Highlights

+17% aided awareness

6X return on ad spend

24% of survey respondents select TV

Praise

“Marketing Architects helped us achieve remarkable growth in new markets and tap into TV’s true brand-building potential. We’re thrilled to work with a partner so fully invested in our success.”

—Pete McGuire, CMO, 1-800-HANSONS

Objective

Expand to new markets while combating decline in TV response.

Originally based in Detroit, 1-800-HANSONS established five new locations across the country in 2018. What they needed next was a marketing move to match their ambitious expansion, one that would both raise awareness and drive new customer acquisition. A marketing move like TV.

There was just one problem. A long-time TV advertiser, 1-800-HANSONS had seen a decline in TV response over the years. Was TV really the right channel to drive growth for these new locations?

Insight

We hypothesized the decline in TV response was due to changing consumer behavior. The company had always used 1-800 numbers as their call-to-action in their commercials. But today, more people prefer to visit a website than call a phone number. Basing response only on calls received wouldn’t account for a campaign’s full impact. To measure TV’s effect on web conversions, we recommended adding a survey to the company’s online lead form where users could indicate how they discovered the brand.

Results

Featured on top linear and streaming placements: This reduced the cost of each TV-attributed lead to a fifth of its initially calculated cost, exceeding expectations.

Today, nearly a quarter of survey respondents cite TV as where they learned about the company and return on ad spend has reached 6X. Plus, from 2021 to 2023, the brand’s aided awareness grew 17%. TV’s impact was undeniable. 1-800-HANSONS was growing both their brand and business through the channel.

Media

With top linear and streaming placements:

• The Grammys
• Sunday Night Football
• March Madness Pre-show
• Yellowstone
• Good Morning America