5. But we live in a digital world,
so NOW, we advertise online
• Social
• Banners
• Paid Search
• Email
• Video
• Static
• Dynamic
• Retargeting
• Geo-targeting
• Geo-Fencing
• Applications
• Blog
• Affiliate
10. Define ideal
customer
Targeting examples:
We convert physical addresses to IP address so advertisers can serve targeted
digital display with surgical precision to their intended target.
12. Behind The
Curtain
Our patent-pending process combines more than
30 public data elements to hyper-accurately map
an IP address to a home address.
+ =Better targeting
14. Cross Channel
Marketing
WE are Direct Mail for
a digital world.
Higher frequency
Digital delivery
Quality data =
quality campaigns
Matchback Analysis
provides concrete results
on your campaign
Combine both together for:
15. Match-Back w/ Other Ad Campaigns
Match-Back w/ Direct Mail
Match Back Analysis
Control Group Targets Total
7206 3083 10289
Percent 70.04% 29.96% 100.00%
Sales 6 4 10
Match Rate 0.083260% 0.12974% 0.0972%
Improvement 55.82%
17. Keys to a Successful Campaign
1. Use the best list possible.
• Current / Past Customers
1. Pre-Qualified Prospects
2. Look-a-Like Modeled.
2. Have ads that resonate with the audience.
3. Special offer / strong call-to-action to get
their attention.
4. Test different ad messages to determine
which one will get the best response rate.
5. Simple conversion process to sales / sign-
up’s.
Great
Campaign!
Great
Ads
Great
Targeting
Great
List
Bad
Campaign!
Poor Ads
Great
Targeting
Poor List
20. 2. Strategy
After targets are determined, launch
the digital campaign 48 hours prior
to mail drop, once mailer hits,
increase digital frequency for up to 4
weeks after physical mail piece
arrives.
Digital delivery enables us to provide
a much higher frequency (30x-50x)
than direct mail, TV, radio, and print.
1. Product
Direct Mail has been a stable in the
advertising industry for over 100 years.
Digital Direct Mail elevates the direct
mail strategy by providing a digital
delivery, a higher frequency, and higher
conversion rates.
3. Results
Rather than focus on CTR, we focus on true
conversion. Client will provide a list of
addresses/names for sales occurring during
campaign period. Those records are cross
referenced with who campaign targeted. We
then determine conversions for target and
control group, as well as the % increase for
targets who received mail and digital ads.
An integrated strategy will always work better than a stand-alone. By combining traditional
(direct) with non-traditional (IP Targeting) you increase visibility, ad frequency, and in most
cases, yield a higher conversion rate.
Direct Mail + Digital Direct
Campaign Strategy
21. 2. Strategy
Serve targeted digital display and
video ads with tailored messaging by
political party at the IP/router level to
the right voters 30-45 days prior to
election with a 50x-90x frequency.
Cutting edge IP Targeting
for political campaigns
Digital delivery enables us to provide
a much higher frequency (50x-90x)
than direct mail, TV, radio, and print.
1. Product
Using public registered voter information,
we take a physical mailing address, find the
Internet Service Provider (ISP) that
particular voter uses, and obtain their
individual household IP address. We use
this IP address to send targeted one-on-
one display messaging to the potential
voter.
3. Results
Digital political campaign results are
measured by votes, not site visits, phone
calls, conversions, or form fills. Political
campaigns are about “how many times
can we deliver our message to a person
so they remember it when they hit the
voting box?” The more touches, the
better.
This patented technology has been used in over 400 political campaigns. IP
Targeting is very effective with political campaigns, political action
committees, and candidates running for elective office.
22. u Targeted state legislators and fidelity voters in the targeted
legislators district
u Targeted state capital and the legislative offices
u 75x per IP address frequency
u 336,000 impressions
u 30 day campaign
This was David vs. Goliath, with a group
of local entrepreneurs challenging one
of the largest companies in the world…
Having access to a tool like El Toro’s IP
Targeting helped cost effectively level
the playing field.
—KCB’s VP, Phillip Dearner
In early 2015, The KCB was involved in the legislative fight for their lives
against one of the largest brewers of beer in the world. KY-HB 168 was
supported by the KCB’s memberships and preserved the long-standing 3-
tier distribution system, HB-168 was intended to prevent Anheuser Busch
from opening a new distribution center in Western KY. If the KCB lost,
distribution of non-Anheuser Busch beers would no longer be distributed,
which would’ve been detrimental to craft brewers in KY.
Kentucky Craft
Brewers Association
0.64%
Click Through Rate
800x
the industry average
CTR of 0.08
100%
KCB won the
election
Campaign Highlights:
23. 50
More conversions
than control group
u Target group of 48,000 addresses received physical mail piece and digital ads
u Control group of ~47,000 ONLY received physical mailer
u Target determined based on age of home, home ownership, and household income
u Over 2 million impressions served
u 40x per IP address frequency
u 316 total conversions — 133 from control group and 183 from target group
690k
Incremental
additional revenue
Campaign Highlights for Target Group:
A national brand that primarily works within home improvement
industry came to us and wanted to test the efficacy of our platform.
They consistently ran direct mail and when they learned how Digital
Direct Mail complimented their direct mail campaign, they were
excited to see how it would increase conversions and revenue.
Here are their results—
Case Study:
Home Improvement
31%
More likely to
purchase
24. For more information or to get started
today with El Toro, please contact:
Contact
u Email: Marty@eltoro.com | Greg@Eltoro.com
u Phone: 502.
u www.eltoro.com
Marty Meyer | Greg Mosley
