Iron Mountain, an international storage company. wanted to test branding advertising to small to mid-size business. Via primary and secondary research it was determined SMBs were predominantly male, and preferred listening to radio, particularly sports and news formats, over any other media channel, including digital.
A weighted variable model was built to identify market opportunity. The model measured top markets’ SMB density and “health index,”, as well as radio costs. This information formed the basis for a test and learn campaign in four local markets. Instead of running pre-recorded spots, local disc jockeys were tapped to deliver live endorsements of Iron Mountain’s products and services. And to ensure authenticity and accuracy, Iron Mountain’s sales team provided education and training to each DJ prior to campaign kickoff..
Six new radio spots – a :60, four :30s and a :10 – were produced to support the Iron Mountain brand and three service lines – secure shredding, records management, and data management. A partnership with Pandora provided full national coverage and segment targeting. Additionally, a group negotiation with local CBS-owned sports and news stations in four markets – Boston, Chicago, Dallas and Philadelphia – provided extra coverage in the priority metros.
Campaign results were impressive. During the campaign period:
- Total site traffic increased 9%
- Site traffic from Chicago, Dallas and Philadelphia increased 17%, 8% and 8%, respectively
- Organic search traffic increased 11%
- Call volume increased 29%
- Sales leads increased 55%
- Closed deals increased 16%