Aletheia Marketing & Media LLC

Please describe your company and your position there.

Senior Director of Marketing for Brand and Shopper. Consumer Package Goods company - specifically dairy

For what projects/services did your company hire Aletheia Marketing & Media LLC?

Aletheia Marketing & Media strategically planned our digital and social media including CRM strategy. Aletheia planned our Hispanic media strategy and buy as well which included OOH and digital media and some TV/Radio.

What were your goals for this project?

The goals for the project were to increase trial, HH penetration, and retention. We had both a GM and Hispanic target. Our main demographic target was millennial moms.

How did you select this vendor?

We had worked with the owner Chris with another company prior to him starting Aletheia. We had a good relationship/rapport with Chris and trusted him to strategically develop plans and buy our media. When we worked with Chris previously he was very knowledgeable and we trusted in his work/ethics.

Describe the scope of their work in detail.

Aletheia was our media agency on retainer. Again, we had great experiences with Chris in the past and trusted his thought leadership. Aletheia was involved in all of our strategic planning sessions with multiple agencies including brand, creative and shopper. This cross functional leadership team drove the planning calendar and the types of media that we purchased including the calls to action for conversion and trial.

What was the team composition?

The team composition was Chris (owner) and at least 3 people from Aletheia. It also included 4 to 6 people internally and multiple agency partners.

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

Through various tactics (including media) we doubled household penetration. Most media had "calls to action" for the consumer to purchase our products. This also led to significant increases in trial and then retention.

How effective was the workflow between your team and theirs?

The workflow between our internal Marketing team and Aletheia was seamless. It was like one cohesive team. There was never a distinction between the media team and us. They ARE a part of our team.

What did you find most impressive about this company?

There are several things impressive about Aletheia.

1. They have a "can do" attitude
2. They turn projects around quickly even when we change the direction
3. There is no attitude. It's a complete team effort. Aletheia also made the effort to learn about Shopper marketing tools and tactics.

Are there any areas for improvement?

No areas for improvement.