The Essentials

Do a thorough marketing audit of your current and past marketing activities, competitor data, customer and prospect profiling/modeling, and primary or secondary market research. Collect, analyze and use this information to make smarter decisions about who you are targeting, how, and with what messages.

Define a distinct vision for your brand and communicate it in a way that ignites customer response. Easier said than done, right? Unfortunately, many businesses skip this step and silo off marketing tasks. PR is handled in-house in New York; direct mail is handled by a firm in Dallas; Web goes to the digi-geeks in Chicago; and three boutique creative shops are handling advertising.

Optimal direct branding success can be realized only when you create an integrated marketing plan. That plan should take into consideration the intelligence you’ve collected; set realistic objectives; and identify the smartest strategies and the best mix of tactics and metrics to maximize ROMI. Then you must share this plan with anyone and everyone involved in advertising, branding, communicating, marketing and promoting your business.

If you’re serious about direct branding, you’ll create a test-savvy plan. Testing segments, media, formats, messages, offers or creative, for example, when done correctly, will help you decrease your total marketing spend and proactively increase your ROMI. Before rolling out a new campaign, proper testing will enable you to determine what worked, what did not work, with whom and why, all in a real world setting.

This is the stage when you roll up your sleeves to develop the components of your plan. In print, on the airwaves, online or via a multi-channel approach, your direct branding components must share the same compelling messages, make relevant offers, make it easy for your audiences to respond to your offers, and involve analytic tools that track and report results.

True direct branders will begin with testing. Once you have proof of the best mix and messaging for your segments, you can more confidently move ahead.

Build realistic metrics and reporting methodologies into each program. Metrics can vary greatly depending on the program’s scope, parameters, tactics and budget, and should be specific to each channel. To execute metrics for 800 numbers, BRC/Es, e-mails, surveys and online forms, Websites and microsites, or publicity, for example, you’ll need a variety of resources, tools and software.

Evaluate results, apply to the next campaign/flight, and continue the cycle, always seeking ways to both decrease your marketing investment and increase ROMI.