MultiView

BACKGROUND

Introduce your business and what you do there.

We’re a brokerage and advisory firm for accredited high-net-worth investors in the US. We consult clients on buying portions of real estate, with some of those are rented out to other big companies as distribution facilities. Instead of buying the whole building, the clients can buy just a part of it — the minimum investment typically costs $100,000.

We don’t actually make the deals, but we work with investors to find the deals that work for them.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with MultiView

We needed someone to provide us with digital marketing and run ads on our newsletters and websites for our customers.

SOLUTION

What was the scope of their involvement?

MultiView has a bunch of apartment associations that either have websites or newsletters, and they publish newsletters for them, as well as handle digital advertising on those websites.

They’re the third-party agency that we work with in order to have our ads run in certain newsletters and websites for apartment building owners, who are our potential clients. We work with them on a one-off basis, rather than having a long-term contract and do ads for one year.

What is the team composition?

Tishauna (Senior Marketing Consultant) is our main point of contact on the sales side. We’ve also worked with a number of operational people, including Faith (Account Executive) and Sarah (Senior Account Executive). We’ve been contacted by Brandon (COO), but I haven’t worked with him myself.

How did you come to work with MultiView?

My company was running ads with them before I came along. I was involved two months later when it came time to sign them up for more. 

Since MultiView is the main electronic newsletter publisher for these apartment magazines, it just felt like a natural fit. We advertise with these same associations on the print side, and MultiView works with other companies to print the materials. On the digital side, we just needed to work with whoever it was that handled that. MultiView didn’t come knocking on our door, we just found out who we needed to work with and we contacted them directly.

How much have you invested with them?

Our ad spend is $30,000 for 2021 and $18,000 for 2020. I don’t know how much we spent the previous years, but I guess the total cost would be less than $100,000.

What is the status of this engagement?

We started working with MultiView around January 2019, and it’s ongoing. It’s not a very hands-on relationship. They’ve set it up, and it keeps running. They’re available to us if we have any questions

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

MultiView gave us access to view analytics for our ads. I don’t get regular reporting from them, it’s just something I can log into to see how it’s going. Last I checked, we weren’t getting tons of engagement — we’re getting some success, but it’s not a high success rate.

How did MultiView perform from a project management standpoint?

The communication was a little confusing at first. We’d signed up for 15 different subscriptions at the same time, and they were all being handled piecemeal, rather than holistically. It was harder for me to keep things straight, so I took it upon myself to organize it, trying to get everything in a full overview.

After that, I got better communication from Sarah when I asked for it. I’d have to ask her to notify me about deadlines in advance, not the day before — there was a lack of clarity when things were going to be due and what was in scope. There was also a bit of jargon around what we were doing. I’d get explanations when I asked the questions, but getting visual examples on them wasn’t really offered.

Do you have any advice for future clients of theirs?

My advice would be to ask what’s going to be included in the service beforehand. That would be helpful in setting future success — try to understand what MultiView is offering in terms of management, and in terms of what you’re signing up for to what a certain ad entails. It’s important to understand all of that before signing up, in order to not play catchup later on. Clients should make sure that the salespeople are forthcoming with all of that information.

BACKGROUND

Introduce your business and what you do there.

WE Communication is a global communications agency specializing in PR or technology and healthcare companies. I’m the VP in the health sector. In my role, we represent a number of different health organizations like pharmaceutical companies, insurance companies, diagnostics, and anything in the health arena. We help them with all of their corporate and product communications.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with MultiView?

One of our clients was a population health management company, and they were launching a solution to help employers bring their employees back to work safely in a COVID-19 environment. It targeted employers who have employees who can't work from home, regardless of the reason. We help employers such as distribution companies, restaurants, and other types of organizations to get their employees back into the workspace in a safe and healthy way.

We wanted to promote this new solution and we had done some earned media outreach, so we went out to different online news outlets to get coverage of the solution. However, we were having trouble tapping into the radio market. As a result, we brought on MultiVIew to conduct a radio media tour.

SOLUTION

What was the scope of their involvement?

The team helped us set up the radio media tour. We gave MultiView our specifications in terms of region or types of radio shows we wanted to be in and shows we wanted to avoid. In the end, they got back to us with a really strong list of outlets where we could be interviewed. They created a pitch letter and they sent it out to all of their radio contacts, to get them interested in conducting an interview with our spokesperson. 

I believe in total there were 16 radio back-to-back interviews. We had our spokesperson on the line that they would patch into different radio hosts. The interviews conducted were about 5-10 minutes. We had a whole host of radio shows and podcasts to get the word about the back to work solution each.

What is the team composition?

We worked with their sales rep first. She was great, always on the ball, and knew what she was doing. We already worked with her on a number of projects.

We also had a person in charge of logistics and coordination. She was the person who was on the phone with us during all of the radio interviews. Additionally, we also worked with their editorial team who helped create our pitch. They know their stuff and clearly had strong contacts with all of the radio stations that one could think of.

How did you come to work with MultiView?

MultiView is just a known entity in the PR world. They are just historically go-to for satellite and radio media tours, and our agency has a contract in place with them, a standing contract that made the onboarding process super easy.

I’ve worked with them a number of times before and I just know they’re easy to work with. They know what they’re doing and I just feel like we were in good hands.

How much have you invested with them?

I believe we spent around $9,000–$10,000 for this project.

What is the status of this engagement?

Our engagement happened last summer, from May–July 2020. 

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement? 

MultiView was super calm and collected the whole time and more than happy to adjust where we needed to. There was a moment where we thought we were going to cancel a radio tour, and the team said they could do whatever we want them to do. However, they warned us that we might upset some of the radio hosts who have set aside some time already. In that sense, they were honest in their point of view, but also very understanding of the position we were in. Overall, they were nimble and flexible.

How did MultiView perform from a project management standpoint?

They were excellent. I do think one of MultiView’s superpower was that they would work with any deadline you give them. I don’t know how they did it, they must never sleep. In a project I worked on with them years ago, we had a 24-hour turnaround to create a video, and they were able to finish it. They just always meet the deadlines.

What did you find most impressive about them?

I think they just know their space. I wouldn’t say they were the most creative people in the world or the best storyteller, but they just know their offerings and they do those well.

In PR, we’re often faced with insanely tight deadlines, working with annoying people. However, with MultiView, they just have a way of taking some of that stress off of you. During the partnership, we knew we had a partner who's going to deliver exactly what they told us and that was super helpful. Above all, the radio media tours, satellite media tours, press releases, and distribution — it's some of their core offerings and the team knew how to do them very well.

Are there any areas they could improve?

They were excellent at knowing their offerings and niche. However, sometimes I would've loved a little bit of creative input. For example, they could make a letter sound a little spicier and sexier to get someone involved.

Do you have any advice for potential customers?

Call the team; it could be really helpful. Being on the phone with them just allows information to get through quickly. They also often offer packages, so that's another way of maximizing your engagement with them. Last but not the least, if you know that you're going to do three radio media tours throughout the year, buy them all upfront because you will likely get a deal as opposed to one at a time.

BACKGROUND

Introduce your business and what you do there.

We are a  medical billing and practice management company. We focus on the anesthesia market so we are marketing primarily B2B. I’m the director of marketing.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with MultiView?

MultiView has helped us find more ways of reaching our target market. We’re specifically looking at anesthesiologists and, in some situations, CRNAs [Certified Registered Nurse Anesthetists]. Since it’s a very niche market, all the competitors tend to be in the same areas, with the publications and organizations that are known in the area.

SOLUTION

What was the scope of their involvement?

MultiView has been able to help us hone in on campaigns that will address those audiences. We started out with the corporate brief campaign due to the technical writing nature of what we were looking for. That wasn’t necessarily a good fit for us, but we worked through that with them and parted ways there. That was our first taste of MultiView.

We then collaborated on the behavioral targeting campaign. It was pay-per-click and they were placing our ads through the ad exchange companies. We were focusing on anesthesia and surgery centers, so they’ve actually run 2 campaigns for us simultaneously. Our business is unique; we have a long sales cycle, so we don’t have any coupons or discounts or immediate sales transactions to really be able to tie to a click of our ad.

From there, it’s grown to the geofence, which they now call something else. We’ve also done persona campaigns, retargeting, and advertising on some of their corporate briefs. Both myself and the account manager have actively stayed in communication to look for keywords that might be missing. As government regulations and things in the healthcare industry change, we add new words that might be relevant now. I would say that was a combined effort, but they certainly helped to identify both long tail keywords and also relevant content, access points that people were rating.

How did you come to work with MultiView?

We actually are located across the street from them, so that was how we found them. I also liked their B2B focus. Billy Delp, who’s with MultiView, has just really been a great asset to us and really understood our small business.

How much have you invested with MultiView?

We’ve spent $10,000 to $50,000 on their services.

What is the status of this engagement?

We started working together in 2012 and the engagement is ongoing.

RESULTS & FEEDBACK

Could you share any evidence that would demonstrate the productivity, quality of work, or the impact of the engagement?

Our behavioral targeting campaign with MultiView allowed us to reach people that we weren’t able to when we were using a different format. As far as I can tell, we were really the first company among our competitors to do anything like that, so it helped us be cutting-edge in that regard. We have seen an increase in web traffic. Our campaign has always run above industry average, so I definitely attribute that to the account management oversight that’s been provided to by MultiView.

How did MultiView perform from a project management standpoint?

I’ve had good and bad experiences with MultiView. When we had bad experiences, they’ve been able to quickly address issues. They’ve stepped in and replaced a resource if that person was a problem for us. They do a good job of grouping their staff’s expertise, healthcare-focused or whatnot. They’ve always been very knowledgeable on all things digital and SEO, so that’s been of great value to us.

What did you find most impressive about MultiView?

In terms of the size of our company, I know that we’re one of their smaller clients. Sometimes, there are services that I can tell are geared more to a larger company, but they find a way to make it work for us and that’s certainly appreciated. Overall, I would consider them hands-on, offering a more customized experience than what you would sometimes get with a large agency that has so many different clients.

Are there any areas MultiView could improve?

Years ago, when we started with the corporate briefs and the content writing, I’ve reviewed a lot of that with them. But they had areas to improve there and I let them know what I needed to see. From what I can tell, that’s something that they addressed internally and worked to build up on their own. I do think they have since actually stopped the program, but I’m not certain of that. That was really the problem area for me, the content writing. We have had a lot of account management turnover lately, but they have done a pretty good job filling those slots with well-qualified people. I still think there is always room for improvement, to find new and better ways of doing things.