businessman making thumbs up
A direct response advertising agency is a service provider that helps its clients create, implement, and track direct response advertising and marketing campaigns. Direct response is a type of advertising or marketing that a business can engage in. The reason it’s called direct response advertising is because the goal is that as soon as the direct response advertising agency gets the promotion in front of the intended customer, the customer reacts immediately.
There are various forms of marketing and advertising that a direct response advertising agency can use in these types of campaigns. One of the best known and most popular direct response advertising methods are coupons. Consumers can immediately clip a coupon and take it to the store to redeem it. Some coupons even include redemption codes, so these coupons can be redeemed online. An agency would help a client put together the coupon or discount they were supposed to offer and then implement a follow-up or response initiative to see the success or failure of the coupon campaign.
A direct response agency spends a lot of time working closely with their clients. The agency representative wants to know the company inside and out. The agency representative also needs to know his client’s clients. Collecting all of the information allows the direct response advertising agency to compile campaigns that customers are most likely to respond to immediately.
Through this research and the experience of the direct response advertising agency representatives, the representative can usually come up with a plan. The representative then helps implement and launch each of the direct response campaigns. Additionally, the agency tracks response rates so it can tell the client what was or was not successful.
Agency and clients often use response rates to replicate successes and adjust for failures or campaigns that were not as successful. In essence, a direct response advertising agency crafts marketing and promotional campaigns that encourage their clients’ clients to react immediately, immediately increasing sales for the clients the agency serves.
Today, these types of agencies use direct response tactics both online and offline. Some other examples of direct response pieces include reply cards, toll-free phone numbers, providing an email address and online name to download a free report, eBook, or other information.