Smart marketing + better ROI = satisfied ad client

By Darrell Kunken

The Sacramento Bee

Sacramento, California, USA


Many clients are willing and able to invest even more in marketing if they are shown a real return on their investment.

In this real example, we improved year-over-year (YOY) results for a new client in a membership-driven business. The client had specific goals for lead generation and, ultimately, membership volume and YOY growth.

An analysis of its customer base revealed the specific consumer segments most productive (and, therefore, most important) to the business. Once the opportunity segments were revealed, our proposal was to focus marketing efforts on the few, primary consumer segments driving the greatest opportunity for the business within specific geographies forming the client’s retail trade zone.

The results were on the mark. In the first quarter of 2018, the client realised a YOY increase in total new memberships of +23.7%, +16.1%, and +15.7 among these top-producing consumer groups. Removing the lost customers, gains were still +2.8% YOY.

Now it’s time to focus on retention while still acquiring at a higher rate. That’s growth — and money in the bank for the client.

This is also an example of following the execution of the ad sale and campaign launch with follow-up data services revealing and reporting on the return on investment. Tracking this data and going the extra mile to show our client the progress made in business-building efforts will keep the client happy and returning to us for more.

About Darrell Kunken

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