If you’re an entrepreneur building a direct response company, you hear all sorts of talk, claims and flat out boasting from the media agencies claiming that they have the best “strategic media” approach.
Since the majority of expense in a direct response TV or radio campaign is media expense, it makes sense that those companies are shouting the loudest for your business.
But what is “strategic media,” anyway? At the root of “strategic” is the word “choice,” so I guess it’s the media choices that are made on a marketing campaign. Not that difficult, really. You already make strategic media choices every day—with your TV remotes and radio dials, right?
So, you’re an entrepreneur and you have a hot product idea. Do you call the people shouting the loudest about strategic media? Maybe, but you probably have a few more fundamental questions to answer first, like:
Who do the great direct response marketers talk to on the path to their next huge hit? It’s not the “strategic media” people. Your strongest advocate for your success is a little more elusive to find. Listen closely and you will not hear them talking about media. But, you do enough of that at home, anyway.
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