AdMail ASP

At AdMail, we always start the campaign development process by asking "How best to increase sales?".

In the final analysis, there are only four strategic options available to achieve this result:

1. Introduce new users to the category
2. Encourage your loyal customers to consume more
3. Encourage portfolio users to choose you more often
4. Encourage competitive brand users to brand switch

This choice of "consumption increase strategy" is of primary importance as it defines your target audience and their current relationship with your brand. It also helps shape the tactics and message for the campaign.

Once this primary strategic issue has been resolved we typically follow a 5-step campaign development process:

1. We define the target audience for the campaign
2. We select the most appropriate and cost-effective method of reaching that audience
3. We identify a simple human truth/ insight/ or unmet need that we can satisfy in a unique and brand-appropriate manner
4. We develop a creative approach, message and/or form of delivery that will cut through the clutter and generate the highest possible response rate and return on funds invested
5. We anticipate a range of possible responses and develop a series of data capture and communication programs that move respondents through a journey towards brand advocacy (over time).

Here's what some of our clients have to say about this approach: