Finding & Funding
How does SendTec help Oasis find its customers? Through a proprietary tool called iFactz that coordinates online and offline activity. Just as you can customize a direct marketing campaign with individual 1-800 numbers to gauge the response of one pitch over another—something Oasis does in its DRTV spots—iFactz examines unique URLs that are included in the televised ads.
While many people use a backslash to customize a URL, such as oasislegal.com/tv, Morvay says, “Fewer than 25 percent of people use that backslash.” Instead, they type in only the base URL—oasislegal.com—which removes any information that would link a page hit back to an ad spot. Instead, SendTec incorporates unique prefixes—such as 123.oasislegal.com—that people do tend to use. “All of the responses online are routed through our machines before going to the client, and iFactz monitors these requests,” he says.
More importantly, adds Morvay, iFactz can accurately predict where a request for a mistyped URL (such as 124.oasislegal.com) or a generic URL (oasislegal.com) originated since it can relate such requests to the DRTV ad schedules and the IP address on the searcher’s computer.
Search for Search and Ye Shall Find …
“We have developed a tremendous knowledge base of the effect of DRTV on search,” says Morvay. “We see our client’s search business going from a 5 percent response to four- and fivefold activity when we turn on DRTV. We estimate that anywhere between 30 [percent] to 50 percent of responses are floating into search engines directly.” After all, he says, many people either don’t know how to enter URLs directly into a browser, or they don’t bother to do so. Instead, they fire up their search engines of choice and search for words or phrases from the ad spot. SendTec picks up on these searches in a number of ways:
• As mentioned previously, the DRTV scripts are passed through the SendTec search team so that it knows which terms are central to the ads’ messages.