35% Increase in Digital Engagement
Challenge
Smith & Wesson, a leading US firearm manufacturer, was a big advertiser and partner within endemic print and TV channels. While these channels were necessary to reach their audience, they were oversaturated and limited in their ability to reach new audiences without additional budget. It was assumed that based on their brand, they were receiving the lowest rates and that all publications and shows reached their core target. As their target audience’s media habits were beginning to shift, an evaluation was needed.
Solution
• Watauga did a thorough review of print & TV investments. Print buys were renegotiated based on quality of publications, verified circulation, CPM, content, etc. • Media plans were refocused on quality titles that reached their core audience with more efficient CPM’s. • TV Sponsorships were re-evaluated based on spot time and on-air coverage, including a customized value given to product usage, name mentions, endorsement, etc. • Watauga utilized ComScore ratings to pull trending of shows and an analysis of the target audience to renegotiate contracts to align with actual values.
Results
• Approx. 30% of the budget shifted from traditional endemic placements to digital channels. • Savings were achieved by eliminating titles and shows that didn’t effectively reach the target audience, had poor ratings, or showed a significant decline in circulation. • Reallocated savings enabled S&W to significantly increase awareness with younger audiences and those outside of their endemic space at lower CPMs. • 35% Increase in engagement across digital media channels YoY for 2023.
Watauga Group
At Watauga Group, we leverage two decades of advertising media expertise and our love for the outdoors and entertainment to help attractions, destinations, and outdoor brands maximize their sales and elevate advertising ROI. Our deep marketplace intelligence and insights into the media behaviors and preferences of visitors, guests, and outdoor...
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