Following Who? and Where?, the next consideration is How to deliver your message efficiently and get the best return on your investment. We derive ROI through the intersection of:
- Quality of the offer (perceived value versus price)
- Quality of the audience (right people, right place)
- Efficiency of the campaign
Most broad-based mass-reach media channels are very good at delivering a message to a large audience in a geographically defined market. The problem is that most products and services appeal not to a mass audience, but to a smaller, more passionate population. By using media channels that target only your best customers, your advertising budget converts to more revenue. Some of the best targeted media channels are:
- Direct solo mail
- Direct carrier route mail
- Shared mail
- Door hanger campaigns
- Zip code level digital direct response campaigns
- Regionally targeted print publications
- Regionally targeted satellite/digital TV advertising
Because time is a factor in identifying your campaign's audience, it is also a major component in your ROI. For example, time-series analysis of a customer database reveals the highest volume offerings throughout the year. We can use this analysis to identify tiers of customers so you can craft specific messaging strategies. Revenue projections, special offers, and discounts can contribute to the analysis as well. With this process the right message will be delivered at an optimal time through the most efficient channel to give you the best return.