Our Approach

Philosophy: Drive Consumer Behavior, Build Brands, Measure Results

We understand that today’s consumer is overwhelmed by the pace of every-day life - family, work, finances - in addition to being bombarded by more marketing messages from more media than ever before. Consumers are targeted by hundreds of TV channels, satellite networks, AM and FM radio stations, print advertisements, web banner ads, email blitzes, text messages, billboards, spam - even bathroom walls. As a result, it is more critical than ever for a marketer to maximize the efficiency of eliciting a desired behavior AND building a brand during a consumer’s brief attention span. Examples of desired ensuing reactions can be dialing a phone, going to a website, visiting a retailer, or even sending a text message. These responses are measurable and result in data that can be used to forecast sales and assemble financial models. When done properly, creatively and professionally, direct response can jump-start or accelerate brand recognition while also providing an abundance of forecasting and managing benefits. Cesari Direct is exceptional in its ability to build brands while driving measurable results using direct response.

Our Special Sauce: It’s All About You

Our approach to delivering results is driven by our genuine understanding of what you have and where you want to go. We then develop an umbrella strategy to cover all over your goals and then engage our vast and efficient resources to complement your management team. Our basic steps include:

Once engaged, we determine your desired timeframes - short, medium, and long term – for execution and financial goals. We also ascertain your brand positioning to date and your unique selling proposition.
Once all parties are clear on periodic and ultimate targets, we develop a fully integrated, direct marketing plan that includes a preliminary pro forma. This plan addresses your strategic essentials and can draw on any combination of Cesari Direct capabilities:

Compelling production

It all starts with crafting compelling creative (short and/or long form television, radio, interactive, print).

It is critical to capture the consumer’s attention by making an emotional and aspirational connection. This links the product, brand and the consumer while driving the desired response.

Executing on that creative message with a high quality, brand-building implementation

Media plans placed for success

We coordinate targeted and cost-efficient media plans for long and short-form television, radio, print and web media.

We test, test, and test again. We’ll tweak and learn, maximizing your return.

We revisit our pro forma based on the sales data and learning we derive from each media test. This enables a client to forecast sales with a high degree of confidence.

Interactive Synergy

Extraordinary interactive sale conversion

We build websites with special attention to user interface that directs the highest possible conversion rates.

We optimize these sites for preeminent page rank and organic search results

We blend affiliate and search engine marketing campaigns to further boost conversion and web traffic.

Campaign Strategy and Management

Integrated campaign management

We oversee all facets of the direct marketing plan to ensure that messaging is consistent and accurate and that our execution delivers a positive customer experience.

We carefully monitor and evaluate call centers, fulfillment houses and logistical needs, while coordinating closely with your accompanying systems, suppliers and possible other vendors.