What accountable advertising means

Accountable. It has become a buzz word. But there is good reason that it has.

Think about it. Being accountable means, “to be held responsible for a specific task”. Shouldn’t everyone, and every business tactic, be accountable? Unfortunately, that is not always the case.

Branding vs Marketing

Two terms that many people use interchangeably are “branding” and “marketing”. While they both affect one another, there are big differences between them. The biggest difference being accountability.

Companies invest time and money to develop their brands. And this investment is not ill-spent. Branding is a very necessary thing. However, it is hard to translate the cost involved with developing a brand to direct ROI.

For example, does seeing a Pepsi commercial make you want to buy a Pepsi? Maybe. Does seeing that Pepsi commercial effect your buying patterns once you are at the store? Possibly. Does Pepsi see a lift in their sales when they are actively promoting their brand? Likely. But can Pepsi tie the purchase of one can of soda to one airing of a commercial? No.

Art and science of direct response

When you hold marketing dollars accountable it means that it must show a return on investment. This is done through direct response. Luckily, direct response media has evolved and we have a myriad of tools at our disposal. Direct mail, email, and the entire digital landscape make it possible to track advertising and how customers respond to it.

This is where 1327 Consulting excels. We understand how to create target audiences; we craft tailored content; we cultivate strong testing environments; and we love numbers.

Test…learn…test again

Every test provides a positive outcome. It may not always be in the form of a positive ROI, but each test will garner results. And that is a positive. This data will be used to make better decisions in the future. So, when exploring accountable advertising start small, start smart, build bigger, and end strong.

Small changes can yield big results – but only if you know where to look. Take a look at our case study to get a taste. Then give us a call today: 402.884.7334

How you benefit from consultancies

Welcome to 1327 Consulting where you can get big city thinking with a small scale investment. Many businesses believe they need to hire a full-time marketing expert or retain a large advertising agency in order to promote their business properly. This simply isn’t true. You can get high caliber talent without big budgets or expanding your in-office team.

Explore working with a consultancy

When working with a company like 1327 Consulting, you get 20 years of direct marketing expertise without having to add to your staff. That means no large salaries, no overhead or employee benefits, and no need to justify the team expansion to management. We will work together to determine the right way to partner with each other. Do you need a set amount of hours per month? Do you need a designated list of projects to be completed? Your requirements become our scope of work.

Hire an agency tailored just for you

When you hire a typical advertising agency, you get a myriad of team members at your beck and call. This is great for some clients, but for others it simply isn’t necessary because that staff comes with a price.

Instead, at 1327 Consulting we pull together a custom team for each client. We start with a core team, then add to it from a pool of vetted freelancers until we have exactly what is needed. Do you need a strategic plan? Do you need assistance managing your social pages? Do you need a website built? We can have a team ready to get started once you make the call.

Let’s build your business together

Small changes yield big results, but only if you understand how to identify the opportunities and test them properly. 1327 Consulting stems from extensive experience in direct marketing. Your marketing budget will be held accountable for performance and we have the tools to prove it. By focusing on data and measurable results, we are able to uncover what is working and determine how to make it even better.

Let’s make an impact together

Allow us to become your strategists, designers, copywriter,  researcher, and your overall marketing partner. Contact us today to get started today.

All the best,

Angie Stock, President


Office: 402.884.7334

Cell: 773.780.1561