Keys to Succesful Direct Marketing Programs
Keys
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What You Must Consider
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| Customers |
- Who are they?
- What do they want?
- What are their needs?
- What will motivate them to purchase?
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| Product (Service) |
- Marketing objectives?
- Product/services conform to objectives?
- Value impression?
- Comparability to competitive products?
- Exclusivity?
- Packaging?
- Market potential?
- Profitability?
- Revenue potential?
- Repeat business?
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| Offer |
- Pricing, time limits, optional features, credit options, guarantees, etc. -- have they all been considered?
- Financial / marketing objectives?
- Immediate profit
- Back-end long term business
- Developing new market
- Is it the strongest offer you can make?
- Is the offer overstated?
- Would additional incentives help?
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| Creative (Format/copy/design) |
- Copy in keeping with audience/offer?
- Format consistent with offer?
- Design/graphics consistent with offer?
- Response device restate offer?
- Does it get prospect to act immediately?
- Does it tell them what to do?
- Does it tell them how to do it?
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| Media |
- Overall budget?
- Media mix?
- Timing & promotional calendar?
- Status of customer file?
- Outside list rental?
- Primary media selection?
- Alternate media opportunities?
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| Fulfillment |
- Are promotion & offer clear?
- Are response devices properly designed?
- Can promised services be delivered?
- Are you tracking & controlling incoming orders?
- Are billing and collection processes in order?
- Is your inventory managed to speed deliveries and reduce backorders?
- Are you responding to customer complaints?
- How are you processing returns?
- Is your customer always right?
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| Analysis |
- Tracking results by source code?
- Analyzing results by geo, demo, etc.?
- Level of repeat business by source?
- Tracking product performance - transactions, revenues, profits?
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| Testing |
- Why test?
- What do you test?
- What level of confidence?
- What level of error?
- What level of response is required?
- Are the results of variables being tested statistically different?
- How much error can you live with when you go to full-scale?
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| Research |
- How familiar is the customer with your company/product?
- What attributes of your company/product are important?
- How do people perceive your company/product vs. the competition?
- Does the prospect buy your product?
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