Creative Archives - Ten Feet Tall

It was easy to get behind such an inspired mission, and we were eager to help. The first step was to name the business, and the team landed on Chitarra Pastaria. It’s derived from the traditional tool used to create a specialty pasta, which is shaped like a guitar (chitarra is the Italian word for guitar). This tool gives pasta a unique shape and texture. Next up came the logo and brand elements, which playfully incorporate unique pasta shapes for a look that stands out in the marketplace, signaling that this pasta is truly something different.

As Chitarra continues to grow, it’s not only making great pasta, but it’s also building an inclusive, innovative workforce. It’s a mission we’re proud to support. And the results, as you’ll taste for yourself, are delicious.

When Edenred Essentials came to us to help them launch their fleet fuel card for the first time in the US, we knew we needed...

Maybe it’s your family. Your friends. Your heritage. It could be your hometown, your school, or your sports teams. Or maybe it’s your own accomplishments,...

In the dynamic landscape of modern business, creating a successful marketing strategy requires a thoughtful blend of media approaches. Two essential components of many successful...

As labor shortages remain a concern for CEOs, a Gartner survey of more than 800 HR leaders listed recruiting as one of their top priorities...

Reflections on the Seaport as we move into our next chapter This year, before becoming Ten Feet Tall, we moved our offices from the Seaport...

The ability to leverage advanced marketing analytics to measure performance continues to increase yearly. This is so much the truth that the real question isn’t...

Whether you’re a new member of a marketing team or a copywriter working with a new client, your first task is to get to know...

Whether you’re starting to work with a new client or embarking on a new project with an existing partner, developing a project scope is critical...

Over our 36+ years of operation, we’ve had the great privilege of serving a range of clients across a myriad of industries. During that time,...

When I was home sick from school as a kid, I planted myself in front of the TV and got a great education in daytime...

For many, understanding user behavior and overall customer engagement on a website might encompass assessing metrics like sessions and conversion rate. Maybe marketing professionals are...

According to SHRM, most business executives list improving employee engagement as one of their top-five business strategies. In today’s remote and hybrid work environments, this...

We’re excited to announce a full transition of ownership from co-founder Judy Habib to our long-standing company leaders, Sylvie Askins, Adam Cramer, and Michael Panagako,...

Are your parents using social media the same way you do? What about Grammy? The answer is likely “no.” If you’re a millennial, you may...

Last November, Google Analytics released GA4, a new tool that lets you track customers across mobile apps and websites. Unlike Universal Analytics, which tracks users...

When this idea first emerged at the beginning of 2019, I was interested in how these three market forces could align to help achieve the...

Are you a financial institution currently running ads on Facebook? Fair-lending laws may have a significant impact on your social media advertising strategy. Are your...

As the healthcare industry steadily moves into the 21st century, the age of healthcare consumerism has arrived. The patient is in charge and making demands....

When launching a new brand, it’s natural to think about external audiences, carefully planning the road map and sequencing of channels and touchpoints for various...

The world of recruiting has transformed over the last five to 10 years, bringing with it a unique set of challenges. With record talent shortages...

You’ve been working on this M&A for months—maybe even years. The numbers add up. It’s a great fit with your business strategy. And on top...

If you’re as old as me, you may remember scratch-and-sniff ads. You’d simply scratch the ad and be immersed in the aroma of freshly baked...

As companies continue to grapple with how to identify with and relate to millennials, the first members of a new generation—kids born between 1997 and...

Back in college, I kept a notebook. In it I Scotch-taped pieces of writing that inspired me. Passages from books. Poems I had photocopied. Pages...

As a new triathlete, I bought the Garmin 735XT watch to help me train. On its own, this product is fantastic. It has a host...

Identify the market, develop the message, and drive the result

Identifying opportunities in o to market efforts for Edenred Essentials

Although Edenred had a comprehensive understanding of where to find its best customers in Europe, the US market was uncharted territory. The team needed help identifying key test markets to connect with their ideal target audience. They also needed to effectively reach and engage this audience in a way that would convince them to explore the Edenred Essentials solution.

We started our market research by classifying US metro areas based on their score across key factors: various industry data, product usage statistics, and demographic information. We then developed a comprehensive scoring system to pinpoint the US regions with the greatest potential for the Edenred Essentials launch.

Next, we developed a go-to-market plan that included taking an ABM approach and testing the impacts of multiple digital-media and direct-mail tactics across different markets. Some markets received both digital and direct mail, and some only received direct mail or digital media. Some markets were left untreated and received basic levels of paid search for users actively seeking a fleet fuel solution.

The results

Testing new messages for a new audience

Because the brand was new to the US market, we tested multiple key messaging variations to identify which ones were more likely to engage the target audience. These messages included attributes, key benefits, and control features. While differences were small, the messaging that focused on key benefits like multi-language support, security, and control delivered the highest click-through rates.

Multi-channel markets outperform all others

During the campaign, we tested different channel mixes across various metro areas to assess media impact. In Atlanta, Houston, and San Diego, we used both direct mail and digital channels: programmatic ads, email newsletters, paid social media, and paid search. This multi-channel approach yielded the highest application start and completion rates.

For Chicago, Dallas, and Los Angeles, we relied only on direct mail, which resulted in strong interest in Edenred Essentials, but lower overall engagement. In Kansas City, Seattle, and Washington, DC, we used digital-only strategies, achieving high application start rates but lower completion rates compared to the multi-channel markets. And in the control markets—Denver, Indianapolis, Richmond, Salt Lake City, and St. Louis—used only minimal paid search efforts, resulting in the lowest application start rates among all tested markets.

Finding the test test markets for a go-to-market effort

432% increase in monthly application starts

From the start of the campaign in August until the end of the year in December, the campaign saw a 432% increase in application starts, with the cost per application starts dropping by more than 75% from the first month of the campaign. During this time frame, the website also saw a 2.6x increase in monthly sessions. This month-over-month performance improvement was by far the greatest achievement of the entire campaign.

The takeaway

While effective campaigns typically build on insights from previous efforts to achieve better outcomes, in this instance, we were able to start from scratch and leverage all available audience insights and testing to deliver impressive results for Edenred.