National Direct Media uses a very methodical and proven series of steps to enable us to tailor your advertising program to increase your return on investment.  Every step of the process enables us to custom build a yellow page program that will meet and exceed each client’s expectations.  From the beginning stages of gathering client specific information to the final stages of the process National Direct Media is working hard to give your business the competitive edge that it deserves.  The process we use is the same process we have used for years but we have continually added and updated as the industry has demanded.  At the end of the strategic planning process you will be confident that the result will be an advertising program that addresses your specific business and industry demands.  Once the initial planning stage is complete National Direct Media will continue to update and improve your program through extensive research and testing to ensure that your yellow page advertising program is returning the most return on investment that it possibly can.  Partner with National Direct Media and let us build a new or improve your current program and you can be 100% confident that you and your business will be adding a silent sales force to your competitive battle plan.

Click the puzzle piece below to learn more about each area.

Fact Finding-  National Direct Media begins the strategic planning process by gaining crucial knowledge about your business needs and desires.  We gather information on your marketing objective to give us an idea of how each client envisions their company and their advertising program performing.  We use a strategic marketing plan document to help aid us in gathering this key information which addressees topics such as specific target clientele and target geography to help us formulate a plan which enables us to get your companies presence in the hands of your ideal targeted customers.  The strategic marketing plan document also addresses other key items such as call-to-close ratio, average sale, and also budget which enables us to perform an ROI analysis later in the process to ensure your yellow page program is returning the highest return on investment possible.  The last topic addressed is the specific nature of your business which helps to perform a competitive analysis to ensure each client’s marketing objectives are being met.

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Media Strategy-  After the fact finding process is complete National Direct Media begins the media strategy phase of the planning process.  During this phase we take the key information gathered in the fact finding process such as the marketing objective, the target customer and geography and also the nature of the business and we begin to formulate a media plan that addresses all of your business needs.  This is the step of the process where the foundation of each client’s advertising program begins to take shape.

Directory Selection-  After the media strategy has been formulated the directory selection process begins.  At National Direct Media we use numerous directory selection programs.  National Direct Media is one of only a few certified marketing representatives that use the Expert Guidance System.  The Expert Guidance System which is often referred to as EGS, is a directory selection program that takes all of the guess work out of the picture and is completely unbiased.  The Expert Guidance System is the only directory selection tool that utilizes true third party usage data.   The EGS returns the directory share rating of all directories that cover the specified trade area and demographics which are entered.  This program gives us the ability to drill down to zip code level or remain on a nation wide level.  The EGS is a very pivotal piece of formulating your specific advertising program.  This program compiles the list of directories in your trade area, National Direct Media then selects the directories with the highest potential shoppers and begins to formulate your yellow page advertising program.  By using the Expert Guidance System we have the ability to add your companies presence in directories where the most return on investment will be seen.

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Competitive Analysis-  During this step of the process we use data from yellow page industry research.  We analyze specific heading usage data to ensure the correct headings are utilized.  National Direct Media also uses a program in which we receive key heading data on your top competitors.  We then use this data to ensure we allocate your budget to maximize every aspect of your program from ad selection all the way to ad size selection and content.  This is the step of the process where the most strategic planning takes place.  Once the competitive analysis step is complete we now have an advertising plan that is tailor made to each client.

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Media Plan-  At the media plan stage of the strategic planning process each client’s custom yellow page program is presented to the client.  The plan and processes used to formulate the plan are fully explained to the client to ensure that the client fully understands how their specific media plan will work for them.  Once the client has approved their media plan National Direct Media begins the implementation of the program.

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Performance Analysis-  National Direct Media believes that it is critical to measure the results and effectiveness of each client’s advertising program.  We test a variety of aspects of each clients program, from specific directories to actual ad size.  All of the results combined give us a clear picture of how each client’s program is truly performing.  National Direct Media has the capability to utilize remote call forwarding telephone numbers to track the total inbound call counts.  This feedback is then used to complete an ROI analysis for the client based off of information given by the client on call-to-close ratio and average sale.  All of the results are presented to the client in very clear concise reports.

National Direct Media not only uses testing to prove value to new clients, but also to see if we can increase existing clients return on advertising investment.  We do this through tracking directory performance, heading performance and also ad size and content.  We have the ability to perform split-run directories if need be to test ad size and creativeness.  The extensiveness and attention to detail during testing that National Direct Media performs for our clients shows that we are committed to providing “world class customer service” and maximizing each clients return on investment.

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Review-  The review stage of the strategic planning process is the seventh and final step of the process.  At this stage of the process conclusions are made from the performance analysis step and presented to the client.  National Direct Media identifies and addresses any and all adjustments that need to be made to ensure the clients return on investment is being maximized to its highest potential.

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