In a down turned economy where advertisers are cutting budgets, agencies are firing, broadcast employees are losing their paychecks, and marketing folks spend part of their day trying not to panic, there is reason and rationale to creating campaigns that really deliver ROI and keep clients' business on the books and moving in positive growth territory.
There has to be STRATEGY behind every dollar spent, and each media channel used has to produce measurable results. Why drive to the web from radio or pay-per-click if all you get is a report that says traffic is up? That's nice... How do you re-market - making every dollar spent do double duty? Billboards - why not integrate SMS into the campaign and build in a direct response component?
You get what I am driving at. Don't spend a dime without a strategy.
Make sure the client has every available tool to convert the lead to a sale, stay focused on delivering the leads and creating the conversion process to the sale, to the point where the process then belongs to the client to close the sale based on their product offering. Create a winning strategy from start to finish, not just a killer commercial!
Stay focused and strategic...
Best,
Vickie Isaac
Owner/President
Edge Media
http://www.edgemedia.biz
Twitter: twitter.com/EdgeMedia
Friday, April 24, 2009
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