Interesting article in the June 2004 issue of Business 2.0 (page 78 of the print version – subscription required to read online) about a strategy used by advertising agency Zimmerman & Partners which they call “brandtailing.” The concept is to first uncover the underlying reasons why people don’t buy (at all or as much as their clients would like) and assist their clients in addressing those issues. Then they build call-to-action campaigns and use tracking software to determine what ads have resulted in sales.

What is unique here is that while most ad agencies seem more focused on building messages around their client’s current situations, Zimmerman & Partners first try to help their clients improve their offerings, then pitch it to potential customers and closely track the results. The concept of being able to track revenue generated from advertising campaigns and thereby actually show ROI is something the salesguy in me can really appreciate.