The best way to learn business is to live through it. We have successfully directed the media efforts for 240 category
leaders, challenger brands and start-ups.
In the process, we've developed broad category experience and unique insights.
The effect is the right strategy, approach and execution. The payoff is niche markets developed at premium rates of returns.
Online Retailer - Introduction to Advertising
When a former client was in search of help to launch the first ad campaign for an online retailer of shoes, he reached out to HMS for media planning and buying expertise. More importantly, he was seeking a trusted partner who could interpret their marketing data for media targeting and media vehicle selection.
We began working in concert with the marketing team to establish a media budget, select a budget allocation by month and by medium and provide guidance on developing specific creative elements.
Negotiations with the media resulted in an actual cost 63% below earned rates in print and 50% below asking price on digital media. We also negotiated a free email blast and premium positioning package as part of the plan.
From the moment the advertising broke, website traffic and on line sales increased significantly. The client has extended the plan into the fall and has us developing more ambitious plans for next year based on the results experienced to date.
Legal Advertising - Direct Response TV
In 2010 HMS was able to lower this Personal Injury Law firm's media expenditure 20% and increase call volume by nearly 50%....a 70% improvement in their ROI.
Travel Advertising - Added Value Events
For tourism clients, travel agents are salespeople for travel to the destination, and thus are important to reach through advertising. While we targeted them directly in trade advertising, the "creative twist" came from our dealings with consumer magazines.
During our negotiations with epicurean and travel publications, we were able to secure culinary events, funded by the publications, to market Turkey to the leading travel agencies and other travel VIPs.
These events, which were held at no cost to the client, featured prominent Turkish Chefs selected by the client. For Bon Appétit and Saveur, the events took place at the epicurean magazines' NYC "Test Kitchens." The Bon Appétit event was host to 43 Ensemble Travel Agents, while Saveur welcomed 40 Virtuoso Travel Agents.
Our media partners at American Express Publishing co-hosted an event at a popular midtown Manhattan Mediterranean brasserie with 54 Amex Platinum Service Agents.
Spirits Marketer - Stimulating Trial