Perfect Pressure

Radio & Digital Direct Marketing

Prepared by Green Dot Advertising — March 6th, 2017

Objectives & Marketing Strategy

Run a national direct sales campaign for the Perfect Pressure Adjustable Mattress Topper using Sirus XM Radio and digital marketing.
Marketing Strategy:

Satellite radio targets an upscale audience nationwide with messaging that can’t be zapped or skipped. In today’s media landscape, that’s a BIG reason advertisers prefer Sirus XM radio. In addition, the current political climate is driving additional listeners to this medium, making this channel even more attractive.

The strategy consists of using satellite radio to target adults listening to news radio – both CNN and Fox News to create awareness for the adjustable Perfect Pressure Mattress Topper and position the product as effective for new and older mattresses – essentially making them adjustable.

However, rather than relying on ONLY the radio spots to drive conversions, Green Dot recommends using social media to target followers of CNN and Fox News on their smartphones with sponsored newsfeed ads. This tactic leverages the awareness created by the radio ads and gives the audience something to “click on” vs. waiting for them to call.

Those targets who engage and click the ad for the adjustable topper will be linked to a landing page which adds a visual component to the campaign. If they leave without ordering, retargeting banner ads will follow them anywhere they go online for up to 2 weeks.

Green Dot can target CNN and Fox News followers, who also follow Sirius XM radio on Facebook and make upwards of $100k, live in the US and are between 40-65 years old. Using these parameters, the audience size is about 250,000 online, while the Sirius XM radio ads will reach almost 7,500,000 people up to 4 times per week.

Sirius XM Radio

Sirius XM Radio

Advertising Sirius XM radio provides access to a nationwide audience that is actively listening to news radio from their favorite source – CNN or Fox News. 

This buy reaches up 7.5 million people with 60 second spots explaining the concept and running for a period of 5 weeks during the 4th of July holiday period. Green Dot expects a frequency of approximately 4 impressions per week for the average listener.

Green Dot will place and manage the buy and produce the radio spot. The campaign will be supported by a digital social media marketing component to help enhance conversions.

Initial Campaign Setup:
  • Select voice talent, write script
  • Record commercial, edit and prepare final audio file
  • Submit to publisher
Monthly Management:
  • Media research and audience targeting
  • Media insertion and scheduling
  • Campaign management
Not Included:
  • Media spend

Google® Adwords

Google® Adwords

In order to ensure we capture every possible order resulting from the awareness generated by the Sirus XM radio ads, Green Dot suggests running a low cost Google Adwords campaign focused on branded searches. 

That means searches for “Perfect Pressure Mattress Topper” and “Adjustable Mattress Topper”. These key phrases will be very inexpensive as there will be no existing search volume until the commercials begin running. Only those people who have heard the commercial will be able to search for these key phrases, making them highly qualified potential buyers.

Includes the Following:
  • Keyword research and competitive analysis
  • Ad copywriting
  • Campaign setup including targeting and restrictions
  • Campaign management and optimization
  • Conversion tracking and reporting (incl. phone call tracking)

Retargeting Display Ads

Retargeting Display Ads

Digital display ads are used to retarget all prospects who visited your website but did not complete the desired action. These display ads can be shown to visitors from all traffic sources. The retargeting ads run on a wide network of websites that support display advertising and “follow” your prospects from site to site as the browse the net, giving you a second and third opportunity to close the deal.

Includes the Following:
  • Account service
  • Copywriting and concept development
  • Design of banner ad creative
  • Campaign management and optimization
  • Tracking and monthly reporting

Landing Page

Landing Page

Design and develop a new, custom landing page specifically designed to convert consumers who have heard the Sirius XM radio ad for the product.

This landing page will leverage and repeat the same messaging consumers heard on satellite radio, feature the Sirus XM logo, as well as the logo of the news station they prefer (CNN listeners will see a different version of the page than FoxNews listeners).

The landing page will be designed for both mobile devices and desktop computers with mobile responsive code ensuring content renders consistently on tablets and smartphones.

Perfect Pressure Mattress Topper
  • Landing PageIntro - as heard on CNN / FoxNews
    Only Adjustable Topper
    90% Sleep differently
    Extend life of Mattress
    Make New Mattress Adjustable
    Affordable - same as regular topper
    Easy to Buy - delivered to you
    ----
    CTA - In Home Trial
Includes the Following:
  • Account service
  • Copywriting
  • Visual concept development for website designs
  • (2) sets of revisions
  • Custom website development & programming
  • Setup custom site design in WordPress
  • Website setup on hosting account

Analytics & Reporting

Analytics & Reporting

Green Dot ensures you know how your campaigns are performing at all times. Clients have direct access to the marketers working on their campaigns as well as to reporting platforms like Google Analytics (website performance), RavenTools (campaign performance) and Call Tracking Metrics (phone call lead tracking).

Includes the Following:
  • Ongoing campaign tracking and analytics
  • Ongoing campaign optimization based on data
  • Google Analytics goal tracking setup and management
  • Call Tracking Metrics – phone call tracking
  • RavenTools for campaign KPI reporting
  • Monthly account review

Services Summary & Pricing

Services Summary & Pricing

Radio Spot Production

Services include:

  1. Account Service
  2. Develop concept and script
  3. V.O. talent and recording
  4. 60 sec. spot
  5. 30 sec. edit of spot
  6. All audio production
  7. Music and sound effects

$3,500

Landing Page

Services include:

  1. Account Service
  2. Copywriting
  3. Design
  4. html coding and development
  5. (2) rounds of revisions
  6. Upload to hosting account

$1,800

Campaign Setup

One-time campaign setup fee includes:

  1. Google Analytics set up
  2. Retargeting banner ad design
  3. Update branding for Facebook channel & seed with up to 5 posts
  4. Facebook audience profiling
  5. Facebook ad campaign setup
  6. Phone Call Tracking setup
  7. Keyphrase research and new Adwords creative
  8. Google Adwords campaign setup

$2,500

Digital Marketing Services

Your marketing services package includes the following:

  1. Advertising for Facebook
  2. SEM using Google Adwords
  3. Retargeting ad management & creative
  4. Ongoing tracking & analytics- including access to the GD project portal and a campaign dashboard
  5. Monthly reporting
  6. Includes media management up to $5k per month**Additional media management beyond $5k per month is billed at 12% of ad spend.

$2,000 p/m

Suggested Monthly Media Spend

You set the budget
Search: $1,000
Social: $4,500
Retargeting: $300
Sirius XM: $37,000

Projected Monthly Payments

Month 1Month 2Month 3Month 4
Radio Spot Production$3,500
Landing Page$1,800
Campaign Setup$2,000
Digital Marketing$2,000
Sirius XM Media$37,000
Digital Media$5,800
Monthly Totals$7,300$44,800
Notes
Authorized Signature