From an unsellable product to the one sellers reach for first.
Hawaii News Now had an advertiser book of hundreds of local businesses and an SEO product almost nobody could sell. Onboarding took over a month, reps could not explain what a client was buying, and there was no data to prove it had worked.
advertisers in the first two months
nearly doubled its book of Massic advertisers in its strongest month
of new revenue from businesses that were not clients before
from first meeting to connected accounts, down from over a month
Over a month
Same day
Managers, AEs, sales support
Sales support and the client
A promise
The advertiser’s own search data
Rest on the relationship
Rest on the client’s own numbers
Almost nobody could sell it
The product sellers lead with
The station kept its sellers. We replaced the machinery underneath.
Proof before the pitch
Every conversation opens with a snapshot of the advertiser’s current organic presence, built from their own site and search data. The rep walks in with a diagnosis, not a promise.
One link to onboard
Account access moved from a multi-week chase to a single guided link the client completes themselves. Sales support can see exactly where a client is stuck.
Content tied to search behaviour
Keywords group into subtopics and topics, and that structure decides what gets published. The station’s editorial strength gets pointed at what local buyers actually search for.
Reporting a rep can hand over
The work and the result sit in the same document, so renewal conversations run on evidence rather than relationship alone.
Proof before the pitch
Every conversation opens with a snapshot of the advertiser’s current organic presence, built from their own site and search data. The rep walks in with a diagnosis, not a promise.
One link to onboard
Account access moved from a multi-week chase to a single guided link the client completes themselves. Sales support can see exactly where a client is stuck.
Content tied to search behaviour
Keywords group into subtopics and topics, and that structure decides what gets published. The station’s editorial strength gets pointed at what local buyers actually search for.
Reporting a rep can hand over
The work and the result sit in the same document, so renewal conversations run on evidence rather than relationship alone.
A revenue line that did not exist before
23 advertisers are live on Massic, 80% of the revenue coming from businesses that were not advertisers of the station before. Not reallocated spend. New money. The pace did not plateau after launch, which is what usually happens. In its strongest month the station nearly doubled its book, going from twelve advertisers to twenty-three.
Partnering with Massic has created a meaningful new stream of revenue that has far surpassed what we imagined, and we're really just at the beginning of what's possible.
Katie Pickman, General Manager, Hawaii News Now
Sellers who actually want to sell it
The hardest part of any new partner product is getting a sales floor to lead with something they do not consider themselves expert in. It turned out to be the easiest part, because the data does the explaining.
By far, our sellers have responded to this product better than any other product we've introduced in the past. By far. And a lot of that is because it's so well supported by proof-of-performance data.
Glenn Kobayashi, Multi-Media Sales Manager
They do my work for me. Every client says the same thing: I'm not an expert, just do it.
Donnie Esposito, Sales & Marketing Executive
It's the only thing I want to sell at this point. It's the product I lead with.
Lauren Teruya, Sales Executive
Almost no operational load
A meeting, an access link the client completes themselves, and the accounts are connected the same day. Onboarding no longer pulls in managers and account executives, so adding an advertiser costs a conversation rather than a project.
Before Massic, getting access to a client's Google accounts was a tremendous lift. It honestly took over a month. With Massic, the link walks the client through every step, and I can see exactly where they're stuck.
Brittnee Rossi, Digital Specialist, Hawaii News Now
Before Massic, onboarding meant too many cooks in the kitchen. Massic simplified my process a ton.
Brittnee Rossi, Digital Specialist
Deeper client relationships
The revenue is the visible part. Leadership points at something slower.
The single biggest thing Massic has changed? Stickiness. We're building a connection with our clients that is even deeper than what we had before, and retention is something we value so much.
Katie Pickman, General Manager
A three-location pediatric dental practice on the station’s book.
Read the full advertiser case studyThe practice was being found like a general dentist rather than the local kids’ specialist. We rebuilt the service pages, built a dedicated page for each of the three offices, and turned parent questions into ringing phones.
phone-call clicks from organic search in nine weeks, plus 36 contact-form submissions.
295
organic conversions in total
+95%
monthly search impressions, from 22,786 to 44,375
+53%
monthly organic clicks, from 432 to 660
13.2 → 9.9
average position, and onto page one
See it on one of your clients.
Send us one business you already work with. We'll run Massic on them and show you what's there: the searches they're missing, which competitors are taking them, and what we'd do first.