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IconMediaDirect.com
818.995.6400
In the direct marketing world of today, the climate is
constantly changing. As the economy continues to
fluctuate, return on investment (ROI) becomes more and
more important to advertisers. Instead of just being a
revenue generating tool for entrepreneurial businesses,
larger corporations are now taking a closer look at
direct response advertising, as a way of maximizing their
advertising budgets.
maximize order revenue, but will minimize the likelihood of
patterns in competitive advertising that might merit testing
The keys to maximizing a campaign’s success, are to
analyze, adjust and maintain a consistent level of growth
by carefully balancing testing with proven success and
learning from proven failures. Many direct response
agencies tout their ability to offer low rates and track
results, but there is much more involved in ensuring your ad
dollars are being spent to their fullest potential.
With the technology and fragmentation of today, it is easy
for information to become convoluted, so it is important to
keep a clear, thorough approach to advertising from the
start.
What it all comes down to is how well your media buying
agency maximizes your ad dollars. Are they continually
adjusting your media to minimize waste while maintaining
At Icon Media Direct, we take a more thorough, involved
approach when managing our clients’ campaigns. It is
important to not only measure the direct results generated
by the campaign, but also to analyze the impact of sales
on the brand as a whole. By considering the effect the
campaign had on all extensions of the business, such as
increases in web sales through search engines or spikes in
retail sales, there is a more comprehensive understanding
of the true impact of the campaign.
The use of direct response tactics is a powerful advertising
method when executed properly. The key to an effective
ROI truly is understanding the process, and the proper
execution of all facets of the process. At Icon Media Direct
we take a unique three pronged approach:
The beauty of direct response is that changes can be
made rapidly when results are monitored closely. This
minimizes the risk of wasting ad dollars. Whether it’s : 15
- :120 second spots, half hour infomercials, web ads or
a print campaign, standard considerations in setup can
determine the campaign’s success. Crucial elements to
keep in mind are:
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Not all media buying agencies are created equal, and it
is important to understand exactly what methods will be
used up front. Comprehensive monitoring and consistent
communication with a client can make or break the success
of a campaign.
do the campaign results need to be in order for it to be To energize your ROI, consider adding Icon Media Direct
to your marketing plans. From entrepreneurial companies
to Fortune 100 corporations, we’ve made the difference
for many, and we can make the difference for you.
