What Do Successful Direct Marketers Have in Common with Championship NBA Basketball Teams? – Irv Brechner - Acquirgy

Welcome Acquirgy our newest MediaBizBloggerThe great NBA championship teams have a lot in common with our philosophy in terms of the design of acquisition programs for our clients The basketball champions had two major superstars Jordan and Pippen Magic and Kareem Bird and McHale to name a few surrounded by a cast of role players future stars rookies and specialistsIn the direct response customer acquisition world our major superstars are Direct Response TV DRTV and Paid Search Engine Marketing SEM and our supporting cast includes social media SEO online display DR radio and othersIn the same way that NBA superstars made their teammates better DRTV and SEM improve the effectiveness of other online and offline tactics You may have two different superstars but the principle is the same put your big bucks where you39ll get the most return but keep in mind you39ve got to develop the role players so that they can contribute both in the short and longtermOur formula for building direct response champions centers around DRTV for a number of reasonsamp183 Everyone still watches TV 99 of homes have at least one and 31 have four We watch 6 hours and 47 minutes a day Nielsen and that number is increasing Nowadays consumers constantly watch TV with their laptops and iPads in their lapsamp183 TV is a great storytelling medium Nothing matches TV for getting across a story in video and audio in a compelling manneramp183 TV has an impact on most every other advertising tactic we use For example every time we run a DRTV campaign search volume increasesA recent Deloitte survey showed something we already know 86 of Americans say TV has the greatest impact on their buying decisionsOur second superstar is paid search It may be the best direct response medium ever invented and it has an amazingly strong symbiotic relationship with TV We39ve hitched our wagon to paid search becauseamp183 It39s scalable You can grow a business using SEM and track results easily We39ve discovered that there39s so much room to expand for all of our clientsamp183 The search model amp8211 cost per click or CPC amp8211 is rapidly expanding outside the search engines We39re testing buying ads on social media sites on a CPC basisamp183 Consumers are actually using search as a response channel they see an infomercial and instead of calling or going to the URL on the screen they go to Google and type in the company name product name or keywords they heard in the commercial You have to be thereWhile DRTV and SEM quotfloat the boatquot our quotcoachesquot are actively and prudently testing social media mobile and other emerging platforms so that we can complement our two superstars with other proven players that become great teammates In the same way championship NBA teams need to have the right chemistry so do the DR tactics that we use on behalf of our clientsOne of our most important observations is that most marketers are not maximizing their spend in and usage of proven media tactics Most companies could spend more on paid search profitably but they don39t Most companies using DRTV could maximize that tactic but they don39t While we embrace testing new media and platforms it shouldn39t be at the expense of what actually worksBottom line think like a champion by choosing your superstars carefully and surrounding them with the most promising role players It39s a formula that works both on the court and in the marketing trenchesTo grab a PDF of this post go to httpA5GacquirgynetIrv Brechner has written over 100 published direct marketing articles and 13 books on a variety of topics He39s been a pioneer in online customer acquisition since 1996 and offline for his 35year career He has developed Acquirgycom39s quotCustomer Acquisition Intel Centerquot acquirgycomintel he evangelizes bestofbreed tactics to help companies acquire customers in the digital age He can be reached at irvacquirgycom Read all Irv39s MediaBizBloggers commentaries at Customer Acquisition IntelCheck us out on Facebook at MediaBizBloggerscomFollow our Twitter updates MediaBizBloggerThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaBizBloggerscom management or associated bloggers MediaBizBloggers is an open thought leadership platform and readers may share their comments and opinions in response to all commentaries

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What Do Successful Direct Marketers Have in Common with Championship NBA Basketball Teams? – Irv Brechner - Acquirgy

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