Pete Gombert

Marketing is part science and part art.  Neither can succeed without the other and it is incumbent upon anyone who relies on marketing to remember that.

We recently launched a campaign for a healthcare client that had just the right amount of art and science.  This was a terribly exciting campaign for us because we were responsible for all aspects of the initiative – from creative concepting, through production, media planning, media buying, trafficking of creative, results tracking and post buy analysis.  Typically we are handed creative, or have specific media guidelines that we must work under and it can be restricting to the team.  In this case we owned it all and the execution was damn near perfect if I don’t say so myself. 

Was the creative perfect from an Art perspective? No, but it was damn good and was done at the right price.  And through leveraging our technology is now fully customizable and available for execution in all 210 DMA’s around the country.

Was the media buy scientifically analyzed eight ways from Sunday to ensure the exact right reach and frequency for the given target and market? No, but it was carefully analyzed using syndicated and proprietary research and planned with reach and frequency targets that made good sense for the creative and overall campaign strategy. 

Now here is the kicker – the campaigns costs were roughly 1/3^rd of what they would have been with a traditional agency and the results have far exceeded this customers expectations.  Here is the other kicker, this is a small business – not some behemoth that cut their budget from $3 million to $1 million.  We took the costs from $75k to $25k and far outperformed expectations.   Leveraging our Local Marketing Automation technology and media buying expertise of Balihoo (science) with the creative concepting and production capabilities (art) of our creative department we nailed what is the future of local marketing – technology enabled integrated campaigns.  Damn that is nice!