What’s 919’s take on direct marketing? Direct marketing is a process, not an event that involves a direct message sent directly to targeted audiences asking for a direct response with the ability to directly measure results.
There’s only one response you want when you spend money on direct marketing: franchise lead generation. And as David Ogilvy said, “If it’s not creating a response, it isn’t creative.”
We believe a key ingredient in direct marketing success is relevance and that the key to achieving relevance is uncovering and leveraging insights about your target customers and prospects. Whether you want lead generation or a product launch, the days of generating success from “spray and pray” campaigns, with franchise companies sending identical messages to generic mailing lists, are all but over. Most direct marketers will tell you the list, or target audience, is the most important component in direct marketing, followed by the offer, and then content and design. According to direct marketing guru Lois Geller, the list accounts for 40 percent of results, the offer accounts for another 40 percent, and the creative delivery accounts for 20 percent of results.
In addition, most direct marketing campaigns, and particularly franchise lead generation campaigns, involve driving prospects to online landing pages that are integrated with direct mail, emarketing and direct response advertising campaigns.
We have the resources help you build a powerful database of prospects and clients, world class strategic partners to provide production and distribution, and the strategic, journalistic and creative skills needed to deliver cutting edge campaigns across the direct marketing spectrum.
919 Direct Marketing
- List procurement and list development
- Program development and strategy
- Program management
- Content development
- Creative design
- Email campaigns
- Direct mail campaigns
- Direct response video
- Direct response advertising