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  Johnson Direct. Marketing that's measurable!  
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» Direct Branding

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Direct Branding™
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Johnson Direct's Direct Branding Approach Delivers Value & Results.
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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.

Direct Branding Process by Johnson Direct Phase 1: Fact-Based Analysis Phase 3: Build Program Components Phase 5: Track & Measure

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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