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When developing your campaign budget you need to cover both sides of the equation – revenue and costs, to determine your overall Cost of Sale and Profitability. I usually develop a roll out budget based on the estimated response % … Continue reading
Before I spend a lot of time developing a direct marketing plan or budget, I’ll generally do what I call the ‘Pencil Test’ first. The pencil test is a simple overview exercise I always employ to find what response I … Continue reading
You can’t expect what you don’t inspect, and you can’t inspect what you don’t measure and track! Measuring the results of your campaigns is fundamental in successful direct marketing. To optimize your campaign performance, you must understand which media is … Continue reading
Probably the most underutilized aspect of direct marketing is in testing all the elements of a direct marketing campaign. It’s surprising because through testing different media sources, lists, creative executions, offers and call to actions you can systematically improve your … Continue reading
Simply put, a Call-to-Action is a device within your communication that asks your consumer to buy or contact you to discuss your product or service offer. In its simplest form, for many marketers, it’s the phone number they display for … Continue reading
Depending on the product or service you want to offer, it’s very important to consider the timing of your campaigns. You’ve heard the old saying: Timing is everything. In direct marketing, this is very true. You need to think from … Continue reading
After you’re sure you’ve identified the right target market, the second most important factor in successful direct marketing campaigns is making the best offer. You need to construct your offers so they get your prospect’s attention. In getting their attention, … Continue reading
To my mind, a successful direct marketing campaign starts and finishes with the customer. So, when I think I may have some ‘great idea’, the first area I work on is determining the target market. The reason for this is … Continue reading
You’ve developed a product you feel will provide excellent value to existing or new customers. Maybe you’ve been studying your customer database and think you’ve come up with another ‘great idea’ for a profitable service that would interest your customers … Continue reading
One hears so much these days on social media sites, blogs, posted Articles, eBooks and White Papers about the fantastic outcomes businesses can achieve using online media or other offline sources to make sales or generate leads. There is no … Continue reading