ELEMENTS OF AN

EFFECTIVE OFFER

CHECKLIST
DOES YOURE YOUR OFFER HAVE :

Believability
Involvement
Creativity

HAVE YOU TRIED THESE

OFFER OPTIONS

Price Incentives
- payment options
You have been specially chosen
Premiums & Samples
Free trial , automatic shipping &
negative /Return option
Member get a member / Early bird
Contests & sweepstakes
Multiple discounts & multiple products
Bounce back & Money-back gaurantee

WHEN TESTING DID YOU TEST ONLY ONE FEATURE AT A TIME

CODE YOUR TESTING TO MEASURE
RESULTS
KEEP ACCURATE RECORDS
ANALYZE TEST RESULTS AND TAKE ACTION

Identifying your Customers

Three basic types of mailing lists :
1.The In-house List /House file
2.Compiled list
3.Direct Response List

IN-HOUSE LIST
This comprises of your own customers people
who have bought from you (or made enquiries
about your products or services)before.
People who are most likely to buy again.
Generate enough business from repeated mails
Due to natural attrition rates, all lists shrink in
time

COMPILED LISTS
Names and addresses- derived from telephone
books, business and association directories,
yellow & white Pages, newspapers, public
records, car and voter registrations- of people
having one basic interest or characteristic in
common.
Many B2B marketers use compiled lists
Less expensive than Direct response lists but
not the best lists for gathering large responses

DIRECT RESPONSE LISTS

It is made up of people who have
purchased items through DM from
some company other than your own.
Essentially , these are other companys
/peoples house lists
DRL performs much better than
compiled lists , as people who have a
track record of buying through the mail
are most likely to purchase again

USING A LIST BROKER

A List broker rents out list to you
rather than selling it to a particular
company

Direct Marketing
Direct marketing attempts to acquire and
retain customers by contacting them
without the use of an intermediary. The
objective is to achieve a direct response which
may take one of the following forms:
A purchase over the telephone or by post;
A request for a catalogue or sales literature;
An agreement to visit a location/event (e.g. an
exhibition);
Participation in some form of action (e.g. joining a
political party);
A request for a demonstration of a product;
A request for a salespersons visit.

 Direct marketing, then, is the distribution of

products, information and promotional
benefits to target consumers through
interactive communication in a way which
allows response to be measured. It covers a
wide array of methods, including the
following:

direct mail;
telemarketing (both inbound and outbound);
direct response advertising (coupon response or
phone now);
Electronic media (internet, interactive cable TV);
Catalogue marketing; & Mail Order (Through
Post/Courier)
Inserts (leaflets in magazines);
Door-to-door leafleting; & Text messaging.

Designing & Managing

a

Direct Marketing Campaign

IS IT DIFFICULT ???
OR ..
D AM N

EASY

!!!!!

Marketing
Plan
Identifying &
understanding the
target audience

Setting Campaign
Objectives

MEDIA
DECISIONS

CREATIVE
DECISIONS

Campaign
Execution &
Evaluation

Step 1 - Get to Know

Your Target Market Well
The first step in building a truly effective
and successful marketing campaign is to
know who you are targeting with the
campaign.
Describe
your
potential
customers in as much detail as possible,
before you even start to write the direct
marketing
brochure,
flyer,
or
advertisement. You might decide to target
20 to 25 year old males who still live with
their parents, but earn at least $40,000
per year, for example.

Step 2 - Decide on the

Right Format for Your
Target
In the example
givenMarket
above, an online direct
marketing campaign, where your target market
receive an e-newsletter or an email may be the
most appropriate way to contact young men in
their 20s. However, if you need to sell your
product or services to elderly people who rarely
look at a computer, than a direct mail out
campaign, where the people receive the
information in their post boxes at home will be
the most appropriate format. Don't waste money
in advertising your products where people in the
market you are targeting will not see the
advertisement.

Step 3 - Decide on the

Right Message
The message you send to different types
of people could be very different. If your
business sells life insurance, for example,
you will want to have completely different
marketing
campaigns
with
separate
messages for different target markets. The
message you send to parents who have
young children could be to provide a
solution to the fear that something could
happen to either of the parents and leave
the children unprovided for.....
WHAT IF
U ARE SELLING TO YOUTHS??

Step 4 - Create a Hook

Essentially, a direct marketing campaign
is a fishing expedition. You send out the
information on your business and hope
it is attractive enough for your potential
customers to pick up the bait and make
contact with your company. Give your
potential customers a reason to call you.
Some businesses find that running a
simple competition or survey with a
chance to win a great prize as part of
the campaign encourages people to
respond to the campaign.

Step 5 - Write the Marketing

Material
If you are not good at writing, employ a
professional to word your marketing
material for your business. The writer
will need to know the target market,
what response you want from the
campaign, and the format of the
campaign to write the text of the
marketing material properly. The
writing should speak directly to your
target market and encourage an
immediate response after reading the
material.

Step 6 - Design the Marketing

Material
The
design
of
the
marketing
materials you choose will be
important, especially as many people
will decide whether or not to bother
reading the material based on how it
looks and their first impressions of
the material. If it looks professional,
you will get more readers.

Step 7 - Monitor the Campaign

Once it is Sent
Finally, many businesses forget this is
one of the most important steps in a
direct marketing campaign. Monitoring
the campaign means keeping track of
responses and those that do not respond.
In an email marketing campaign, you can
check how many people have actually
opened and read the email, even if the
people do not respond directly.

 Talk to each customer who does respond

and ask questions about what they liked
in the marketing materials and why they
chose to respond. This is essential
information as it will help you to alter
your campaign next time to get a better
response. You can also ring or make
contact with the people a week or so
after the direct mail campaign has been
sent out, as often you will get a higher
response rate with a second contact
within a short timeframe.

SUCCESSFUL DM
CAMPAIGN
A

successful
direct
marketing
campaign
depends
on
many
factors, but the most important is
selecting your target market and
then framing all of the marketing
materials to be attractive to that
market. Monitoring the campaign
can give you valuable information
for your next direct marketing
campaign.