Project Description

Unmatched Reach + the Right Offer = 380% ROI

Client: Standard Process

Standard Process engaged  Responsory to execute a B2B display advertising pilot program targeted at chiropractors who are qualified to be Standard Process customers. The goals for the 6-week Smart Zones  campaign were to build brand awareness among qualified prospects and engage prospects to take a closer look at Standard Process. The nutritional supplement leader, well known for its whole food philosophy, provided its B2B prospect list of which 80% were matched to a known IP address.

“The match rates that Smart Zones is able to deliver are unheard of in the industry – typically from 75 to 85 percent,” explained Grant Johnson, Responsory CEO and founder.

The campaign strategy involved targeting chiropractors at the rooftop IP level and Mobile Footprints, a value-add service made possible through the Smart Zones platform. It targets the audiences’ mobile devices to augment the campaign’s reach among desired prospects.

Three ad sets offered prospects a complementary chiropractic benchmark survey or a free e-book. The landing page provided a gateway for ad clickers to take the survey, download the free e-book, register on the Standard Process website or watch a video.

RESULTS: The pilot earned 30% higher than average web page views for Standard Process and a confidential number of new accounts and product sales that generated a 380% ROI.

Here’s an overview of our Smart Zones no-guess audience targeting platform.