Digital Media Case Study
The More You Know. The Stronger Your Brand. The More You’ll Sell .
Overcoming Growing Pains
Finding: According to the Advertising Intelligence Reports (AIR), our client’s next six-month advertiser consideration and buying intentions were more than five times the industry average. Yet advertiser perceptions of their brand message, sales knowledge, customer service, and advertiser satisfaction were all below the industry average. Keeping up with the demand was clearly a challenge for our client.
Challenge: Perceptions needed to be managed or the client could risk losing momentum for their highly demanded media brand.
Action: Since advertiser and prospect opinions were below industry average across the board, it was essential to isolate a focused list of the most important perceptions to be managed. AIR provided that insight to the client who addressed each of the action items. While at the same time training a growing sales and marketing team with the same focus.
Result: Twelve months later, AIR revealed that the client’s advertiser consideration and buying intentions were more than seven times the industry average. Its sales and marketing team had quadrupled in size. Advertiser perceptions of the client’s brand message, sales approach, customer service and advertiser satisfaction had all exceeded the industry average.
