How does Direct
Branding work?
The process Johnson Direct uses to deliver value –
that’s measurable – is ongoing. It thrives on data,
analysis and testing that leads to answers, enhancements
and fresh ideas that will give you an edge. The pay-off:
knowledge that feeds ever-improving results.
Roll
over and click on each Direct Branding phase below.
Fact-based Analysis
It all starts with market intelligence. At Johnson
Direct, we dig deep to understand ever-changing global
market conditions, multifaceted sales channels and complicated
products or manufacturing systems. Our process often
begins with a thorough marketing audit that includes
a review of current and past marketing activities and
primary or secondary market research when 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?
Services include:
- Primary Research
- Secondary Research
- Marketing Audits
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Branding/Marketing
Strategies
Defining a distinct vision for your brand and communicating
it in a way that ignites customer response is one of
our strengths. Creating integrated marketing plans that
include smart strategies and the best mix of tactics
to maximize your ROI is another.
A difference that we provide is marketing plans and
initiatives that focus not only on a S.W.O.T. (strengths,
weaknesses, opportunities and threats) analysis, but
also on achieving an increase in marketing and sales
accountability – outlining realistic objectives, effective
strategies and appropriate measurement. Making measurement
an integral part of your planning increases effectiveness.
Services include:
- Branding
- Message/Creative Strategy Workshops
- Marketing Plan Development
- Consulting
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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’re experienced at launching
innovative solutions using the full spectrum of disciplines
and media. We’re always up for the next creative challenge
and you can be sure it’s not just for the sake of doing
cool creative. We’ll make it relevant, effective and
measurable.
Services include:
- Advertising
- Collateral Design
- Consulting
- Direct Marketing
- eMarketing
- Public Relations
- Special Events
- Trade Show Support
- Video Development
- Web Design
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Execute Tests &
Campaign(s)
Testing is a part of every Johnson Direct endeavor.
If you don’t test, it is almost impossible to improve.
While your marketing program may be working well, perhaps
it could be 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.
For example, the production process for a printed and
mailed deliverable is incredibly detailed and strict
to ensure accuracy and punctuality.
Following are some potential test scenarios:
- Creative
- Copy content
- Deadlines
- Format
- Lists
- Messaging
- Offer
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Track & Measure
Because measurable marketing is part of our value proposition,
we work diligently with our clients to carefully build
in realistic metrics and reporting methodologies into
each program. Metrics are identified for each deliverable
we provide and can vary greatly depending on the program’s
scope, parameters, tactics and budget. To execute these
metrics, we utilize a variety of in-house tools and
software as well as outside vendors and analytics services.
- 800 numbers
- BRC/Es (Business Reply Cards/Envelopes)
- Email Analytics
- Forms (e.g., applications, memberships, orders)
- Microsite Analytics
- Polls/Surveys (e.g., registrations, info/kit requests,
customer satisfaction, etc.)
- Publicity Placements (online, print and broadcast)
- Website Analytics
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Summing It Up
Our Direct Branding process includes a continuous loop
fueled by testing and analysis to help companies build
incremental success. Using the art of traditional branding,
plus the immediacy of direct marketing, we’re constantly
helping you feed the cycle for innovation and improvement.
You know you’ve arrived when you can confidently point
to measurable milestones and outcomes.
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Curious about how Direct Branding has worked for our
clients' programs? Interested to see the measurable
outcome of Direct Branding? Johnson Direct's Case
Studies delve into these details and more.
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