Rowe Media Information

Rowe Media created a strategic media plan that called for significant shifts in the media mix being used by our client, which was tied to the housing industry. We noted that customers were unaware of our client's brand, so we increased activity to build the brand and reduced reliance on unproven direct response vehicles. We saw that consumers' discovery processes and research had moved online, so we increased paid search, email and display budgets to follow consumers there. We concentrated on interruption while a consumer was in the research mode and also reached out to hand-raisers who had already been to the client's website. The result was an 18 percent increase in sales - despite the extremely tough economy - in key markets where the media activity was concentrated.