DRMA Spotlight: Koeppel Direct Puts Drive-to-Web on the 'MAPP'1 Aug, 2011 By: Jackie Jones Response
|Director of Marketing Analysis & Data Services Derek Sweet, President Peter Koeppel, Chief Media Strategist Christena Garduno, Traffic Manager Mia Fisher and Senior Account Executive Byron Oates all contribute to Koeppel Direct’s success.|
When Peter Koeppel, president of Koeppel Direct, founded the DR media-buying agency in 1995, one of the company’s very first hires was a statistician, laying the groundwork for the group’s continued emphasis on research and analysis.
It’s that very attention to analytics that has enabled the Dallas-based Direct Response Marketing Alliance (DRMA) member to flourish and thrive as one of the leaders in drive-to-Web and drive-to-retail campaigns for the direct response industry.
“We pride ourselves on the very deep resources we have in terms of research and analytics,” says Koeppel, who adds the company’s attention to all facets of analytics is a strong point for clients. “Our business is all about the numbers, so that’s a very important part of what we do. As the industry has changed, and more leads and sales are coming from online and retail, part of our ability to optimize campaigns more effectively involves our MAPP system, which gives clients a better picture of their overall campaigns, rather than just looking at leads or sales coming from one medium.”
Koeppel Direct’s MAPP system — the Media Audience Profiling Platform proprietary software system — encompasses traditional media research while incorporating Web trends and online activity that clients can use during both the planning stages of a campaign as well as the rollout, according to Christena Garduno, COO of Koeppel Direct.
“The business is really shifting. General advertisers are now utilizing DRTV for the efficiency and the metrics that are associated with a direct response campaign, and many clients can now attribute well over 50 percent of their sales to Web as well,” Garduno says. “We’ve been able to develop the MAPP system to use in conjunction with our drive-to-Web and drive-to-retail campaigns in order to ensure clients’ success in this shifting industry.”
Koeppel Direct prides itself on being one of the first to focus on the integration of television and online, and boasts a loyal staff — many of whom have been with the company since its start — that is well-versed in all metrics associated with both mediums, Garduno says.
Seeing the bigger picture and paying attention to recent trends and statistics showcasing consumers’ growing shift to digital means of media consumption has helped Koeppel Direct stay ahead of the game when it comes to advancing use of online, according to Koeppel.
“We’re known for our strategic, proactive approach to media buying and planning, and for always being aware of new trends in the marketplace,” Koeppel says. “By planning in advance and in anticipating certain conditions, it helps our clients to maintain their lead flow or ROI through more difficult times, and we’ve been able to weather difficult ups and downs more efficiently than some other firms.”
The latest Nielsen statistics show that 60 percent of people who are watching TV also have a computer on in the same room, and a brand’s Web activity often increases when a television campaign is running, according to Koeppel. Integrating the two is key to a better ROI, he says.
“By having a Web team that works closely with our TV buyers, we take advantage of that activity, and it helps to increase conversion for our clients,” Koeppel says.
The shift of consumers to online platforms does provide its own set of challenges for marketers in terms of tracking and understanding their customers’ behavior, something Koeppel Direct anticipated early on and sought to remedy with its attention to research and the creation of a social media division that provides insight into Web behavior.
“There are a lot of changes in consumers’ consumption and purchase habits lately — there are people who don’t watch as much television or read newspapers, and it’s across all age groups, so we’re trying to stay ahead of that,” Koeppel says. “Because we have an online-specific team and we can integrate that information into the client’s metrics, we have a pretty good handle on how to best optimize in the current multi-channel media environment.”
The success of drive-to-Web and drive to retail has also seen more traditional brand advertisers turning to direct response to grow sales, Koeppel says.
“A lot of CMOs are under an increasing amount of pressure and are looking for ROI from their advertising, and that’s what we can bring to the picture,” Koeppel says.
Koeppel Direct’s success ultimately comes from going above and beyond the duties of just media buying and planning, those in the company say.
“What really sets us apart from our competition is that the account services team as a whole really understands both sides of the business, both in the form of analytics and in how media is purchased offline and on,” Garduno says. “It comes down to the integration of the two and how you tie it all back.”
“We really act as a marketing partner with our clients. We don’t just buy media. We get involved in formulating break-even analyses, listening to phone calls, optimizing telemarketing scripts and staying ahead of the latest trends in the industry,” Koeppel adds. “We feel that if we act in that manner, it’s going to produce better results for the client and it will enable them to be more profitable. And if they’re profitable, we’ll do well also.”