Binary & Co

BACKGROUND

Please describe your company and position.

I am the CEO of Dr. Bill

Describe what your company does in a single sentence.

Provides a software solution for medical billing.

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Binary & Co to accomplish?

• Manage paid digital media buys

SOLUTION

How did you find Binary & Co?

Referral

Why did you select Binary & Co over others?

Great culture fit, Good value for cost, Company values aligned, Other

What was the size of Binary & Co’s team?

2-5 Employees

What was your primary form of communication with Binary & Co?

Virtual Meeting, Email or Messaging App

Describe the scope of work in detail. Please include a summary of key deliverables.

Binary & Co were responsible for managing all aspects of our digital media spending including managing existing channels that were known to work as well as experimenting with new channels and tactics to grow sales. They also led the paid digital strategy in collaboration with our marketing team.

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

• Cost per Acquisition
• Overall volume of sales or leads

Describe their project management. Did they deliver items on time? How did they respond to your needs?

Binary & Co were very responsive to our deadlines and needs as a business. We were very focused on outcomes over fancy reports and they catered to that need by investing their efforts in clear reporting & experimentation efforts to see if we could influence results.

What did you find most impressive or unique about this company?

We really liked the no-nonsense approach to coming up with new ideas, launching them, measuring the results, then pivoting based on the results.

It was very performance focused which resonated with our business as we were interested in trying as many things as possible to scale and not worried about glossy powerpoint presentations.

It was a very much a 'roll-up your sleeves and get it done' kind of attitude that worked well with our team and enabled us to pivot and try new ideas quickly.

Are there any areas for improvement or something {provider_name} could have done differently?

No

BACKGROUND

Please describe your company and your position there.

I was the Senior Marketing Producer for an ag-tech company that develops technology to grow leafy greens indoors, n an climate 24/7/365

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Binary & Co?

We needed to get the word out about a big event that we were hosting. We decided to work with Binary and Co to amplify the event throughout social media and Google through digital marketing. After the event, we hired Binary and Co to work on other projects as well.

SOLUTION

How did you select this vendor and what were the deciding factors?

Binary came recommended through our Marketing partners as well as internal referals.

Describe the project in detail and walk through the stages of the project.

After the kickoff meeting, we decided on the budget, audience and content that would be pushed out to attract attention to our upcoming event. We focussed on Facebook and LinkedIn as well as Google Ads. Binary setup all of the campaign details and strategy. We were provided with a dashboard to track results in addition to regular communication on strategy and tweaks we should be making to the campaign.

How many resources from the vendor's team worked with you, and what were their positions?

We worked with Simon and Rose.

RESULTS & FEEDBACK

Can you share any outcomes from the project that demonstrate progress or success?

We were hoping for 250 online registrations but ended up with thousands. Blowing our targets out of the water. In addition we saw a massive uptick (close to double) in website traffic during this period.

How effective was the workflow between your team and theirs?

The team is very easy to reach and seems to always be available. It was a great partnership

What did you find most impressive or unique about this company?

The ability to pivot and work to our needs when it came to strategy, content and budget.

Are there any areas for improvement or something they could have done differently?

No

BACKGROUND

Please describe your company and your position there.

I was the Project Lead for a Consumer Packaged Goods company selling their product at national retailers and online

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Binary & Co, and what were your goals?

The product in question was sold on shelf at retail but also online, including via Amazon. Amazon was not converting at the expected rate, brand reputation was below expectation and promotion and ad spend was not producing the hoped for sales results. The weaker than expected online reviews were damaging product reputation and sales online and in stores. Binary & Co was asked to review the current spend model, reallocate funds and iterate based on findings to optimize Amazon sales to return a 4X return on promotional spending.

Furthermore, Binary was asked to improve the brands online reviews and promote a more positive brand image to give a better impression of the product performance and quality. The main changes were smarter spending allocation, improved customer service/communication and better communication/expectation-setting via better messaging. Ideally, the Amazon Star Ratings would average 4-stars or higher.

SOLUTION

How did you select this vendor and what were the deciding factors?

Binary & Co was recommended to us via a service provider we were working with on a related project.

Describe the scope of work in detail, including the project steps, key deliverables, and technologies used.

Binary was able to examine results daily (sometimes within a day) and develop a predictive model that allowed promotional spend to be reallocated dynamically. Meetings were held weekly and communication was as-needed - often several times a day when needed. Binary streamlined the operational components of the Amazon storm, made key changes that positively impacted the frequency and quality of communications and adjusted listing language and graphics to ensure a consistent experience that created realistic and positive product impressions.

Results were tracked in a dashboard that was shared with us regularly and made decision making easy.

How many people from the vendor's team worked with you, and what were their positions?

Our contact was Binary & Co Principal Simon Lewis. Simon led the project for Binary and provided regular updates and reports. He is a great communicator, easy to work with and has a wonderful personality.

RESULTS & FEEDBACK

Can you share any measurable outcomes of the project or general feedback about the deliverables?

Within months of taking on the project, Binary was able to make changes to the E-Comm strategy that positively impacted sales. Sales targets were achieved within the first several months and for the duration of the project, sales targets were met or exceeded every month. Return on Ad Spend improved almost immediately and Binary was able to recommend changes to minimize unnecessary spending.

At the end of the project, the brand was acquired by the dominant player in the channel. The health and relative strength of Amazon channel sales were an important benefit to the acquirer. Binary was a critical element in helping to maximize brand value.

Describe their project management style, including communication tools and timeliness.

Simon was very goal-oriented and objective-driven. He tracks deliverables and studies variances to understand the cause and how to remedy or amplify. For our project, more communication was with the Project Group via weekly video meetings. As the project was shifting in real-time, timelines was a key consideration and Binary always delivered.

What did you find most impressive or unique about this company?

Binary's approach was very detail-oriented but simple. This allowed real-time tracking and trend spotting. This simpler approach required key knowledge and expertise Binary developed for the project but it also made the retention of Binary extremely cost-effective.

Are there any areas for improvement or something they could have done differently?

The Project Plan was very fluid and as a result, it made sticking to objectives difficult. In addition, the budget was very modest for the goals. Despite the ever shifting requirements and resource challenges, Binary was able to consistently deliver results.

Binary's flexibility and ability to accommodate ill-defined outcomes was also sometimes a hindrance (costing time) - a more rigid approach might have prevented occasional distractions. However, the benefit of working with a flexible and robust service provider far outweighed these minor concerns.

BACKGROUND

Please describe your company and your position there.

I am the executive director for the new resort association at Silver Star, BC, the destination organization.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Binary & Co, and what were your goals?

We were launching our brand and trying to build conversion for resort bookings. Our goals are on brand awareness, social engagement, and business referrals to partners.

SOLUTION

How did you select this vendor and what were the deciding factors?

Binary & Co was referred and recommended to us by our content and design partner. We met online for several meetings before engaging their services and felt confident in their ability to execute for us as a new start up organization in essence.

Describe the scope of work in detail, including the project steps, key deliverables, and marking tools used.

Discovery phase, creation of digital marketing strategy, planned execution for launch, tactical and evergreen campaigns. Simon assisted me in setting up all of our accounts from the onset with patience, expertise, and ongoing support.

How many resources from the vendor's team worked with you, and what were their positions?

We worked with the CEO and ongoing with social media marketer.

RESULTS & FEEDBACK

Can you share any measurable outcomes of the project or general feedback about the deliverables?

The campaigns have been very successful. We have almost 5 mil impressions since launch in April for the first 7 months in market and the email sign up campaign is 3 times as effective as hoped.

How effective was the workflow between your team and theirs?

In person meetings twice a month for the initial phases and throughout the active campaigns as well as broader meetings to discuss strategy and longer term planning.

What did you find most impressive or unique about this company?

The service is very personal and prompt. We truly feel like we have a solid marketing partnership.

Are there any areas for improvement or something they could have done differently?

Setting up some clearer reporting tools from the onset which we have been working together on most recently.

BACKGROUND

Please describe your company and your position there.

I'm the owner and Managing Partner of a magnetic bike pedal business with rights to the USA and Canada. We sell these magnetic bike pedals online at www.magped.us.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Binary & Co?

We hired Binary & Co to help develop a social media advertising strategy to streamline our online spend and have a holistic view across what we are implenting on Google and social media (Facebook, Instagram and TikTok).

SOLUTION

How did you select this vendor and what were the deciding factors?

We were recommended to Binary & Co from a trusted ex-colleague. Their knowledge of the platforms, commitment to working within our budget and strategic ideas secured our business.

Describe the project in detail and walk through the stages of the project.

After a number of kickoff briefings, Binary & Co helped develop an online media advertising strategy that would fit within our budget. They then took over our Google Ads and we later onboarded them for our Facebook/Instagram and now TikTok channels to have a holistic online advertising strategy. They also track metrics and ROI on these ads and we meet monthly to review and adjust accordingly.

How many resources from the vendor's team worked with you, and what were their positions?

We worked with the agency owner and one of his managers.

RESULTS & FEEDBACK

Can you share any outcomes from the project that demonstrate progress or success?

We are seeing significant revenue from our ads (3x the investment) and are continuing to grow our followers on social.

How effective was the workflow between your team and theirs?

Their workflow is very effective. They are available anytime via email and are very responsive. We meet monthly to review campaigns and tweak accordingly.

What did you find most impressive or unique about this company?

Their knowledge of Google Ads and how quickly they took over our account management on this platform and generated positive results.

Are there any areas for improvement or something they could have done differently?

No, they are great.

BACKGROUND

Please describe your company and position.

I am the Senior Manager, Marketing of Pacific Blue Cross

Describe what your company does in a single sentence.

BC's #1 provider of health, dental, life and travel insurance. 

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Binary & Co to accomplish?

Overhaul Google Ads account

SOLUTION

How did you find Binary & Co?

Referral

Why did you select Binary & Co over others?

• High ratings
• Good value for cost
• Referred to me
• Expertise

How many teammates from Binary & Co were assigned to this project?

2-5 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

Our Google Ads account was being done off the side of a team member's desk and required more attention to optimize it. We needed an audit and a redesign to ensure all the ads were up-to-date and meeting Google's recommendations. We also wanted a dashboard that would help us better track success for the account and determine optimizations. 

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

Simplification and re-organization of Google Ads account. New dashboard built to display key performance indicators on an ongoing basis. 

Describe their project management. Did they deliver items on time? How did they respond to your needs?

Very collaborative and responsive to needs. Used Basecamp to track deliverables on both sides and keep accountability. Quick time to response with emailed questions.

What was your primary form of communication with Binary & Co?

Virtual Meeting

What did you find most impressive or unique about this company?

They have great SEM knowledge and are very collaborative in their approach to partnership. 

Are there any areas for improvement or something Binary & Co could have done differently?

Nothing of note.

BACKGROUND

Please describe your company and your position there.

The Cycling Lawyer is an online source for legal advice and information for cyclists. I am the founder.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Binary & Co, and what were your goals?

We retained Binary & Co to assist us in building an online marketing programme to attract clients. We had a product that was quite specialized. We had a limited budget so we had to be highly targeted.

SOLUTION

How did you select this vendor and what were the deciding factors?

We were referred to Binary and Company by our designer. After meeting with their team, we felt they were highly motivated and had a solid understanding of our goals.

Describe the scope of work in detail, including the project steps, key deliverables, and marking tools used.

We started our journey by explaining precisely what we wanted to accomplish and who we wanted to target. We built identified key words and built a sophisticated campaign focusing on users with interests and values similar to ours.

How many resources from the vendor's team worked with you, and what were their positions?

We worked with two members of the team. One was the principal and one was an associate.

RESULTS & FEEDBACK

Can you share any measurable outcomes of the project or general feedback about the deliverables?

We were able to quickly generate buzz in a tightknit community. Overall we were able to accomplish our goals with a great deal of efficiency.

How effective was the workflow between your team and theirs?

We felt like the guys at Binary were part of our team.

What did you find most impressive or unique about this company?

They seemed as excited by the success of the campaign as we were.

Are there any areas for improvement or something they could have done differently?

I believe that as they grow they will have to perfect the process of delegation and training of new employees.