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The best way to illustrate our ability to attack specific marketing challenges is to provide you with recent case studies. Simply select a study from the list below for specific details.
High Speed Internet Service - Road Runner
Acne Skin Care Treatment - Blemfree
Diagnostic Imaging Services - MD Imaging
Product: Road Runner High Speed Internet
Creative: View case study creative materials. On our standered website .
The Challenge: New Product Introduction
(technically confusing)
The goal was to introduce Time Warner Cable’s new product, Road Runner High Speed, in a manner that was understandable, overcame price objections versus dial-up services and helped illustrate the advantages of speed on the internet. In addition, this introduction could be made only when the product became available in certain geographic segments of the Time Warner service area.
The Solution: Multi-Platform Targeted Marketing and Advertising
The solution was to use a multi-platform marketing and advertising strategy to blanket the Time Warner service area with Road Runner impressions. We took full advantage of all mediums including TV, print, radio, direct mail and outdoor advertising. In each medium we selected those outlets where we could gain the greatest access to our potential subscriber base and then structured a media plan, which took advantage of that access. Creative materials were designed that first sought to educate, then to overcome specific consumer objections or concerns. Materials were also developed relative to the product's maturity in the market.
View sample of the creative ads that supported this campaign launch.
The Results:
This Time Warner Division experienced the fastest market penetration of any division in the country. The division exceeded its profit forecast by over 28%, even though the budget was revised in February based on the initial results that were being obtained. Additionally, subscribers were up 56% over the revised budget numbers.
Road Runner: Ultimate High Speed Experience
Client: The Body Perfect (Equibal Labs, Inc.)
Product: Blemfree (acne products)
Creative: View case study creative materials. On our standered website
The Challenge: Product Launch With a Lack of Distribution Channels
The client had a 30-year history of providing beauty supplies to the salon industry but wanted to introduce a new line of consumer-based retail products. However, they had no existing distribution channels and wanted to sell this product line directly to the consumer through an online store.
The Solution: Direct Response Advertising To Drive Web Sales
We needed to create an advertising and marketing campaign with a strong call to action that would get consumers to the company website. The product is an acne program sold predominantly to people in their teenage years.
We used a series of MTV commercials and radio spots on contemporary hit stations (during the 7pm-10pm slot) to deliver our message. Each spot had multiple offers to create on-line interest. Every spot offered a free sample and the opportunity to see results in just 7 days. We also created an essay contest, where the winner would earn a $5,000 scholarship to the college or university of their choice (the winner chose to attend Columbia University). We then sent follow-up offers to each respondent offering two free movie tickets whenever a Blemfree system was purchased. Additionally, we partnered with radio stations in the market to host and sponsor teen events such as concerts, beach patrols and school- related programs.
The Results:
The initial Blemfree test campaign was so successful it has been duplicated in several other markets including New York (City), Philadelphia, Minneapolis, Chicago and is currently preparing to launch in Los Angeles. The same formula has been used to introduce other Equibal products such as Morning Glory, Nufree and TBP4Kids, in markets such as Tampa, Cleveland, Pittsburgh and Kansas City. The database of respondents has ballooned to over 100,000 names ,and cost per lead is less than half of what it was in its inception. Sales have started to transcend product lines, and cross-selling using e-mail related newsletters and promotional offers help introduce other products in the line to additional family members. Sample marketing materials are included.
Client: MD Imaging (Medical Diagnostic Imaging)
Product: Digital Radiology Services
The Challenge: Introduce a New Site for a Medical Practice who was virtually unknown because of their hospital affiliation.
This Radiology practice has been providing professional services to a number of hospitals in the area for many years, However, the name of their group was not widely known. The practice was opening a new facility on its own but will continue to provide services for the hospitals and must balance the needs of growing a new practice without adversely affecting their hospital relationships.
The Solution: Create a separate and new identity for the group and the facility, while allowing the services provided to the hospitals to remain status quo.
The group will continue to provide professional services to the hospital but will create a new identity and name for those services being performed at the new facility. The new name, logo and corporate identity will provide an opportunity to position them in the market with a fresh approach and without being directly connected to the hospital.
The group will position themselves based on their new digital technology, the expansive services that will be offered and the credentials of the physicians who will be providing the diagnostic services. The campaign will use a combination of print, radio, direct mail to referring physicians and marketing calls to referring administrators. It will also include public relations, collateral material designed to educate the patients and referring physicians on the comprehensive list of services that are provided.
The Results:
Although still in the early stages of development, the initial results have been very good. There has been positive acceptance by referring physicians of the marketing materials, including the new name and logo. A front-page press release was secured, which announced their grand opening and expounded on the advanced technology being offered. The initial radio campaign generated call activity. The billboard has shown a strong recognition rate, and a comprehensive website with both a “flash” and html option was developed.
Lastly, we created an interactive tutorial cd-rom, which gives referring physicians the ability to see a demonstration of how to access their patient's exam in real time through a secure website portal. Although results are just starting to be quantifiable, this case study helps to illustrate the strategies that were employed to launch a new company and to start the branding process.
Product: Jet Boat
The Challenge: New Product Introduction
The goal was to introduce a new product (jet boat) to enthusiasts who may want this craft to enhance their hunting and/or fishing experience. Since there was little knowledge of the craft in the market, we knew the incubation process from impression to sale would be long. We needed every step of the selling process to be extremely effective. We also knew that it would be a multiple-step process before someone would make a purchasing decision, so we would have to have strong follow-up.
The Solution: Inexpensive Targeted Marketing and Advertising
Our strategy was to target first those with the interest and the financial wherewithal to purchase this product. After researching all the possible mediums, we found that the largest concentration of potential clients (hunters/fisherman) was in the Minneapolis region because of the extraordinary number of lakes.
We placed direct-response ads on the two most appropriate cable TV networks. We chose ESPN2 with weekend programming like Walmart Great Outdoors, North American Fisherman and Fly Fishing World. We also chose TNN with programming like In-Fisherman Television, Outdoor Magazine and Realtree Outdoors. We offered a free brochure and/or video at the end of the spot. We also invited browsers to visit the website to learn more. We developed the cable spot using existing footage taken while testing the product, in order to keep the costs down.
We complemented this with print advertising in American Angler magazine, whose demographics were ideal… 97% male, household income of $112,000, an average of 5 fishing rods per reader and 90% of the readers used the magazine to make buying decisions. The cost for ad insertion was only $2,000 for the month and the average reader spends 2 hours with each issue. Once we had requests for brochures and videos, or web questions, we could start a database of names. From there we developed three different follow-up postcards to communicate with respondents and keep their interest level up. Postcards were also inexpensive to develop. Telemarketing was also an available avenue for communication.
The Results:
Leads starting coming in during the first week of the spot airing. Once American Angler hit the shelves, activity really began to increase. Lead volume was substantial, although the client guarded very specific information. What we did learn was that within 90 days the client went from having little production backlog to a backlog of over 3 months. In fact, they skipped an issue of American Angler, so that they could gear up production properly when they resumed advertising
It’s what our clients have to say
that matters most!
“After interviewing several different marketing companies, we easily came to the decision to hire Momentum Advertising & Design. They completely bowled us over and continue to do so on a daily basis. They are innovative, creative, pro-active and professional. Momentum is a fabulous team of experts who I have no doubt will take our business to a new level. They have no competition!”
Janet Calnan
Director of Operations
The Gardens on Catlin Creek The Gardens on Catlin Creek
“In my experience with Momentum… their creative is strong, their execution flawless and attention to detail is comforting. When I was asked to relocate to take over a different Division, I knew I needed to take Momentum with me.”
Michael Maguire, Divisional VP
Time Warner Cable Time Warner Cable
“Momentum Advertising is the best agency I've ever used... extremely responsive, analytical, smart business-people, strong creative...easy to work with. Working with Momentum is like having a partner who is as interested in your business as you are. Most importantly, our financial results were great as a result of their efforts.”
Dave Testa,
General Manager
Road Runner Internet Road Runner High Speed Online
“We asked for one good ad concept and you delivered three great ad concepts. We needed our sales collateral materials to be delivered on time… you delivered them early. Thanks for your responsiveness… because of it we opened the sales office right on time with fantastic results. We couldn’t have done it without you.”
Tom Atkin
Partner, ON-SITE
Sales & Marketing ON-SITE Sales & Marketing
“Great, Cutting Edge, Responsive and Different… that’s why I work with Momentum instead of other agencies I’ve had relationships with.”
Jim Brooks
President – Brooks Land Development Strategies & Solutions Brooks Land Development Strategies & Solutions
“Working with Momentum is an absolute pleasure! Their creative designs and ideas, complemented by their personalized service, rival an agency ten times their size. In today’s environment of tough business decisions, choosing Momentum is one I am thankful for every day.”
Fred Ricci
Operations Officer Medical Diagnostic Imaging, PLLC MD Imaging
“You managed to do, in a matter of months, what two other advertising agencies couldn’t do in three years. I would never have the national visibility I have without you. You are also the only people who treated my pocketbook as if it was their own… you always look out for my best interests. Keep up the good work but we can’t relax until we are a Fortune 500 company… OK!”
Normajean Fusco President
Equibal Labs, Inc. Equibal Labs
“What I enjoy about working with Momentum is their energy level and the trust I have in them. I always take stock in their recommendations because I know they understand my business. They also make the creative process easy… I just make a call, tell them what I want, they’ll research it and I always end up getting much more than I expected.”
Ed Pickert
VP Sales & Marketing Holiday Inn
Hampton Inn Holiday Inn
“I tend to be meticulous about things. They worked with me painstakingly until my marketing materials were exactly the way I wanted them to be… they have great patience and attention to detail.”
Steve Burke
President
Burke Electrical Contractors Burke Electrical Contractors
“They took the time to fully understand my business, which makes communication easier and helps expedite projects to avoid frustration. I thank them for their patience, creativity, and more so, for the investment in time they made in my business.”
Gabe Capobianchi
President
Precision Tools and Precision Propellers Precision Tools / Precision Propellers
I have one word to describe Momentum… “PARDA” which stands for Professional, Attentive, Responsive, Detailed and Available. The people there are great and always willing to put things aside to help out when I have last-minute needs.”
Mark Figliozzi
President
Nature’s Aire Systems Nature's Aire Systems
“All the creative work you did for the chamber this year, especially the membership directory, looks fabulous!”
Beth Coleman
President
Southern Dutchess Chamber of Commerce Greater Southern Dutchess Chamber of Commerce
“Momentum gives us exactly what we need… attentive service and great creative, with a focus on results.”
Kevin Cannon
Vice President
Wallkill Valley Federal Savings & Loan Wallkill Valley Federal Savings & Loan
“From my TV spots to my brochures, Momentum delivers a product that does more than look nice… it gets results!”
Michael Muenz
President
Cargain Funeral Homes
Our Clients Mean Everything!
We would like to acknowledge the following clients which we have had the pleasure of serving.
Cable Television
Time Warner Cable:
Liberty Division
Southern Tier Division
Manhattan Division
Banking & Insurance
The Valley Group
Wallkill Valley Federal Savings & Loan
Sunset Mortgage
Daniels Insurance Agency
Prestige Financial
Internet Service
Road Runner/Road Runner Business Class:
TWC Liberty Division View case study
TWC Southern Tier Division
TWC Manhattan Division
Manufacturing
Supresta
Swissray America
Nature's Aire Systems
Mokai View case study
Support Services International (SSi)
Health & Beauty
Equibal Labs:
The Body Perfect View case study
The Body Perfect for Men (TBP4Men)
The Body Perfect for Kids (TBP4Kids)
Morning Glory
Nufree
Moisturebal
Blemfree
Medical
Hospice Inc.
Rehab Programs Inc.
Norden Laser Eye
MD Imaging View case study
Middletown Medical
Eidetic Therapy/Toni Nixon Phd
Valley Endovascular Associates
Hospitality & Entertainment
Wing World
Speedies
Planet Wings Enterprises
Tuscan Grille
Plumbush Inn
Eisenhower Hall Theatre
The Gardens on Catlin Creek
Dutchess County Tourism
Holiday Inn
Hampton Inn
Maron Hotel
The Inn at Catlin Gardens
Oak Hotels
Death Care
Ferncliff Cemetery
Rose Hills Memorial Park
Cargain Funeral
Real Estate
ON-SITE Sales & Marketing
Presidental Ridge
Stone Oaks
Cobble Creek
Hallmark Homes
Comstock Development
River Glen
Woods Edge
Golden Triangle
Pondside Estates
Laurel Hill
Prudential Serls
Polo Fields
Taconic Oaks
Shag Bark
Waterbury Meadows
Forest Hills
Estate Builders of America
Bridle Path Estates
Brooks Land Development Strategies & Solutions
Salon & Spa
The Body Perfect Salon
C'est La Vie Salon & Spa
Bella Luci Salon
Service
House Calls
Burke Electrical
Boorom
Precision Tool
Precision Propeller
Odyssey Tek
Home Connections
Sunray Mobility
Non-Profit Organizations
Empire State Games
Greater Southern Dutchess Chamber of Commerce
Poughkeepsie Area Chamber of Commerce
Temple Beth-el Poughkeepsie
Putnam ARC
The Salvation Army
Scroll down for samples of the media savings that have been negotiated on behalf of our clients in recent months.
Cosmopolitan Magazine
Cosmopolitan - July 2004
Open Rate: $124,050
Momentum Rate: $44,118
Savings:
$79,932
Men's Edge Magazine
Men's Edge - Sept 2004
Open Rate: $8,500
Momentum Rate: $2,000
Savings:
$6,500
Seventeen Magazine
Seventeen - June 2004
Open Rate: $40,921
Momentum Rate: $14,117.65
Savings:
$26,803
Outdoor Life Magazine
Outdoor Life - Summer 2004
Open Rate: $6,660
Momentum Rate: $2,500
Savings:
$4,160
Redbook Magazine
Redbook - June 2004
Open Rate: $81,000
Momentum Rate: $32,941.18
Savings:
$48,059
Popular Science Magazine
Popular Science - May 2004
Open Rate: $26,291
Momentum Rate: $1,588.23
Savings:
$24,703
Maxim and Stuff Magazines
Open Rate: $15,000
Momentum Rate: $7,058.82
Savings:
$7,941
Field & Stream Magazine
Field & Stream - August 2004
Open Rate: $11,790
Momentum Rate: $2,941
Savings:
$8,849