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

3/2/09

Happy Monday to you!

Yesterday, March 1st, 2009, Johnson Direct turned 10-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.

Thank you for allowing us to help you reach your goals and for turning my dream into a reality. If you were to ask me 10 years ago if I would have the privilege of working with clients like you, General Mills, Gardner Bender, Microsoft, ABB, Johnson Controls, Reader’s Digest, Harley-Davidson, GE Healthcare and GE Financial, AAA Life, Humana, several Blue Cross plans, Omaha Steaks, LSS, Super Products and many, many others, I would have likely answered that I was interested in working with good people who need great results. I am truly humbled by the clients and friendships we have established in the past 10 years.

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 measurable results.

It’s an unbelievable feeling when you prove that marketing can still lift sales. The proof is the “thank yous” 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 10 years of increased marketing ROI with you.

Sincerely,

Grant A. Johnson

Johnson Direct LLC

1-800-710-2750

Chief Marketer and E-Centric ran this piece on the increasing use of Internet Video in marketing today. I hope you have success with this emerging media.

Grant A. Johnson
Johnson Direct LLC
1-800-710-2750

In the late spring/early summer of 2008 a B2B client hired my firm, Johnson Direct LLC, to undertake a comprehensive marketing audit that included primary and secondary research, customer analytics, a short and long-term marketing plan and recommended tactics to achieve strategic goals that we helped establish. The beginning of my Direct Branding process. Pretty straight-forward marketing stuff, albeit comprehensive and a bit complicated, time consuming and a decent investment.

My team went to work, got good and dirty, visited trade shows, talked to editors and reporters, interviewed experts, reviewed market segments and opportunities, did a competitive marketing audit, complete with positioning in each segment, met and talked with the sales reps, and combed the internet for materials.

This process took a good six to seven months to complete.

As the process unfolded, the economy got worse, then terrible and then horrific. I was sure the client was going to abandon the recommended tactics of the plan, which began with advertising once the new identity, re-positioning and re-branding were completed.

I was wrong.

The company president had the foresight to move forward and put his faith in my team’s comprehensive research and plan. I am sure glad he did. And, so is he? How can I be so sure?

After the first ad ran, they secured a very large sale (large enough to pay for the ENTIRE audit and advertising/marketing budget for the year). Because they tele-qualify leads, they talked to a prospect who had written the company off and was all set to purchase from a competitor. Then, he saw the new ad, did some more research, called in the sale rep and the sale commenced.

This is a true story. It’s NOT about me, my firm or our process. It’s about doing your homework and knowing that marketing, when done correctly and measured STILL works, even in this lousy economy.

Don’t dismiss this as dumb luck. Now is the perfect time to market. Afterall, your competitors are likely withdrawing. Another client just achieved a 14.3% response rate and another grew nearly 60% last year and anticipates larger growth in 2009.

Does this success come easy? Heck no. It’s a lot of work. The payoff, however, going to market with the knowledge that you understand your customers/prospects, your position in the marketplace, as well as your competitors and what differentiates you allows you to enter with a higher degree of confidence. Then there’s testing to minimize your exposure, but this post is long already.

Go for it! Market intelligently and market away. You’ll gain market share and you’ll be growing while your competition is huddled under their blankets, afraid that success will remain elusive. I know you’ll prove them wrong.

Grant A. Johnson
Johnson Direct LLC
1-800-710-2750

Promo magazine asked me to write this piece on marketing testing. I hope you find the content relevant.