Hundreds of companies are involved in investment marketing, but only one won the Best Online Campaign of 2016 Award from the Internet Advertising Association: that was Creative Direct Marketing Group for our “Flying Under the Radar” campaign.
How did we do it? Let me explain the tactics and strategies that created outstanding results.
Our client Flying Under the Radar is an expensive newsletter written by Matt McCall.
We utilized 10 key strategies that made this a breakthrough winner.
Here are the 10 Strategic and Tactical steps to make an award-winning campaign:
1. Advanced Data Modeling. We did the most advanced data modeling to come up with the most active “look-a-like” investors in America.
2. Direct Response Copy. We utilized the most sophisticated direct response copy. This is not traditional advertising copy. This is not journalistic copy. This is years of proven copy strategy that motivates a person to respond and overcome their objections. It identifies a powerful Unique Selling Proposition (USP) and strategic positioning. It turns features into benefits.
3. Direct Response Art. The Art was a specialty art, increasing readership by using the science of eye-flow and time tested tactics.
4. Direct Mail Magalog. With the data as our guide, we created a direct mail piece called a magalog. A magalog looks like and feels like a magazine, but is really a direct mail piece. It was 16 pages long. You can see a video of what a magalog looks like by clicking here for a short video briefing. Click here.
5. Direct Response Landing Pages. We created a specific landing page that went to our prospects. Whether they came from the mail, email, Facebook or banner ads, we were able to drive them to a common message. (see video brief website vs landing page) Click here.
6. We created a powerful direct response video. The copy script used direct response techniques. Response rates normally increase when you use a PowerPoint video and that’s what we did. This went on the landing page and was utilized as a tease in the email, Facebook, banner ads increasing the response of the campaign as people were curious what the video had to say.
7. Direct Response Emails. to the same names the magalog went to. We did a 7-part email series, most of which included a picture of the direct mail piece that the audience would be getting in their mailbox. They’d receive an email before, during and after reminding them they should look at the direct mail piece sent to their home.
8. Direct Response Facebook. to the same names that were receiving the magalog. Facebook ads in the newsfeed area were deployed. Again, reminding people of the direct mail piece they were going to be receiving.
9. Direct Response Banner ads. to the same names the magalog went to. Banner ads were utilized. Again, showing that they were receiving the direct mail piece and creating more buzz and response.
10. Direct Response Retargeting. Retargeting was done on Facebook and Google where the ad would follow them around throughout the internet until of course they responded.
This integrated, multichannel way of marketing, produces high response and creates breakthrough campaigns.
I’m proud of our team for winning the “Best Online” Award of the Year for 2016.
I’d be glad to talk to you about your campaign and how we can use some of these same tactics and strategies to be able to increase your response…and create an award-winning campaign.
Email me at firstname.lastname@example.org or call me at (310) 212-5727.