Challenge
The biggest challenge with this project was figuring out how to a) simplify the message into terms that the audience would easily understand and b) present the message in a way that would keep them around long enough to hear it.
The problem is that the words one would normally use to explain the differentiators are words that their competitors have overused – and have delivered far less by Adify Media’s definition of the same words. This has made those words meaningless, which has driven Adify Media’s leadership to use different words, which is confusing and complicated for their audience.
Objective
Give Adify Media’s sales force a high
percentage of the prospect companies
to call in real-time
Goal
15% of the unique companies visit the
microsite after receiving the physical direct mail piece
Objective
Educate the audience about Adify
Media and its solutions
Goal
10% of the unique companies view the
value proposition
Objective
Generate new leads for Adify
Media’s sales force
Goal
5% of the unique companies become
leads for the sales force