Client Name: BPA

Direct Marketing Delivers Branding Message

Problem:

Based on in-depth interviews AIM conducted with B2B media companies and marketing executives, BPA learned most media buyers and advertising/marketing executives did not know who BPA was or understand the information on a BPA Audit statement. More important, most professionals responsible for evaluating and making media decisions did not understand the need for third-party verification of audience and internet traffic statistics. Before the massive growth and development of electronic media, marketing and advertising executives relied on audited audience statements from companies like BPA to verify a print publication was reaching the advertisers target market. As the media options became more complex and moved to digital over print, advertisers were forced to try to digest all new audience and traffic data. While the need for audience and traffic accountability should have increased, advertisers became less focused on the audited statements and the verification of audience/traffic information provided by third-party assurance companies like BPA. Advertisers did not understand who BPA was and how an “audited” audience statement could help with their media selection.

Solution:

In order to try to make advertisers more aware BPA and educate them on the importance of an audited media statement, Interline recommend BPA conduct a postcard mail and email campaign to senior marketing executives. Interline designed a series of 15 postcards on various sections of the BPA audit statement. The focus of the campaign was to deliver a message on how BPA could help “make media buying better” for advertisers. To supplement the emails and postcards, Interline built a micro-site for BPA to provide more detailed information on each of the topics in the email/postcard series and further link the advertiser to the BPA website for more details. Before rolling out this marketing campaign, Interline tested both the mailed postcards and email communication to 1,000 executives. A few of BPA’s media members provided a target list marketing professionals addresses and emails for testing this marketing campaign.

Result:

After the test series of four different postcards and emails, Interline and BPA to analyzed the program. Due to how quickly contact lists change, postcards were less effective than e-mail. BPA and Interline determined the roll-out would be an email campaign only.  In addition, feedback from marketing professionals indicated messages were complex for digital delivery. The email roll-out strategy was, therefore, re-designed to a simple Q & A format with links to where the more comprehensive information was housed — on the microsite (www.bpamakesmedia.com) Interline created specifically for the campaign. With additional support from BPA’s media members, the email roll-out was sent to over 7,000 marketing professionals with open rates of over 20%. Still an on-going program, this campaign keeps BPA’s name in front of marketing executives and provides education on all the benefits an audited media statement offers.  The BPA micro-site has helped BPA build better SEO, while also providing program measurement tools and a place where detailed information is neatly contained for reference.

Research Helps Marketers Understand Media Buys During Digital Disruption

Problem:
Electronic and social media provide numerous ways for companies to reach their target audiences with information, today more than ever before. But, how can advertisers really know what they are buying? With the abundance of content and audience exposure available for “free” on the web at virtually a click of finger, BPA Worldwide realized they needed to make advertisers and marketing professionals more aware of who BPA is and why they should demand “accountability” in their media buying. BPA provides the market with assurance by offering marketers third-party audience and traffic verification. To assist their publisher, clients maintain and grow advertising revenue. BPA Worldwide came to Interline Creative Group for assistance in determining how to raise the level of awareness and education on the benefits of using media that were BPA Audited.

Solution:
In order to develop a market-driven advertising and marketing campaign, Interline suggested they assist BPA with conducting exploratory interviews with key BPA stakeholders. These interviews would help BPA learn more about how they are perceived in the marketplace and what marketing professionals and media owners need to make better media decisions. Interline not only helped BPA set-up and conduct phone interviews but also helped develop a series of questions for media staff and marketing executives. The research was designed to help identify BPA’s strengths and weaknesses, as well as evaluate the market’s awareness of BPA and use of third party verification services for print and digital media channels.

Result:
Interline and BPA Worldwide conducted in-depth interviews with major B2B media firms, sales reps and marketing executives. Through the interviews, BPA learned that they need to do more to reach out to their members and buyers to educate and inform the market of the value of a third-party assurance. Due to digital disruption in the market, it is becoming more and more difficult for marketers to understand what they are actually buying.  Marketing and advertising executives need more “intelligence” behind just the numbers.  They need some level of validation that they are reaching their target audience and that the audience is engaged with their message. At the same time, sales representatives need assistance from BPA to understand how to best differentiate their brands using BPA audited data.

BPA

Founded in 1931 by advertisers, agencies and the media industry, BPA is a not-for-profit organization that audits advertising publications. BPA also provides compliance and assurance reviews for government, industry, and organizations.