This leading consumer protection service had strong brand awareness but needed to lower its high customer acquisition cost to continue to grow profitably. The problem was an under-optimized media plan. Taking charge of LifeLock’s DRTV effort, and leveraging our historic response database, Mercury uncovered underleveraged markets that represented growth opportunities. By adjusting the targeting strategy in these markets and leveraging real-time data for optimization, we decreased LifeLock’s cost-per-lead by 15%, combined with an astounding 50% decrease in the cost-per-order.
Boost Mobile was an emerging millennial-targeted mobile phone service dealing with a limited marketing budget and an audience that is notoriously difficult and expensive to reach. We recommended a hybrid approach to make their dollars go further – DRTV to both sell directly to consumers accompanied by a drive-to-retail effort. This approach saved Boost Mobile more than 50% off of their traditional media buys, while cutting cost–per-lead by 50%. Additionally retail sell-through was boosted by 65%, helping it to expand its retail distribution.
Vegas.com was a booming travel and hospitality website, but was quickly hitting the point of diminishing returns for its online spend. They wanted to efficiently leverage offline media as a way to optimize its total spend across all mediums. We developed a DRTV campaign that was brand appropriate, yet featured a compelling, limited availability offer. This campaign provided a huge boost to traffic, led to a significant decrease in their cost per lead (14% above goal) and provided overall ROI of >300%.
Conair wanted to improve the retail sell-in and sell-through for its innovative hair appliance. Mercury recommended a hybrid approach, driving direct sales to offset its marketing spend while driving to retail to improve its distribution. DRTV provided an efficient method to leverage mass media, providing a 37% savings over previous spend, while increasing retail sales by 55% and beating cost-per-lead goals by 10%.
Liberty Medical is the nation’s largest mail order pharmacy operation and mail order diabetic supply company in the US focused primarily on Diabetics with Medicare. Through the use of our media performance database, negotiating out of and reallocating underperforming “upfront” investments made by Liberty’s previous agency and optimizing call center conversion, Mercury increased customer acquisition rates by 45% while reducing the cost of Liberty’s media by 15%-20%.