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.
We create customers for our clients through direct response marketing, by designing online campaigns that evoke an immediate response and compel prospects to take some specific action, such as opting in to your email list, picking up the phone and calling for more information, placing an order or being directed to a product web page. Our direct response campaigns have the following main characteristics:
Trackable. When someone responds to an ad, you know which ad and which media was responsible for generating the response.
Measurable. Since we 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. We then drop or change ads that are not giving you a return on investment.
Compelling headlines and sales copy. We use compelling messages of strong interest to targeted prospects. We use attention grabbing headlines with strong sales copy that is “salesmanship in print”.
We target 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.
Make 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.
We demand 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 we 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.