How We Do It
It’s Not Magic … Exactly
Effective direct response marketing is mostly
science. But it’s also a little bit (but an important bit)
art.
If we execute the “science” portion
with exact discipline and accuracy, it allows the “art” to
work its magic on the prospect audience. Who can say exactly why
consumers
are moved to action more effectively by one envelope over another,
or by long letters instead of short – but that’s precisely
what makes our jobs stimulating.
That’s also why we are more than an agency
with talented writers and designers. In fact, while we have a highly
gifted and effective stable of experienced creative resources and
a seasoned group of marketing services professionals, we are first
and foremost strategists.
Building Replicable Programs
for Better Results
We start by articulating your challenges and/or opportunities in
a comprehensive Plan. Plans vary in size and complexity, but we always
have a Plan.
The Plan allows us to apply the following methodologies to all engagements:
- Consistent, disciplined and proven process of identifying and
developing opportunities
- Effective, controlled, laboratory-like approach
to market testing, which provides a measurable, meaningful
foundation for successful
and financially sound programs
- Highly efficient marketing services processes, either as an "incubator" site
on your behalf, or as detail-driven project managers guiding your
production resources to flawless execution
Before we start, we work with our clients to determine what questions
we will seek the answers to:
- Increased response rates?
- Maximized marketing efficiency?
- List responsiveness?
- Overall vitality?
Identifying and Measuring Success
The
Plan also articulates what will constitute “success” for
a given opportunity, whether it’s a full-blown new club launch,
a specific campaign test, or a current customer retention program.
Some of the ways we measure success include:
- Acquire and retain members/customers – effectively
and efficiently, and within an allowable acquisition cost per
member/customer
- Stimulate
member/customer interactivity
- Increase lifetime value of a member/customer
- Increase sales of ancillary
products & services
- Stimulate member/customer word of mouth referrals
Complementary Services to Your Resources
An engagement with MCA includes
the following strengths and services. You can access them all, or
only those you need.
Consultative Resources
- Strategic & tactical planning
- Infrastructure analysis & development
- Benefit structure & value
proposition assessment
- Cross-promotion, campaign & membership
strategies
- Newsletter & periodical review
- Fulfillment assessment & measurement
- ROI analysis & management
reporting
Functional marketing implementation
- Project management, administration & support
- Database management & analysis
- Member activity profiling & segmentation
- Surveys and direct marketing
development
- Implementation & training
May we craft a Plan for you?
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