Swift Response came to Diray for our in-depth media relationships and commitment to negotiating in the best interest of client profitability. Many entrepreneurs count on us for our one-on-one guidance from the top, with senior management involved in every step from planning to long-term strategy development to daily communication and reporting. Our long-standing relationships with producers, dub houses, web, telemarketing and fulfillment vendors give new marketers an edge when making crucial business decisions.
Working closely with the company’s top principals, we developed a strategic test campaign to determine the most responsive demographics and networks. Initial results showed broad appeal for the brand’s two-minute commercial depicting a rowboat with a Flex Sealed screen door floor. Diray then expanded the plan, aggressively buying cable and broadcast across a variety of programming and viewer demographics.
In 2015, Flex Seal further expanded its relationship with Diray by adding in our digital offering. The goal for this campaign was to help increase branding and further elevate Flex Seal as an evergreen product in the marketplace. Diray executed this campaign with banner advertising and email marketing.
Due to the success of the branding campaign, Diray’s team also began working on a storm initiative. Watching any natural disasters that materialized and impacted people in the United States, the strategy there is to advertise the Flex Seal brand within hyper-local geographic parameters directly around affected areas before, during and after the storm. The goal is to add Flex Seal into the consideration set of the consumer for storm preparation. Results to date have proven to have exceeded expectations by all measurements.