Driving Business Growth: MemSQL OOH Activation

Objective

MemSQL, the No-Limits Database for modern applications and analytical systems envisions a world where every business can make decisions in real time and every experience is optimized through data. They wanted to demonstrate this vision in the physical world and reach their targeted business accounts specifically in the financial sector. Their potential customers had precise “moments of pain” and it was at that critical moment / target mind-set that MemSQL needed reach prospects as a user’s decision making process for their analytic solutions (fraud detection, portfolio management or corporate dashboard) was outdated (as their data input increased with the IoT +). As more people wanted access to a greater cache of data, and as people’s expectations rose (stale data no longer cuts it), they could turn to MemSQL. It they didn’t hear of MemSQL (generally through WOM), MemSQL wouldn’t even get considered. MemSQL wanted to reach business professionals at specific financial institutions, and get in the consideration set.

Activation

Historically, MemSQL used OOH in the form of traditional billboards for branding in their home town of San Francisco. For this effort, PJX deployed a more tactical approach to help drive conversion against the nuanced audience portraits PJX crafted and near the financial institutions on MemSQL’s prospect list in New York and Toronto. PJX cross tabulated the areas of high target concentrations with targeted business addresses. PJX ultimately created a 100% hyper-local digital plan for a budget of <$100k that ran on Office Networks (elevator / lobby screens) and cherry-picked “Street Furniture” placements in New York and Toronto. In total, 11/14 of the targeted bank prospects were reached within a pin-pointed geographic radius, while the remaining companies reached through a wider radius of digital Street Level placements running at 25% SOV.

Results

This non-standard effort wreaked a bit of havoc on the more traditional ways media sellers package their inventory. However, such pinpointed targeting enabled MemSQL to reach their targeted accounts and make a case to scale their marketing efforts that aligned with their more continuous marketing strategy.