.svg)
.svg)
.svg)
Eric is the SVP of Growth at Incremental Media, a marketing agency that helps brands acquire new customers cost-effectively in channels like package inserts (when you get a package and there are offers from other brands inside), shared mail, and podcasts. They have been the biggest buyers of package inserts in the US for over a decade. With search becoming more expensive and social not performing as well as it used to, Incremental Media has become an outlet for brands looking to continue to grow responsibly and efficiently.
Selected clients
1
As an expert in your space, can you share one small but actionable tip for brands?
Consider custom URLs in offline advertising (trybrand1.com, trybrand2.com, etc.) instead of traditional vanity URLs (brand.com/inserts). You'll see significantly more direct attribution.
2
Who’s your current brand crush, and what do you love about them?
Lemonade--With relatively minimal advertising compared to the insurance behemoths, they've become the brand name of the millennial generation for pet and renters insurance. They did it by generating an incredibly high net promoter score and making it insanely easy for people to sign up for their products. The brand feel is very warm and welcoming, and the experience of submitting claims or interacting with the brand in any way is truly customer-first.
3
How should someone approach you about working together?
We are open to new clients. We specialize in helping brands in three categories: D2C brands with a higher LTV, lead generation brands like home services and insurance, and brands targeting seniors (65+). We have unique offerings for each of these three types of brands. Our first step is typically to have an initial call to understand your performance goals, your knowledge of our niche channels, and what a typical test budget is for new channels (or if you need guidance on all of the above). If someone is interested, they should email me or grab time with me here: https://calendly.com/esmith-im/
4
What’s your favorite data point to dive into? Why?
As a company focused on new customer acquisition, data is our #1 priority. Without it, the rest of the work we do is meaningless. Personally, I like to compare our visitor to conversion rate and see how it compares to other channels. Because our channels drive higher-quality visitors, our visitor-to-conversion rate far exceeds other channels.
