CASE STUDY - LOAN COMPANY
NATIONAL PRINT, INTERNET & MOBILE SEARCH MARKETING
After celebrating 60 years in business, and nearly 1,000 locations nationwide; the marketing strategy had changed very little over their history, relying almost exclusively on print advertising. Their media mix did not match the search habits of their target customer.
We performed a media audit of the existing media plan compared to key competitors. We implemented internal tracking methods to measure ROI and ad performance, including unique call tracking numbers, URL’s and landing pages to measure the success and cost per call, click and lead of every ad. Additionally, an invoice audit comparing Rate Card rates to actual rates being charged revealed that the company was receiving virtually no discounts off of what is a large national budget with significant buying power. Our media buyers negotiated an additional 50% discount off of the rate card for print advertising without reducing the size or quantity of ad placements. The savings was reinvested in a Digital Marketing Program that reached targeted customers searching for loans across internet and mobile platforms.
INBOUND CALLS FROM CONSUMERS
SEARCHING FOR LOANS
INCREASE IN CALLS FROM INTERNET & MOBILE SEARCH
CLICKS FROM CONSUMERS SEARCHING FOR LOANS @ $0.85 CPC
REDUCED COST PER CALL BELOW INDUSTRY AVERAGE TO $2.89
REDUCTION IN PRINT AD COST WITH NO CHANGE IN SIZE OR FREQUENCY
We increased revenue by developing and successfully rolling out a more diverse media mix by leveraging the clients budget and negotiating significantly better rates and value.