Increasing ROI by Keeping Target Audiences on Track Throughout the Decision Making Journey
Why the Gonzberg Agency?
The short answer: tons of experience, both digital and legacy — including the management experience to run the disparate teams of talent needed to succeed in integrated marketing.
Nothing willy-nilly. Just better results through proper planning, production, and execution by seasoned professionals who understand how to keep prospects engaged throughout the customer journey.
Professional research, academia, and the Gonzberg Agency experience all point in the same direction.
The Independent Numbers
According to Gartner research, integrated campaigns across 4+ channels outperform single or dual-channel campaigns by 300%, while Nielsen research shows that billboards and digital combined yield a 4x increase in online activation.
An IPA Databank study shows that legacy advertising can give a lift of 54% in search traffic, 38% in Facebook interaction, 25% in Instagram engagement, and 47% in sales activation.
In the complex environment of integrated marketing, it is useful to have a multifaceted background, and few have a more accomplished one than Maria.
As a UC Berkeley graduate in molecular and cell biology, with considerable experience from companies like Genentech and Chiron, Maria brings a truly unique perspective to the executive suite.
Maria's extensive and varied career in biotech, includes scientific research, manufacturing processes, seven years as an Institutional Review Board member, and the building of business infrastructure, which, in turn, led her to business development and marketing.
Besides an uncanny ability to think in the abstract, Maria also provides the solid understanding of analytics, and the attention to detail needed for success in an environment of exceedingly complex customer journeys.
At the Gonzberg Agency it is the management of online advertising and earned media programs that reap most of the benefits of Maria's atypical frame of reference and years of combined experience in science and business.
Evan Berglund brings award-winning experience in market communications and information technology to the table as senior partner at the Gonzberg Agency — having worked with local, national, and international clients both in Europe and the US.
In addition to his many years of experience in managing people and projects, it is Evan's ability to distill "informed simplicity" from complexity, and put it to work — regardless of subject matter, and wherever that complexity may exist — that makes Evan a unique and valuable asset in anything that has to do with mass communication.
A good example of this is Evan's definition of "best practices," which he coined after he realized that there was no succinct, and useful, definition for the content of an information management system he was working on when he was one of the principals at EduCel. Evan's definition is now taught at universities across the nation and used by mission critical operations around the world, including the FCC's Public Safety and Homeland Security Bureau, the U.S. Army, the CDC and UNESCO.
At the Gonzberg Agency, Evan serves as a strategist and team lead for local, regional, and national clients in the SMB space who appreciate the challenges of integrated marketing.
Research, Strategy & Creative Work by seasoned executives.
An example of a full suite of strategy development at the Gonzberg Agency:
Competition and Market
A 360° SWOT (Strengths, Weaknesses, Opportunities, and Threats) analysis on available market data as they relate to paid advertising, PR, and all web related properties and activities.
Situation analysis and findings regarding current direct response, and branding objectives, with recommendations for new, realistic and measurable goals, if needed.
Situation analysis and findings regarding demographics, psychographics, sociographics, and all phases of relevant specific customer journeys, with recommendations for how to hone in on the most profitable target(s).
Situation analysis and findings regarding the current positioning/branding strategy, with recommendations for how to strengthen your position and brand in specific customer journeys relevant to your target audience.
Situation analysis and findings regarding current creatives, with recommendations for improvements, including potential design concepts and mockups for cross-platform activities.
Situation analysis and findings regarding all relevant paid advertising, PR, and web related properties and activities — including, but not limited to, legacy media, POS (Point of Sale) systems, and CRM (Customer Relationship Management) efforts — with recommendations for integration improvements, and a new media plan.
This video for SCU ran both in movie theaters and online, as one element of many in a fully integrated direct marketing campaign promoting the graduate school's left brain, right brain approach to teaching engineering management.
Production and execution of broadcast, print, outdoor, direct mail, movie theater spots, display ads, PPC management, and more.
The Shoreline Lake website is a, custom made, full stack development, with booking and shopping features for a wide range of services.
Full stack, custom made, responsive websites, videos, omnichannel shopping support, point-of-sales augmentation, collateral, showroom enhancements, newsletter programs, social media programs, and more.
Gonzberg Agency also provides a full suite of branding services, including design and style guides to ensure a predetermined, indelible impression is left in the target's mind across all touchpoints.
When performing brand research for Shoreline Lake, Gonzberg Agency found that most people did not know there was a lake in Silicon Valley. The new design, with a visual of the lake, is now an integral part of all market communications, both physical and ephemeral.
According to Nielsen consumers now crave "real content" when making purchase decisions — which Nielsen defines as "articles from credible journalists." On average, articles from credible journalists lift purchase intent 38% more than branded content, and 83% more than user reviews.
October 21, 2018 KTVU Fox 2 | Mornings On 2 (Weekend): Live interview with Dr. Yung Lie during Runyon Up Stair Climb for Cancer Research at Salesforce Tower
A sampling of media with client mentions — facilitated by the Gonzberg Agency.
Will it Fly?®
You have a great business, you have news, and you just hatched a great idea for how to generate some real press. But, considering that journalists must sift through hundreds of pitches a day, have you covered all the bases to make sure your idea gets the attention it deserves?
The following is a best practices checklist that will help you determine the chances of your news getting picked out of a journalist's daily pile.
(You should also develop a comprehensive plan, an online pressroom, a media list, a relevant editorial calendar, a press kit, and a press release.)
Section Objective: To ensure you determine the best methods for distributing a media pitch according to best practices.
Have you determined the methods by which each of your contacts prefers receiving pitches?
If you have not nailed down a contact preference for each of your journalists, have you made sure to focus on email as the primary means of contacting them?
Besides not pitching journalists by phone (unless urgency is required), to avoid coming across as a stalker, are you making sure that you only follow up by email once?
As your media list may contain an array of different types of contacts (journalists from established publishers and newer media outlets, freelancers, bloggers, etc.), be aware that each one will want to be pitched according to their preferred means of communication, based on each topic or area of interest he/she covers. If you don't do your homework here, no matter how relevant your pitch, chances are high it, and future pitches, will end up ignored.
Keep in mind, though, that for journalists — even those with a heavy social media presence — ninety percent would rather receive a story idea via email, as it allows for a single message containing the information they need to make a rapid judgment call, and which they can review on their own time schedule. In addition, regardless of how ubiquitous it may seem, journalists are less likely to trust what comes from social media. Plus, their social media activity could be specific to their own personal interests (and not the topics for which they get paid).
Also, most journalists do not want to get pitched by phone, given that newsroom resources, and the time they can spend on individual stories, keeps shrinking. Unless it is urgent breaking news (or a tip about a highly sensitive topic), many journalists perceive phone calls, especially follow up calls, as a nuisance and a sign that you do not respect their time. With regard to following up, do so by email, and only once, if you have not heard anything back after a few days.
Section Objective: To ensure you have configured a media pitch according to best practices.
Since reporters typically get 200+ pitches per day, have you made sure your media pitch is truly unique?
Is the pitch in plain text format only, with no attachments or graphics embedded?
Have you made sure the pitch is not more than two to three paragraphs long?
Have you designed it to pique the media contact/reporter's interest?
Does the pitch address the reporter as "Dear Mr./Ms. XX" or "Hi [First Name]" depending on the formality/informa