Tactical Alignment

Targeted marketing reality is that it operates as a series of “one-off” executions. PILM optimizes the ROI of targeted marketing efforts by identifying the gaps, opportunities, and redundancies.

• First, PILM’s Program Inventory lists all elements and their structure including details such as touch points, marketing materials, incentives, messaging and level of engagement
• Next, the Program Logic is a pictorial representation of how a brands’ end users interact with each execution; establishes flow from one tactic to another to keep engagement strong
• Lastly, the Estimated Return Analysis (ERA) model shows each tactic’s likely return on investment

This unique three-step approach aligns current tactics and, most importantly, creates a blueprint for future programs.

With this process, programs are designed to be tracked against brand objectives; additionally, expectations for overall ROI are set.

Aligning your current targeted programs with brand goals is an essential first step in crafting a comprehensive targeted marketing plan.