The Grow Approach
As experts in Direct Response Marketing we have developed a unique approach that breaks down into four important areas to create outstanding direct response campaigns.
In order to devise an effective strategic plan you must first truly understand the objectives at hand and the features, challenges and/or benefits of your product or offering. We work with our clients to understand this and formalize their objectives as an organization and within the project brief. Next we analyze the data assets to understand who we are engaging and how this target group differentiates within itself. From these two critical steps the strategic recommendations and campaign brief are developed.
This is where big ideas are born. We leverage the insights and data shared by the client and the strategic direction of the account team to develop creative concepts that push the envelope and relate to the emotive and logical triggers of the target audience. We then review the creative concepts internally to ensure the ideas are on brand and meet the requirements of the timeline, budget and mediums selected.
Only those that are strategically sound and creatively compelling are brought to the table. The best ideas are then presented to the client. By incorporating the feedback and insights shared in this presentation one big idea is selected and the campaign starts to take shape.
Here is where the concept comes to life. All brand requirements are incorporated and all budgetary requirements are considered. Our production partners ensure the specifics of the working files meet all third-party requirements, including postal regulations, size of print press and data integration limitations.
Next, testing takes place. Whether differing offers are tested to a control group or a subject line is tested to lift overall response, this is where we get scientific in the interest of maximizing success in the overall campaign.
Once we have produced, printed, coded, inserted and uploaded our final product, and all controlled tests have taken place, we rely on our industry leading partners and technology to deliver the campaign to the target group(s). By this point, all measurement metrics have been defined and response is tallied immediately.
Unlike traditional media, once a direct response campaign takes flight our job is not done. Here is where the geek in all of us comes out to play as we gather, analyze and summarize the results of the campaign. We measure the return on investment, cost per acquisition, cost per conversion, channel conversion and/or increase in customer value.
Our team is dedicated to understanding what the campaign delivered, how it measured up to the original objectives and how we can optimize the campaign for the next go-around. We then compile a campaign report for you, ensuring that you have the necessary metrics on hand to share with your internal and external stakeholders as required.