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A digital media mix to crush holiday sales for portrait innovations

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What do you do when you’re in a traditional industry facing overpowering competition from online rivals? Find a media company that will put in the time to get to know your brand and the challenges you face, then create customized media solutions to deliver the results that matter most to you.
That’s exactly what Portrait Innovations did when they turned to Mindstream Media to help them turn the tide and secure the future vitality of their brand.

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A digital media mix to crush holiday sales for portrait innovations

  1. 1. CLICK TO EDIT MASTER TITLE STYLE – Q2 2017 Digital Campaign CLICK TO EDIT MASTER TITLE STYLE – Q2 2017 Digital Campaign A DIGITAL MEDIA MIX TO CRUSH HOLIDAY SALES FOR PORTRAIT INNOVATIONS THE HOLIDAY CAMPAIGN
  2. 2. | 2 PORTRAIT INNOVATIONS What do you do when you’re in a traditional industry facing overpowering competition from online rivals? Find a media company that will put in the time to get to know your brand and the challenges you face, then create customized media solutions to deliver the results that matter most to you. That’s exactly what Portrait Innovations did when they turned to Mindstream Media to help them turn the tide and secure the future vitality of their brand.
  3. 3. | 3 The trained photographers at Portrait Innovations provide a professional portrait studio experience with cutting- edge digital equipment in an inviting environment. However, demand for in-studio photography has declined as consumers increasingly seek door-to-door, non-composed or outdoor photography sessions. As a result, Portrait Innovations needed a revamped media mix including a solid digital advertising strategy to reach specific target audiences and revive their business. ABOUT PORTRAIT INNOVATIONS
  4. 4. | 4 Encouraged by the success of a radical change in campaign structure and advertising channels achieved by Mindstream Media in early spring, Portrait Innovations increased their advertising budgets by 10 percent to support the make-or-break annual revenue window of Thanksgiving through New Year’s. This allowed us to expand their media channels even further into carefully calculated platforms and partners. A “MAKE-OR-BREAK” CAMPAIGN
  5. 5. | 5 Spanning the last 12 weeks of the year, our comprehensive digital media strategy included: • Paid search (Google and Bing) campaigns • Programmatic display and video campaigns • YouTube advertising • Facebook • Nextdoor (a private social network for neighborhoods) • Pinterest ads • Permission-based email campaigns A WINNING DIGITAL STRATEGY
  6. 6. | 6 Over the course of the campaign, media partners and prospecting audience groups were optimized to maximize return on investment (ROI). As the campaign ran, we strategically assigned spend to each channel tactic according to conversion funnel touchpoint (new users vs. previously exposed users) so that weekly budgets supported upcoming studio session goals. Further out from a holiday date, we focused on priming and reaching new users. As the countdown to the holidays neared, we increased re-engaging exposed users tactics and drove immediate action to book. This dialed-in approach to gaining new customers resulted in 10 consecutive weeks of over 100 percent projected studio sessions. HOW WE AMPLIFIED THE PLAN
  7. 7. | 7 Mindstream Media crushed Portrait Innovations’ holiday budget goals by delivering 7:1 ROI A SOLID END TO THE YEAR
  8. 8. Let’s talk next steps! THANK YOU. Zac Keeney 319-277-3700 zkeeney@mindstreammedia.com

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