The Method to Our Mad Focus on Measurability
It’s what we call “Direct Branding℠,” a term we coined years and years ago. The idea behind it has caught on like wildfire among our clients, and they’ll tell you, it’s at the core of why they come back again and again, and refer us to their peers.
In its simplest form, the Direct Branding method bridges the gap between traditional brand or image advertising and lead-generating direct response marketing.
It’s the winning combination. Follow it step-by-step and you’ll surely come to the same conclusion.
There are five integral steps to our Direct Branding process.
Let’s walk through each together:
It all starts with intelligence. At Responsory, we dig deep to understand your organization as a whole, and the ever-changing conditions it faces. Our process begins with a thorough marketing audit that includes a review of current and past marketing activities as well as our own market research as appropriate. We’ll ask…Who are your best customers and what do they look like? Where are the strongest market opportunities in the future? What is the competition up to? How do you define and measure success?
- Asset and data discovery
- Audience profiling and modeling
- Competitor comparisons
- In-depth audits
- Messaging workshops
- Primary and/or secondary research
- Stakeholder interviews
- Value positioning
Understanding the distinct vision of your brand, and communicating in a way that ignites response is an essential part of our services. We create integrated marketing plans that include the best mix of automation, strategies and tactics to maximize your ROI. Your marketing plan will be based on a S.W.O.T. (strengths, weaknesses, opportunities and threats) analysis, in order to achieve and increase marketing and sales accountability – outlining realistic objectives, effective strategies and appropriate measurement.
- Audience building
- List recommendations
- Marketing automation
- Marketing or program plan
- Messaging platform
- Persona definitions
- Touchpoint mapping
- Written concepts
BUILD PROGRAM COMPONENTS:
This is the stage when we roll up our sleeves to develop the elements of your plan. Our team of experienced strategists and creatives are passionate about their work and building success for our clients. We are skilled at launching innovative solutions using the full spectrum of disciplines and media. And, we’re always up for the next creative challenge — you can be sure it’s not just for the sake of doing cool creative. We’ll make it relevant, effective and measurable.
- Creative brief
- Creative concepts
EXECUTE TESTS & CAMPAIGNS:
We strongly urge our client partners to incorporate testing into their marketing endeavors. If you don’t test and measure, it is almost impossible to improve. While your marketing program may be working well, perhaps it could be performing even better. We are committed to studying and acting on the results of our tests to realize optimum short- and long-term ROI.
When it comes to executing campaigns, our team of experienced professionals is dedicated to excellence. We have developed a proven workflow process that ensures effective implementation. It includes quality control processes to make certain optimal accuracy and productivity levels are achieved.
- Customize workflow process
- Define reporting protocol
- Determine marketing automation strategy
- Identify metrics to measure
- Integrate quality control processes
- Specify tools/software for tracking
TRACK & MEASURE:
Did we mention we are dedicated to measurable marketing? As a part of this, we’ll work diligently with you to carefully build in realistic metrics and reporting methodologies into each program. Metrics are identified and explored for each deliverable we provide by using a variety of in-house tools and software in addition to outside vendors and analytics services.
- Track and report on each metric
- Schedule reporting and team reviews
THE BOTTOM LINE
Dozens of world-class organizations have trusted Responsory to effectively develop campaigns and tests for acquisition and retention initiatives in a wide variety of competitive markets.
Let’s work together to Direct Your Brand, turning turn your ordinary advertising and marketing into marketing that’s truly measurable.
Your bottom-line will thank you.