness Tests were conducted.

Media Effectiveness Testing leverages the internet to validate media selections before investing heavily in any particular medium. Research involved collecting data about the audiences being reached through short-term, low-cost online media buys. Promotional response rates and audience quality (through registration data) are then reviewed. This advertising intelligence was leveraged to identify the media vehicles, tactics and promotions that delivered the best results, which were then engaged for a larger buy.

11 campaigns were developed, each targeting a unique audience and delivering a different slant on the client’s brand promise.  70 media outlets were engaged and over 500 multi-media advertising insertions were run over the course of the first year.

  
Online Creative
In addition to establishing a metrics framework for marketing accountability and generating brand awareness, the client wanted to generate b2b sales leads.  Massive Impressions developed an offer based creative strategy that leveraged the volumes of thought-leadership materials the client had invested in. The text ads, banner ads and e-mails were designed to elicit response from the diverse audiences targeted while maintaining consistency in brand messaging – positioning the company as a thought-leader and an expert in implementation across the many services it offered to its diverse prospect base. Over 20 promotional offers were tested.


The Results

Massive Impressions’ campaign delivered over 38 million impressions, 65,000 responses (website visitors) and 10,000 registrations – that means over 10,000 individuals registered and downloaded the client’s thought-leadership materials – a great return on investment for the advertising as well as the offer materials.
Even more impressive was the quality of the registrations. Nearly 15%, over 1,400 registrations, were received from Fortune 1000 companies, which was the primary target of the client.

B2B Online Advertising Response Rates

The average response rate for all of the 11 campaigns combined was .17%, which met the industry average for business to business online marketing.  Individual campaigns performed even better depending on the client’s established brand awareness and the quality of the offers. It was those top performers that were then selected for heavier investment – which drove down cost per response and conversion metrics and increased registration quality in subsequent years.

B2B Online Advertising Conversion Rates

The average conversion rate for all of the 11 campaigns combined was an impressive 15%. This exceeded the industry average 7 – 10% for business to business online marketing conversion rates with a high commitment form (the client require detailed contact information to retrieve the thought-leadership downloads).  Had the commitment on the registration form been lower (for example, company, title and e-mail address) the conversion rates would surely have been even higher.

About Massive Impressions
Massive Impressions is an online advertising agency, specializing in interactive media planning, media buying and campaign analysis. We provide our clients with online marketing, online creative development, digital pr and search engine marketing support. For more information, call (561) 487-9264 or visit www.massiveimpressions.com.