The Strategy

To tackle these hurdles, Marshall Marketing intervened. The Marshall Representative’s proficiency in market analysis and targeted advertising enabled them to identify the perfect audience for Matt Jones Auctions & Estates. This strategic approach provided the company with a clear path for their marketing endeavors. With the assistance of Marshall Marketing, Matt Jones is enthusiastic about this new chapter and anticipates enhancing his visibility and attracting fresh business prospects.

It turns out that Marshall Marketing has collaborated with auctioneers in various markets before. This prior experience was a significant advantage. The 2024 KHBS KHOG Marshall Marketing survey included essential information on both Major Business Decision Makers and Real Estate. By utilizing this data, we assisted the client in gaining a deeper understanding of the market and determining the most effective media for Matt Jones.

Marshall Marketing stressed the importance of the creative messaging for this client and provided valuable recommendations, such as a two-tiered strategy. This involved a focus on long-term branding, along with short and long-format advertisements showcasing Matt Jones’ narrative, including testimonial ads. Additionally, short-format ads highlighted upcoming auctions/events, complimented by digital strategies tailored to target specific decision-makers and buyers. As a result, Matt Jones launched his campaigns and has already received positive feedback!

Conclusion

The Marshall data serves as the cornerstone of our Marketing System, but the insights and experiences your Marshall representative can provide are invaluable sales assets and a competitive edge for your station. When faced with challenges, don’t hesitate to contact your rep and leverage the full benefits of Marshall Marketing.

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Customers shopping today may differ significantly from those who visited in the past. They could be younger with higher incomes or perhaps newcomers to the area. Therefore, it’s essential for retailers to consistently assess the profiles of their current buyers and the shoppers entering the market to ensure they are on the right track. This evaluation might reveal that the retailer is perfectly aligned with customer needs and should continue their current strategy. Conversely, it may indicate that adjustments are necessary to attract active customers.

The following example demonstrates how a furniture store can analyze its past performance and future direction using Marshall data. The key questions for this type of audit include:

• “Where will you shop FIRST for furniture?”
• “In the past two years, where did you make your last furniture purchase?”
• “In the next 12 months, do you plan to buy furniture?”

Store A is the leader in this market. It is a mid range furniture store that caters to several customer segments. It’s Last Purchase share of 23.5% nearly doubles that of its closest competitor. Also, it is the leader in Shop First share among customers planning to buy furniture. Finally, 79.4% of customers that made their last purchase at Store A would shop Store A First for their next purchase. This is all very impressive.

So, where does the opportunity lie? Store A’s media mix includes the largest portion of dollars going to direct mail, then linear TV. Millennials and Gen Z furniture buyers index very low as readers of direct mail, but they’re extremely high users of digital media. Store A could build awareness and shop share by adjusting media to fit the buying profile. This also is a great opportunity for vendor/supplier dollars to reach a secondary target customer. Match a vendor/supplier to a target group of Millennials and Gen X. Then, build a schedule directly aimed at that target. Track results with your Marshall data to gauge impact on Shop First share.

IN CONCLUSION, integrating questions that uncover past consumer behaviors and future intentions allows you to develop profiles based on profitable demographic segments, such as generational cohorts. These profiles can then be cross-referenced with media, ultimately aiding you in crafting a robust strategy for your clients.

Peak Flow Plumbing is attempting to grow their brand in a very competitive category in Colorado Springs & Pueblo. Another challenge is the market has a very active advertising spend in HVAC/Plumbing. After initially spending approximately $1,000 with our station, we delved deeper into the client’s advertising budget. We discovered the client was allocating $3,000 to a competing station and about $1,500 to radio. Utilizing our Marshall Marketing Research, we conducted a comparative analysis of their reach across their three media spends – our schedule, our competing station’s schedule and radio. 

During this meeting with the client, in real-time, we shared the Marshall Marketing information using the Media Reach section of Marshall’s software (see below). We used the research to analyze the reach achieved by each media partner.

The research revealed to Peak Flow Plumbing that their highest spend was giving them their smallest increase in awareness. The research also showed the client should maintain their radio relationship, but advertising on the competing TV station was not necessary.

RESULT: Having a resource like Marshall Marketing equipped us with a tool to build the client a campaign that optimized the client’s marketing dollars to achieve the greatest possible share of voice without increasing their total advertising spend. Eventually, Peak Flow Plumbing decided to allocate the additional spend with FOX21 SOCO CW! We would not have seen an increase in this client’s spending from $1,000 to $4,000 per month without Marshall Marketing Research! Not only did Marshall Marketing help increase this client’s spending with our stations, but it also greatly improved our relationship and trust with Peak Flow.

Media Reach is used to identify the best combination of media options to maximize reach of the target customer without unnecessary duplication or oversaturation. For perspective, here is an example of the Marshall Marketing Report on MEDIA REACH that you can build with your MyMarshall software.

Go into your MyMarshall software and select your target and media in the Media Reach function. Next, build a chart showing the reach of the top 7 radio stations (in this example they are all iHeart Radio stations).

Now, take a look at your station’s programming. Notice how just three programs have a reach of 40% where 7 radio stations had a total reach of only 24%!

Next step is to add the 7 top radio stations to your TV programs. This addition of radio only boosts reach by 14 percentage points.

Finally, add your station’s live streaming news and the station’s website, and you will see, in this example, a net reach of 68%! As a comparison, the reach of the 7 iHeart Radio stations was only 24%, out performed significantly by a station’s linear + digital.

In conclusion, these questions, along with top of mind awareness, advertising awareness and image awareness, will help you map out a sound strategy for your attorney clients.

The Marshall data serves as an essential tool for assessing a client’s overall Awareness and Consideration. The next step involves leveraging this data to identify opportunities, particularly within key demographics. An appliance store (Store A) in a medium-sized market was effectively using our client’s digital platforms; however, the Account Executive aimed to incorporate a broadcast schedule into the client’s advertising strategy.

The Marshall research revealed a three-year trend of growing overall awareness. Yet, further analysis was required to see where a TV schedule could increase awareness and grow market share.

Examining the trend by age groups highlighted that the rise in awareness was primarily driven by adults aged 18-34 and those 50 and older, while awareness was declining among the 35-49 age group. Additionally, the data indicated a decrease in awareness among households earning over $100,000.

The charts above illustrate the growth potential within two significant demographic groups. The Account Executive presented this information to the owner of the local appliance store, along with a proposal for a TV schedule targeting the higher-income segment aged 35-49, which showed the most promise for growth. The owner agreed to increase the advertising budget and adopt the suggested program schedule while also maintaining their digital advertising initiatives.

As a result, there was a notable rise in overall awareness, accompanied by an impressive 50% increase in consideration among households with members aged 35-49 earning $100K or more!

It can be quite straightforward sometimes: Success with Marshall Marketing can be achieved simply by reaching out to your Marshall rep. A salesperson at one of our northeastern stations contacted their Marshall rep regarding challenges they were having with an agency in establishing a connection with a regional law firm. Although the firm was inconsistently advertising on their station, they were a significant spender on a rival station in the area.

The Marshall rep had recently presented Marshall Marketing research to this particular law firm in another market (which they greatly appreciated and intended to adjust their media allocation based on the Marshall data that was presented), and gladly offered to reach out to the law firm in this particular northeastern market. The law firm eagerly welcomed the offer for additional research with an enthusiastic “YES, PLEASE!”

RESULT: This CONNECTION led to setting a presentation date, enabling the salesperson to meet the firm’s key figures in person, and laid the groundwork for their relationship. The meeting was highly successful, resulting in an expanded share for the station and a remarkable 75% increase in budget.