After signing up, Smith discussed his goals with the team at Geotarget. His main goal was simple, and exactly what Geotarget specializes in doing: making his agency the best known of its kind in his particular community. After discussing his ideal customer base, the team at Geotarget went straight to producing video and static advertisements. The ads were edited and re-edited until Smith and his team were completely satisfied. Then, in June 2020, the campaign began.
The initial results proved promising, but as the campaign developed, Geotarget was able to refine the audience. This meant excluding more people who weren’t likely to become Smith’s customers, and including more who were. In just under a year, Matthew Smith Farmers Insurance received 134,646 views. Of those, 32,000 watched 50% or more of the video, indicating strong targeting accuracy.
To date, the Matthew Smith Farmers Insurance campaign has undergone 59 iterations. As the campaign runs, the specialists at Geotarget have been able to acquire more data about what works and what doesn’t. Frequent A/B testing of different variables allows the team to deliver the right message to the right people with enough repetition and frequency to drive business to the agency. The result is a campaign that keeps getting more accurate and more efficient.
As reassuring as the quantitative data is, it’s the qualitative feedback from Smith that indicates true success. Smith told the team at Geotarget that he was enjoying “continued, consistent access (notoriety maybe? growth?) in the community” and that that was what prompted him to renew and expand his contract. As Smith hoped, Matthew Smith Farmers Insurance has become the best-known agency of its type in its community.
Just like it does for all of its clients, Geotarget stays committed to exclusivity with Smith and his company. That means none of Matthew Smith Farmers Insurance’s competitors in the area can benefit from Geotarget’s knowledge and experience.
3622 Lyckan Parkway, Suite 3003, Durham NC 27707