Strategy 1
Always-On Brand Presence
Occupy mindshare so when allocation decisions get made, Lyrical is embedded into the conscious as a default option.
What We Can (Sort Of) Track:
Track reach in target markets
Before/after awareness measurement
Google search spikes during campaigns
Can't track offline conversions
Channels & Implementation
Elevator/Building Screens
— as Jeff suggested.
- •Target buildings: Where your personas work (Morgan Stanley offices, wirehouses, RIA firms in NYC)
- •Same creative rotation as our other strategies for consistency
- •Why: Repeated exposure in their daily environment creates familiarity
Connected TV (CTV)
— might as well give it a shot if we're building visuals for Elevators.
- •Target: Finance professionals, HNW households in specific DMAs (NYC metro, Fairfield County CT, etc.)
- •Frequency: Always-on rotation with creative refreshes every 8 weeks
- •Why: CTV provides reach and visibility at the top of the funnel for passive exposure during the long consideration cycle
Financial Media (WSJ, Barron's, Bloomberg)
— makes the most sense, easiest to start.
- •Digital display placements
- •Why: Contextual relevance - they're already in "finance mode"
Tracking Reality
What We CAN Track
- • Impressions delivered by geography/building
- • Share of voice vs. competitors in your category
- • Brand lift studies: Survey-based measurement asking "Have you heard of Lyrical Asset Management?" before and after campaign flights
- • Branded search volume: Spikes in "Lyrical Asset Management" Google searches
- • Website traffic correlation: Look for upticks in direct traffic during high-spend weeks
What We CAN'T Track
- • Whether someone allocated to your fund because they saw an elevator ad
- • Exact ROI per dollar spent
Investment Reality
As you noted a few times during our conversation, this is essentially "brand building tax" that requires scale to see impact. To properly measure brand awareness impact, you'd need sustained investment over 6-12 months with spend concentrated in specific geographies to create "test" vs "control" markets.
If you want to test this, commit $25K-$37.5K over 6 months in a concentrated geography (e.g., NYC metro only).