There’s a quote from one of our clients that captures it perfectly: “Good marketing is thought through, not thought up.” We couldn’t have said it better ourselves. In fact, we believe that when it comes to marketing, if you can’t test it, then you can’t measure it. And if you can’t measure it, then you can’t analyze and learn from it.
In our experience, the best marketing plans are not a laundry list of tactics across different media, but rather the right tactics based on what is likely to yield the best results.
So, how do you determine what those tactics should be? Put simply, you do the math. You do the math of where the key audiences are most likely to be, how those audiences are most likely to interact and convert, and ultimately, what the right vehicle and message frequency are to make that happen. We would never do a billboard in Times Square just because it’s cool. We would do it because it’s right for the marketing plan.
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