Understand the impact of TV in elevating the brand & driving incremental calls & appointments. Marketsmith took on the task of creating TV commercials promoting the brand message while driving consumer action. This required an inspired creative approach & effective performance media strategy.
Consumer Research
Our research told us that the average age of a hearing aid wearer was 69 & that the baby boomer segment is more proactive about their health, which provided an opportunity within this group, especially as heavy TV watchers.
Data-Driven Rationale
Knowing our goal was to impact both brand awareness & performance (calls & appointments) we executed a hybrid DRTV approach within a limited number of markets. We needed to balance frequency of messaging, a strong brand voice for recognition over time and clear call-to-action to drive calls.
Measurement
During & post media flight, we tracked brand awareness and lead outcomes—brand search volume, keyword terms, calls, web visits, leads–and sales–appointments, cost per appointment, conversion path, & cost per lead. The local testing approach allowed for clear measurement of KPIs while our expert analysts were able to attribute performance down to the airing for advanced optimization.
