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Casual Articles - How to Use Direct Response Post Card Decks as a Valuable Market Research Tool
In business it's vital to maintain a cordial relationship with the customer in order to grow and get ahead of the competition. While it takes a lot of care on the part of production division to create cutting edge products or services, it's up to the marketing division to create the market for those products or services. Finally, it is extremely important for proper follow-through to take place - even if that means chasing down people who owe the company money.A mishap or misunderstanding in attempting to collect receivables can adversely affect a company's reputation. That said the accounts receivable team perform a valuable fu
Proper analysis of this larger sampling should result in strategy decisions which are more accurate, more meaningful,
You thought you were perfect for the job. So why isn't your phone ringing?Let's say you just sent your resum? off to 25 prospective employers and now you've done your part. Now, you just sit back and wait for the phone to ring. But why is nothing happening?Stop!The Job Search Industry is Not on Your SideThis is exactly the wrong approach to your successful job search. This is because your phone will probably never ring. The fact that you sent your resum? to some job post actually means very little in the scheme of things. The search industry has designed the search process to cater to their needs and no
For two to four cents per contact, the researcher can now gather market intelligence from both specialized vertical markets (lawyers, doctors, etc.) or broad based horizontal markets (all marketing executives across industry lines). In addition, these same markets can now be tested in such confined geographical areas as business executives in Hawaii or professionals in Minneapolis.
Not only does the marketer overcome one of the traditional problems in research--test sizes... he or she also reaps the huge advantage of accurate measurability and accountability. Since all responses can be directed back to the research organization, market feedback is both quick and accurate.
Many firms have difficulty in obtaining statistically significant samplings through traditional channels because of budget restrictions.
It's not uncommon for important strategy decisions to be made on the basis of sampling as few as 2,000 names out of a universe of several million potential buyers. This is risky at best. It could lead to marketing disaster based on serious sampling error, or wrong conclusions drawn from insufficient data.
With direct response card packs, it is now possible to test or survey as many as 100,000 potential buyers for as little as $2,000 or less. For the direct marketer this results in meaningful figures which are both statistically significant and forecastable.
Proper analysis of this larger sampling should result in strategy decisions which are more accurate, more meaningful, m
If you're old enough and were living in America about 30 years ago, you may remember the scandal in the motion picture industry known as "the Begelman affair" or "Hollywoodgate."A skillful analysis of the crisis that rocked Columbia Pictures, a leading company in its field, is presented by Steven Fink in his book, "Crisis Management: Planning for theInevitable." I am telling the tale over, but not for the sake of relating a "juicy" story (such pastimes being hardly something I care for).Rather, I believe there's a message for us here, primarily for business and professional
Not only does the marketer overcome one of the traditional problems in research--test sizes... he or she also reaps the huge advantage of accurate measurability and accountability. Since all responses can be directed back to the research organization, market feedback is both quick and accurate.
Many firms have difficulty in obtaining statistically significant samplings through traditional channels because of budget restrictions.
It's not uncommon for important strategy decisions to be made on the basis of sampling as few as 2,000 names out of a universe of several million potential buyers. This is risky at best. It could lead to marketing disaster based on serious sampling error, or wrong conclusions drawn from insufficient data.
With direct response card packs, it is now possible to test or survey as many as 100,000 potential buyers for as little as $2,000 or less. For the direct marketer this results in meaningful figures which are both statistically significant and forecastable.
Proper analysis of this larger sampling should result in strategy decisions which are more accurate, more meaningful,
Genuine testimonials can add credibility to a real estate marketing program. When the testimonial comes from a known source, like a neighbor, that power increases tenfold. So how do you go about using testimonials?An easy but effective formula:1. Place a testimonial at the top of your piece, in headline fashion.2. Followed up with your message, giving specifics of the transaction -- the number of interested buyers that came through, the time it took to get a contract. (Or other relevant data from a buyer agent transaction).3. Then offer to help the reader in the same way.4. End with your offer
Many firms have difficulty in obtaining statistically significant samplings through traditional channels because of budget restrictions.
It's not uncommon for important strategy decisions to be made on the basis of sampling as few as 2,000 names out of a universe of several million potential buyers. This is risky at best. It could lead to marketing disaster based on serious sampling error, or wrong conclusions drawn from insufficient data.
With direct response card packs, it is now possible to test or survey as many as 100,000 potential buyers for as little as $2,000 or less. For the direct marketer this results in meaningful figures which are both statistically significant and forecastable.
Proper analysis of this larger sampling should result in strategy decisions which are more accurate, more meaningful,
As the market changes franchising companies and their outlets must also change with the flow of consumer dollars and the changes in consumer buying perception. Consider if you will the height of popularity of the South Beach and Atkins Diet? This of course was the time when Schlotsky's Deli filed bankruptcy and it was the start of the fall of Krispy Kremes, as they got royally creamed in the market place and the company imploded.There are times in modern Day franchising when there are adapt or die scenarios. If the franchising company and their franchised outlets fail to meet challenges or changes in market demand the company w
It's not uncommon for important strategy decisions to be made on the basis of sampling as few as 2,000 names out of a universe of several million potential buyers. This is risky at best. It could lead to marketing disaster based on serious sampling error, or wrong conclusions drawn from insufficient data.
With direct response card packs, it is now possible to test or survey as many as 100,000 potential buyers for as little as $2,000 or less. For the direct marketer this results in meaningful figures which are both statistically significant and forecastable.
Proper analysis of this larger sampling should result in strategy decisions which are more accurate, more meaningful,
“This offer is good but can you guarantee it.”Why write a guarantee for your product or service? It reduces the risk in the eyes of your customers, enough to turn a cynical customer into a convinced customer.So, what makes a good guarantee? Besides the obvious, “I guarantee it,” strong guarantees include elements that not only ease the customers’ fears but also reinforce your offer. Before you put your guarantee in writing, here are some tips to keep in mind.* Emphasize the benefit in each guarantee. Say you’re selling an energy supplement. Write a statement saying, “If you’re not drinking less coffee, skipping dow
Proper analysis of this larger sampling should result in strategy decisions which are more accurate, more meaningful, more valid, and more profitable for the direct marketer.
The ability to order and conduct true A/B (or more) split run tests of offers, prices, etc. has important implications for the creative team.
The marketing intelligence gathered through card packs can be a valuable road map to success. Critically important data, discovered through card deck advertising, can determine the answers to such questions as:
==> Have we targeted to the correct audience?
==> Is the audience responsive to the degree necessary to maximize potential profitability?
==> Do we have the right combination of offer, price, copy, graphics, headlines, terms, etc.?
==> Are the response/profit characteristics such that they justify testing such other direct response media as direct mail, space or broadcast advertising?
==> Is there potential for a variation of this product/service to be marketed to a closely related audience?
==> What is the potential for back-end profits from related item sales?
==> Are we barking up the wrong tree? Should we cut our losses now and thank our luck stars that we were able to discover, inexpensively, that we were wrong?
While the advantage of card decks as a market research tool outweigh the disadvantages, there are some restrictions you need to be aware of:
1. The card itself is small (about 3"x5") and as such restricts your ability to test such things as lon
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