Not only is fly-fishing on a beautiful, cold water stream relaxing, it is the challenge of imitating nature in it's most pure form that makes me feel alive. Stealthily entering the water you envision the fish in their gin clear world, facing upstream, patiently waiting for the almost invisible aquatic insect to catch their attention. The reaction so sudden, yet so cautious, if you blink you have missed the moment; the opportunity. Imitating the natural environment with a perfect presentation, tremendous focus and the willingness to try variations; different flies, angles, tippets and times of day all make the sport so rewarding when finally you feel the fish on your line. You have succeeded despite the noise of others enjoying the river in their own way, splashing and thrashing, throwing rocks, hitting canoes with paddles...sometimes seeming like they do not care that they are creating havoc for the river residents.
Producing Marketing ROI holds the same challenge for me, both the art and the science of direct marketing must combine perfectly to create the opportunity to generate leads, acquire and retain business and ultimately ROI. The marketer, like the fly-fisherman, is faced with environmental factors that can determine the outcome despite a perfect presentation. Customers can be spooked by the economy, by their unique personal situation or even by disruptive competitive practices that create noise that mask the well-designed and timed marketing communication, to the perfect database, you have so carefully delivered.
So how can the marketer evolve campaigns to create a higher probability of success? Just like in fishing, one must discover the most fertile waters (data and business intelligence) and then deliver a consistent, relevant and timely message that cuts through the noise and restores the natural order. The marketer must enjoy the refinement of all aspects of the marketing continuum in order to be successful. The variables and iterations are endless; therefore the supporting tools and solutions must be just as robust. Think of Conclusive Marketing as your "Marketing Outfitter," providing unique marketing solutions that allow you to consistently capture the attention of the finicky consumer.
Posted by: Ashley, Senior Beauty Editor, Cosmopolitan on Wednesday, July 2, 2008
Right-In the magazine industry right now, our advertisers are finding that it's crucial to reach their target audience in their "natural" habitats, in a way that complements their lifestyle and view-of-self. It follows that taking an organic, holistic approach, rather than one that hits you over the head, is more effective.
Posted by: Glynis Sawyer - e-Volve Analytics on Wednesday, July 2, 2008
Conclusive Marketing is very unique in their approach to offering marketing solutions that consistently produce marketing ROI. They not only demonstrate an in-depth understanding to today’s Marketing challenges, they actually roll up their sleeves and are committed to helping clients overcome those challenges to produce marketing ROI. What a perfect analogy Mr. Buford makes regarding Conclusive’s being a “Marketing Outfitter”. Whether you are wading through a click stream analysis, searching through your marketing tackle box in quest of the best bait or just working on your presentation, hiring a seasoned “Marketing Outfitter” to assist you in your next pursuit will almost always result in an increase to your catch and retain (ROI) rate!
Posted by: andy hayman on Wednesday, July 2, 2008
Is that a fish or bait? :)
Posted by: Tom Jervis - Jack Daniel's CRM Manager on Thursday, July 3, 2008
Jay, this is a great analogy. But, how do you convert a pond fisherman to a fly fisherman? The pond fisherman is happy using the same bait from the same bait shop, using the same rod and reel at the same pond. They are happy just to be fishing, and if they catch one big fish or some small fish then it was a success. How do you enlighten the so called pond fisherman direct marketer to think like a fly fisherman direct marketer?