Philosophy

General Philosophy

Our philosophy is direct and practical: advertising and design should generate more money than it costs. Programs should be constructed whenever possible to include quantifiable performance metrics and an associated, clearly defined, "line in the sand” that distinguishes success from failure.

Business-2-Business Campaign Philosophy

"Start at the end and walk backward." We start by asking questions...and the first one is almost always the same. "What is the last action that your customer takes before you close the sale?" And, we almost always ask this question of the people who stand to gain directly from the close of each sale...incented salespeople. These members of your company will know exactly where they need to be, when and with whom to close the sale. Their livelihood depends on it. Once we know where we want our salespeople to wind up...we can construct a systematic, logical lead generation and sales conversion process that will put them there. That’s why it makes sense to "start at the end and walk backward."