Launching new products in a crowded digital environment creates a number of variables: messaging, channel, media format, timing, cost-model, bid thresholds etc. Each varies by seasonality, sector, geography and competitive set.
Identifying, quickly, the optimal mix of message, media, and advertising model can lead to immediate sales impact with the minimum path to positive ROI. For OMRON, that is precisely what we did.
OMRON are the preeminent manufacturer of domestic medical devices, specialising in sectors like cardiac monitors and nebulisers. Alongside their traditional sales paths via retail and healthcare channels, the necessary step into online marketplaces brought new questions for the business, and required immediate learnings, and immediate sales impact.
We combined full understanding of the audience needs around their health verticals with dynamic digital media, tailored conversion funnels, and continuous optimisation. The result was a business solution that rapidly delivered the optimal creative, media, and messaging mix.
By combining dynamic messaging hooks with custom-curated conversion funnels, and continuous media optimisation, we established the business benchmarks on what excellent performance looks like, what max CPA and min engagement scores were required in order to deliver positive ROI.
We piloted in one market, Germany, and used this to create the optimum activation model for roll-out across their numerous European markets.
5x market share sales uplift
Max CPC by media channel
Min engagement scores across conversion funnel
Positive ROI model for marketplaces
“We took guesswork and error margin out of the discussion.”
Translating business problems into analytics questions