Integrated Marketing has Evolved
Instead of just creating a brochure and a website, HORNE’s clients want a digital targeted media campaign, a whole social media campaign, a public relations campaign, and an earned media campaign. They used to do just the first two. “Integrated marketing, as a whole, has completely evolved. You really need to understand the data underneath, what the channels are doing, and what they are targeting.
“Now, at this point, if I didn’t have Bionic, I would not be able to build effective strategies. There are too many possibilities and too much information,” Roxanna exclaims. More importantly, she adds, “I think we have added to our capabilities. Bionic has made us look at the data in a better way so that we can really truly optimize campaigns. I think that it has made us smarter and made our strategy stronger. I’ve been able to show the improvement of our strategy year over year with clients which has added to our client’s trust to expand their media buys”.
Using spreadsheets in a digital world
Before Bionic, HORNE’s media team would go back and forth with the accounting team to create Insertion Orders (IOs) by hand. With their omnichannel approach, that encompassed many vendors and platforms to keep track of billing and orders. Some budget items were invoiced, some costs were spread across clients and charged to a credit card. It was challenging not to cross wires when managing the variety and volume of placements with multiple spreadsheets by hand.
After implementing Bionic, HORNE worked with their Client Success Manager to customize the Insertion Order that Bionic automatically generates as a by-product of the media plan. By customizing the output document with everything from terms, branding, and data, the accounting team was able to include the information they required to align with their financial systems and workflow.
In addition to gaining hours spent in tedious meetings, accounting can claim, “Last year we were completely accurate to the dollar for what we were getting billed, projected revenue and costs going out the door.” An Insertion Order for every vendor in the media plan is created by simply clicking download.
Not all project management is equal
“We do all media management in Bionic. These tasks have to be with the media buy, and I run media like its own little shop. It is just a separate piece. You can do your overall schedule and budget in something else, but in terms of the day to day tasks, I use Bionic.” The team customized tasks to integrate into their process and allow for remote collaboration.
Once you understand your process, it takes minutes to name the tasks in a way that works. The team feels, “We have figured out a way to use the task feature to track placements, insertion orders, and creative deliverables. The tasks are one of the most important tools.”
Roxanna adds, “Now I know that I can sleep at night. My team is going to get reminders for placements that are running next and what IOs need to be updated.”
Working with the Bionic team
It is essential to know that you really have the support you need to be successful. Roxanna can attest, “Your customer service is amazing. We come with good ideas and ask a lot of hard questions. Our client success manager always takes it back to the development team. I think that is invaluable and there are a lot of products out there that will not do that.”
Ultimately, she feels, “I knew we had to invest in our business and process to grow. As we have grown in the last two years, I can see now that if I hadn’t established Bionic, we would not be in a stable place to grow. We would not be benefiting our clients working from spreadsheets. That is not how you can do media anymore and doing what is best for the client is our number one priority.”