CASE STUDIES

LasikPlus®

LasikPlus® is a leading provider of laser vision correction services with over 1,000,000 procedures performed since 1991, making them the #1 LASIK provider in the industry. As their online AOR, M2i was charged with driving vision consultations via the online channel. Since 2006, M2i grew their business from nascent to a Top 25 online advertiser. During this time, LasikPlus® has seen substantial growth in online consultations and the web channel managed by M2i out-performed and become more cost-effective than any of the client’s other traditional initiatives.

In order to drive continuous growth, it is necessary to prospect and test new online initiatives. Mobile advertising was selected as one channel to test. The channel offers mass reach, easy implementation and targeting capabilities to reach the target consumer. Furthermore, we were able to secure a pay per performance cost structure and an aggressive out clause. From a direct response standpoint, all of these factors made this channel desirable.

Featured Initiative - Mobile Marketing

Results

The mobile campaign was a viable driver of not only online appointments, but also attended appointments where the consumer follows through with an appointment and shows up for their consultation. Excluding the Search channel, Mobile had the second lowest Cost Per Appointment and the lowest Cost Per Attended Appointment compared to the other tactics within the media mix. During the busiest quarter of the year, the Cost Per Appointment for Mobile was 59% lower than the goal, which lead to a 50% decrease in the Cost Per Attended Appointment.

Lastly, the overall campaign demonstrated that if users made their appointment through the call center, they were more likely to attend that appointment compared to scheduling an appointment online. Thusly, another huge benefit of the mobile channel for this client is that all appointments were call-ins. Therefore, the rate of attended appointments was twice that of some of the other online strategies that were used.

Microsoft

MSN Messenger service is a popular instant messaging service from Microsoft that allows users to instantly connect, chat and share files with friends and colleagues online. M2i was engaged by one of our partner agencies to manage the interactive portion of an online contest and brand promotion. The campaign targeted programmers and developers that used MSN Messenger and was intended to create a pseudo-viral buzz surrounding the contest to develop a new and improved application. The campaign’s success was measured both quantitatively and qualitatively by the number and relevance of the contest entries.

Our strategy was to target hyper engaged and interactive audiences in hopes of tapping their enthusiasm and networks to facilitate the viral component of the program. Tech blogs, forums and other social networks were utilized and M2i developed creative such as advertorials and contextual/conversational placements elicited user’s dialogues.

The campaign’s results were double the anticipated goals for contest entries.

Chicago Board of Trade

The Chicago Board of Trade (CBOT), established in 1848, is a leading futures and options on futures exchange. In the growing global competition for trading volume between exchanges, the Chicago Board of Trade introduced electronic contracts for products in the agricultural, precious metals, and equity index trading sectors.  The challenge this client presented for M2i was to develop and manage an interactive campaign between the CBOT and participating brokerages which promote these products. The objective was to generate interest among active traders and ultimately deliver higher electronic trading volume.

M2i built out three distinct campaigns focused on the interests of traders in each specific sector.  Creative development, strategic media planning and buying and optimization of each campaign focused on lead generation and new account acquisitions for the participating brokerages. 

The campaign generated over 50,000 product inquiries and multiple day, month, and consecutive quarterly volume records were broken at the exchange during the life of the campaign.  Indirectly, the CBOT launched a successful IPO generating over $172 million in the midst of their marketing initiatives and were later successfully acquired by the Chicago Mercantile Exchange in an $8 billion deal to create the world’s largest derivatives exchange.

True Results

True Results is the nation’s leading provider of the Lap-Band surgical procedure.  With over 12,000 procedures performed, True Results surgeons and medical professionals are ranked among the most experienced and trusted Lap-Band professionals in the United States. M2i was selected to launch their new brand online in early 2007.  We created a web site for their prospective patients to research the company, the Lap-Band procedure and to learn whether they are a candidate for the surgery. The site is built to guide them through their information gathering phase and then facilitate their next step with the brand and sign up to attend a seminar or an evaluation.  True Results quickly benefitted from M2i’s approach to digital media as we developed a targeted customer acquisition plan to fill their centers with new patients, along with crafting and evolving their brand’s image.

Going far beyond a textbook online customer acquisition plan, True Results taps M2i for the breadth of our competencies. From design and web development, creative concepting and social media consultation, to strategy and optimizing their entire multi-channel media mix – M2i is their full service interactive agency.

To insure the good health of the online efforts, our day to day tactics involve recording and analyzing the value of every patient that begins their process at the web site throughout the life cycle of that patient from click on creative through to surgery. In order to accomplish this, every publisher on the media plan and every piece of creative developed is measured according to their overall impact on the cost per surgery for the online budget. We act as an ancillary arm to their marketing team and are an integral partner for their business. With each year, M2i continues to deliver the return on spend that the client requires for the growth of their business.

Healthcare

Background
Media Two Interactive was challenged by a client of ours in the Healthcare Industry to increase the amount of money we were spending on Search Engine Marketing (SEM). SEM is typically the best converting online medium for all of our clients, and as we grew their business from nascent to a Clickz Top 50 internet advertiser, competitive agencies started to hone in on the business offering millions of dollars to be spent on search engines. The client was tempted, but was it the right move for the client?

The Challenge
SEM was a goldmine for the client, so new agencies coming in with promises of spending more money on search were enticing – but how was Media Two to scale the spending while keeping the ROI the same. The reality was, all optimization efforts (day-parting, positioning, etc.) were being performed, but their keywords were not scalable and if the client made a change they would find out too late for Media Two to continue their success. There appeared as if there only three ways for the client to increase spend on their current campaign:

1. Stronger ad copy that was more relevant to each term,therefore increasing exposure.
2. Broaden the keywords, which in turn would reduce the relevance.
3. Increase the CPC bid which increases your ROI as well.

What We Did
Knowing full well that after just performing standard optimization on the ad copy itself, the latter two options would increase spend, but not conversions, we opted for a fourth solution, and that was supporting the search engine marketing campaign with an online display media buy.

What They Found
By increasing our targeted online media exposure from 300 million impressions to 770 million, we were able to increase our search engine marketing exposure 272% over that same 4-month period of time. This increased exposure with the search engines in addition to the increased display exposure created a 9.8% increase in the clients overall ROI during that same time period, and on average, presented a 22% lift over running just search ads alone.

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