How Bullseye Total Media is hitting the mark by bringing digital media advertising services to our area.
By Molly McClennen
HQ 100 | WINTER 2018
In 2015, Richard Findley, Amy Frasure and Wayne Phillips were co-workers in the local advertising industry. With a combined 75 years of professional experience, the trio saw the opportunity to start their own company, where they could provide the kind of service they longed to give their clients, while creating a fun, laid-back office environment where they would enjoy doing the work they love. They also saw a need to bring the Tri-State region cutting-edge digital advertising services. In February 2017, Bullseye Total Media, the fruition of their vision, outgrew its original Charleston office space and opened its second location in Barbourville.
“I have a great deal of respect for the people on this team. I admire them, and the differences in them make us a good assemblage of people. And it just happened. We were all in the right place at the right time,” Findley said.
Jenette Williams, Vice President of Creative Services agrees.
“What we do is deadline oriented and we pride ourselves on taking care of our customers, and when you work that hard for your clients it is easy to be stressed, but when you are working with a group of people who complement each other so nicely, it makes it a lot easier,” Williams said.
Much of the joy the members of the Bullseye team find in their jobs comes from knowing they are helping their clients’ businesses succeed.
“We have genuine relationships with everyone we work with. If I say I am going to do something for a client, I am going to do it. When people trust you, that is the groundwork for success,” Frasure said. “We want our clients to get credit for the success. We work for their success behind the scenes. When you can wake up every day and feel excited to come to work and know that you are making an impact on other people’s livelihood and their business, you can’t beat that.”
Bullseye offers traditional advertising services, including video and audio productions, graphic design, website development, and media buying and placement.
However, what makes them unique is their expertise in helping their clients capitalize on the power of digital media.
“One of our taglines is ‘on target every time’ meaning we are able to target advertising to our clients’ specific audience in their specific geographic area,” Phillips said. “With other forms of media, you put the ad out there and it is displayed in a very broad area to a broad audience.”
Findley added, “The name of the company pretty much says it all. We are targeted to hit the bullseye every time. If your business sells scrubs, you want to sell scrubs to people who wear them. People wear them at hospitals, doctors’ offices and veterinarians’ offices. We are able to target the ads to the people who work in those locations.”
Bullseye uses a range of tools and technologies to provide those targeted services. Polygoning technology allows them to use cellphone data to locate potential customers for their clients. For example, if a customer visits the store of one of their clients’ competitors, the team at Bullseye knows that person is interested in the services their client offers. Then, their client’s ads can then be targeted to that person. Bullseye can access data from up to two years in the past. So, if a client wants to sell tickets to a rock concert, Bullseye can help them target anyone who attended a local rock concert in the past two years. They can also perform IP targeting, where they can upload a database of physical mailing addresses into their system and serve ads to those exact people by accessing their home router. This is a great digital solution for political candidates who want to reach registered voters. Cluster IP targeting offers the unique opportunity to advertise business to business. Bullseye can target businesses based off of census data, making it easy to reach other business owners.
“The way people purchase things has changed. Before people purchase anything now, they are going to do some research online, by looking on social media or going to the website. If your business does not have an online presence — you’re missing out. If I see your ad on TV, I have to remember the name of your company, so I can look it up later. The same thing if I drive by a billboard. But if I see an ad online, I just have to click once to learn more. Nobody carries their TV with them 24/7. Nobody can fit a billboard in their pocket, but everybody always has their phone on them,” Frasure said.
“Look at what Facebook, Amazon and eBay are doing. We now have billionaires based on clicks on your computer. We help send those clicks to our customers,” Findley said.
All this might seem intimidating to potential clients, but Phillips said the Bullseye team makes digital advertising accessible to their clients.
“We make clients feel comfortable about doing business in a digital space. We will give the justification and thought process behind any recommendation we make for a campaign. We don’t use techy terms. We make it as easy as possible for our clients to execute a campaign,” Phillips said.
In addition to providing their clients the best possible customer service and state-of-the-art digital advertising, Bullseye Total Media strives to be a good member of the community by supporting local charities. All three of the founding partners have roots in the area and are happy to have a location in Barboursville, allowing them to be even more involved in their hometowns.
“We do everything we can make the Tri-State area a better place to live, to have a business, to raise a family. We try to give back to the community as much as we can, that’s the real reason we’re all here,” Frasure said.
