Online informs offline, & more
Scenario: Now this same travel client -- TravelBizUSA -- is considering running a more integrated media campaign. Right now it really doesn't understand the full effects of its offline advertising. And it doesn't know where its best results are coming from.
Once TravelBizUSA started learning more about its online campaigns (BT, in particular), it wanted to use those learnings with its offline campaigns, as well. It's clearly directional information, but the information provided TravelBizUSA with better data on when users are most receptive to their message and are willing to act on it.
Executing a campaign with these BT networks will inform TravelBizUSA on both its other online efforts, as well as its offline campaigns. TravelBizUSA can see what categories of sites will produce users who are most likely to respond to its offer.
With thousands of sites and so many data points, the research doesn't end there. TravelBizUSA can also learn what other factors will improve success across its campaigns. What day of the week or time of day is best to reach its consumers to get them to take action? What creative message will motivate them? The list is endless.
Takeaway: Based on the results TravelBizUSA is seeing from its online campaigns, the travel company is making progress.
Because of this recently executed BT campaign, it now knows that people searching for real estate and real estate-related content are driving lots of users to its site (these people were also exhibiting travel purchase behavior). It is now considering shifting some of its TV schedule to run on Bravo TV and A&E during the networks' wildly popular home improvement shows.
TravelBizUSA will also look to add home décor and shelter magazines. If the company is getting prime prospects from this audience online, it might just see similar success offline.
TravelBizUSA also noticed that many of its conversions were happening early in the morning, ramping up to mid-day and then trailing off. This told the company that its radio schedule should not be as focused on drive time, but rather mid-morning through lunchtime to get people who will respond to its advertising, not just listen to it.
