Driving down cost-per-order through continuous optimization
This leading consumer protection service had strong brand awareness but needed to lower its high customer acquisition cost to continue to grow profitably. The problem was an under-optimized media plan. Taking charge of LifeLock’s direct response television effort, and leveraging our historic response database and media buying clout, Mercury uncovered underleveraged markets that represented growth opportunities. By adjusting the targeting strategy in these markets and leveraging real-time data for optimization, we decreased LifeLock’s cost-per-lead by 15%, combined with an astounding 50% decrease in the cost-per-order.
Leveraging Hispanic direct response television advertising for overall performance and volume
After the successful launch of InStyler in the general market, Mercury proposed targeting the Hispanic market due to its high index usage of the beauty category. We applied historical data on the category in the Hispanic market to develop a Spanish-language direct response television advertising campaign that eventually surpassed the general market ROI by over 25% and virtually doubled the number of overall weekly transactions. In addition, Mercury developed a “save-a-sale” tactic that increased unit sales an additional 6% per week at no risk or incremental cost to InStyler—all leading to a solid foundation for the brand at mass retail in high density Hispanic formats.
Building an Affiliate Program from the Ground Up that Exceeded All Expectations
Yowza Fitness knew that it wanted a strong marketing program before its full web site even went live, so they approached iMarketing Ltd. at the very early stages of the company’s launch. The company wanted to implement an affiliate program that could demonstrate immediate results. Knowing that time was of the essence, iMarketing launched an aggressive recruitment initiative in November 2009 to the web’s top affiliates, identifying thousands of possible sites within the fitness vertical to earn their loyalty and get their buy-in to the program. Within two months, iMarketing achieved the impossible, signing more than 500 affiliates to the Yowza program, with approximately 40 actively sending clicks and impressions to the site.
Streamlining Affiliate Marketing Efforts Across Three Distinct Brands
In July 2009, Costume SuperCenter decided to put a single agency in place to more effectively manage its affiliate marketing programs .Taking over the account with only three months before Costume SuperCenter’s busiest season, iMarketing jumped right in. The goal: to get a new affiliate approach up and running within a week. iMarketing’s approach delivered near-immediate results for Costume SuperCenter and Costume Discounters. The initiative has been so successful that iMarketing added Costume SuperCenter’s third brand, Wholesale Costume Club, into the mix. The long-term goal is to keep Costume SuperCenter on the path to continued growth, and help the company create buzz around Halloween and other holidays as well to sustain sales and web traffic on a year-round basis.
Increasing Volume and Quality of Leads While Dramatically Reducing Acquisition Costs
Hoveround needed a highly effective program that was extremely cost-efficient. After conducting an agency search, they selected iMarketing Ltd. to launch a search engine marketing strategy and cost per acquisition program to boost online leads. iMarketing worked with Hoveround to identify its specific needs: simplify the conversion process, improve the quality of information and integrate lead tracking into the existing purchase process. iMarketing reduced Hoveround’s cost per qualified lead by 5%, while increasing the overall number of leads by nearly 60%. Meanwhile, email leads have grown by a whopping 89%, with the cost per qualified lead dropping by close to 19%. In the search channel, lead volume year-over-year has expanded by 16%, and costs per lead decreased by 10%.
Implementing a Multi-Channel Online Marketing Strategy to Increase Subscriptions
After a redesign for both its website and print editions, The Wall Street Journal sought to increase the volume of paid print subscriptions. iMarketing’s search strategy was designed to drive traffic from search engines to landing pages on The Wall Street Journal’s website. This boosted average ad placement by two positions while decreasing costs per click by 5% and increased click-through rate by 8%, increased orders at a lower cost per order of 33% under target, increased conversion rates by 37%. In the affiliate channel, iMarketing increased orders by 62.5% while reducing cost per order by 19.9%. While many publishers saw print subscriptions decline, iMarketing helped The Wall Street Journal increase its total number of orders by 36.5%.
Leveraging Search to Increase Subscriptions While Maintaining Acquisition Costs
In 2008, the print version of TV Guide Magazine instantly turned to the Internet to grow its subscriber base. iMarketing recommended a strategy to overhaul TV Guide Magazine’s existing search marketing programs, which included overcoming an low quality score with Google due to keywords, ads, and landing pages that weren’t as integrated as they could be – causing both minimal traffic and a higher cost-per-click. The new strategy was fully implemented within a week and in the space of just two months, cost per order dropped by 20% while sales increased by 23.6%. In just one year through offer testing, iMarketing has more than doubled conversion rates and increased subscriptions by more than 152%.
Reaching the hard-to-reach youth market while driving measurable direct response and retail sales
Boost Mobile was an emerging millennial-targeted mobile phone service dealing with a limited marketing budget and an audience that is notoriously difficult and expensive to reach. We recommended a hybrid approach to make their direct response media buying dollars go further – DRTV to both sell directly to consumers accompanied by a drive-to-retail effort. This approach saved Boost Mobile more than 50% off of their traditional media buys, while cutting cost–per-lead by 50%. Additionally retail sell-through was boosted by 65%, helping it to expand
its retail distribution.
Successfully bringing an online marketer to direct response television
Vegas.com was a booming travel and hospitality website, but was quickly hitting the point of diminishing returns for its online spend. They wanted to efficiently leverage offline media as a
way to optimize its total spend across all mediums. We developed a direct response television campaign that was brand appropriate, yet featured a compelling, limited availability offer. This campaign provided a huge boost to traffic, led to a significant decrease in their cost
per lead (14% above goal) and provided overall ROI of >300%.
Driving retail sell-in and sell-through
Conair wanted to improve the retail sell-in and sell-through for its innovative hair appliance. Mercury recommended a hybrid approach, driving direct sales to offset its media buying and marketing spend while driving to retail to improve its distribution. Direct response television provided an efficient method to leverage mass media, providing a 37% savings over previous spend, while increasing retail sales by 55% and beating cost-per-lead goals by 10%.
Significantly lower the cost of acquiring Medicare-eligible seniors into continuity program
Liberty Medical is the nation’s largest mail order pharmacy operation and mail order diabetic supply company in the US focused primarily on diabetics with Medicare. Through the use of our direct response media buying performance database, negotiating out of and reallocating underperforming “upfront” investments made by Liberty’s previous agency and optimizing call center conversion, Mercury increased customer acquisition rates by 45% while reducing the cost of Liberty’s media by 15%-20%.