Direct Response

I know that half my advertising is wasted. The trouble is I don't know which half.
- John Wanamaker

John Wanamaker, considered by many to be the father of modern advertising, offered this quote nearly 100 years ago. Yet, even today, most business owners do not have a system in place to accurately measure and track the performance of their marketing.

Undoubtedly, every business owner has longed to see tangible results from his or her advertising and marketing strategies; but until now, tracking those results has been nearly impossible. For the past two years, the principals of Griffin Media have been developing tools and methodologies to do just that track every single aspect of every single marketing campaign and strategy that a company employs.

Immediately upon engagement by a client company, Griffin Media overlays a complex measurement net that includes integrated website analytics, comprehensive call tracking and a platform to measure all aspects of television, radio, print and direct response campaigns. Griffin Media also creates highly targeted online marketing programs that have, in most cases, produced a higher than average return on investment than the company's previous advertising campaigns.

HOW DO WE DO IT?
Dan Reed developed a direct response tracking system using dedicated toll free numbers for each media, station. This process allows us to monitor exactly when calls are coming in, and from which advertising outlet and even records what the caller is saying. We can look at a market and see which station and which time period is performing the best and the client can also log in, and in real time listen to any calls, forward a particular call to a center.

Griffin Media has placed DR for clients in various products in a multitude of markets across the US. In some of the recent numbers, upward of 50 million people a week tune into infomercials each week, and 15% of all homes have their TV’s on at 1am.

Griffin Media has placed DR across several markets within the US. Broadcast stations and cable TV generally limit their DR inventory to certain dayparts. We apply the same principles to DR placement as we do to standard media. Popular belief says that DR rates are non-negotiable. We challenge this myth and believe all rates can be lowered and added value can be obtained with DR schedules.