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  • 1. Demand Generation:Direct Response TV, Radio, and Online Videowww.soundviewgroup.com
  • 2. Company Description
    The SoundView Group is a full-service marketing agency that services innovative players in both B2C and B2B markets.
    Strategically our expertise is in creation of key marketing messages and demand generation. We help companies execute through ROI-positive Direct Response Advertising Campaigns (Direct Response Television and Radio, and Online Video).
    Our Mission: Create compelling advertisements, make efficient media buys, and rapidly and profitably scale demand generation efforts.
  • 3. Ask yourself: Is your company a good fit for Offline Direct Response Advertising?
    Do you want to reach a bigger audience; one that currently just isn’t searching for (or seeing you) online?
    Has your SEO, SEM, and online display advertising been honed to the point where further optimization will not significantly increase visits/calls?
    Do you want to drastically increase the credibility of your company?
    Will describing your product/service benefits in a more evocative medium than a couple of lines of text or a banner ad make customers sit up and take notice?
    Are you in a place (in terms of your conversion capabilities) where you can take advantage of massive scale efficiencies?
  • 4. If so, it makes sense to consider DRTV and National Direct Response Radio
    Direct Response Television and Radio Advertising (Drive to Web/Phone), in combination with effective conversion funnels, has been proven to rapidly scale businesses at compelling CPAs
    For companies at a certain stage, DRTV/Radio can be a game-changer
    The price of entry (creative as well as media) is usually much lower with SoundView than expected; and our experience minimizes your risk as you test the medium(s)
    95% of companies who find success in offline direct response advertising indicate they wish they had tested it sooner
    Hyper-Efficient National Cable DRTV
    National/Regional Radio
    Google TV Advertising
  • 5. Companies who have utilized DR to acquire new customers & break thru
  • 6. Why DRTV?
    Television is the strongest push medium available, and the use of motion, visuals, and audio builds a strong base of fundamental customer understanding
    Television reaches 90% of adults each day
    Television is the most utilized form of media (4.5 hours per day)
    Television is the most influential form of media - 82% of adults agree it makes companies more credible
    Television commercials are the largest driver of online searches
    Creative production and media costs much less than most people think
    (TVB, Nielsen Media Research, iProspect)
  • 7. TV
    Enhance Results
    Extend Your Reach
    DRTV finds new audiences while elevating performance of other advertising channels
    Search Advertising
    Online Display
    To Home
  • 8. Why work with SoundView? We have flexible engagement models, but most importantly, every step of the way, our experience mitigates your risk as you test, ramp, and integrate offline advertising into your media mix
  • 9. SoundView DRTV Creative Examples
    • Finding the right balance of hard-hitting messaging that maximizes response while never denigrating the brand
    • 10. Footage can also be leveraged for Online Video but must be adapted for the medium
    A few examples (see complete list at www.vimeo.com/soundviewgroup):
  • 11. SoundView Creative Approach
    Balancing the need for hard-hitting messaging that drives response and low CPA, while taking the utmost care to protect your brand
  • 12. Direct Response Radio:A stepping stone or complement to DRTV
    Radio spots are less expensive to produce than TV – they generally range from $3500 to $9000
    National Radio (News and Talk) is the best way to efficiently target your audience– versus buying music formats
    The average listener spends 8 hours per week listening to radio
    Radio ad time is extremely affordable, and there is a great deal of unsold inventory – test budgets can range from $10,000 to $20,000 weekly
    Radio radically extends your reach – and makes SEM that much more effective
    (2009 Arbitron)
  • 13. Soundview Media Planning/Buying
    Leveraging 15+ years of media planning, buying & optimization; and coming at offline with an online marketer’s attention to CPA, efficiency, and metrics
    $100 million+ DRTV/Radio media purchased via a wide variety of buys ranging from the thousands to tens of millions
    Deep understanding of agency players and their strengths, networks, stations, dayparts & the rate climate by region and calendar year
    Knowledge of strategic advantages of testing with Google TV versus a National DRTV buy
    Fierce client advocacy – willing to push agencies and/or media providers to improve rates/results above and beyond the norm
    Track record of success as a strategic planner/buyer, as well as supervisor of media agencies handling the buy
  • 14. One last thing to consider in 2011 – Online Video
    For your website it’s becoming table stakes
    Affordable – low cost of production
    Multi-functional – Entertains, inspires, sells, tells a story, explains your product/service
    Personal connection – Creates a proxy for face-to-face interaction by injecting some energy & excitement into otherwise static pages
    For distribution on the web, mobile, place-based media
    Standalone video ad unit, Pre & Post roll video (:15 & :30), etc.
    Viral – turns customers/prospects into sellers with an easily spreadable video that can be distributed almost anywhere online, especially on social networking sites
    Added benefit - bolsters your organic search rankings
  • 15. SoundView can get you started
    • We’ll find you appropriate agency partners – or we’ll handle it all for you and produce the creative/develop the media strategy
    • 16. Most recent clients include: Care.com, Reputation.com, Chegg.com, Consumer Reports Magazine
  • Seth Baum, SoundView Group Managing Director
    Seth Baum has 15+ years of marketing, advertising and website product development experience on both the client and agency sides of the business, and has worked in marketing and operational roles at two venture capital-backed startups as well as for publicly traded companies.
    Seth founded The SoundView Group in 2008 to utilize the strategic, creative, media, and go-to-market approaches he had developed throughout his career on behalf of clients seeking world-class execution without the overhead of traditional full-service agencies.
    Based in Los Angeles, Seth is a magna cum laude graduate of Harvard University with an MBA in Marketing/Technology from The Anderson School at UCLA. More information is available at: http://www.soundviewgroup.com/aboutus.php or http://www.linkedin.com/in/sethbaum
  • 17. Contact Information
    Seth Baum
    323-788-9908 (m)