Meet Silvercrest – A Technology Company That Delivers Sophisticated Marketing And Media Solutions For Brands

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Below is our recent interview with William Rodriguez, President & Co-Founder at Silvercrest:

Q: William, could you provide our readers with a brief introduction to Silvercrest?

A: Silvercrest is a technology company that provides sophisticated marketing and media solutions. Our technological solutions facilitate the execution and deployment of brands’ local marketing and media needs, specializing in franchise and multi-unit organizations. Our platform, called Local Marketing Automation Platform or LMap, leverages our proprietary technology without any associated SaaS platform fees. Moreover, LMap is the only system that allows brands to manage and access all local, regional, and national marketing and media needs from one portal.

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Q: Can you give us insights into your solutions?

A: We’ve built an easy to use, dynamic cloud solution for marketing and media teams to plan, create, execute and report on their campaigns. From hyper-local to national campaigns, thousands of franchisees and advertisers utilize Silvercrest and our LMap system.

Our proprietary technology is the fundamental underpinning to all of our marketing and media offerings. It fuels every aspect of what we do. We aggregate data from premier partners to provide the best and most accurate information across all categories, with 14,000 data points to provide granular insights on local store level to drive effective media buying, all available and visible within LMap.

Q: How does your technology help brands’ marketing and media plan execution?

A: We help you implement all of your marketing plan essentials. Without having to use multiple vendors, we can provide all of your in-store POS materials, LTO promotional materials, Grand Opening materials, menu boards, specialty products & apparel, business cards, flyers, and any other location supplies. Plus you can manage your email and social media marketing efforts, both from a local and national level. With technology and artificial intelligence powering all of the automation, versioning, sizing, branding, and messaging, your brand integrity and consistency is maintained to your brand’s standards.

For media, we leverage our consumer, media distribution and research databases, we provide automated, customizable media planning and buying for paid media. We have the largest consolidated selection of national and local media options available for brands today. Print, broadcast, cinema, radio, digital, mobile, direct mail, outdoor, and non-traditional offerings, are all available through our automated platform LMap for franchisees to buy directly, either self-serve or with personalized media planning assistance. In fact, we have the largest database of print publications, the largest list of consumer addresses, and the only agency with the entire shared mail footprint in the country, which means we have unparalleled and immediate access to the everchanging information media information.

Q: You’ve recently launched revolutionary national ad fund planning tool and new brand identity; could you tell us something more?

A: We built the National Ad Fund Budget Planning Tool in LMap that utilizes Artificial Intelligence to evaluate all available media, locations, and sales data; recommending primary, secondary and tertiary media tactics; and then both summarizes and facilitates placing the media buys, on a national, regional and local level. Our custom-built tool also enabled an automated approval process capability to streamline the efficiency of the process, as well as auto-generated coverage reports to justify and explain the tactics selected.

With our programmatic approach to the media buy efficacy and coverage, we were routinely able to save 10% per market by eliminating the duplication of coverage by selection of tactic, through an algorithm that was designed and developed specifically for this media buy. Those funds were able to be reallocated to the overall National Advertising Fund, resulting in incremental dollars that could not have been previously realized.

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Q: What makes you stand out from your competition?

A: No other company can do or offer what we do in one sophisticated yet simple platform. In order to execute everything we do within LMap, brands need to use multiple resources, vendors, media companies, and martech stacks in order to accomplish what we can accomplish in one platform.

Q: What can we expect from Silvercrest in the future?

A: We are driven to push boundaries. And we love solving problems. When brands come to us with a pain point, we work nimbly to create a programmatic solution. The National Ad Fund Planning Tool is a great example. We were able to develop the technology quickly, save the brand money to reallocate to the media budget, and then make that technology available to all of our other clients.