Latest Blog Posts
Feb 26, 2010
Category: Net Now and 4-Ever
Like any good media plan, layering the ingredients can have a smashing effect.
Feb 24, 2010
Category: Media Thoughts
If you listed all the variables that should be considered in the media planning process, the list would be much longer than the lead time we’ve been getting to develop the media plan.
Thayer Tag Cloud
advertising advertising business advertising case studies advertising costs advertising experts advertising placement advertising plan advertising planning advertising ROI advertising strategy advertising success stories click through rates Colorado statewide media communications plan competitive analysis competitive intelligence competitive positioning CPC campaigns CPC improvements CTR improvements efficient media buys lead generation marketing advice marketing challenges marketing consulting media agency media auditing media budget media business media buy audits media buy case studies media buying media buying assignments media case studies media consulting media expenses media management media negotiation media objectives media placement media plan media plan ROI media planning media planning ROI media plans media research media strategy media strategy execution media success stories media tactics media weight levels new media tactics non-traditional media non-traditional media plan non-traditional media plans pay per click campaign PPC sales-oriented media search campaigns social marketing standard media plan strategic media planning thayer media traditional media traditional media planning unique media tactics what we do
Media Case Study - Luxury Real Estate
SEM & Display Online Case Study
Residential Community Development
Business Challenge
- Sell existing custom home inventory ($1.2MM+)
- Goal was two homes between mid-September and December
- Budget allocation of less than $15K
Solution Strategy
- Incorporated online-only media to capture consumers during their search efforts for a new home
- Initial push was to create attendance for a VIP home tour in September; October-December focused on “the time is right to buy” messaging
Solution Tactics
- Campaign started with SEM/PPC only to drive event attendance
- After initial 5 weeks, layered in display online targeted to high HH income consumers and employed retargeted messaging to maximize messaging to the most likely prospects
Results:
- Event attendance was well above the number anticipated
- Client sold four existing custom homes – twice as many as the goal and roughly a 342:1 ROI
- SEM/PPC alone increased traffic to the client’s website by 73%
- The combination of SEM/PPC and display online increased traffic by 153%