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In our business, there's only one measure of good
strategy and creative - your response rate and how
it converts to new or repeat sales, memberships or
contributions.
Whether you need to build a complete campaign from
scratch, or you simply fine-tune an existing one, let our
strategists, copywriters and designers point the way
and take you there.
If you've hesitated to test copy or design because you
weren't sure which elements to test or how to interpret
the results, we can help you there, too.
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D – Differentiate the product, service or cause. Make sure that customers or prospects truly under-
stand what is unique or novel about what our clients are selling and why the product, service or
cause is better or more important than the competition.
I – Identify the potential audience. What are their motivations to buy, give or participate? What market
segments are most profitable and why?
R – Refine the message so that the target audience will understand and see the benefit. A great
creative idea is worthless unless it can cut through the advertising clutter, grab attention and speak
to the audience's interests.
E – Evaluate the offer or appeal from the perspective of the recipient. Often ideas start off with
promise but can lose focus and effectiveness as they go through the creative process. Even if
the recipient understands it, does a campaign actually accomplish what it was originally designed
to do?
C – Calculate realistic response estimates based on research and experience. Do expectations
justify the true, final cost of the campaign? What are the criteria for measuring success?
T – Test. Only through actual experience can you know for sure how successful a campaign can be.
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