I just wrote a piece for Chief Marketer’s e-centric newsletter on testing offers in emerging media channels. Here’s the piece.
As your marketing spend gets scrutinized even more in this economy, this article provides sage advice and affordable tests to conduct using e-communications. I hope it helps lift your ROMI!
Grant A. Johnson
If you haven’t already noticed, www.JohnsonDirect.com and our Marketing That’s Measurable blog have both undergone a make-over. The renovated site and blog both continue to showcase Johnson Direct’s focus on measurable marketing. So … what’s new? Why the change?
To celebrate our 10th anniversary this month, Johnson Direct has introduced a new logo identity. The new site reflects the new identity and provides our visitors the info they most desire (according to web analytics and survey results): 1) About JD, 2) Work (creative samples), 3) Case Studies (detailed success stories), 4) Services and 5) Contact.
We’ve moved all content that requires constant updating – like JD in the News and our monthly eNews archive – to new pages on this blog site.
I personally hope you contact me to let me know what YOU think about the new site and blog in terms of design AND content.
Denise B. Hearden
denise.hearden@johnsondirect.com
eMarketing Director
Johnson Direct
A friend asked a good question that is very pertinent in today’s economy: “How do you position your marketing in a recession?” I have some opinions, based upon real world experiences that might be helpful.
Make sure you focus on customer service and retention FIRST. To create raving fans you need to prove that you care about your customers. If you do that, when you go to them and ask for additional business, referrals and testimonials, they will be more than happy to help. I would say that far too many companies, even in this economy, assume that their customers will stick with them. Don’t assume. Actions speak volumes over words.
Do something unexpected for your best customers. Send them a card, coupon or email. Better yet, pick up the handset in the box with the buttons and call to simply say “thanks.” You’ll likely be surprised by the reaction. They will be stunned. Sell Value and Change Positioning
People are looking for deals. How you position them will have a major impact on results. You need to sell VALUE to succeed in these tough times, so do it. *With increased economic pressure comes anxiety. Understand this. Doing so means relying less on emotional creative approaches and more on logical, rational creative executions. Use more numbers, facts, data and the like to appeal to the left brain with your marketing. Watch what happens to results.
Finally, test, test and test some more. It will get you to relevancy faster than anything else. If you read this blog on a semi-regular basis you are likely sick of hearing this. But now is when you can truly gain market share, goodwill and sales. It’s no mistake that two of the companies who are doing well now test a ton: Amazon and Netflix. This should be a lesson to all who think that testing is too expensive, don’t have the time or think that their marketing is doing fine without it. My experience helping companies market through several recessions prove that these tips work. Give me a call at 1-800-710-2750 and let’s talk and see if I can help.
Grant A. Johnson
Johnson Direct LLC
1-800-710-2750
3/2/09
Happy Monday to you!
Yesterday, March 1st, 2009, Johnson Direct turned 10-years-old. We could not have achieved this milestone without great clients like you. So, thank you!
Back on March 1st, 1999 my dream was to build a multi/cross-channel marketing communications agency that focused on results. Real, honest-to-goodness marketing that is measurable, testable and helps boost your bottom-line.
Thank you for allowing us to help you reach your goals and for turning my dream into a reality. If you were to ask me 10 years ago if I would have the privilege of working with clients like you, General Mills, Gardner Bender, Microsoft, ABB, Johnson Controls, Reader’s Digest, Harley-Davidson, GE Healthcare and GE Financial, AAA Life, Humana, several Blue Cross plans, Omaha Steaks, LSS, Super Products and many, many others, I would have likely answered that I was interested in working with good people who need great results. I am truly humbled by the clients and friendships we have established in the past 10 years.
A funny thing does happen when you really partner with clients, strive for continuous improvement and look out for their best interests. You grow. You get referrals and the word gets out that the marketing you are doing is indeed working. Yes, even with the economic downturn we are helping clients get measurable results.
It’s an unbelievable feeling when you prove that marketing can still lift sales. The proof is the “thank yous” I continue to receive.
Of course, we are always looking for more client partnerships, so if you know anyone who needs to add measurability to their marketing, please have them call me.
In closing, I am proud of our work together and for the partnership we have created. I look forward to another 10 years of increased marketing ROI with you.
Sincerely,
Grant A. Johnson
Johnson Direct LLC
1-800-710-2750
Chief Marketer and E-Centric ran this piece on the increasing use of Internet Video in marketing today. I hope you have success with this emerging media.
Grant A. Johnson
Johnson Direct LLC
1-800-710-2750
