Our Strategy

Digital Marketing

Our process tightly integrates strategy and execution to quickly identify, optimize, and then scale successful tactics. We are guided by an understanding that customer acquisition and revenue growth fuel your business’ success. Consequently, all our website designs, media marketing, communications, and advertising starts with a clear understanding of your objectives and your customers.

The world of Internet marketing and advertising is in constant flux. New and innovative interactive advertising options are constantly being introduced like geographically and behaviorally or retargeted advertising. Online media buying requires more knowledge because of the greater complexities, and launching a successful online advertising campaign only grows more challenging, not less so. And unlike in traditional media, due to fewer standards and consistencies in advertising opportunities, online ad campaigns often require the development of the media strategy with a clear and defined goal or purpose – from branding to lead generation, even before the ad creative or campaigns can be formalized.


Direct Response Marketing

Our process tightly integrates strategy and execution to quickly identify, optimize, and then scale successful tactics. We are guided by an understanding that customer acquisition and revenue growth fuel your business’ success. Consequently, all our website designs, media marketing, communications, and advertising starts with a clear understanding of your objectives and your customers.

So, what makes a direct response ad? Here are some of the main characteristics:

It’s trackable. That is, when someone responds, you know which ad and which media was responsible for generating the response. This is in direct contrast to mass media or “brand” marketing – no one will ever know what ad compelled you to buy that can of Coke, heck you may not even know yourself.

It’s measurable. Since you know which ads are being responded to and how many sales you’ve received from each one, you can measure exactly how effective each ad is. You then drop or change ads that are not giving you a return on investment.

It uses compelling headlines and sales copy. Direct response marketing has a compelling message of strong interest to your chosen prospects. It uses attention grabbing headlines with strong sales copy that is “salesmanship in print”. Often the ad looks more like editorial than an ad (hence making it at least three times more likely to get read).

It targets a specific audience or niche. Prospects within specific verticals, geographic zones or niche markets are targeted. The ad aims to appeal to a narrow target market.

It makes a specific offer. Usually the ad makes a specific value-packed offer. Often the aim is not necessarily to sell anything from the ad but to simply get the prospect to take the next action, such as requesting to be contacted.

It demands a response. Direct response advertising has a “call to action”, compelling the prospect to do something specific. It also includes a means of response and “capture” of these responses. Interested, high probability prospects have easy ways to respond such as a regular phone number, a free recorded message line, a web site, a send back form, a reply card, or coupons. When the prospect responds, as much of the person’s contact information as possible is captured so that they can be contacted beyond the initial response.

Multi-step, short term follow-up. In exchange for capturing the prospect’s details, valuable education and information on the prospect’s problem is offered. The information should carry with it a second “irresistible offer” – tied to whatever next step you want the prospect to take, such as calling to schedule an appointment or coming into the showroom or store. Then a series of follow-up “touches” via different media such as mail, e-mail, phone is made. Often there is a time or quantity limit on the offer.

Maintenance follow-up of unconverted leads. People who do not respond within the short-term follow-up period may have many reasons for not “maturing” into buyers immediately. There is value in this bank of slow-to-mature prospects. They should continue hearing from you once to several times a month.

Your primary goal is to drum up demand and create customers. Without them your company wouldn't exist.

And the quickest way to create customers is via direct response marketing. Go for the sale, now. Contact us.