Direct Response Marketing Examples vs. General Marketing Q&A

I was hit up by a recruiter for a gig, sent my resume and they emailed me questions. In an effort to consistently create content, I’m posting my answers on my website. Also, if I’m going to write a 700+ word response via email, I should use it for my own personal gain.

Questions via email:

Thank you for sending your resume in application to the role which I have now reviewed.

Would you mind answering two questions at this stage?

1. Please look at the advert above. It is an example of a Facebook advert. What is wrong with it?

2. What is your experience of direct response marketing? Please give an example of a direct response marketing campaign you have run including the results you achieved.

We look forward to hearing from you and do let me know if you have any questions for me at this stage.

My Response

Please look at the advert here. It is an example of a Facebook advert. What is wrong with it?

• Wrong or not optimal size for Facebook (ok for Instagram)

• Too much text per their rules limiting text in ads

• Can't target with messaging like this because of restrictions for healthcare related ad assets

• No clear call-to-action. 

• No copy associated with the ad

• No Facebook page associated with the ad

• Creatively, it does not catch one's eye.  It is not humanized - people want to see the better version of them in advertising.  Not sure if the branding is "Shopper Approved" or if that's a value-added statement. 

What is your experience of direct response marketing? Please give an example of a direct response marketing campaign you have run including the results you achieved.

I have executed 100s of direct response marketing campaigns over the last 15 years.  In my opinion, the pillars of direct response marketing are:

1. defining the problem

2. solving the problem

3. have an offer/promotion/discount/kickback referral + urgency 

4. clear call-to-action

The list above skips over the implicit aspect to a campaign: objective, resource audit, budget, timeline, KPIs, correct target audiences, research, campaign angle, clear messaging in the creatives, tactics, reporting, client/customer feedback and upsell potential. Bonus points if you're able to be very personalized depending on the prospective customer/client data.   

It is difficult to give a proper, formal example or case study as all clients' information is confidential per my previous agencies' NDAs.  I will attempt a very concise example below of a dental client in the northeast.  We performed so well with their 3 current locations, they decided to open 2 new locations in the same state.  While nothing in marketing is deterministic, they felt very comfortable leveraging the achievements with the current 3 locations as we had enough of a sample size. Additionally, they have handed over the business of their 4 locations of a sister brand in another state. 

Client ROI: 400%

Lead generation increased by 600% 

For previous patients, 

• Using Jarvis Analytics data, we worked on frequency and upsell which has improved Lifetime Value tremendously. I do not have a statistic for this as their Analytics on the LTV side is in the process of being scrubbed due to the 3 locations having different offline patient engagement protocols. Tactics used: Email, Retargeting/Remarketing Ads, Patient Engagement Follow Up Calls, Snail Mail Handwritten Cards

  • Expedited the time between routine check-ups that patients were previously delaying or not scheduling at all using a somewhat fear based urgency angle. 

  • Featured services like Teeth Whitening with an offer to fill in cancelled time slots

  • Pushed for discounted rates for braces to other family members if 1 family currently had braces (it is a family practice)

For prospective patients,

• Targeted audiences by insurance carriers desired by the client with programmatic advertising. The offer was our ability to a) be aware we take their insurance and b) we can guide them through any insurance hurdles

• Purchased email lists pushing special financing for braces 

• Google Ads cycling the aforementioned value add sales angles (Leads were down to $9 CPA!)

  • Applied this to the other search ad platforms 

• Content blog creation is a longer term game.  We looked at feedback from patients and from the patient engagement team members.  Placated content around most asked questions and topics - with call to action for a service that is related to the subject matter. 

• Audio / C-TV / Streaming Ads - focused on neighborhoods personalizing the messaging for each neighborhood. 

• Offline 

  • Community outreach / Corporate Social Responsibility - narrowed our focus on schools to visit and charities association

  • Billboards with close proximity to locations

  • TV / Radio remnant placements

  • Local Newspapers / Magazines sponsored advertising 

• I wanted us to focus on mothers as they are the decision makers in the household

  • Tapped into Online Communities of mom groups

  • Advertised on Pinterest with memes and infographics 

  • Advertised on TikTok with witty videos

• Used CallRail to track all tactics with their own phone numbers in addition to TapClicks reporting 

• Also duplicated all of these tactics and touch points in Spanish and Portuguese