Case Study
Identifying Content and Distribution Opportunities to Increase Customer Engagement and Product Sales
In an effort to more deeply engage its customers, reach new audiences and grow its brand presence, a Fortune 50 consumer products company partnered with Frank N. Magid Associates to develop a media strategy across brands and platforms to increase customer engagement. Magid conducted a large scale analysis of the related content, distribution and competitive landscape, and identified best practices to identify content and distribution opportunities for the company. Based on this analysis, Magid and the client identified content opportunities and tested these opportunities with target markets. The engagement resulted in an executable, validated media strategy roadmap that aligned with consumer, industry, and competitive opportunities and that positioned the client as a leader in the content area to drive engagement and, ultimately, product sales.
Applying Magid's Television Station Expertise and a Market, Station, and Audience Analysis to Improve Station Products and Revenues
Leveraging Frank N. Magid Associates’ 50+ years of expertise in the local media space, a local television station partnered with Magid to understand how to differentiate and enhance its products to take advantage of product strengths and the vulnerabilities of its key competitors. Magid implemented an intense consulting process including a market analysis of ratings and competitor content across platforms, and an in-depth station analysis of product strengths, weaknesses, and vulnerabilities. The comprehensive external and internal analysis was complemented by primary research to assess market audience ideals, identify brand attributes and opportunities, and identify potential breakout strategies to move the audience measurement needle. Based on the analyses and research findings, and through a lens of its local station expertise, Magid provided recommendations to improve current products and develop new products that took advantage of market opportunities, station strengths, and viewer needs. Magid provided consulting support and progress assessment to drive change, and continues to make consultation visits to the station to ensure tangible progress and ROI.
Application of Magid's Usability Testing and Web Strategy Expertise Results in Record Web Site Traffic and Engagement Growth
A creator of interactive, online community-based news and information websites approached Frank N. Magid Associates with the desire to apply user-centric design to their upcoming website redesigns. To achieve this goal, Magid heavily tested and vetted registration and social networking integration, interior page design, photo galleries, video standards, contesting standards, outbound email programs, local small business listings, and classifieds to turn chaotic designs into intuitive, user-friendly websites. As a result of this work, the client has experienced tremendous growth (over 50%) on several properties in terms of both monthly unique users and in page views, including records for total unique visitors and the highest year-over-year visitor growth in the industry.
Implementing a Strategic Process to Align Products with Local Reader and Advertiser Needs to Create the Newspaper of the Future
Recognizing Frank N. Magid Associates’ strategic and operational local media expertise, a major US publisher engaged Magid to help reverse the fortunes of one of its local newspapers which was experiencing declining circulation and advertising revenues. Believing that local newspapers could grow by exploiting their unique selling propositions and aligning their products and services with local market needs, Magid developed a process to explore patterns of local media consumption, investigate potential new business models for both print and online, and evaluate opportunities to recapture important consumer and advertiser positions assumed by other media. Through a comprehensive process that included strategy sessions with key personnel and multiple phases of qualitative and quantitative research with consumers and advertisers, Magid developed new prototypes of the print newspaper and ad products. After testing these prototypes with the relevant markets, Magid partnered with the newspaper to develop a strategic roadmap including an operational approach and identification of profit mechanisms. As a result, the newspaper has experienced an increase in year-over-year ad sales, strong positive reader feedback, and internal recognition from its parent company. This engagement has also led to strategy engagements with other local newspapers of major US newspaper holding companies.
Implementing Magid's Web Strategy Insights and Usability Testing to Grow Advertising Revenue and Consumer Traffic
A national online yellow pages company was dissatisfied with the level of engagement from its business advertisers. As a result of this low level of engagement, consumers were not utilizing the client’s tools or services, leading to lower revenues. Frank N. Magid Associates was engaged to conduct website usability testing among consumers to determine the ideal web site aesthetics, preferred navigation methods, online interaction dynamics, and desired content. Magid’s research and subsequent strategic recommendations helped the client change their web site to improve advertiser engagement and enhance usability. These performance factors fed off of each other, causing advertisers to increase their usage of the website across general advertising, sales announcements, and online coupons, which in turn drove even more consumer traffic.
Understanding the Media Consumption of Sports Fans to Optimize the Reach and Resonance of a Media Campaign
To inform a new media and communications strategy, a major league baseball team wanted to better understand the various segments of its fan base and how those segments preferred to consume the baseball team’s content within both traditional and new media. To develop this strategy, Frank N. Magid Associates undertook a substantial project to determine the appropriate fan segments, how to leverage traditional and new media within those segments, and how the baseball team could provide additional value on a segment-by-segment basis. As a result of this research, Magid helped the team to profile various segments of its fan base and position the team’s brand for future success.