Our media strategy achieved a payload of business results.
Avantax is a pioneer in tax-smart investing, financial planning, and wealth management. Tax and Financial professionals partner with Avantax to create new revenue opportunities through tax-focused, holistic financial services.
- Avantax was an unknown and newly formed entity
- Target segments are highly niche and very difficult to reach
- Competitively outspent 3:1 by existing Wealth Management Advisory firms
- Challenging messaging proposition in the face of industry ‘sameness and regulatory burdens
We partnered with Avantax to establish data, analytics and technology transformation in the development of protocol for metrics analysis and pipeline fulfillment.
We got to work developing B2B audience profiles, journey maps, a performance media connections plan, and a new brand creative campaign tailored to 3 key Avantax B2B segments: CPAs, Financial Professionals, and Tax Pros.
Gatesman pioneered and launched a rebranding campaign that meticulously focused on reaching the ideal audiences while orchestrating a positioning that made the brand feel big, bold, and breakthrough.
Our negotiations brought big value
We vetted 20+ publisher sites for audience fit, value, and breadth of available placements. Ultimately, we negotiated rates and value adds for the top six publishers and presented options to our client team.
Our media plan made every dollar count
We targeted very specific sets of finance and tax pro prospects, so our media plan was optimized to encourage brand consideration and drive relationships.
We worked with publishers to ensure proper list targeting for on-site ad delivery, emails, newsletters, and webinar registration. The same lists were implemented to maximize budget effectiveness for paid search, social, online video, and programmatic display to deliver Avantax messaging solely to the prospect lists wherever they consumed content online.
We monitored audience frequency, engagement, and brand awareness
Because of the niche audience size, our approach to measurement had to change. We monitored the reach against the matched list sizes as well as the ad frequency and engagement. If engagement dropped below thresholds, we shifted to our recommended alternate formats, creatives, or platforms. Additionally, because our goal was to increase brand engagement, we managed real time indicators including organic searches rising.