TrueBuzz and Oreck Case Study

MakeBuzz helped drive over 500% growth by modernizing their marketing program and rethinking the way they valued media.

Case Study Overview:

The Challenge:

Legacy marketing processes were limiting sales growth.

The Solution:

Speaking to the consumer online, installing a sales attribution process, and integrating online and offline data.

The Outcome:

MakeBuzz drove over 500% growth in overall revenue, with 40% of sales attributed to the online channel.

When MakeBuzz began working with Oreck ten years ago, they were a company in trouble. With flat year-over-year growth, they were driven primarily by direct response traditional media and had no online presence. By 2006, revenues had increased over 5x, with 40% of sales attributed to the online channel.   
 
MakeBuzz helped drive over 500% growth by modernizing their marketing program and rethinking the way they valued media, and the customer. We optimized the flow of customers both on-and-offline, and created a balanced media mix to seek out maximum profit volume. We also lead fundamental shifts in process and workflow, to remove bottlenecks in the sales funnel.
 
Our efforts were guided by three key realizations. First, we addressed the dual Customer Journey by speaking to the consumer online, especially with early stage media. Second, we recognized that cookie technology was flawed, and that we needed to track subtle behavior beyond the web, to gauge the true value of media. And third, by incorporating offline data, we understood how traditional and online efforts worked together to grow overall sales.  
 
It was during this time, we invented web-to-call-center and web-to-store tracking to sense the influence of the web beyond ecommerce. We discovered that the web drove 20% of call center sales and 15% of store purchases. This enabled us to tie the growth of the company to online media impression counts, to locate optimal customer reach for maximum sales and profit volume.

MakeBuzz looked at the flow of online media to traditional sales channels to improve budget allocation, determine schedules, and locate maximum profit.

What We Did

• Increased Profit: By testing a ROAS vs. Growth model, we found that Oreck could realize 50% greater profits at a lower ROAS.
• Aligned Attribution Model with Total Sales: Benchmarking traditional sales channels, we found that online impressions could drive 20% of call center sales and 15% of in-store purchases.
• Balanced Media Mix and Budget: Media messaging & schedules worked together to drive overall sales, for optimal reach & return.

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