Beyond the Billboard: The Evolution of Outdoor Advertising

What looks like a giant postcard and reaches audiences in the thousands—even millions, depending on its geographic location? The traditional roadside billboard, of course. And while it can be difficult to measure exactly how many people actually see a billboard ad, digital technologies are making it easier for interested viewers to take action on an advertised offer—and that’s music to the direct response marketer’s ears.

From Outdoor to OOH
Take note: what we used to refer to as simply “outdoor” advertising is now called out of home (OOH) advertising, and encompass far more than the outdoor billboards lining the sides of buildings and expressways. While billboards may be the most noticed ads—and they’re most certainly located outside—consumers also seeRead more


7 Elements of Highly Effective Lead Generation Offers

If you place two similar lead generation offers side-by-side, and then look at their campaign results, you might notice something. The better performer isn’t necessarily the one that “looks better” or says “the perfect thing.” It’s the one that’s more effective in connecting with its intended audience and driving response. Simple, right?

While there isn’t a secret formula for achieving a highly effective offer—one that always delivers on your hopes and dreams (and yes, your hard work!)—there are certain elements that demand careful attention. Why? Because you’ll identify them in the most successful campaigns.

Consider these 7 elements your must-haves for lead-gen offers that deliver the best results:Read more


Build Brand Advocates and Response with These 5 Steps

Marketers love their brand advocates as much as (maybe more than) their brand advocates love their company. What’s not to love? These customers sing your praises without being asked to, like a doting parent or best friend. But unlike a doting parent or best friend, they’re not obligated to do so. They just honest-to-goodness do.

For the direct response marketer, this means they “take action” without a specific offer from you. They’re so far into their customer journey there’s no looking back—they’re already sold and still buying. Not only will they “click here,” but they’ll recommend you to their friends, family, and colleagues. Is the brand advocate the holy grail of the direct response marketer?

Before we can look at the relationship between brand advocacy and direct response marketing, let’s explore what brand advocates are what they are not.Read more


Achieving Direct Response Offer Consistency

“Consistency is key,” they say. It’s an adage that’s beautifully applied to the practice of direct response marketing—and when it’s done right, it can lead to measurable increases in performance and sales. “Consistency in what?” you may ask. That’s what we’re here to explore.

We’re not talking about brand consistency here. Not exactly. We’re talking about consistency in your direct response offers. While brand consistency plays an important role in building familiarity and trust in your name, products, and services—overarching all of your marketing and sales messages—it’s consistency in your offer-specific messaging and creative that helps drive action and brings you the campaign results you’re aiming for.Read more


How to use Storytelling in Direct Response Marketing

A weary marketing manager sits down at her computer, once again, to review performance results from her most recent direct response campaign. “All of these long hours, the expenses, the planning,” she laments, rubbing her forehead with tired fingertips. What’s the use hiding her frustration? There’s no one left at the office to see or hear her. “Our products are phenomenal!” she cries. “And our customers agree—so why,” she asks the tracking spreadsheet in front of her, “aren’t we attracting new leads?”

Want to know what happens next?Read more