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Choosing a Direct Marketing Services Partner Who Can Connect the Dots

Krista Black

We understand how complex direct mail campaigns can be and how difficult it is to keep one moving forward. When searching for the right direct marketing services partner, it’s important to look for a company that works to understand your needs and is flexible, strategic and creative in finding solutions. They have to be able to pull insights from various sources and apply a range of knowledge to help you connect the dots that will achieve your goals.

We know that a one-size-fits-all approach is a recipe for failure. One of our first steps when engaging with a new or potential client is to review their individual needs with our detailed on-boarding assessment and to employ a suite of services that makes sense for them specifically. In some cases, we may engage strictly as an execution partner – handling things like production and asset management. But more often than not, we provide a combination of additional services that could include data mining and modeling, strategy development, segmentation and test design, media planning and execution, creative and copywriting, or back-end analysis. It’s when we move beyond execution that the magic happens – we connect our clients’ strategy to execution with an end-to-end, vertically integrated approach.  For our clients, that means:

  • Unique solutions that leverage the latest in printing technology and direct marketing design practices
  • Increased speed to market
  • Cost efficiencies
  • Greater ROMI

Our Approach to Strategy Development As a Direct Marketing Service Partner

Strategy sessions between clients and agencies should be a two-way dialogue. When we sit down with our clients to develop program strategy, our goal is to understand their needs from many different angles, and we ask them to help us understand things like their program history and results, current goals and objectives, internal initiatives and brand-level campaigns, as well as organizational challenges and approval processes.

We also come to the table ready to arm them with information as well, including:

  • Competitive offers and trends
  • Direct marketing trends
  • Best practices on “What’s working in the mailbox”
  • Samples and case studies

We often recommend ongoing creative and format testing for our clients. We’ve run into scenarios all too often where one or two successful formats are used constantly for fear that changing the creative will hurt response. And that’s exactly why a solid testing strategy is critical. When your audience sees the exact same piece over and over again, they will undoubtedly lose interest, causing response to go down. We frequently work with our clients to stop their direct mail campaigns from going stagnant by bringing them new ideas that can be tested without putting response at risk.

And while we know how powerful direct mail can be, we also recognize that it’s often even more effective when used in conjunction with complementary marketing tactics. That’s why we look at our clients’ needs broadly and make recommendations that support their overall business goals, not just their direct mail goals. For instance, we have helped clients supplement their direct mail plan with email communications timed to reinforce key offers, and with triggered communications based on behavior.

If you’re interested in learning more about our unique approach to helping you solve your marketing and business challenges by connecting the dots, send me a note.

link https://www.iwco.com/blog/2015/06/23/direct-marketing-services-partners/
Krista Black

Author

Krista Black

Group Account Director. Graduate of the Carlson School of Management at the University of Minnesota. Savvy marketing veteran who always has a “nothing is impossible” attitude. Die hard U of M Football fan who tailgates with a group of 30 alumni before every game. When she’s not cheering on the Gophers, she is busy taking part in outdoor activities with her growing family.

More Posts by Krista

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