BTL agencies

Stand out in the bid - include analysis in your proposal.

Someone said that agencies do not like measurable results. Why give the client a reason to ask difficult questions?

A clear misunderstanding! Measurability in direct marketing was invented to support learning, not control. A well monitored campaign is a security policy both for your agency and for your client. Campaign tests, ROI models and post-campaign analysis will help you stand out from the crowd and maximize your chances in the bid.

See which questions would you like us to answer.

Return on Investment (ROI) scenarios
What response rate do I need to cover the campaign costs? What lift do I need to justify phone follow-up during sales? Is it worth to pay premium for a high quality database? How much better would it have to be if I'm to invest 1 PLN more per record?

Test Plan
Which elements should I be testing? How to build a test matrix? How big should the test cells be in order to provide reliable results? Is 0.2% difference in conversion between test cells significant?

Segmentations
What communication groups should be separated in client database? How do they differ in terms of Life Time Value (LTV)? Are there segments more likely to respond? How big is the inactive group? How to reach its members?

Traget group definition
Which customer segment is more likely to respond/ buy? How to select prospects similar to those who had historically responded? What is the marketing profile of the mailing group? Which creative elements should be used to attract a particular customer group?

Post-campaign analytics
Can we call the response satisfactory? Which groups responded best and what links them? How to reach better results next time?

Data acquisition plan
Running a prize draw? Calling potential customers? Perhaps this is the moment to start capturing additional data about your customers. What to ask about? How to motivate the respondents? How to reduce the costs of data capture?