Outdoor Media Buying for Cybersecurity Firm
Below is a modified rendering of the review: private info excluded, innate facts kept.
Introductory information
A few words almost your organisation and personal responsibilities
ExtraHop is a cybersecurity organisation that provides cloud-native network discoverion and response for enterprise and other big companies. Our technology helps companies discover cyber threats within their environment, whether it',s in a data center or in the cloud (or both), investigate those threats, and take proximate action to quarantine compromised devices and workloads to defend business-critical applications and sentient information. I obey as the Director of Corporate Marketing and Communications, overseeing all brand and awareness activities, including open relations, web full and strategy, design, and corporate positioning. My team and I also feel all media buys kindred to our core charter.
Desired goal
What issue was the provider supposed to deal with?
Medina Communications?As a late stage start-up, ExtraHop is starting to invest more broadly in awareness in order to drive name and brand recollection among our core hearers of security buyers, our technology associates (which include major cloud providers), and among the late-stage investor aggregation. While we work with a few different digital marketing agencies for claim age focused activities, we were looking for a associate that could help us creatively, strategically, and opportunistically do some test media buys in outdoor media like billboards, as well as in ",whitespace", areas where our rivalry hasn',t yet invested.
What were your objectives for this project?
Drive awareness and brand recollection, as well as real brand union among our core hearerss include security buyers, technology and channel associates, and late stage investors.
Provided solution
What were the reasons for choosing Medina Communications?
When I looked at Medina',s portfolio, I liked that they didn',t always go for the most plain marketing approach. Their campaigns were outside the box, and it was clear from their work that they weren',t fearful to work with brands to push the envelope a bit. In a crowded market like enterprise security, finding ways to fracture through is key.
Please give as much detail as practicable because the work done
In late 2018, ExtraHop occupied Medina to do some strategic outdoor media buys in the San Francisco area about a major trade show at which ExtraHop was exhibiting. We were looking to do two or more billboards that would capture a high number of impressions along the extend of the 101 between SFO and San Francisco, where tech leaders, investors, and conversation attendees would journey. Medina identified separate billboard options and walked us through the pros and cons. Towards the end of 2019, we determined to evaluate some awareness opportunities in Seattle, where our organisation is headquartered. These media buys needed to obey multiple masters: (1) drive general awareness among possible buyers in the Puget Sound country, (2) create awareness and brand equity among key cloud associates in the area, and (3) raise our brand among local tech genius with the goal of support recruiting goals in 2020. We also wanted to use a few strategic media buys to test the efficiency of some higher-risk strategies, including radio.
Were there any dedicated handlers or teams that you worked with?
We worked straightly with Medina',s Creative and Digital Director. He obeyd as our leading point of touch and worked closely with us to educe the creative for both the outdoor media as well as the radio spots.
Results accomplishd
What results did you accomplish unitedly with Medina Communications?
For the San Francisco media buy, one of the billboards was in a high commerce area with unappropriated visibility. As it turns out, we weren',t the only ones interested. After we expressed interest, a major brand name tech organisation made an propose to buy the billboard for the year. Medina successfully lobbied on our side, getting us the billboard for the four weeks overlapping our occurrence. The billboard helped to engender high commerce to our booth during the occurrence and archives numbers of fitted leads. For the Seattle media buy, Medina was able to secure an 8 week run of outdoor media in a high-commerce area mediate to the main downtown business district and technology corridor. They were also able to work with the local NPR annex to secure at a existing discount the remaining sponsor schedule, giving ExtraHop existing air time in the remaining weeks of 2019 and the leading weeks of 2020, including during a major organisation occurrence.
How do you rate the interaction and interaction with Medina Communications?
Medina was wonderfully interactive and answering throughout, working with us to handle interactions with vendors as well as prove value to inner stakeholders.
What precisely do you attend to be the key specialty of Medina Communications?
Medina didn',t just obey as a media buyer, they were hands-on in helping us educe the creative for these campaigns. In educeing the radio spots with NPR, they proved an knowledge of our brand and campaign objectives, and veritably guided us in crafting the speech that would most effectively adjoin our interaction while staying within NPR',s stringent guidelines for sponsor interactions.
What should be done better, if there are any desired improvements?
We',ve been consistently impressed with Medina',s work and will last to use them for media buys.
