Marshall Research Drives A Data-Driven Shift in Media Buy

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.