Savage Creative knows that Direct Marketing is far more than Direct Mail. The term One-to-One Marketing perhaps better describes the discipline of Direct Marketing. It is knowing who you are talking to, what steps you would like them to take next and guiding them through the customer life cycle––all the way to brand advocate.
Direct Marketing is much more analytical than straight brand advertising. It can be a well timed email, an irresistible offer in exchange for answering a few questions or a clever dimensional package hand delivered to a top executive.
The path is pre-defined and measured every step of the way. Alternatives can be pre-tested to lessen the cost of roll-out. Successes are meant to be challenged and improved upon.
A great example is an integrated testing program that Eric created while at Rosen Brown Direct for 3M Corporation. Their presentation products division want to find out the best market, most likely job title and which products that the ideal target would be interested in before spending the bulk of their allotted marketing budget. The testing matrix was broken down into 56 individual test groups. The results clearly pointed to the most likely prospect for their products and what type of offer he would respond to. It also gave 3M enough information that they discontinued one of their products that showed little interest, saving them millions of dollars in production and marketing.
Now, not all testing requires as many variables as the one mentioned above. A single A-B test can give you the confidence you need before launching a Direct Marketing campaign. The goal is to spend money effectively with the highest possible return on investment.
Contact Savage Creative today to learn more about how we can design the right Direct Marketing plan for you.
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