LIVELY
An Increase in Direct Response by Six Figures
Media mix diversification by testing new channels
Highlights
Challenge
Deliver Growth and Improved Performance
Prior to partnering with Media Horizons, Lively utilized a predominantly broadcast driven budget for its Jitterbug product. Weakening results and single-channel reliance led to our recommendation to diversify the media mix and include insert media as part of their strategy to deliver growth and improved performance across a multichannel platform.
Solution
How We Did It
• Negotiate low national media rates to allow for fast scale and strong results
• Establish branda recognition in the marketplace
• Research and develop multiple customer base targets
• Cultivate and develop new creative, offer and format constructs that prove more relevant to the Boomer market to generate better ROI
• Segmenting insert media creative development and distribution within target markets to reach core demographics with relevant messaging
• Improve response rates while maintaining or improving conversion to sale metrics
• Build an effective reporting structure to manage the business and share successful tactics
Results
• Increased direct response budget by 173%
• 28% improvement in cost per acquisition
• Expanded media mix to include more than 250 individual programs, managed both on an individual and enterprise level for consistent performance and longevity