As a Direct Response Marketing company we don't just want to help plan and set up campaigns, we want to deliver definitive business results. What's the difference? Putting together a comprehensive marketing strategy that allows us to plan, test, measure and then repeat, until we find the maximum potential of each campaign.

We start our process by gathering the market intelligence our clients need in order to enter the game with a compelling selling proposition. Then, once we have determined the best working offer, we continue to test multiple variables (including price point, backend offers, media, telemarketing & web) in order to optimize revenues and profits. At the core of this process is the ability to accurately track and analyze the metrics. We are known for our strong analytical capabilities that breakdown, trend and profile each project's performance on an ongoing basis, which allows us to make recommendations that improve the performance, effectiveness and efficiency of our campaigns.

Strategic Marketing

We start each one of our campaigns with thorough research of the competitive landscape to understand what is working and why, including offers, price points, claims, websites and backend telemarketing strategies. Based on this knowledge, we work with each client to develop compelling offers and pricing strategies with powerful upsells and continuity tactics. Once the offers are established, our proprietary financial models will then help you forecast potential sales, profits, units and cash flow for your DRTV campaign.

Multivariate Testing

Understanding customer purchase dynamics can dramatically increase revenues and profits. That's why M2 constantly asks the question, can we do better? We believe in testing:

• On air offers and price points, do we understand the price elasticity? On the backend conversion, upsells and continuity programs, what combinations perform best to increase your average sale and lifetime customer value?
• Which vendors can do a better job in driving your campaign performance? Does your media buyer have adequate experience and/or success in your particular product category? Do they have the best cable and/or broadcast relationships to benefit your campaign? Are you content with their test and rollout strategies?
• With telemarketing, which call centers convert the best for your type of product and offer? How much traffic can each one handle? Do you need more than one telemarketing company to meet your campaign goals?
• With the website, will changing the variables on the landing site increase the click to order ratio?

Campaign Metrics

At M2, reading the pulse of a campaign depends on a thorough understanding of the numbers. We keep track of all the testing variables - from offers to media to telemarketing and web – in order to provide accurate and timely results whether on a daily, weekly or campaign to date basis. We convert all of the raw data into a clear measurement system that can then provide a key guide towards your DRTV campaign success.

Through our resources we are able to measure not only the impact of the initial sale, but also the lifetime value of the customer by offer, media source and call center. This invaluable tool helps us fine tune a campaign's performance and learn from the overall results by linking declines, returns and continuity replenishment cycles back to individual TV airings and call centers.

Dual Dial Focus Groups

As an additional tool to create success, we work with an industry specialist to conduct dual dial focus groups to help improve the performance of your existing on air creative. Our clients may utilize this tool in two ways: first, to understand how to increase performance of a marginal show, or second, to understand the strongest and weakest aspects of the current show prior to producing a new creative so they know in advance what to repeat or what to delete. Through this process we have had success in improving under performing shows by 20-50%, and achieved longevity for successful campaigns through their 3rd, 4th and 5th generation shows.