Measurement: The Distance Between Failure and Success
Grant A. Johnson
In this webinar Grant Johnson explains how to reduce the difference between success and failure by incorporating the proper list and media selections, the proper offer and messaging strategies. Grant expands upon how best to design campaigns and develop a testing matrix to maximize success. Finally, Grant takes a look into the future to see how direct marketing will be used to drive successful marketing strategies.
Grant A. Johnson
Grant A. Johnson is a prominent national direct marketing strategist who serves as president and chief marketing officer for Johnson Direct. Based in Brookfield, Wisconsin (a suburb of Milwaukee), Johnson Direct provides creatively effective communications and the highest levels of professional excellence within the direct marketing communications sector.
Grant is the chief marketing strategist, driving creative force and "Ambassador of Fun" at Johnson Direct. He is also a sought-after public speaker, award winning author and copywriter, and judge for creative and direct response competitions including The GMA's and Echo awards.
He is currently active with the Direct Marketing Association and is a member of the DMA’s Financial Services Council. He sits on the Board of Directors for The Milwaukee Urban League and The Eisner Museum of Advertising and Design and plays an advisory role to the Catholic Stewardship Appeal of Milwaukee.
An industry veteran with over 16 years experience, Grant writes articles for a variety of regional and national direct response publications and serves as a consultant, speaker and go-to resource for the national media.
Grant is leading the agency's major initiatives in the areas of direct response and electronic communications. These efforts directly contributed to an outstanding track record in client stability and retention in 2003 and was a major factor in the agency's win of dozens of industry awards in recent years. Grant's pursuit of measurable success (for Johnson Direct and its clientele) has also helped produce record new business for the agency and added new clients such as Microsoft Business Solutions, AAA life, Omaha Steaks and Swiss Colony, Nightingale-Conant, Humana, WW Grainger, GE Financial, among others.
In 2000, in recognition of his outstanding contributions to his clients' successes, he was the sole recipient of the Wisconsin Direct Marketer of the Year award, the highest award given by WDMA (Wisconsin Direct Marketing Association). He was also a past president of the WDMA.
Grant founded Johnson Direct in 1999 with the directive to offer one-to-one communication benefits to companies striving to increase sales leads, raise loyalty rates, improve membership retention or create customer relations continuity with direct marketing techniques.
Previously, Grant was vice president of business development for a Midwest direct marketing agency, working with prominent companies such as Northwestern Mutual, CUNA Mutual, Wisconsin Energies, Strong Funds, Classified Insurance and ASQ. After growing the once small lettershop/agency into a mid-sized direct marketing competitor, Johnson thought it was time to start his own shop.
Grant began his marketing career at the age of eight, with a profitable lemonade stand. Before his career in direct marketing took flight, Johnson landed on the air waves as a Jazz music disc jockey. At the same time, he freelanced as The Milwaukee Journal's Jazz critic.
A native of Milwaukee, Wisconsin, Grant earned his BA in Mass Communication at University of Wisconsin - Milwaukee. Today, he and his wife raise three daughters and son in Franklin, Wisconsin.