The following case studies illustrate how LEE Marketing and Media Services meets our clients’ business objectives. We work closely with each client to understand their objectives and then customize direct response media placement to help them reach their goals.
National CPAP Device, Direct to Consumer
Business Objectives / Opportunity:
National medial device manufacture focusing on the senior male market. Billable to private insurance. Company needed to test various offers and messaging with the goal of generating between 1,000 to 1,500 qualified leads per month.
Solutions / Results:
LEE recommended targeted remnant local and national print media. After testing and validating test data, LEE helped client rollout print and then began testing digital media channels (SEO, display) along with short-form remnant DRTV using same testing principals. For over 6 years, LEE’s Team consistently meets or beats client’s need for measure monthly new buyers / customers. (phone and web leads)
National Office Product Company
Business Objective / Opportunity:
New home and office company, first to market D to C. Client needed to generate at least a 2.1 MER, media efficiency ratio. Cost per order goals of $100 to $125.
Solutions / Results:
LEE recommended testing national host endorsement radio and national print media. (WJS, USA Today, business publications) After 9 months of testing and validation, client’s revenue and budgets increased in order to test and make work DRTV. Now, client is generating both direct sales, (call center / web) and Amazon and exceeds over $300K in media budget a year based on measured results. Added remnant short-form DRTV to client’s media mix as well.
Robotic Surgical Medical Device Marketer
Manufacture of national robotic surgical device needing to generate prospective patient leads through local seminar events. Goal for each market, 2 to 3 seminar events, 100 to 200 attendees per event. 55/60+ demo’s, 50/50 male, female.
Solutions / Results:
LEE recommended local digital media, (SEO, PPC), print media, direct-mail and local radio ads to drive “free seminar events for robotic knee surgery”. Through testing each media appropriately in each market, our team determined what media “mix” best works over-all but also in certain markets based on media rates. Met or exceeded client’s cost per “seat” for each event.
National CPAP Device Product
Client came to LEE with the need of to add incremental media channels for their D to C product. Client was working with a large TV agency at the time. Boomer and Senior demo’s. Hired LEE and it’s Team to add 25 to 50% additional media spend against their TV efforts.
Solutions / Results:
LEE help to test various DR media channels, local, national print, radio and insert media. After 6 months of testing, print media and canned radio sports proved themselves based on client’s cost per order needs. Now, these media channels are the backbone of their monthly spend, most driving to landing pages. (some call center revenue as well)
National Auto Insurance Company:
Auto insurance products targeting 65+ demo’s, through AARP. Client charged LEE to test and make work an incremental media channel to augment their monthly direct-mail efforts. Needing 500 to 1,000 more “apps” per month.
Solutions / Results:
Client and LEE mutually agreed on viable CPL’s (cost per leads/calls within their internal call centers), testing in remnant ROP was launched through various A/B testing, LEE established an ongoing standard in making ROP (newspaper media) sustainable as a supporting lead gen channel along with print. A true “trigger media”, client turned to LEE monthly to increase or decrease print spend based on lead volume leads. In addition, once creative testing was validated in ROP, remnant national magazine were introduced in order to grow print more. All print media that remained on monthly media budgets we based on measured results / agreed upon ROI goals.
Digestive Product Client:
Previously worked with a competing agency in print media, magazines and newspapers. At prospecting stage, LEE challenged client to test current media tactics against LEE’s strategies in remnant local and national print media along with incremental print media channels. 60/40 female / male, 45+, $75K HH income.
Solutions / Results:
Met and exceeded previous print agency’s spend for client. Generated highest two year return from 2016 and 2018.
Added incremental magazines that continue to perform well including Co-op magazines.
USA Today achieved a two year MER of 4.72 and implemented call center tracking methodology to improve close rate for magazine placements. Moved client into short-form cannel radio media, proving its effectiveness.
National CPAP Device, Direct to Consumer:
Scope of work:
This client initially testing (and made work) direct response TV, DRTV with an established and large TV buying agency. Looking for a smart media mix, they turned to LEE for incremental media strategies. After much discovery, remnant local and national print media was identified as a viable testing channel. (ROP, local daily newspapers and weekly magazines, all remnant placements) 55+ demographics, general market, CPAP users / Sleep Apnea.
The results:
USA Today and Parade achieved a 3.95 MER and continues to grow
Determined successful creative through ROP testing
Exceeded USA Today and Parade testing goals with over-all returns of 4.0 MER (media efficiency ratio)
Current partnership:
Captive print agency for all print media, local and national
Incontinence Product:
Scope of work:
Client found it challenging to make print work for their media device / incontinence product so turned to LEEMMS to plan, buy and manage their rint media. 65+ male demographic, Medicare insurance reimbursement.
The results:
For the last 5+ years now, remnant print media through LEE has become their largest lead driver along with reducing their lead cost by more then $38.
Current partnership:
More then $10 million dollars in print spend since partnering with LEE in 2012 along with ongoing radio testing.
National Office Product Marketer:
Hired LEEMMS to develop a national multimedia marketing mix in radio, TV and print media. Demo’s,
small business owners/home office, business professionals.
Scope of work:
Charged to determine the right mix between specific media channels and ones that would perform from a sustainability level long-term. Goal to generate Cost Per Acquisition of $400 or less, online, cost per session of $40 or less.
The results:
Host endorsement radio and remnant Wall Street Journal have proven to be the most effective media mix, most profitable.
Continued testing between print, radio and some TV media.
Current partnership:
4th year as AOR for client, ongoing partnership
Client: National Orthotics Medical Device Marketer
Scope of work:
Turned to LEE to develop a full scale, front to back marketing seminar strategy developing offer configuration, creative development, developing media
mix between local radio, print and TV media. (guaranteed placement and remnant) Complete tracking and analytics based on client’s results.
Demo’s, 55+, 60/40 male / female, $100K HH income, high school plus, active Americans, percentage of Senior responders as well.
Depending on the month,2 to 4 seminars a month in various markets, A, B and C DMA’s. Goal of 75 to 150 attendees per seminar; cost per attendee
of $50 to $100 per depending on each market.
Results:
Met or exceeded local seminar objectives on a cost per attendee. Developed a database of results for each market between online/digital, radio, print, insert
media, OOH (out-of-home) and TV.
Current partnership:
Client turning to LEE for new product release strategies through seminar programs. Orthotic marketing is ongoing throughout the US.
National Automotive Insurance Company for Senior Markets
Scope of work:
Came to LEE in order to incrementally generate more leads on a monthly basis outside of their internal direct-mail efforts. 60/65+ plus, 50/50 male / female, licensed US drivers, homeowners, $70K HH income.
Results:
Once client and LEE mutually agreed on viable CPL’s (cost per leads/calls within their internal call centers), testing in remnant ROP was launched through various A/B testing, LEE established an ongoing standard in making ROP (newspaper media) sustainable as a supporting lead gen channel along with print. A true “trigger media”, client turned to LEE monthly to increase or decrease print spend based on lead volume leads. In addition, once creative testing was validated in ROP, remnant national magazine were introduced in order to grow print more. All print media that remained on monthly media budgets we based on measured results / agreed upon ROI goals.
Current partnership:
Client was acquired by Fortune 100 financial service company in 2016.
National Firearm Client:
Scope of work:
Three year ongoing client focused on generating targeted leads for various firearm sales direct to consumer.
Specific markets based on state regulations and laws. 60+, 80/20, male to female.
Results:
Testing remnant radio, print, digital and TV media, digital, radio (spot and endorsement radio) and regional print performing best. TV used based on lead count need on a monthly basis. Offer/CTA, call for a free catalog.
Current partnership:
Ongoing relationship, testing new offers as they’re developed by the client.
National Cruise and Travel Client:
Scope of work:
Marketing client’s various cruise line offers to value conscious prospective travelers. Measure goals needing to achieve, cost per new info kit sent. 65+ demo’s, 60/40 females. Optimal lead gen channels, digital, SEO, display, and remnant TV and radio. Depending on the cruise / traveling package and timing (dates), LEE uses both
guaranteed and remnant media placements to fully optimize allocated budget for each travel product offered.
Current relationship:
Ongoing