Johnson Direct turned 11 yesterday and as part of our celebration we launched a landing page to showcase our expertise in one of the many services we offer: branding.

Branding is as much – if not more – a strategic and methodical process as it is a creative service. In fact, if you embark on a branding, or rebranding, initiative without the proper investment in Fact-Based Research and Strategic Planning, you’ll eventually learn that your focus on creativity and design has been wasted. And we all realize, in a down economy, a company’s shrinking marketing budget should be put to work – with measurable results and a positive ROI.

Our process, Direct Branding™, is an in-depth approach that guides organizations through “brand discovery” — taking your brand promise, products and services, values and methods under consideration. Over the past 11 years we’ve taken many clients through this process and the results have been tremendous. To view our brand identity showcase, visit DirectBrandIt.com.

Denise B. Hearden
eMarketing Director
denise.hearden@johnsondirect.com

Happy Monday to you!

Today, March 1st, 2010, Johnson Direct turns 11-years-old. We could not have achieved this milestone without great clients like you. So, thank you!

Back on March 1st, 1999 my dream was to build a multi/cross-channel marketing communications agency that focused on results. Real, honest-to-goodness marketing that is measurable, testable and helps boost your bottom-line. One built on the premise of on-going testing and discovery from controlled successes and failures which leads to breakthrough marketing results.

Being strategically creative rather than simply producing “killer creative” really DOES make a huge difference. Testing through our exclusive Direct Branding process is the end result. Because of you we have refined our process and continue to see improved results.

Thank you for allowing me to help you reach your goals and for turning my dream into a reality.

A funny thing does happen when you really partner with clients, strive for continuous improvement and look out for their best interests. You grow. You get referrals and the word gets out that the marketing you are doing is indeed working. Yes, even with the economic downturn we are helping clients get great, measurable results.

It’s an unbelievable feeling when you prove that marketing can still lift sales. The proof is the “thank you” emails, calls and letters and, of course, referrals I continue to receive.

Of course, we are always looking for more client partnerships, so if you know anyone who needs to add measurability to their marketing, please have them call me.

In closing, I am proud of our work together and for the partnership we have created. I look forward to another 11 years of increased marketing ROI with you.

Sincerely,

Grant Johnson

This month’s issue of Inside Direct Mail features Grant Johnson, founder and CEO of Johnson Direct, a multichannel direct marketing agency based in Brookfield, WI.  The article asks an “all star round-table” of direct mail experts what their take is on the future of direct mail.  To see what Grant had to say, read the article here.  For more information on how Johnson Direct can help you deliver measurable results, visit our website at JohnsonDirect.com.

-Anthony Piwarun

I just wrote a piece for Chief Marketer’s e-centric newsletter on testing offers in emerging media channels. Here’s the piece.

As your marketing spend gets scrutinized even more in this economy, this article provides sage advice and affordable tests to conduct using e-communications. I hope it helps lift your ROMI!

Grant A. Johnson

If you haven’t already noticed, www.JohnsonDirect.com and our Marketing That’s Measurable blog have both undergone a make-over. The renovated site and blog both continue to showcase Johnson Direct’s focus on measurable marketing. So … what’s new? Why the change?

To celebrate our 10th anniversary this month, Johnson Direct has introduced a new logo identity. The new site reflects the new identity and provides our visitors the info they most desire (according to web analytics and survey results): 1) About JD, 2) Work (creative samples), 3) Case Studies (detailed success stories), 4) Services and 5) Contact.

We’ve moved all content that requires constant updating – like JD in the News and our monthly eNews archive – to new pages on this blog site.

I personally hope you contact me to let me know what YOU think about the new site and blog in terms of design AND content.

Denise B. Hearden
denise.hearden@johnsondirect.com
eMarketing Director
Johnson Direct

A friend asked a good question that is very pertinent in today’s economy: “How do you position your marketing in a recession?” I have some opinions, based upon real world experiences that might be helpful.

Make sure you focus on customer service and retention FIRST. To create raving fans you need to prove that you care about your customers. If you do that, when you go to them and ask for additional business, referrals and testimonials, they will be more than happy to help. I would say that far too many companies, even in this economy, assume that their customers will stick with them. Don’t assume. Actions speak volumes over words.

Do something unexpected for your best customers. Send them a card, coupon or email. Better yet, pick up the handset in the box with the buttons and call to simply say “thanks.” You’ll likely be surprised by the reaction. They will be stunned. Sell Value and Change Positioning

People are looking for deals. How you position them will have a major impact on results. You need to sell VALUE to succeed in these tough times, so do it. *With increased economic pressure comes anxiety. Understand this. Doing so means relying less on emotional creative approaches and more on logical, rational creative executions. Use more numbers, facts, data and the like to appeal to the left brain with your marketing. Watch what happens to results.

Finally, test, test and test some more. It will get you to relevancy faster than anything else. If you read this blog on a semi-regular basis you are likely sick of hearing this. But now is when you can truly gain market share, goodwill and sales. It’s no mistake that two of the companies who are doing well now test a ton: Amazon and Netflix. This should be a lesson to all who think that testing is too expensive, don’t have the time or think that their marketing is doing fine without it. My experience helping companies market through several recessions prove that these tips work. Give me a call at 1-800-710-2750 and let’s talk and see if I can help.

Grant A. Johnson

Johnson Direct LLC

1-800-710-2750