Acento develops and executes fully integrated direct marketing campaigns for our leading clients like Time Warner Cable and Infinity. We integrate our clients’ marketing goals with users’ needs to craft plans that drive measurable results.
Acento’s direct response team manages the media planning and buying and the creative development and production process, including:
- Strategic Planning: Qualitative techniques and quantitative methods inform our media and creative strategy. The tools at our disposal include: Nielsen Monitor+, Nielsen Media, Arbitron, Broadcast Verification Services (BVS), Latinforce (geo-targeting & mapping), Claritas (mapping), Scarborough, Simmons, Synovate (SRC), Yankelovich Hispanic Monitor, Strata Media Buying System (SMBS) and Media Tools
- Media Research: We determine the most effective ways to deliver our clients’ message to the desired target with research. We employ a variety of research tools to analyze demographics, psychographics, category/audience/sales data and competitive advertisers.
- Direct Response Media Strategy: We develop direct response media plans with options that deliver on cost-efficiency (CPM), impressions, reach and frequency (R+F) and production needs, which result in maximized exposure for our clients. Acento utilizes the Strata Media Buying System (SMBS) to buy media nationally or by DMA. In addition, we secure value added media for our clients.
- Tracking and Reporting: We provide daily, weekly, monthly and quarterly reporting. Metrics include calls/sales volume, BVS tracking, cost-per-click (CPC), cost-per-lead (CPL), cost-per-second (CPS), cost-per-impression (CPI), cost-per-order (CPO), creative performance, response rate per creative, media and network. Our ongoing analysis drives continuous creative and media fine-tuning.
- Creative Development: We develop direct response (DR) advertising that converts client and consumer input into efficient communications. This lifts our clients’ brands and delivers results that meet or exceed our client’s ROI goals. Specific formats include: broadcast direct response television (DRTV), radio, direct mail, print, out-of-home (OOH), DR for retail support, online, mobile and text
- Creative Production: Managed by a talented team of experienced creative directors, art directors, producers, editors and graphic designers, our on-site pre-production, production and post-production services allow us to quickly respond to market and client needs
