Hotspex Media

BACKGROUND

Introduce your business and what you do there.

I’m the digital marketing manager at a manufacturing company. We specialize in creating stone wool insulation for residential and commercial markets. It’s a unique product that’s sound-absorbing, moisture-resistant, and compliant with industry standards.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Hotspex Media?

We hired Hotspex Media to help us reach new markets in the US, looking at demographics and buyer personas.

SOLUTION

What was the scope of their involvement? 

Hotspex Media writes our media plans to target specific audiences. We give them a geography to explore along with the background information for certain buyer types, and their team builds the strategy around our focus. 

There’s a huge analytical component, too. They’re figuring out how we can best engage our users, looking at different digital channels and planning the ad buy for that. From there, they manage our PPC campaigns, give us new insights to get better interaction, and suggest how to update or change our creative.

What is the team composition? 

We primarily work with our account manager and a PPC specialist who adjusts our ad spend. Occasionally, we meet with their analytics and display specialist.

How did you come to work with Hotspex Media?

I’d worked with their team before they became Hotspex Media. It was already a strong relationship, so it made sense to move over to the new group. They continued to build out more solutions and offer more services, so I stuck with them.

How much have you invested with them?

We’ve spent about $600,000, including ad spend.

What is the status of this engagement?

I’ve worked with Hotspex Media since May 2018 but was introduced to their team in 2014.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

Hotspex Media is very hands-on for a limited resource team. I need to have specific information at certain times, and they’ve been a valuable asset in attaining that data. They’re always monitoring our campaigns in the background, so I don’t have to continually do a deep dive into the reports.

How did Hotspex Media perform from a project management standpoint?

Every month, we go through their analytics report to see how our campaigns are doing. That’s looking at if we’re meeting our goals, if our performance is increasing over time, and more. Hotspex Media uses that opportunity to suggest where we could improve our performance.

The team also excels at managing our campaign schedule. We use a different company to handle our creative assets, so Hotspex Media has to coordinate with them to keep on schedule. If we can’t deliver something on time, they’re good about letting us know what the impact is and adjusting the schedule accordingly.

What did you find most impressive about them?

I appreciate that they take the time and energy to understand our products so that they can navigate our markets. They’re an innovative company with an amazing strategy around positioning and repositioning their clients.

Are there any areas they could improve?

No, I’ve been extremely happy with the service that they provide. I wouldn’t change a thing about their work.

Do you have any advice for potential customers?

Educate them on what you’re looking for, and they’ll take the lead from there. The more you let them organize their strategy, the better your campaign will turn out.

BACKGROUND

Please describe your company and your position there.

I was the VP Digital at a Toronto based marketing firm.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Hotspex Media?

Hotspex Media was our preferred, trusted programmatic media partner. We worked hand-in-hand with the Hotspex Media team for all client projects from strategy development through to campaign analytics.

Projects ranged from paid social media, programmatic display, video and paid search. We worked with Hotspex Media on a variety of client projects - automotive, CPG, retail, B2B.

What were your goals for this project?

Our focus for all projects, including this automotive project, was driving conversion online. Wherever possible, we aimed to define conversion as a sale, however often we would have to define it as an appointment booking, seeking a dealer location or calling a dealer.

SOLUTION

How did you select Hotspex Media?

Hotspex Media became our preferred partner through our initial RFP process. We had worked with a number of media partners depending on the project, however after many successful projects, they became our lead.

Describe the scope of their work in detail.

We were able to work in true partnership with Hotspex Media and they became an extension of our digital team. For this project we engaged their team with the initial client brief and walked through the brief on a call with the Hotspex team.

We answered any questions, shared our initial thinking and brainstormed some media options. From there the Hotspex team had internal meetings and put together a proposal based on the brief.

This proposal focused on recommended media channels (including strategic rationale), breakdown of spend by channel and estimated outcomes. Once the plan was approved by client, Hotspex media executed all media, provided weekly check-ins on results and provided a final report on results.

The Hotspex Media team also checked in throughout the campaign to make adjustments to the media to improve performance.

What was the team composition?

We worked closely with three members of the team for this campaign - VP, Strategist and Analyst. The team remained consistent throughout the project.

RESULTS & FEEDBACK

Can you share any outcomes from the project that demonstrate progress or success?

The results of this campaign exceeded expectations - specifically when looking at engagement and conversion through digital media.

How effective was the workflow between your team and theirs?

Program management on this campaign was well above average. The Hotspex Media team was always met timelines and was proactive in flagging any concerns or issues with the campaign.

After initial kick-off calls, most communication took place over email and Slack and was very streamlined and purpose driven. The Hotspex Media team was always accessible and eager to connect to discuss the campaign whenever necessary. They were very focused on customer service.

What did you find most impressive about this company?

Two areas that I found most impressive: 1. They went above and beyond from a customer service standpoint. The level of service never changed - from initial meetings through to delivery of report.

They were a true partner through the highs and lows! 2. Knowledge and approach - the Hotspex Media team always went above and beyond our expectations especially when it came to pushing our thinking about innovative ways to use programmatic media.

They always came to meetings with new ideas or options. They were incredible easy to work with and to collaborate with. Often our meetings would turn into amazing brainstorm sessions - this always made us bring forth the best ideas for our client.

Are there any areas for improvement?

The lines of communication were always open with Hotspex, so there were never any issues that weren't resolved right away.

BACKGROUND

Introduce your business and what you do there.

I’m an associate brand manager for the Canadian branch of a consumer product company operating within the oral and dental category.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Hotspex Media?

While our sectors in other countries had undertaken social media campaigns, we didn’t have any experience in that arena. 2020 marked our first step into social media marketing, and we engaged Hotspex Media to assist us.

SOLUTION

What was the scope of their involvement?

We provided them with our media assets, and they informed us of how to best utilize them. They formulated our next steps and what KPIs they would be tracking. We gave them free rein with our materials. They led SEO campaigns, YouTube pre-roll and bumper ads, and Facebook messenger and carousel ads.

What is the team composition?

I worked very closely with Jonah (VP, Strategy & Product, Hotspex Media) and Nikki (Senior Customer Success Manager).

How did you come to work with Hotspex Media

Since the partnership predated my onboarding at the company, I’m not sure how they were selected.

How much have you invested with them?

We spent $350,000 for our first, eight-week campaign. The one they’re currently working on is $35,000 for six weeks, and the last one will be $370,000.

What is the status of this engagement?

The engagement was kicked off in December 2019 and is ongoing. They ran our campaigns to completion, and now they’re on a shorter, interim campaign.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

They’re doing an excellent job of keeping our brand at top of mind. The timing of our first campaign unfortunately coincided with the pandemic, so we can’t say that we necessarily saw any huge lift in sales. Having said that, our brand and products have effectively been put in front of our target audiences. We’re getting increased brand awareness — and we hadn’t gotten any exposure of that sort previously, so that’s been a big step.

They were patient, understanding, and easy to communicate with. This engagement has helped us learn what questions we should even be asking, especially when we’re new to this kind of project.

How did Hotspex Media perform from a project management standpoint?

Jonah put together a campaign dashboard that reports results and visualizes project progress. Through the tool, we’re able to see exactly how many impressions we’re getting and other marketing activity that’s going on.

Our director is a veteran in the field and hard to impress, but she loved this tool they created. Jonah also ensured that it wasn’t just jargon on the dashboard; he made sure that we understood all the metrics that were being presented to us.

Their communication was incredible. If they needed anything, they were quick to reach out. They were agile and always accessible.

What did you find most impressive about them?

Over time, I’ve built such a great relationship with both Jonah and Nikki. I appreciate how much I’ve learned from them. Jonah even sent me a book that he thought I’d appreciate and learn from. They’re knowledgeable and incredibly thoughtful.

Are there any areas they could improve?

No, I can’t think of anything.

Do you have any advice for potential customers?

Set up regular meetings. The cadence in which you work together and analyze your campaign is extremely important in optimizing their delivery.

BACKGROUND

Introduce your business and what you do there.

I’m the co-founder and president of a boutique agency.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Hotspex Media?

For this engagement, I hired Hotspex Media to support my efforts with a client, who sells a number of home safety locks and baby-proofing solutions. We were working to create a digital presence for the brand. 

They had a Facebook page with less than 30 fans and limited relevant content. I was developing content for their brand and hired Hotspex Media to help amplify the reach and grow the business. 

SOLUTION

What was the scope of their involvement?

We used Hotspex Media to run a number of different search engine marketing (SEM) ads to help us gain some footing in the market. They set up several Facebook groups and ran targeted Facebooks Ads, as well. 

What is the team composition?

I’d typically work with Aly (Research Director), Alex (SVP), and Nikki (Senior Account Manager). 

How did you come to work with Hotspex Media?

I’d known Josh (President) previously and he came to us with an opportunity of what he could do for this project. 

How much have you invested with them?

We spent around $500,000 over the course of our engagement. 

What is the status of this engagement?

We worked together from March 2015–December 2019. 

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement? 

Over the course of our relationship, we were able to drive over 35,000 new fans to the brand page. The business is on the first page for a majority of our keywords on Google. 

The brand has also gained more orders coming through passively as a result. We got a lot of positive feedback after the content was released and led to an increase in overall sales. 

How did Hotspex Media perform from a project management standpoint?

They managed the project perfectly. We were straight up about what we wanted and what we needed to achieve, and they were fantastic at executing on it. 

What did you find most impressive about them?

The intelligence behind their targeting was most impressive. They are able to make a dollar of advertising money go a lot further because of how detailed they got. They made sure we were reaching the right people every time. I’ve referred a number of people to them already. 

Are there any areas they could improve?

We were very happy with the relationship, so no. The only reason we disengaged with them was because the direction went a different way, shifting the spend for business goals, so it had nothing to do with their performance. 

Do you have any advice for potential customers?

If you’re honest and clear about what you want to achieve, they’ll do it for you. 

BACKGROUND

Please describe your company and your position there.

I work for an independent Advertising Agency located in Toronto that opened its doors in 2010. We also have offices in Calgary and Vancouver. We service a wide variety of clients including Telco, Government, NGO, consumer electronics and travel. We are a full-service advertising agency including account management, strategy, creative services, studio services and interactive development as well as production. We do not do media buying. My role is Director of Client Services and I am the senior point of contact for day-to-day management of our businesses, while ensuring the smooth operation of the Account Services department. In this role, I support growth by providing strategic client direction, building new relationships and maintaining existing client relationships, as well as ensuring that all client projects are implemented and executed according to plan. I am also the main liaison for all departments to ensure efficiencies with the overall processes.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Hotspex Media?

Yes, as mentioned above, our challenge is that our agency does not have media buying capabilities. Although we do have a strategic department, we look to partner with agencies that can provide strategic support as it relates to media, particularly with the buying capability. We were not able to fulfill the Client's needs without a media buying partner, and we chose to move forward with Hotspex to fulfill this request. Our opportunity was that we were able to gain a strong partnership with Hotspex, as they are open to taking our lead and in turn providing us with strategic insights for the best media placement. Also, Hotspex has the ability to integrate well with our team and provide cohesive and integrated client solutions as needed.

What were your goals for this project?

Our goals for this project were to rapidly onboard Hotspex to support campaigns, ensuring there was no drop or blackout in market, at the same time helping to increase Centennial program's awareness and enrolment of the low enrolment programs. We anticipated that this partnership would have a positive impact on our business, as historically our clients have really enjoyed working with Hotspex. They are courteous, open, collaborative, engaging and always proactive. Our clients like to feel supported in their efforts, and Hotspex strives to provide this type of client service and support.

SOLUTION

How did you select this vendor?

Our team has worked with Hotspex on various clients, dating back to at least 2016. When looking at the Centennial SOW, we looked at two vendors and ultimately selected Hotspex based on their work ethic, dedication, collaboration and positive engagement with our previous clients. Our president and lead client both aligned to moving forward with Hotspex based on their reputation and our recommendation of them, based on our previous experiences.

Describe the scope of their work in detail.

The overall scope of the initiative was media planning and buying as well as tracking and reporting. The channels included were Search, Digital display, social and online video. My role was the primary integrated agency team lead, organizing all project timelines, status meetings/calls, aligning on objectives and ensuring that all deliverables were completed on time and on budget. The campaign that Hotspex supported is the enrolment campaign to ensure that all courses have high student enrolment and engagement. They have been very helpful as the landscape changes weekly, sometimes daily, and they have been able to implement changes and optimizations with a very quick turnaround.

What was the team composition?

The Hotspex team comprised of four individuals during the onboarding phase, and these four individuals continue to help support all initiatives in market. The size of the team did not change over time, and the same level of support has been given throughout. Nikki has provided day-to-day support to the account team, and is client facing for all reporting and general presentations. Jonah supports and oversees Nikki's efforts, and has some client and agency communication. Alexander runs the AdOp team and works closely with Nikki to ensure all campaigns are placed in market in the most efficient way possible. Josh manages the team from a high level, attending some client meetings but is often providing support and oversight both to our agency and to Nikki and Jonah behind the scene.

RESULTS & FEEDBACK

Can you share any outcomes from the project that demonstrate progress or success?

We onboarded Centennial in the summer of 2019 and Hotspex worked fast and diligently to onboard the business to ensure there were no delays or loss of traction in any of the active campaigns. They provided immediate support to Centennial, providing recommendations to the team for improvement and increased engagement. They integrated very quickly with the teams to learn the business, and were very enthusiastic to put next steps into motion.

How effective was the workflow between your team and theirs?

Hotspex works very closely to integrate their team with our team, providing visibility into their process to ensure we can coordinate and work together accordingly. They communicate both via email and phone calls, and are always available. They work around our schedules to ensure we have sufficient time to connect and work together before client presentations. They are cognizant of managing client and agency expectations and ensuring that all objectives are met.

What did you find most impressive about this company?

Hotspex is very collaborative both with their agency partners and clients. They are always looking to optimize efforts and ensure that client objectives are being reached. They are always available, even on evenings and weekends, and look to provide support in any way they can. They are truly team players and feel like an extension of our agency team. This is the type of relationship our agency is looking for, and one that our clients can appreciate.

Are there any areas for improvement?

Hotspex has been very proactive in addressing any concerns that the client might have, and they ensure that any and all issues are immediately corrected and resolved. At this point, I don't feel that there are any current areas that require improvement and I am confident should we discover issues moving forward, they will be very proactive and supportive in providing corrective measures.

BACKGROUND

Please describe your company and position.

I am a Paid Media Specialist for Proof Strategies

Describe what your company does in a single sentence.

Comms and Advertising + PR Firm.

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Hotspex Media to accomplish?

• Digital Media

SOLUTION

How did you find Hotspex Media?

Other

Why did you select Hotspex Media over others?

Referred to me

How many teammates from Hotspex Media were assigned to this project?

2-5 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

Working with Julien and Alex, we have requested digital marketing and advertising planning, buying and strategy services. All of which have returned exceptional customer service and performance results for our campaigns. The relationship expands to multiple clients at our agency and the relationship is ongoing for new requests.

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

• Great results and success.

Describe their project management. Did they deliver items on time? How did they respond to your needs?

Very punctual and timely with requests and deliverables.

What was your primary form of communication with Hotspex Media?

Virtual Meeting

What did you find most impressive or unique about this company?

They're very informative and experts within the field.

Are there any areas for improvement or something Hotspex Media could have done differently?

N/A