The Power of Integration

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By CMG San Antonio Account Executive Morgan Harrison…

I’m excited to share that we secured one of the largest institutions of its kind as a digital client within the past year. We currently have a three-state, multi-service line digital campaign as well as a local market radio endorsement campaign. This client started out spending a small investment annually, a one-time holiday drive, that has grown 62.5% to where they became an annual client across our cluster, and we get 100% of the spend. Now, after a few years, they are closing in on 250% growth since first starting with us.

My contacts within the organization has grown from one influencer to now knowing the entire marketing department. It’s also a huge bonus that their headquarters are in the city where I work and live. We have taken full advantage of giving this client the depth of contacts within our organization that we have in theirs. The pride that has come from providing valuable products and services to their multi-billion dollar company has been incredible.

Radio Ink: How did you grow the account 250% since inception?
Morgan Harrison: The client was growing their number of brick-and-mortar locations at an incredibly fast rate and was looking for a medium to share their competitive products and drive new members. After a number of successful years working with our team during the holidays for their annual partnership with the local Food Bank, and their love for traditional radio within their executive leadership team, they decided to go full force into radio with us. We had 100% share for several years and they grew so well over those years that while their investment has grown with us, we encouraged them to include competitors to cover even more of the market. They continue to see an increase year over year and we have so much pride in watching such an important client to our group see continual success.

Radio Ink: What were some of the things you did to keep working with the client on a consistent basis which eventually lead them to spending more?
Morgan Harrison: We have a very communicative relationship. I visited with them weekly to bi-weekly prior to us being fully integrated to ensure that everything from the messaging our endorsers are putting out into the market down to working back in any bumped inventory is fine-tuned and seamless in having the right message, on the right medium, the right number of times.

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Radio Ink: What specifically did you know about digital that gave them the trust to spend so much more money with you?
Morgan Harrison: They actually had several trusted options for their digital. It came down to our relationship and tenure with them. I lovingly tell them that they are a “different animal” because of their multiple product offerings and how each product has its own rules, regulations, and geographical targets. They knew that we would have our eye on each of those products as if they were separate businesses. Although they work together, they’re all very separate in terms of performance and have to stand on their own. We understand that from the traditional side and can weave our experience over to the digital side for consistency in messaging and overall strategy.

Radio Ink: How does it feel to start with an account that was “a low key investor” to now being what appears to be one of the most important people on their team?
Morgan Harrison: Incredible. I have such a sense of pride with this client and speak so highly of them that you might mistakenly think I work directly for them at times — which really, I do. When you work with a client for years and develop a depth of relationship within their business that’s from the front security team up through their CEO, and they know your team just as well, you can’t help but smile when one another “wins.” It’s not a relationship that’s a breeze because there are always competitors and disruption on both ends, but it’s well worth the fight to keep them on top.

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