Revisiting digital strategies. Revitalizing an existing program.
In 2015, Carestream Dental entrusted Martino Flynn to implement its previously planned annual advertising program across the United States, as well as manage its paid search campaign for the U.S. and EAMER (Europe, Asia, Middle East Region). Its goal was to maintain awareness, introduce new products, and drive leads with a portion of the media spend.
CARESTREAM DENTAL NEEDED A NEW APPROACH.
SO WE DRILLED DEEPER INTO THE DATA.
During our assessment, we discovered that the company needed a thorough circulation analysis—so we evaluated more than a dozen dental and specialty targeted publications. This fresh data gave us the insights we needed to construct a media plan with more intelligent targeting to help maximize results.
We identified and allocated more budget dollars to publications that demonstrated higher reach among dentists and specialists. We applied Kantar data to confirm that our publication choices had strong reading frequency and page exposure, and we were able to negotiate value-added editorial placements. Finally, we examined data from the previous two years to reveal any significant year-over-year changes in print and digital audiences.
WE LAUNCHED NEW TACTICS SUCH AS WEBINARS, VIDEO CHATS, ASSOCIATION RETARGETING, AND CONTENT SYNDICATION.
Martino Flynn trafficked client-provided creative to the contracted publishers and partners, managed reporting, and made recommendations throughout the year to keep the program on track to meet our lead-generation objectives for the U.S. program.
THE CLIENT WAS DELIGHTED WITH THE DIGITS WE DELIVERED.
DIGITAL MARKETING IMPROVEMENT: 2017 VS. 2016
PAID SEARCH IMPROVEMENT: 2017 vs. 2016
“Martino Flynn uncovered fresh insights that helped us target our audience”
“Martino Flynn uncovered fresh insights that helped us target our audience more accurately, make our message more effective, and get more out of our campaign.”
Senior Marketing Manager