What evidence can you share that demonstrates the impact of the engagement?
I still stay in touch with Michael and his team on a personal level just because they're really good people. They’re true professionals that took our client from where we could into campaigns that were really sophisticated and detailed. The reporting was far superior to the reporting that we were able to provide the client at the time.
Our client is very tracking-focused. We looked at the number of leads that Media Two generated. The lead sources that we looked at were free stock analysis; our client provided a service where you could do a free stock analysis on a company you might be interested in purchasing to add to your portfolio. As part of that process, you would provide your email address, and then our client would provide the free stock analysis. In return, we would get their email address, and we'd be able to remarket to them for a trial. We monitored the number of free stock analysis that were generated. We based all of the digital campaigns off of the trials, so that we could see cost-per-trial and what it would cost to generate a five-week trial. Our client converted 70% of those trials into monthly subscribers.
We also promoted webcast events. Our client found that if somebody would sit through a 30-minute–hour-long webcast, they were more apt to become a subscriber. Media Two placed email campaigns on our behalf, through which people would register to attend the free webcast. Then, they’d hopefully sign up for a trial and ultimately become a monthly subscriber.
How did Media Two Interactive perform from a project management standpoint?
They were very good and buttoned up. They brought new ideas to the table because they were really ahead of us in the digital landscape. There were many new campaigns that we were not aware of that they would bring to the table. They explained the benefits of these new initiatives or platforms, and if we felt that it made sense to invest, we would run with it and monitor all of the elements that I just talked about.
What did you find most impressive about them?
They were down to earth, they were real, and they were fun to work with. They’re people you can trust. Our client was closer in terms of location to Media Two, so rather than us having to fly down from Cleveland, they’d have meetings with each other. We totally trusted them as a representative of our company in the digital landscape. In addition to being professionals who knew what they were doing and brought cutting-edge ideas, they were honest people and fun to work with. We totally trusted them with our client.
Are there any areas they could improve?
With anything, you can always improve on efficiency. The client was a challenge because they were pretty set in their ways; for instance, they were big into print and direct mail. We were trying to shift them toward the programmatic landscape and putting more dollars into digital. We weren’t as successful as we’d hoped, since the client continues to spend a large amount of their advertising spend in direct mail. I wouldn’t say this was anything they did wrong, but we did feel that if we could’ve gotten additional dollars from direct mail put into digital and programmatic television, it would’ve been beneficial to the client.
Any advice for potential customers?
They're going to give you their all. I never had any concern about the effort that was going to be put into any task, challenge, or project that we gave them. As I said, they were always bringing us ideas on new platforms. They represent some pretty large companies whose trust and loyalty they’ve earned as a media company. I couldn't give anybody any advice on how to get more out of them because we were totally happy with their efforts and the way that they handled the projects that we gave them.