Reversing a long-term downward trend in sales by starting at the bottom

CHALLENGE:
Jackson Hewitt hired us to reverse the trend of sales reductions of 10+% per year for each of the previous 5 tax seasons. They thought they just needed to win at their Walmart pop-up stores.

SOLUTION:
We found they needed to win more by immediately evaluating their customer base and found three underperforming segments. African American, Hispanic and Age 18-24, all of which were under addressed in previous campaigns. Looking at their business as a whole no one would have identified these segments, but when we performed an analysis by market, and in many cases by individual retail location, combining the findings by market, region and ultimately nationally we found opportunity that had been ignored by their previous large media agency. To that end, media consumption analyses were created individually by market, with corresponding media plans created and implemented, and 34 individual markets were identified as key growth areas requiring extended media support.

While the core of the campaign was TV (national and local), Radio (local), and Digital, we identified World Wrestling Entertainment as an ideal media partner for Jackson Hewitt given its strong audience compositions relative to the client’s customer profile. Instead of simply purchasing schedules on WWE’s weekly television programs via their cable network carriers, we created a direct relationship with the WWE as the official sponsor of The Royal Rumble, which is one of their signature PPV events. This sponsorship included extensive media support, on-site promotional videos/arena signage/hospitality packages at the Royal Rumble, and in-store activations. We also added out-of-home advertising in key Walmart markets surrounding specific stores using Gas station TV, traditional static units, and digital ooh.

RESULTS:
Sales were up in the first year after 5 years of sales declines. Additionally, we beat the prior agency’s national TV pricing by 6% while down-aging the demo to a more difficult buying target.

More case studies

Borrowing On Equity

One of the tenets of advertising used to be aligning your brand with content, borrowing on the equity of a TV show, a magazine, a radio personality, etc. to appeal to their audience. When I ran the Victoria’s Secret media buying account (1999 – 2003), we conducted...

Why Targeting Beyond Demographics is Key

OCD Media was hired by a franchise home painting service to evaluate the buys their media agency made. The agency is question was proud of the prices they were negotiating on TV and radio. We started by evaluating something simple. Whether or not someone owned or...

Treating a Hospital System Like a Consumer Product…Because It Is

The healthcare industry has changed dramatically over the last few years. The emergence of urgent care centers has reduced strain on hospital ERs and also increased the number of people seeking treatment for things that previously they would have waited to see their...

Patient Acquisition for a Prescription Sleep Aid Brand

Objective: Introduce a prescription sleep aid to customers that may not treat their sleep disorders with medication due to fear of side effects. Challenge:Do so with $5.5MM media budget Solution: Segment sufferers to identify those with side effect fear and...

Launching a billion dollar brand in a highly competitive category

CHALLENGE:Akorn Pharmaceuticals hired us to help launch their Thera Tears Dry Eye Therapy Lubricant into the national marketplace beginning during the Fourth Quarter of 2017. Given the intense competitive nature of the category–over $110 million in spending for...