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Pre-selection
Refining the target based on pre-existing
level of interest
The Offer
What does it take to provoke response?
The Relative Power of Media
Face-to-Face
Strengths Weaknesses
Sight Likeability
Sound
Demands Time
Eye Contact
Expensive
Body Language
Interaction
Demo Ability
One-to-One
Provides Time
Pre-selection
No Attention Competition
Chemistry
The Relative Power of Media
Direct Mail
Strengths Weaknesses
Sight Easy not to engage
Pre-selection 4 seconds to involve
Low attention competition Postal system dependent
List dependent
The Relative Power of Media
Telephone (Outbound)
Strengths Weaknesses
Sound Interruptive
Some Chemistry Requires Time
Interaction Annoying
One-to-One
Pre-selection
Low Attention Competition
Some Unfortunate Truths About Direct
Marketing
The more we need people to read (listen, watch), the less willing
they are to do so.
The more resistant the universe, the more expensive the cost of
buying sales time (choice of medium, and devices within each
medium; offer)
Ad Ad
Selection Factors
Window Envelopes
Plastic Card
Invoice
Personal
Odd Size (9x12; 6x9)
Offer Disclosing
Lumpy
Certified
Outer Envelope Formats
See Through
Dimensional
Tactile Devices
Teasers
1st Class vs. Third
Stamp vs. Meter
Handwritten
Invitation
Letter Planning and
Structure
The Opening
The Body
The Close
The Signature
The P.S.
Writing Leads for Letters – How to
Start
1 2 3
Customers Mailings
A 12x
B 8x
C 7x
D 6x
The Issues in the Management of Direct
Marketing
Relationship retention
Relationship growth
Matching cost of retention and
growth stimulation to LTV
Retention and growth are
accomplished by frequency of
contact and power of contact
It is easier to convert ‘B’ customers
to ‘A’s’ than D’s to C’s
Compares' of a Sales Support
Situation
A ($1MM+/yr.) 12 12 12 $3,744
($3,600) ($120) ($24)
D ($250/yr.) 2 8 16 $712
($,1,600) ($80) ($32)
The Last Premise
Focus on Them
Dale Carnegie
Recipients of Direct Mail
Customers
Have pre-existing interest
Will read more copy
Require less costly mail
Mailing to customers generates $ and improves
retention
Frequency tolerance
Prospects
Pre-existing interest is “likely”
Requires more expensive mail to buy readership
Resistant to reading (looking for a reason to stop)
Relevance is key
Influencers
Gatekeepers/Saboteurs
Mail Room
Administrative Assistant
Spouse
Post Office
More Unfortunate Truths - Direct Mail