About The Logical Step

Well – you are all to be congratulated! You have made the monumental decision to engage an industry that is exciting, engaging, financially motivating, invigorating, but can also be frustrating, emotionally draining, and an exercise in persistency, tenacity – trial and error.

The end result – with diligent attention paid to process, methodology, sound principle, and intelligent support – can be the start of a business venture in which you wish you had engaged years ago!

The Direct to Customer industry  – or commonly known as Direct Response is the business practice by which a product and/or service is formulated, designed, developed, manufactured, licensed, secured, marketed – and sold – direct to a consumer audience. The process by which a product and/or service is conceived – is based on a step-by-step methodology with a mix of brand identity and development, product manufacturing or secured licensing/purchase, timing, multi-media/sales expert selection and placement, detailed analysis – and testing!

The end result can be a business that will provide both financial independence and a challenge for a lifetime.

The challenge will include engaging  the “right” team (business leaders within the Direct Response industry that have a track record of success – and are tactical in their approach), build a process which provides consistent review and analysis, and ever-important – the task of evaluating all viable “selling” mediums in order to achieve maximum performance and financial results. If this practice is followed with a diligent “eye” and “mind” – the outcome will result in a modicum of success – providing yet another opportunity for professional growth. If due diligence and process is not followed – the end result could deliver less than anticipated results – which could result in financial debilitation – net, net….failure!

The practice of Direct Response is a methodical and detailed business endeavor. As we navigate through all facets of Direct Response and piece together the many moving parts (definitely moving, but all do come together in a very distinct order) – we will explore each process, every step, all direction, and evaluate – and if you are lucky – review actual Direct Response business examples which take in account some of the many tactics used by marketers in this engaging industry.

 
Direct to Customer Engagement

Instead of providing a history of the Direct Response industry (we all know we can research this – and depending on who you “listen” to – will provide you with a variety of perspective and influence – and stories which your grandparents would be proud of!) – the goal of this educational “quest” is to provide a detailed “outline” of all steps in the Direct to Customer process – with explanation, case example, the “pro’s” and “con’s” within each component discipline – and present a forum in which you can explore, effect, involve, and receive invaluable (actionable) technique that can be applied to your own business quest.

  
In all instances of a Direct to Customer multi-channel engagement – the value of Brand and Program Management is often measured not just on the proficiency of the component partners integrated, but the communications process, performance measurement, and true process mapping – that will allow for the fluid transfer of information, and the seamless performance of all crucial entities of back-end efficiency.

The Logical Step™ – and its comprehensive team of Direct to Customer professionals – approaches each client partner engagement with the same tenacity, attention to detail, communication process, and financial/operations benchmarking that has been the hallmark of the The Logical Step brand.

In evaluating the framework for  ANY Brand and Program Management, Process, and Qualitative Benchmarking

program – there are several process points that must be discussed and evaluated prior to program implementation and campaign management. These include:

●      Program Proforma Development – a comprehensive review of all entities within the DTC mix – providing detail on all media ratio’s (MER) - including the overlay of GRP, Reach and Frequency data to provide a TRUE review of the projected effect of brand and product sales performance, cash flow and breakeven analysis, revenue potential and projections, component financials and extrapolation, campaign efficiencies, and global multi-channel viability.

●      Gantt Chart Development and Evolution – Detailed “build” of all integrated Front and Back-end components, projected timestamps and allotted projected date range(s), team responsibility guidelines, benchmarks for performance review and all associated milestones. The Brand and Program Management Gantt Chart is the detail and organization document (albeit consistently being reviewed, analyzed, and updated) – that will significantly provide structure and program organization for all back-end function(s) and component partners. It also provides inherent communication guidelines for all involved, thereby providing up-to-date information regarding all management and integration vital to the successful launch of ANY Direct to Customer program.

●      Component Partner Solicitation, Review, Fee Negotiation, and Selection – This process is paramount to the successful launch of ANY Direct to Customer program. Whether it be Production, Direction, Media Strategy and Analysis, Manufacturing (the integration of all product execution, as well as support material (i.e. Intellectual Property (e.g. CD/DVD, etc.)), Merchant Processing (transaction processing engine and financial lifeline), Inbound/Outbound Tele-service (Live Agent, Interactive Voice Response/Speech Recognition-Self Service), Logistics, Fulfillment, and Distribution – the review process will evaluate the propensity of the component partner to thoroughly understand and have prior experience with product in the Client’s product vertical market, have technology and systems that are not only effective and easily accessible, but are provided in formats that are conducive to Client’s internal systems and departmental function, and can demonstrate – from a customer care perspective – a peer-to-peer understanding of all anticipated program goals/objectives, as well as a progressive business philosophy that promotes continuous improvement. The Brand and Program Management structure provides value in the overall integrated approach, but has the expert ability to review, analyze, engage, and negotiate fee structures and process documents that not only save time, but money.

●      Communications Integration and Client Care – Above and beyond all process mapping, component integration and implementation, campaign management, and benchmarking – is the critical component of communication and Client Care. As an firm that is dedicated to the success of client partner programs – The Logical Step is steadfast regarding Client Care and the consistent and accountable communication that takes place between all component partners. This – above all else – is vital in maintaining program performance and achieving anticipated projections. Simply, with the attention paid to astute, interactive client engagement, the opportunity for long term success is eminent.