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Casual Articles - Direct Mail Marketing - Increase Efficiency & Sales
Managing Media Replication Projects
The goals of every media replication and packaging project are:Deliver your product to the end-user on time.Use the most cost effective options possible to achieve the project's business goals.Deliver a pristine, high quality final product to the end-user. The first step to achieving these goals is to establish a budget and timeline that meets all project requirements. The best way to ensure that timing and budgetary restraints are met is to involve all the pertinent players from the start. On many projects, the replication and packaging people are brought in too late to optimize the campaign's effectiveness. Too often decisions are made without the input of key participants in the process, resulting in a truncated replication and packaging timeline and less- than- optimal product costing more than it should.The participation of replication and packaging experts throughout the process more effectively organizes your project. They can be particularly helpful in identifying opportunities for improving efficiency. In many cases, for example, key media packaging elements
tarting point for understanding how to construct your customer target group is to analyze your current customers. When you understand existing customer base you can effectively expand your customer target group by identifying similar companies that are not your customers today.The goals of every media replication and packaging project are:Deliver your product to the end-user on time.Use the most cost effective options possible to achieve the project's business goals.Deliver a pristine, high quality final product to the end-user. The first step to achieving these goals is to establish a budget and timeline that meets all project requirements. The best way to ensure that timing and budgetary restraints are met is to involve all the pertinent players from the start. On many projects, the replication and packaging people are brought in too late to optimize the campaign's effectiveness. Too often decisions are made without the input of key participants in the process, resulting in a truncated replication and packaging timeline and less- than- optimal product costing more than it should.The participation of replication and packaging experts throughout the process more effectively organizes your project. They can be particularly helpful in identifying opportunities for improving efficiency. In many cases, for example, key media packaging elements
- What revenues do different customer groups generate to your business?
- Which of your products shall the customers purchase?
- What industry segments are your customers active in?
- Geographical distance from the customer to your stores?
- Your potential customers turnover and sizes?
- Timing - when should you activate your campaign? When is this customer group most likely to accept a sales proposal?
Why Print Advertising Gives Dismal Results in Newspapers
Have you ever wondered as a business-person why print advertising in the local newspaper key of such dismal results? Have you ever wondered why the advertising sales representatives and account executives as they are called continually tell you that it is about exposures and repetition? They tell you this as you give them a check each month for the advertising that never really pulls for you.Of course as they say Yellow Page Advertising is not much better and that bill comes every month also and often if it is the phone company, the actual phone book you will find that they may shut off your phone if you don't pay them. Of course they have you committed for the full year and the book is already printed. But as the year goes fewer and fewer people use the phone book, because the dog ate it or it was destroyed or they spilled something on it.The fact is that most print advertising even with high shelf life as they say in the yellow page advertising salesmanship handbook, simply does not pull. Newspapers are horrible and Yellow Page Advertising is not much better. Inserts in the newspaper often work, direct mail generally wo
Direct mail marketing executed in a professional manner can make wonder for your business in terms of awareness, sales, brand building and customer interest. Here are 8 important factors for a successful direct mail marketing campaign.Have you ever wondered as a business-person why print advertising in the local newspaper key of such dismal results? Have you ever wondered why the advertising sales representatives and account executives as they are called continually tell you that it is about exposures and repetition? They tell you this as you give them a check each month for the advertising that never really pulls for you.Of course as they say Yellow Page Advertising is not much better and that bill comes every month also and often if it is the phone company, the actual phone book you will find that they may shut off your phone if you don't pay them. Of course they have you committed for the full year and the book is already printed. But as the year goes fewer and fewer people use the phone book, because the dog ate it or it was destroyed or they spilled something on it.The fact is that most print advertising even with high shelf life as they say in the yellow page advertising salesmanship handbook, simply does not pull. Newspapers are horrible and Yellow Page Advertising is not much better. Inserts in the newspaper often work, direct mail generally wo
Marketing Alternatives:
- Marketing in Local or national radio stations
- Advertisement in local or national newspaper
- Commercials on local or national TV
- Advertisement on billboards and posters
- Direct Mail marketing via local flyers, postcards, brochures etc
- Direct sales marketing through telemarketing
- Business to Consumer communication via SMS & mobile communication
- Target Advertising - most important benefit is the targeting a specific group of customers.
- Personalization of Marketing Message - tailored to your customers specific needs based on previous transactions and gathered data.
- Optimization of Marketing Message - Because of its direct accountability, direct mail marketing can be tested to find the best address list or customer target group; the best product offer; the best timing for your sales or marketing campaign (and many other factors). Then the winning tests can be rolled out to a wider audience for optimal results.
- Secific data collection on customers - Responses (and non-responses) can be added to the database, allowing future mailings to be better targeted.
1. Define PRIMARY PURPOSE of your Direct Mail Marketing Campaign
- Information regarding launch of your newly established company
- Increase sales and customer contacts
- Decrease customer churn
- Increase profitability from existing consumers
- Counter on competitor activities and product offerings
- Advertise your company’s new products / services
- Advertise a promotion and limited sales campaign
- Brand building for your existing product line or company
- Others marketing purposes not covered in this article
- Marketing Message – What and when do you want to communicate and to whom?
- Total cost for the campaign; e.g. marketing material, advertisement costs, purchase of address information, distribution costs, and follow up costs such as telemarketing.
- Sales targets – What is the total number of shipments, the number of responses, and the average order value per response?
- Effect on churn levels on existing customer base – before the direct mail marketing campaign and after the direct mail marketing activity.
- Hit rate, i.e. number of customers that you expect to respond
- Break even for this campaign, i.e. what sales revenues are required in order for your direct mail marketing campaign to become positive.
A very important aspect of effective direct mail marketing is understanding which customers to contact. Logical starting point for understanding how to construct your customer target group is to analyze your current customers. When you understand existing customer base you can effectively expand your customer target group by identifying similar companies that are not your customers today.
- What revenues do different customer groups generate to your business?
- Which of your products shall the customers purchase?
- What industry segments are your customers active in?
- Geographical distance from the customer to your stores?
- Your potential customers turnover and sizes?
- Timing - when should you activate your campaign? When is this customer group most likely to accept a sales proposal?
Can A Business Still Be Profitable When People Skills Are Absent?
In our current world of rapid and amazing technological advances, many entrepreneurs have managed to dramatically limit the need for staff in highly profitable operations of all kinds.It is therefore tempting and believable to imagine that with every passing day, the need for people skills is diminishing. In fact most entrepreneurs are convinced that one no longer requires people skills to run a highly profitable enterprise. After all technology can do it all for you.This is both an unfortunate and inaccurate view that can cause a great deal of trouble.While it is true that technology has resulted in much leaner staffed enterprises, the truth of the matter is that businesses still need people. They need people to run the technology and more importantly to make important decisions that will impact on the company and its products and services for years to come.Although the numbers have drastically been reduced, the role of workers and staff in companies has dramatically risen in importance. The fact that you have fewer people running a multi-million dollar operation means that human checks and balances are virtually
fit is the targeting a specific group of customers. In our current world of rapid and amazing technological advances, many entrepreneurs have managed to dramatically limit the need for staff in highly profitable operations of all kinds.It is therefore tempting and believable to imagine that with every passing day, the need for people skills is diminishing. In fact most entrepreneurs are convinced that one no longer requires people skills to run a highly profitable enterprise. After all technology can do it all for you.This is both an unfortunate and inaccurate view that can cause a great deal of trouble.While it is true that technology has resulted in much leaner staffed enterprises, the truth of the matter is that businesses still need people. They need people to run the technology and more importantly to make important decisions that will impact on the company and its products and services for years to come.Although the numbers have drastically been reduced, the role of workers and staff in companies has dramatically risen in importance. The fact that you have fewer people running a multi-million dollar operation means that human checks and balances are virtually
1. Define PRIMARY PURPOSE of your Direct Mail Marketing Campaign
- Information regarding launch of your newly established company
- Increase sales and customer contacts
- Decrease customer churn
- Increase profitability from existing consumers
- Counter on competitor activities and product offerings
- Advertise your company’s new products / services
- Advertise a promotion and limited sales campaign
- Brand building for your existing product line or company
- Others marketing purposes not covered in this article
- Marketing Message – What and when do you want to communicate and to whom?
- Total cost for the campaign; e.g. marketing material, advertisement costs, purchase of address information, distribution costs, and follow up costs such as telemarketing.
- Sales targets – What is the total number of shipments, the number of responses, and the average order value per response?
- Effect on churn levels on existing customer base – before the direct mail marketing campaign and after the direct mail marketing activity.
- Hit rate, i.e. number of customers that you expect to respond
- Break even for this campaign, i.e. what sales revenues are required in order for your direct mail marketing campaign to become positive.
A very important aspect of effective direct mail marketing is understanding which customers to contact. Logical starting point for understanding how to construct your customer target group is to analyze your current customers. When you understand existing customer base you can effectively expand your customer target group by identifying similar companies that are not your customers today.
- What revenues do different customer groups generate to your business?
- Which of your products shall the customers purchase?
- What industry segments are your customers active in?
- Geographical distance from the customer to your stores?
- Your potential customers turnover and sizes?
- Timing - when should you activate your campaign? When is this customer group most likely to accept a sales proposal?
Heartfelt and Memorable Holiday Toasts
Give ThanksThank individuals for their contribution to the company. If your group is small, mention each person individually. In larger firms, thank teams or departments who succeeded in special initiatives or projects. Thank your partners and alliances, especially if they are sponsoring your company celebration.Share SuccessesShare specific kudos about your team members with their spouses. You know, it doesn't get much better than hearing that all of one's efforts and long hours are being recognized. And saying this to the spouse lets the spouse know you appreciate his or her sacrifices and support, as well.Allow your employees' children to hear of the contribution their parent makes to your company. Talk about those values you would want your own children to hear; perhaps "commitment," "integrity," "work ethic," "fairness," "team work," or other wonderful qualities. Be an inspiration to those children, after all they just might be your company's future leaders.Highlight the FutureAs the year winds down, it is appropriate to turn your attention to the coming year's main events a
ng launch of your newly established companyGive ThanksThank individuals for their contribution to the company. If your group is small, mention each person individually. In larger firms, thank teams or departments who succeeded in special initiatives or projects. Thank your partners and alliances, especially if they are sponsoring your company celebration.Share SuccessesShare specific kudos about your team members with their spouses. You know, it doesn't get much better than hearing that all of one's efforts and long hours are being recognized. And saying this to the spouse lets the spouse know you appreciate his or her sacrifices and support, as well.Allow your employees' children to hear of the contribution their parent makes to your company. Talk about those values you would want your own children to hear; perhaps "commitment," "integrity," "work ethic," "fairness," "team work," or other wonderful qualities. Be an inspiration to those children, after all they just might be your company's future leaders.Highlight the FutureAs the year winds down, it is appropriate to turn your attention to the coming year's main events a
- Marketing Message – What and when do you want to communicate and to whom?
- Total cost for the campaign; e.g. marketing material, advertisement costs, purchase of address information, distribution costs, and follow up costs such as telemarketing.
- Sales targets – What is the total number of shipments, the number of responses, and the average order value per response?
- Effect on churn levels on existing customer base – before the direct mail marketing campaign and after the direct mail marketing activity.
- Hit rate, i.e. number of customers that you expect to respond
- Break even for this campaign, i.e. what sales revenues are required in order for your direct mail marketing campaign to become positive.
A very important aspect of effective direct mail marketing is understanding which customers to contact. Logical starting point for understanding how to construct your customer target group is to analyze your current customers. When you understand existing customer base you can effectively expand your customer target group by identifying similar companies that are not your customers today.
- What revenues do different customer groups generate to your business?
- Which of your products shall the customers purchase?
- What industry segments are your customers active in?
- Geographical distance from the customer to your stores?
- Your potential customers turnover and sizes?
- Timing - when should you activate your campaign? When is this customer group most likely to accept a sales proposal?
Flexible Working - How Does It Affect You?
On 6 April 2007, new laws on flexible working were introduced in the UK. Prior to this date, only parents with children under six and disabled children under 18 had the right to apply for flexible working. The Work and Families Act 2006 has extended the rights to carers of adults.The new rights give an estimated 1.4 million more employees the right to request flexible working to care for an adult. The definition of a carer is someone who is or expects to be a carer of an adult who is:• married to or the partner of an employee, • is a near relative of the employee or • lives at the same address as the employee.Caring responsibilities include helping with personal care and nursing, emotional support as well as household support.The legislation can help those who have responsibilities for children and adults with caring needs. But it must be remembered that this is the right to request flexible working and is not guaranteed, and will ultimately be based on business need. So, how will it work in practice?One of my clients feels that she will not be supported to apply for flexible working
ial, advertisement costs, purchase of address information, distribution costs, and follow up costs such as telemarketing. On 6 April 2007, new laws on flexible working were introduced in the UK. Prior to this date, only parents with children under six and disabled children under 18 had the right to apply for flexible working. The Work and Families Act 2006 has extended the rights to carers of adults.The new rights give an estimated 1.4 million more employees the right to request flexible working to care for an adult. The definition of a carer is someone who is or expects to be a carer of an adult who is:• married to or the partner of an employee, • is a near relative of the employee or • lives at the same address as the employee.Caring responsibilities include helping with personal care and nursing, emotional support as well as household support.The legislation can help those who have responsibilities for children and adults with caring needs. But it must be remembered that this is the right to request flexible working and is not guaranteed, and will ultimately be based on business need. So, how will it work in practice?One of my clients feels that she will not be supported to apply for flexible working
A very important aspect of effective direct mail marketing is understanding which customers to contact. Logical starting point for understanding how to construct your customer target group is to analyze your current customers. When you understand existing customer base you can effectively expand your customer target group by identifying similar companies that are not your customers today.
- What revenues do different customer groups generate to your business?
- Which of your products shall the customers purchase?
- What industry segments are your customers active in?
- Geographical distance from the customer to your stores?
- Your potential customers turnover and sizes?
- Timing - when should you activate your campaign? When is this customer group most likely to accept a sales proposal?
Tips For Brainstorming
"A group problem-solving technique that involves the spontaneouscontribution of ideas from all members of the group"-- Merriam-Webster DictionaryBrainstorming is one of many creative problem solving techniques. While you can use any size group, we believe it works best when done in a facilitated group of 5-10 people. The more diverse the group the more diverse the input. The group members don't need to be experts in your field. In fact, they don't need to know anything about the problem topic at all! The following steps I use in my Many Good Ideas Brainstorming Seminars:Step 1: Define Your ProblemYou need to get really clear on what your problem truly is (and is not). Keep asking "why?" until you feel that you've identified the root of your problem. For example, if your problem is "I need more money?" Ask "Why? To do what? And then what?". Once you have the problem, state the brainstorming topic as:"I would like to _________ but it's difficult because ________"The more time you spend in defining your problem the better the results will be.S
tarting point for understanding how to construct your customer target group is to analyze your current customers. When you understand existing customer base you can effectively expand your customer target group by identifying similar companies that are not your customers today."A group problem-solving technique that involves the spontaneouscontribution of ideas from all members of the group"-- Merriam-Webster DictionaryBrainstorming is one of many creative problem solving techniques. While you can use any size group, we believe it works best when done in a facilitated group of 5-10 people. The more diverse the group the more diverse the input. The group members don't need to be experts in your field. In fact, they don't need to know anything about the problem topic at all! The following steps I use in my Many Good Ideas Brainstorming Seminars:Step 1: Define Your ProblemYou need to get really clear on what your problem truly is (and is not). Keep asking "why?" until you feel that you've identified the root of your problem. For example, if your problem is "I need more money?" Ask "Why? To do what? And then what?". Once you have the problem, state the brainstorming topic as:"I would like to _________ but it's difficult because ________"The more time you spend in defining your problem the better the results will be.S
- What revenues do different customer groups generate to your business?
- Which of your products shall the customers purchase?
- What industry segments are your customers active in?
- Geographical distance from the customer to your stores?
- Your potential customers turnover and sizes?
- Timing - when should you activate your campaign? When is this customer group most likely to accept a sales proposal?
- Test group - order or collect approximately 500-600 customer addresses
- Divide these customers into 2-3 small target groups
- Test different marketing messages or product / service offerings on each group of customers
- Observe customer response, hit rate, number of sales and effect on revenue
- Did you reach your primary purpose defined under section 1.?
- If your purposes where not reached find our why?
- What communication message and was most effective?
- What print material (flyer, brochure, postcard etc) and was most effective?
- What sales channel was most effective?
- When and how did the customer contact you?
6. Take very good care of all CONTACTING CUSTOMERS
- As a general rule - the more response alternatives your give your customer (Internet, mail, coupons, fax, telephone, SMS, in-person visits) the better is the hit rate.
- Assign responsible person on your company for managing the customer responses.
- Consider server capacity for peak in incoming traffic generated by contacting customers?
- Secure mail server access on your company to the people involved in handling the customers response
- Secure proper storage of the incoming customer mails?
- If the direct mail marketing campaign involves coupons, take decisions on the in-house vs. external outsourcing? Remember to store the customer coupons are stored for sales and tax purposes.
- Make sure your company’s telephone can handle simultaneous calls, a “call back” solution perhaps?
- Customer contacts vary over the week and during the day. Peak for customer contacts are often in the beginning of the week and around lunch hours, but draw your own conclusions and be prepaired.
- What message should be communicated to your target group?
- What product offerings or services should be in focus?
- What customer segment/-s?
- What response channel/-s should be presented to the target group?
- Where can you purchase or get free access to the customers’ addresses?
- Make your product offering or service stand out from your competitor!
- Size format of the print material
- Text format of the add or sales message
- Distribution format of the print material
- Timing of the shipment (preferably Tuesday, Wednesday or Thursday)
- Depending on the distribution volume of your campaign, try to negotiate with your local <
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