MB Briefing

The latest scoop from Media Bridge


How to Take on the Government . . . and Win

During the Lame Duck days of the Obama Administration, Congress is sitting back to wait it out while President Obama and his crew are bombarding business with new regulations . . . regulations that need no Congressional approval.

These bureaucratic actions are costing American businesses billions of dollars now and well into the future.

While the “go to” solution for most businesses and industries is to send in the lobbyists, the reality is that like all other private organizations, lobbying firms are businesses that look out for their long-term revenue before posting a “W” for their clients.

Most companies are faced with the knowledge of pursing only two tracks: lobbying or lawsuits.

A third option exists that we consider the “Big Hammer.”

That’s overwhelming government agencies with so many voices from the public that they’ll be left with the burden of reading and responding to each individual who writes in to support or oppose any new rule proposed by the government.

Typically, the government allows a 30-day window for the public to comment on proposed rules.

Within that time frame, Media Bridge, can educated millions of Americans and drive at least 7.5 million people to take an action on behalf of a particular position.

After submission, government bureaucrats are faced with the daunting task of parsing through millions of original comments from the public then, when they’re finally done — which could take more than a year — they have to deliberate again on their proposed rule and the impact it has on the public.

A traditional campaign of that magnitude could come with a price tag of tens of millions of dollars in media buys, television and radio spots and online marketing.

With Media Bridge, you get what you pay for with our Cost-Per-Action pricing. That means what you only pay for results. Spend a million dollars with Media Bridge, and most likely, you’ll have a million people + advocating for your position.

When you’re ready to hit the “panic” button and your industry is about to be stifled by a government action, don’t sweat it.

Pick up the phone and give us a ring.   We’ve got your back and will post another “W” in your corner . . . with ease.


Breakthrough: Analyzing the Crumbs on a Cookie

At the request of a client, Media Bridge was challenged to break the 40% barrier of cookie matching to reach a distinct group of individuals.

Typically, in order to find specific individuals online and reach them with advertising, organizations use a technique called cookie matching – matching a device’s cookie to an individual.

Due to restrictions of using Personal Identifying Information (PII), the process is inaccurate and limited in reach.

Taking on the challenge, Media Bridge guaranteed an 80% match rate . . . and within two weeks we completed the job with an 84.4% match rate.

But we didn’t just match . . .

Over 400,000 targeted individuals responded to our client’s call to action.

How did we do it?

Working with our literally brilliant partners, we took our client’s database of supporters, and without using PII, we actually modeled our way all the way down to the individual.

While our competitors metaphorically search for flavors or cookies . . . chocolate chip, oatmeal raisin, etc. . . . we pulled out the microscope and analyzed over 20,000 “crumbs” to create the strong association between an individual and their anonymous online cookie trail.

Eighty four percent of respondents to the campaign were verified and matched back to the original client file.

While we haven’t come up with a snazzy name for our new technique, it is a breakthrough in online marketing as the results validate the advanced modeling techniques we use.

Future clients and campaigns won’t necessarily need to provide us with massive databases to reach the exact audience they intend to activate.

A database of 2,000 individuals can be accurately modeled to reach millions of “like-minded” prospects with weighting favored to the client’s goals.

In simple terms, give us a few “wanted” posters and we’ll either find those particular individuals with 84% accuracy or we can find millions that look, think and behave just like them.

Have a campaign idea? Need to reach a big goal in a small timeframe? Want to get the job done at a third of the cost of what you’ve done before?

Just give us a ring and bring your best challenge.


Media Bridge Client “Dominates” in the Battle for the Net

The Sunlight Foundation released its study on public support for Net Neutrality today and the verdict is in:

Our client, American Commitment not only won the battle, they “dominated” the issue.

American Commitment submitted nearly 800,000 comments to the Federal Communications Commission opposing the regulation of the Internet.

These comments accounted for 56.5% of all comments submitted.

The headline in the Sunlight Foundation’s study was, “One group dominates the second round of net neutrality comments.”

In the first round, 99% of comments were in favor of the new rules.

For the second round, Media Bridge Managing Partner Shane Cory, developed a marketing plan and position for American Commitment’s campaign that gave them the scalability to win the issue . . . no matter how big the opposition.

And the opposition was massive.

40,000 organizations, from Netflix to the ACLU, supported the proposed Net Neutrality rules.

Their campaign, labeled “Battle for the Net” was literally overwhelming.

But in the end, 40,000 organizations took on our client, and with our help, American Commitment won the battle.

40,000 vs 1

We’ll take those odds on for you.

If your organization wants to stop “showing” and start dominating the issues, pick up the phone and give Media Bridge a call.

We’re here for you.


The truth about subject lines

You want a high open rate, don’t you?

Are you willing to use odd, even abrasive subject lines to make sure your recipient opens your message?

Are you sure about that?

Well . . . you shouldn’t be.

While a high open rate can be easily gained, subject lines have the most significant impact on your final conversion point.

While you can see a lift in opens by approximately five percent with an odd ball or misleading subject line, you’re likely to see 30% to 70% drops offs in click-through-rates and landing page conversions.

No, it’s not worth it.

When writing a subject line, keep it simple and directly related to your call to action.

Want donors for a end-of-year fundraising drive: “The year is almost over, will we hear from you?”

Want customers to try an upgraded a product: “We’ve made some changes that you need to see for yourself.”

Boring? Possibly.

Effective? Yep.

The gotcha-hyped-ridiculous-meaningless subject lines are a thing of the past for the marketer who has really put in the time to test strategies and techniques.

But, this is nothing new.

In the end, writing subject lines is not much different than headline writing.

Go for the meaningful and leave the sensational to your competition.


Want to raise 176% more donor dollars in 30 days?

Marketing basics aside, there is one key factor that results in an undeniable lift in results: access to information.

Copywriters and marketers can test until they’re blue in the face, but if they don’t have direct access to their client, there is no way to harness their passion, progress and impact and convey those benefits to a prospective donor.

Closeness to a client is one of the most important (if not THE most important) element to a successful fundraising program.

Case in point, a highly active non-profit organization tested another marketing agency for four months with high expectations.

The other agency, let’s call them “Agency B”, while competent and proven in the industry had to jump through several layers of management to get a somewhat clear picture of their client’s on-the-ground efforts.

Agency B never spent time in the offices of the client and gave themselves an opportunity to harness the energy of the staff and leadership of their client.

THE RESULT: A loss of $17 for every gift received.

That’s right. For every gift that came in as a result of their work, the client lost the ENTIRE gift plus $17 to fees. That’s a cost of fundraising of 117%!

Enter Media Bridge . . .

Within 30 days, and without the full ability to solicit (essentially tying one hand behind our back), we increased gifts by 176% at a lower cost.

THE RESULT: 18% cost of fundraising.

How did we do it?

Taking a play from a book published in 1923 by marketing master Claude Hopkins, we packed our bags and worked from our client’s office from sunup to sundown during one of their most active periods.

We experienced their passion, their pain, and their joy.

They inspired us . . . and we inspired others.

Want similar results? Give us a call and let’s see what we can do together.