The Challenge
Marketing plays a vital role in the success of any consumer packaged goods (CPG) company. It allows these businesses to reach their target audience, build brand awareness, and ultimately drive sales. However, in today’s competitive marketplace, it’s crucial for companies to constantly evaluate and improve their marketing efforts.
The Solution
The Keen Platform recommends the implementation of an “always-on” strategy. An optimized marketing plan that distributes marketing investments throughout the year achieve better short and long term results as opposed to a seasonal marketing or transaction driven (bottom of funnel) strategy.
The Result
Keen’s recommendation to move to an always-on strategy in online video (OLV) benefited one coffee brand substantially. This growing coffee brand wanted to figure out a way to substantially increase their marketing investment without sacrificing their profitability as a result. After running several plans to determine which channels had room to grow investment and remain profitable, OLV was identified as showing opportunities for optimization. Per Keen’s recommendations, moving to an always-on strategy in this tactic led to a huge increase in effectiveness on a 113% spend increase. The team saw an increase in same year profit ROI from $1.03 to $1.83 and an even larger increase in all years profit ROI from $1.83 to $3.19.
