The Making and Measuring of Branded Response
SM
The story of one agency’s drive to make something meaningful happen.
A Better Brand of
RESPONSE
TODAY, there’s an expanding universe of responses. There are more marketing uses for responses. And responses can be elicited by a growing supply of media, messages and tactics.
Direct Response just isn’t the same anymore.
To help brand-conscious businesses succeed in
Now, coming up with an offer and list is too
Wayfinder has focused its mission on ways to
little. Adding calls-to-action is too late. The
generate a more powerful, more valuable kind
real opportunities show up in the qualitative
of response.
experiences that drive response as well as the
Branded ResponseSM is a differentiated
way response data is captured, analyzed and
response that’s more robust because it
put back to productive use.
leverages the power of the brand. It’s a
this accountable world of response marketing,
response that achieves your marketing goals, refreshes your database, informs your future marketing strategies and enhances your customer relationships.
Who are those GUYS?
Jeff Tarran, President
Karl Goin, Creative Director/Art Side
With his MBA from Columbia University, Jeff started in account management at NW Ayer/New York and FCB/SF working on Gillette, Armour-Dial and C&H Sugar. Choosing to focus on direct response before response was cool, he led the charge as President of the award-winning Herlihy Marketing Group. Later, Jeff founded MCA Direct, which merged to form Wayfinder Reponse Marketing.
Karl started on the client side of design, working at VoiceCom and AT&T. Wise to the nitty gritty of B2B marketing communications, he honed his craft at Iguana Visual Communications, a Silicon Valley Boutique. Karl has led direct response coups for PeopleSoft, Wells Fargo and Schwab, working at Herlihy Marketing and MCA Direct before becoming Creative Director of Wayfinder Response Marketing.
Over a course of years, fate brought us
Louis Briones, EVP Chief Marketing Officer
Jeff Billig, Creative Director/Copy Side
together from the four corners of the
As a Group Account Director at The Richards Group and GSD&M, Louis led strategic marketing efforts for brands including AT&T Wireless and Southwestern Bell. But it was as Marketing Director at two software companies that he fell hard for analytics, personalization, and database marketing. Louis co-founded Wayfinder Direct, which merged with MCA Direct to form Wayfinder Response Marketing.
Having held senior creative positions at Arnold and Hill Holliday in Boston, and Foote Cone, Chiat/Day, and GMO in SF, Jeff has significant writing and Creative Director accomplishments on both coasts. His notable work includes breakthrough introductions of Dell Computer, Schwab.com and the Reebok Pump basketball shoe. Jeff also founded and managed Red Advertising.
We’re a disciplined response marketing organization, driven by a group of brand-loving, award-winning professionals with a need for results.
industry for one purpose. Working together, we have the motivation, talent and tools to better coax, analyze and monetize response to achieve business goals.
How Do They
DO IT?
To generate Branded Response, we’ve adopted
The RDMS provides discipline and guidance,
an approach called the Response Driven Marketing
addressing the key components of a successful
Sequence
campaign to assure best practices are applied and
TM
(an excuse for an acronym if ever
there was one). The RDMS incorporates a wide range of factors to generate response, including data and attributes, internal and external business influences, and the consumer-brand experience.
nothing is overlooked. As a result, consumers are engaged, they’re motivated to respond, and the data associated with their response is collected
Not just an action, the structure to reach your
and analyzed as part of an ongoing Branded
marketing goal.
Response process. One of the unique components in our sequence is “The Branding Triangle.” Evolved from the Account Planning approaches we’ve worked with in the past, the Triangle assures that the consumer, the brand and their interaction are considered as essential factors for developing and driving the response. In the big marketing picture, RDMS is a model designed to produce tactical marketing responses that build strategic business success.
Response Driven Marketing Sequence
Response Driven Communications Plan
Marketing Goal Data
Drivers
Branding Triangle
Segmentation Product Lifestyle Usage Demographics Attitudes Etc.
Brand Positioning
Target
Marketplace Competition Internal Seasonality Events Regulation Etc.
1 INPUT
Consumer Experience
Response Concept Analyze/Report
Response Driven Communications Plan Message
Creative
Media
2 PLANNING
Offer
Testing
Hereur r! Yo u pen r o O Fo T Rdms
Target Response Data
2 Planning PHASE
3
RESULTS
3
Message Strategy:
Media:
Our clients have the responsibility of creating
Or contact points. There’s a world of old and
measurable results for their companies. (We’re
new media. There’s also a whole galaxy of less
also aware that the results will have a measurable
linear ways to connect with a consumer. Using
impact on their professional goals as well.) So we
the insights built into our Message Strategy, we
apply some rigor as we work with them to nail
approach the opportunities for contact, media
down the right strategy document. It’s the meat
planning and buying as an integrated part of
of a good creative brief built to achieve a specific
campaign development.
Once we’ve agreed on the Response Concept
response. The single motivating message. The
and understand the data, drivers and
target. The competitive set. Support points. Etc.
consumer-brand-experiences behind it,
But it’s not just for creatives. It sets the direction
we begin the development of a Response
for the whole program.
Driven Communications Plan. This document
Creative Development:
or both. As part of the planning process, we
includes strategies for messaging, creative, media,
The Creative Development process feeds directly
evaluate and discuss a number of successful
offer and testing. They all focus on one purpose:
off the Message Strategy – and we’re firm
offers as well as new and unique offers. We
Generate that Desired Response.
believers in the notion that you are what you eat.
then map these offers to the sales cycle to
Based on the Response Concept and the insights
develop a series of offers that can move prospects
behind it, our creative department gets down to
or customers to the desired end result.
humanizing and delivering the motivating message.
Offers: Good offers are the heart of direct response. Depending on your goal, you can focus on a high quantity of response, a high quality of response,
Testing:
Because we expect to get more out of Branded
Testing begins with objectives and ends with
Response, we have to expect more from our
metrics. There are many things marketers can
creative. Call it brilliance. Call it taste. Call it talent.
learn through their response programs, so we
Whatever you like to call it, our creative people
document clearly the objectives of the test and
are tasked with providing the qualitative difference
the metrics used to evaluate success or failure.
that transforms good data, smart strategies and
Finally, we evaluate the ability to track response
flawless execution into quantitatively better response.
in a reliable and systematic fashion.
1 Input and Discovery PHASE 2
Data Segmentation Product Lifestyle Usage Demographics Attitudes Etc.
Marketing Goal Every agency says their work will help you reach your marketing goal. What they really mean, who
3
knows? What we mean is that we’ll quantify this
Drivers
Branding Triangle
Marketplace Competition Internal Seasonality Events Regulation Etc.
Brand Positioning
Target
Consumer Experience
goal, report against this goal, justify ourselves by our ability to meet this goal profitably and use
This is where all the discovery and up-front analysis comes into focus. As a response-generating agency, we believe the single most important step in the process is coming up with the right response for the
the information we gather to inform the next marketing goal.
Response Concept
right phase of the sales cycle. Not just a call to
DATA:
THE BRANDING TRIANGLE:
DRIVERS:
action, but a context for moving the prospect
Wayfinder’s process is data driven and almost
This is the qualitative area where many direct
External market forces or internal pressures
from one point to the next in order to achieve
everything we do has a database or a list
marketers fear, or refuse, to go. Or worse, fake
often create a catalyst for campaign
associated with it. As marketers, we’re
it. This is also where the greatest opportunity lies
development. Sometimes these drivers have
interested in examining all available data as it
for taking the effectiveness of a direct response
little direct influence on the consumers. Other
relates to your overall marketing effort. We’ll
program beyond the expected. It’s where
times, they directly impact the consumer and
media, offers and creative executions
uncover attributes that can make the marketing
emotional insights and drivers show up. It’s
cause shifts in the market. In either case, we
will be built.
program more productive and more efficient.
where we study your products, positioning, and
spend considerable time investigating both
Ultimately, what the data tells us will inform the
values, your customers’ attitudes, needs and hot
internal and external drivers like changes in
development of our communication and
buttons, and the quality of the experience where it
products, competition and regulations for use
analytic plans.
all intersects.
in the communication development process.
For clients who already have a branding agency, this is where we work with them to leverage brand values, guidelines and customer insights. For companies without branding resources, they’re in good hands.
the marketing and data acquisition goals. It should reflect the insights of proven successes and the potential of creative ideas. It’s the foundation on which all your messaging,
1 Input and Discovery PHASE 2
Data Segmentation Product Lifestyle Usage Demographics Attitudes Etc.
Marketing Goal Every agency says their work will help you reach your marketing goal. What they really mean, who
3
knows? What we mean is that we’ll quantify this
Drivers
Branding Triangle
Marketplace Competition Internal Seasonality Events Regulation Etc.
Brand Positioning
Target
Consumer Experience
goal, report against this goal, justify ourselves by our ability to meet this goal profitably and use
This is where all the discovery and up-front analysis comes into focus. As a response-generating agency, we believe the single most important step in the process is coming up with the right response for the
the information we gather to inform the next marketing goal.
Response Concept
right phase of the sales cycle. Not just a call to
DATA:
THE BRANDING TRIANGLE:
DRIVERS:
action, but a context for moving the prospect
Wayfinder’s process is data driven and almost
This is the qualitative area where many direct
External market forces or internal pressures
from one point to the next in order to achieve
everything we do has a database or a list
marketers fear, or refuse, to go. Or worse, fake
often create a catalyst for campaign
associated with it. As marketers, we’re
it. This is also where the greatest opportunity lies
development. Sometimes these drivers have
interested in examining all available data as it
for taking the effectiveness of a direct response
little direct influence on the consumers. Other
relates to your overall marketing effort. We’ll
program beyond the expected. It’s where
times, they directly impact the consumer and
media, offers and creative executions
uncover attributes that can make the marketing
emotional insights and drivers show up. It’s
cause shifts in the market. In either case, we
will be built.
program more productive and more efficient.
where we study your products, positioning, and
spend considerable time investigating both
Ultimately, what the data tells us will inform the
values, your customers’ attitudes, needs and hot
internal and external drivers like changes in
development of our communication and
buttons, and the quality of the experience where it
products, competition and regulations for use
analytic plans.
all intersects.
in the communication development process.
For clients who already have a branding agency, this is where we work with them to leverage brand values, guidelines and customer insights. For companies without branding resources, they’re in good hands.
the marketing and data acquisition goals. It should reflect the insights of proven successes and the potential of creative ideas. It’s the foundation on which all your messaging,
Response Driven Marketing Sequence
Response Driven Communications Plan
Marketing Goal Data
Drivers
Branding Triangle
Segmentation Product Lifestyle Usage Demographics Attitudes Etc.
Brand Positioning
Target
Marketplace Competition Internal Seasonality Events Regulation Etc.
1 INPUT
Consumer Experience
Response Concept Analyze/Report
Response Driven Communications Plan Message
Creative
Media
2 PLANNING
Offer
Testing
Hereur r! Yo u pen r o O Fo T Rdms
Target Response Data
2 Planning PHASE
3
RESULTS
3
Message Strategy:
Media:
Our clients have the responsibility of creating
Or contact points. There’s a world of old and
measurable results for their companies. (We’re
new media. There’s also a whole galaxy of less
also aware that the results will have a measurable
linear ways to connect with a consumer. Using
impact on their professional goals as well.) So we
the insights built into our Message Strategy, we
apply some rigor as we work with them to nail
approach the opportunities for contact, media
down the right strategy document. It’s the meat
planning and buying as an integrated part of
of a good creative brief built to achieve a specific
campaign development.
Once we’ve agreed on the Response Concept
response. The single motivating message. The
and understand the data, drivers and
target. The competitive set. Support points. Etc.
consumer-brand-experiences behind it,
But it’s not just for creatives. It sets the direction
we begin the development of a Response
for the whole program.
Driven Communications Plan. This document
Creative Development:
or both. As part of the planning process, we
includes strategies for messaging, creative, media,
The Creative Development process feeds directly
evaluate and discuss a number of successful
offer and testing. They all focus on one purpose:
off the Message Strategy – and we’re firm
offers as well as new and unique offers. We
Generate that Desired Response.
believers in the notion that you are what you eat.
then map these offers to the sales cycle to
Based on the Response Concept and the insights
develop a series of offers that can move prospects
behind it, our creative department gets down to
or customers to the desired end result.
humanizing and delivering the motivating message.
Offers: Good offers are the heart of direct response. Depending on your goal, you can focus on a high quantity of response, a high quality of response,
Testing:
Because we expect to get more out of Branded
Testing begins with objectives and ends with
Response, we have to expect more from our
metrics. There are many things marketers can
creative. Call it brilliance. Call it taste. Call it talent.
learn through their response programs, so we
Whatever you like to call it, our creative people
document clearly the objectives of the test and
are tasked with providing the qualitative difference
the metrics used to evaluate success or failure.
that transforms good data, smart strategies and
Finally, we evaluate the ability to track response
flawless execution into quantitatively better response.
in a reliable and systematic fashion.
3 Results PHASE Response
Response Data Collection
Analytics and Reporting
There are two sides to every response. The target
Response and Data Collection:
Analytics and Reporting:
doing his or her thing. And the information the response
So, what happened? What’s working and what
The feedback loop brings all the knowledge
creates, which is our thing. This is what we live for.
isn’t? The reality is most marketers don’t have a
gained to the next planning process. It contains
process in place to gather this response data
an analysis in terms of both data and brand
systematically and reliably. Wayfinder addresses
impact of the existing program and
response collection as part of the planning
recommendations for improving future efforts.
process. We leverage our significant technical
It’s a critical step that informs both your
experience to build and track campaigns for fast
Marketing Goal and Data processes. It’s
learning across all media.
also a minimum requirement for modern marketing activities.
Response Collection Process DATA Customer Database
COMMUNICATION Email
RESPONSE Landing Environment
Online
USPS
Analysis Metrics Data
Call Center
Data Collection
Branded Response
AT WORK
For Companies that respect and value their brands, Wayfinder provides disciplined response-generating programs to achieve a range of marketing goals.
AAA Accredited Home Lenders Bike-Rx Education Finance Partners Filemaker For consumers, these goals may include acquisition, retention, loyalty and reactivation programs. For employees, they include sales motivation and training, customer service, regulatory compliance and change management. For partners, all of the above. Over the next few pages, you can see how Wayfinder has recently applied the RDMS to create measurable responses and strategic business results for a few clients.
FISHER INVESTMENTS Home Funds Direct Irwin Home Equity Mindjet NEOPOST Presto UCSF Unitedhealth group WELLS FARGO WILY
Education Finance
Partners
BACKGROUND: Education Finance Partners was established to bring consumer loan expertise to the private education loan industry. The company develops customized
RESPONSE DRIVEN MARKETING SEQUENCE Marketing Goal: Generate meeting
RDMS Communication Plan: Wayfinder
requests for EFP’s outside sales force.
tapped into the emotional aspects of financial aid
Input: Every year, financial aid officers must
officers by developing the campaign theme “What
turn away needy students because of a lack of
if?” We then explained how Education Finance
available financial products. For a number of
Partners eliminates the barriers and turns “What
reasons they wish they could do more.
if?” into “Now you can.”
Response Concept: Encourage financial
Response Analysis: Education Finance
to develop a program that would peak interest
aid officers to view an enclosed PowerPoint
Partners far exceeded its meeting and sales goals.
among key financial aid officers and increase
presentation delivered in a dimensional mailer.
Based on the success of the campaign, the theme
The presentation ended with a link to an
“What If?” was extended to tradeshow and print
online survey. Respondents were invited to
advertising opportunities.
programs that create more opportunities for students and their families to get financing for the education they aspire to. Prior to a planned sales campaign by Education Finance Partners, we were asked
meeting acceptance rates.
supply Education Finance Partners with information that would make a face-to-face meeting more productive for the financial aid administrator.
CAMPAIGN ELEMENTS
n Direct Mail n Tradeshow Booth
n PowerPoint Presentation n Tradeshow Advertising
n USB Pen Drive n Brochure
n Online Survey
CA’s Wily Technology BACKGROUND: Wily’s Introscope software provides real time end-to-end visibility into online customer transactions. Wily’s customers rely on Introscope to manage the health and availability of their critical Web applications and infrastructure. To enable profitable product upgrades, Wily needed a communications strategy that would
RESPONSE DRIVEN MARKETING SEQUENCE Marketing Goal: Convert existing customers
RDMS Communication Plan: To capitalize
to a new release of Introscope 7.
on Wily’s relationship with its customers, the
Input: Wily is a customer-centric company that
campaign theme line “It’s the Wily you asked for.
collaborates closely with its users to develop
It’s the Wily we delivered,” was developed.
better, more useful products. Because it’s a
The line was supported by superior product
complex enterprise sell, a range of users and
enhancements that specifically addressed the
persuade customers to part with their current
managers needed to feel comfortable with the
needs of customers.
version and migrate to the new release of
upgrade before engaging in the migration process.
The message was delivered through a staggered,
Introscope 7.
Response Concept: Drive people to a
integrated campaign consisting of email,
microsite to attend a webinar and download
dimensional and self mailers.
product information. Follow up with outbound
Response Analysis: Introscope 7 gained
calls by Sales to arrange product replacement.
customer-wide acceptance and was rapidly installed by a significant portion of Wily’s customer base within weeks of introduction.
CAMPAIGN ELEMENTS
n Direct Mail
n Self Mailer
n Email
n Landing Environment
FileMaker Background: FileMaker is a general application database used by individuals and companies and of all sizes. With a new version of FileMaker Pro looming, Wayfinder Response Marketing was engaged
RESPONSE DRIVEN MARKETING SEQUENCE
to create an integrated campaign to migrate
Marketing Goal: Migrate existing users
RDMS Communication Plan: Wayfinder
of FileMaker Pro to the new product version.
created an integrated and phased campaign
existing users to the new product version.
Identify response differences among multiple
consisting of direct mail, email and self mailers.
customer segments.
The campaign theme of “7 Reasons to Choose
Input: Although FileMaker has a diverse
FileMaker Pro 7” was used to address the
customer base whose experience with the
benefits across diverse customer segments.
product varies greatly, segments can be identified
Response Analysis: Seven customer
and clustered by industry and product knowledge.
segments and numerous communication
Response Concept: Create customer codes
pieces were tracked and analyzed. Customer
for leading segments. Give customers the ability
segments were ranked by response and cost
to choose between multiple response sources
analysis performed for each communication
such as call center, online store, fax back and
piece and medium.
mail back purchase order. Track codes at every response source.
CAMPAIGN ELEMENTS
n Segmented Email
n Segmented Direct Mail
n Landing Pages
n Self Mailer
n Dimensional Mail
Presto Background: A Silicon Valley serial entrepreneur developed a new service/ product that would enable users to receive email without a computer. He worked with HP to develop the HP Printing Mailbox, an
RESPONSE DRIVEN MARKETING SEQUENCE Marketing Goal: Determine the most
Response Concept: Realizing that consumers
cost-efficient marketing mix (creative, message,
initial product interest was followed by a battery
media, lead management) to sell Presto Service.
of questions, a two-step sales process was
color. Wayfinder was hired to help introduce
Input: Presto’s initial sales strategy assumed
established and the job of creative was to
the product nationwide and determine the
Presto Service would be a direct sell to older
generate interest and follow up with product
most cost-efficient use of media mix and
people without computers, because it fills a
brochures, call center support and web-based
gap in family communication. However, through
educational content.
focus group research, we determined the sale
RDMS Communication Plan: Wayfinder
was highly dependent on input from family
created an integrated campaign marrying the
members who use and understand computers
emotional appeal of the product with the
and email. In fact, these family members
functional benefits it delivered. A multimedia plan
were more likely to purchase the service as a
was launched to test the cost effectiveness of
gift for older, non-technical family members.
radio, online, direct mail, print and newspaper.
Furthermore, we determined the sale was
Response Analysis: As a result of media,
a two-step process beginning with general
message and creative testing, Presto has been
interest, followed by a thorough product and
able to continuously lower its cost-per-lead and
service examination.
cost-per-sale. Wayfinder continues to test ways
easy-to-use device that would send email and photos over a phone line and print them in full
creative approach.
to beat the established controls and further improve marketing efficiencies.
CAMPAIGN ELEMENTS
n Direct Mail
n Email
n Magazine
n Newspaper
n Landing Environments
Bike-Rx Background: Bike-Rx is a high-end, high-performance bicycle retailer in Marin County. They succeed by offering very personalized professional service to help customers achieve optimized performance with their bikes.
RESPONSE DRIVEN MARKETING SEQUENCE Marketing Goal: Create differentiation and
target audience based on value to the cyclist. In
Bike-Rx hired Wayfinder to establish a consistent
awareness of Bike-Rx while increasing traffic
keeping with the brand promise, all marketing
and differentiating brand for the company, and
and customer loyalty among high-performance
programs are based on improving the relationship
cyclists.
a rider has with his/her bike such as opportunities
Input: Committed cyclists have a special
to meet frame builders and learn about cycling
relationship with their bike and the cycling
innovations, and ways to increase cycling
lifestyle. They contribute a considerable amount
performance and enjoyment.
of time, money and energy to the activity. To
RDMS Communication Plan: Create
enhance their cycling experience, they want
awareness of Bike-Rx through venues containing
well-fitted and maintained equipment, honest
large numbers of cyclist such as tradeshows,
advice and service.
races and company-sponsored events. Create a
These high-performance riders have a personal
consistent brand message by designing business
relationship with their bikes. Bike-Rx needed to
cards, car wraps, event posters, print and email
be positioned, not as a high-end bike store, but
invitations, and handouts for events.
as performance professionals who could help
Response Analysis: Bike-Rx has
cyclists create a more satisfying relationship
consistently built sales since implementing its
with their bikes.
brand-response plan. In addition, it has
Response Concept: Long-term success would
established itself as a unique type of cycling
be built on trusted relationships, not transactions,
retailer and created loyalty through value-add
so the agency worked with Bike-Rx to establish
programs to help its customers create a better
low-cost ways to generate “touches” with the
cycling experience.
use it to create demand for its services.
CAMPAIGN ELEMENTS
n Email
n Posters/Flyers
n Landing Pages
n Banners
n Car Wrap
Irwin Home
Equity
Background: Irwin Home Equity has been specializing in high loan-to-value financing since 1995, meaning they offer loans up to 125% of the value of the property
RESPONSE DRIVEN MARKETING SEQUENCE
being financed. They are successful because of disciplined and sophisticated capabilities for evaluating borrowers, negotiating and managing the servicing of loans.
Marketing Goal: Counter negative
RDMS Communication Plan: Assume
perceptions. Build awareness of Irwin as the
ownership of the high loan to value segment by
experts in HLTV financing. Educate and
creating and promoting an HLTV icon. Use bold
encourage brokers to use this product to build
banners to challenge brokers’ ignorance or
their businesses.
negative assumptions about HLTV financing.
Input: HLTV loans make up only 3% of the
Offer white papers as proof of Irwin Home
total market. But as the market turned and
Equity’s category leadership.
sub-prime lenders tanked, brokers considered
Response Analysis: Irwin Home Equity
anything outside of traditional prime financing
sales personnel got fired up. HLTV got more
as risky, which was hurting Irwin’s reputation
industry attention. Far exceeded expectations.
and business.
Especially with brokers who actually asked to
Response Concept: Get brokers to ask for
be called by Irwin Home Equity HLTV experts.
white papers on HLTV and give their contact
All this, as of week two.
info. Give brokers an opportunity to talk to an HLTV specialist.
HLTV HLTV HLTV HLTV HLTV HLTV HLTV HLTV
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CAMPAIGN ELEMENTS
n Banners
n Landing Environment
120% 120% 125% 125%
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n Email
n Video
n White Papers
n Keywords
AAA Background: AAA provides peace of mind to millions of Americans through its leading emergency roadside assistance program. For over 100 years, the company has served as a trusted and established advisor to its members on a variety of
RESPONSE DRIVEN MARKETING SEQUENCE Marketing Goal: Exceed response rates
RDMS Communication Plan: Test
and cost-per-acquisition rates of the current
multiple packages in an effort to beat control.
automotive issues.
control package.
Use existing prospect model and offers to
As a strong practitioner of direct response
Input: Target has high awareness and respect
minimize test variables.
marketing, the company engaged Wayfinder
for AAA but for multiple reasons, has questioned
Response Analysis: Three packages were
the value of the product. In many cases he/she
tested in four markets throughout the United
may be misinformed on the cost of the program
States. Packages were evaluated for response
and expect it to be much higher than it is.
and rollout cost for multi-million piece production.
Response Concept: Drive prospects to
Original control package was beaten and new
apply through a call center, online or using a
control established.
Response Marketing to develop direct mail concepts to acquire new AAA Members.
mail-back form.
CAMPAIGN ELEMENTS
n Direct Mail
What You can
EXPECT
As a marketer engaging Wayfinder, you
You should expect in-house expertise and counsel
And you can expect to get the answer to the
can expect to work with us through a structured and disciplined approach that produces measurable marketing results. You should expect work that you, and your brand, can be proud of.
in the full circle of response marketing processes
age-old question “which half of my marketing
required to meet your goals. Database design.
budget am I not wasting?”
Consumer research. Marketing strategy. Touchpoint and media planning. Creative excellence. Production. Fulfillment. Measurement. Analysis and reporting. Evaluation and learning. Campaign management. You should also expect a personally and professionally rewarding relationship with an experienced group of people who “get it.”
Our Core
VALUES
RELIABILITY We’re dedicated to excellence and continually assess our ability to appropriately and effectively address the needs of those we work with. INTEGRITY We are committed to the promises we make, and to delivering genuine value to our clients. RELATIONSHIPS We are committed to open, inclusive and respectful client, employee and partner relationships.
STEWARDSHIP We act with vision, mindful that our actions impact the future of our clients and our agency. CURIOSITY We’re not satisfied with the way things are. We always want to learn more about our clients and our industry in order to improve our performance.
Experience Branded Response for yourself. Call Louis Briones at 415-277-6961. Or email lbriones@wayfinderresponse.com and learn how we can apply the Response Driven Marketing Sequence to your business and marketing goals.
WAYFINDER RESPONSE MARKETING, 950 BATTERY STREET, SUITE 401, SAN FRANCISCO, CA 94111 wayfinderresponse.com © 2007 Wayfinder Response Marketing
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