MAXIMIZE MEDIA VALUE

ExtraHop is a cybersecurity company that competes in a crowded tech marketplace. Lead Climber planned and executed strategic media buys to break through the industry clutter in key markets. We negotiated hundreds of thousands of dollars in added media value to drive both brand awareness and website traffic.

We delivered 8.2M targeted video impressions over 5 weeks across 2 markets. During that period website sessions were up 36% compared to the previous 5 weeks. We proved that strong brand awareness increases website visits.

After evaluating dozens of outdoor advertising options between SFO Airport and downtown San Francisco, Medina Communications purchased one of the most high profile billboards in the bay area. ExtraHop's billboard was the last board to be seen by drivers before exiting the highway to the Moscone Center for the RSA Convention.

Lead Climber Marketing spearheaded a comprehensive media strategy for Comfort Dental locations across the nation. This media mix of radio, outdoor, and pay-per-click was developed to maximize patient acquisition by leveraging radio for broad reach and brand recognition, high-impact outdoor advertising for local visibility, and targeted PPC initiatives to capture immediate patient demand online.

The total advertising budget was primarily dictated by the number of offices per state. In markets with fewer Comfort Dental locations, we chose to allocate more budget per office to drive awareness of the brand where it had less heritage. In more mature markets like Colorado, we used economies of scale and were able to reduce the advertising budget per office by pooling resources.

One of the media that we utilize for O'Toole's Garden Centers is direct mail. Over the course of a year, with multiple drops in multiple zones, this direct mail initiative generated an impressive 8.7X ROI. These strong results make direct mail a highly profitable endeavor – driving store visits and sales revenue.

O’Toole’s saw redemptions from all mail zones, but some zones performed significantly better. Based on these results, we optimized future campaigns by weighing them towards the best performing zones. Lead Climber monitors response over time because what worked well in the past is not a guarantee that it will do so again, as shopping behaviors and demographics change.

Lead Climber combines strategic media buying, eye-catching graphic design, and aggressive offers to create impactful campaigns. The results of which are analysed and optimized over time. These results underscore the power of targeted direct mail in driving awareness and engagement with the O’Toole’s brand, leading to foot traffic, sales and a measurably successful return on investment.