The Direct to Brand process

The Science of Cha-Ching

Within traditional (i.e. inexperienced) ad circles, you might hear that direct response is fairly simplistic. “You want to try direct response?

Slap an 800 number and web site address on your TV spot, alert your customer support people, and there’s nothing else to it.” Frankly, nothing could be further from the truth. There’s far more to direct response than a phone number or e-mail address – if you want a successful direct-to-brand campaign. Furthermore, without an experienced direct-to-

brand practitioner, the “opportunities” for error are many times that of a traditional brand campaign.

In other words, the direct-to-brand message is a carefully cultivated hybrid. Just like the raising of prized orchids, crafting such messages is a unique skill. Brand and direct messaging are precisely grafted in an effective direct-to-brand campaign, not simply stapled together. Again, merely slapping on a phone number in the visual fine print just won’t do if you’re expecting results.

A successful, integrated direct response campaign requires a series of steps – well-managed, and carefully executed from start to finish; we call it The Science of Cha-Ching™.

Next week we begin to break down the elements that make up the process, so please check back…and give us your thoughts!