Root 360 Blog

RIP CPM: CRM Media Planning Is The New Hotness

June 8th, 2010 by Elizabeth Hamilton

CPM (cost per thousand) has long been the standard metric for identifying the reach of an online media buy. Insiders say that is changing. New technologies and consumer behaviors are informing the way media planning and buying works.

People desire more personalized content, and traditional media is dispersing information in new, innovative ways. Cable networks, magazines, newspapers, blogs, etc. now service small, energetic offshoots of consumers, something that didn’t exist at the origin of CPM.

Audiences are splitting into smaller, but more engaged groups of like-minded individuals that advertisers can specifically target to. This is where the CPM model starts to break down, as focus on audience size becomes irrelevant.

A different approach, CRM Media Planning, uses research and data to inform and fuel advertising campaigns. It’s about customer relationship management (CRM), powered by personal details, evaluated on the relevance of the message, not just on how many eyeballs saw it.

Much to the delight of clients, shifting to this new approach will allow for more measurement of results. The key to any marketing campaign is determining if it is working, and making adjustments along the way for the best ROI. CRM bundles customer response right into into the process. It also sources analytics from all media channels, opening up previously unknown venues.

For more details on CRM Media Planning visit Mediapost.com.

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The Best ROI: Using Research With Clients & Customers

June 3rd, 2010 by Elizabeth Hamilton


At Root 360 we geek out on data – digging deep before every project to understand surrounding factors. We translate our research into actionable campaigns that bring new value propositions for our clients.

Analysis is the body, emotion is the skin. Findings need to be presented in a narrative, persuasive way to make a successful connection. When these two factors are combined in a thoughtful, authentic marketing campaign, it’s magic for the client and the customer.

It’s about human nature. Keep it real, utilize positivity and tact when presenting research, and focus on the bottom line. Clients are looking for the best ROI, be accurate and solution-oriented, build trust and do everything you can to keep it.

Check out this Marketing Experiments article for more tips.

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Coupons: Try Old Methods in New Ways

June 1st, 2010 by Elizabeth Hamilton

Moving your marketing forward doesn’t mean you can’t utilize tried and true methods. Capitalize on modern trends by updating how and where you deliver lifestyle relevant messages.

Coupons are a great example. A new survey found consumers with a six-figure+ income are more likely to use coupons. In specific, “four in 10 adults (39%) in this income bracket have redeemed coupons printed from an online source in the past six months.”

One takeaway is it’s not just about the Sunday paper anymore. Coupons are available all over the internet on influential blogs, twitter, mobile devices, and social shopping sites like Groupon. Researching your demographic and acting in an informed, thoughtful way puts your message where your audience is and grows your brand.

More Coupons.com survey findings:

  • Adults with college degrees are 2X as likely to have used coupons in the last six months.
  • Adult men are using coupons more, roughly 51% (one in two) used a coupon in the last six months. 18% told a friend about a coupon found online.
  • Coupon redemption grew by 27% in 2009, according to analysis by The Nielsen Company.
  • Following the recession, US coupon redemption in the US increased 27% to about 3.3 billion, the second-highest year-over-year growth in coupon redemption ever recorded. Internet redemption increased 263% in 2009.
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Everybody’s Talking: Pacman Google Doodle

May 21st, 2010 by Elizabeth Hamilton

Give your consumer a surprise emotional connection.

Google integrated a playable version of Pacman into their logo in honor of the iconic video game’s 30th anniversary. The internet lit up in buzz, “Playable Pacman” became the number three trending topic on Twitter.

We always include emotional touchpoints in our campaigns. Reaching someone on a personal level and giving them a nugget of information to share with another person is a genuine way to achieve word of mouth marketing.

Fun fact: the Google Pacman logo was up for 48 hours with a total of 256 levels.

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Word of Mouth Case: Maker’s Mark Ambassador

May 19th, 2010 by Elizabeth Hamilton

Since 2000 Maker’s Mark has mobilized fans of their product, referring to them ambassadors. They are given tools to spread the word on their favorite whisky, something they’re already doing because they authentically love the product.

In return, the ambassadors are given perks, their name goes on an aging Maker’s Mark barrel, they get to purchase a bottle of from that batch, other updates, merch, gifts, etc. At Root 360 we use the concept of surprising people with “gifts” without making them work for it.  From radio stations to medical supply companies, our experience has proven that random acts of gifting to your loyal fans returns in tenfold.

Todd Spencer of Doe-Anderson says the program also works because Maker’s Mark thinks of their customers as friends. He says keeping the group informed of the mission is key, with sneak peeks or insider info. Spencer says it’s the fans that own the brand. It’s their opinions that matter.

Learn more about this successful word of mouth case study here.

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One To Watch: Social Shopping

May 14th, 2010 by Elizabeth Hamilton

Have you heard of Groupon, Living Social, Gilt, Blackboard Eats, Wines Til Sold Out? You will. The social shopping marketplace is exploding.

It’s called the Discount Crowdsourced Shopping Experience or DCSE for short. This is how it works, DCSE takes location based applications, pairs them with recommendation engines, adds a regular mailing list and blasts out an impressive discount.  A real example from iMediaConnection – Groupon, the current DCSE leader, offered a Mother’s Day promotion of  two treatments that normally cost $235 for only $79 (66% off). During the one day promotion 1,332 deals were sold, bringing regular traffic into the day spa for the next few months. That’s over $105,000 in the bank!

This combination of e-commerce is yet another example of social media integrating into our daily lives. Definitely a new marketing technique for shop and business owners to jump on immediately.

Click here for more info and a list of DCSE sites to get you started.

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Social Media Revolution II

May 10th, 2010 by Elizabeth Hamilton

Listen first, sell second. Staggering data in this refresh of the original video with new and updated social media & mobile statistics.

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Social Media Inspiration: Six Exciting Strategies

May 5th, 2010 by Elizabeth Hamilton

Established brands are redefining their customer relationship via social networking. Some choose to simply branch out and start a conversation while others are innovating, creating exclusive premium content for their social spaces.

The tools are open 24/7; it’s free to get started. Check out this article on iMedia Connection to brainstorm how to engage your customers online. You’ll find modest and dynamic social media experimentation from The Army (active-duty bloggers), Del Taco (variety comedy show), Canadian Club whiskey (mustache growth), vitaminwater (scrapped website, new homepage on facebook), Call of Duty: Modern Warfare 2 (sweepstakes), and Target (charity choice).

The rules have changed, get creative.

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Use Data To Fuel A Two-Way Conversation With Moms

May 3rd, 2010 by Elizabeth Hamilton

They say if you want to start up a conversation with someone you should ask them about themselves or offer a hand. This simple truth is one of the easiest and most effective marketing techniques in your arsenal.

Take the modern day mother for example. Incentivize her to stick with your brand and you’ll build a lifetime of loyalty. Offer redeemable points, coupons, contests, recipes – use research to find what offer best fits her need. Use data to find the best way to communicate this message. According to this eM+C article,, Moms are up with email:

  • # 33 percent of respondents spend the majority of their online time “simply checking email”
  • About 50 percent receive one to four brand newsletters, as 74 percent said they like “special deals, discount codes or coupons”
  • 53 percent “trust a brand more when they receive a brand’s newsletter”

Follow up on Facebook, send a tweet, or strategic note in a game, as social networking is on the rise in this demo (more mom info).

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Connect and Be Loved To Create Buzz

April 28th, 2010 by Elizabeth Hamilton

“You have to lose control to gain other advantages… The order of magnitude requires a cultural change.”

Words of wisdom from Jaime Cohen Szulc, CMO of Levi Strauss & Co., as he gave the keynote address at Ad:Tech in San Fransisco. Cohen Szulc says the digital age has made it impossible to control your brand identity, he advises learning how to sell and be coveted instead.

Technological advances have spurred much of this change. Cohen Szulc says the internet has human qualities – it wants to connect and be loved. A brand must embrace those values to move from “loyalty to advocacy, passive to active.”

Click here for more keynote details and the reinvention of Levi’s brand.

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