3. 7 REASONS WHY DIRECT MAIL?
1. One can measure the results by counting how many order forms or reply cards
come back.
2. By direct mail advertisers always know whether a mailing is profitable or not.
3. Direct mail can be targeted to select groups of prospects through the careful selection
of proper mailing lists.
4. The copy can be tailored or altered as per the various groups of prospects you want to
reach.
5. Direct mail is cost effetive.
6. Direct mail gives you great flexibilty in your presentation, print media is limited by
the size and space and broadcast media by length of commercial.
7. Direct mail is almost always a response - oriented medium.
4. DIFFERENCE BETWEEN DIRECT MAIL AND SPACE ADVERTISING
DIRECT MAIL –
Is a personal medium.
A letter is a one to one communication from one human being to another.
The information flows two ways: from prospect to advertiser and back to the
prospect.
Direct mail is structured to sell now.
SPACE ADVERTISING –
An ad appearing in a magazine will be seen by thousands or millions of readers.
The goal of advertising is to build brand awareness or to create demand for a
new product category.
5. STRATEGY
Awareness of Inquiry/
DIRECT MAIL
the company Purchase
Establish Awareness of Entry into
contact product relationship
Recognition of
Positive
personal
perception
benefit
6. LEAD GENERATION AND CREATION
Lead Generation - is a marketing term that refers to the creation or generation of
prospective consumer.
Successful direct mail lead generation is greatly dependant on lists that possess
up-to-date information and are built for the specific target intended.
We will be generating/creating leads by the following process:
1. Buy leads from lead brokers and lead companies
2. Buy leads from the Internet Search Engines
3. Advertise if necessary
4. Computer Database
7. THE TOP 5 LEAD GENERATION SYSTEMS
1) Direct Mail to your Best Buyers?
The fastest way to build our business is to target the best customers with a
“laser-focused” approach with direct mail to our “best buyers.” This strategy alone has
helped many businesses literally double their revenues.This disarmingly simple strategy
is one of the most effective and least expensive ways to market and grow our business
fast!
2) Buy leads from lead brokers and leads companies
Another great way to generate hot “ready to buy” leads is to purchase them from lead
brokers and lead companies. These company’s sole focus is to generate leads and then
sell them to companies like us who want a great source of consistent new business.
8. 3) Buy leads from the Internet Search Engines
One of the most effective online strategies for generating leads is by attracting
targeted traffic to our Website with the "Pay-Per-Click" Search Engines (PPCSEs).
PPCSEs can and should become an indispensable part of your lead generating arsenal.
PPCSEs allow us to tap into the searches occurring in our industry and put our site
directly in front of customers who are actively searching for what we are selling.
The 2 best PPCSEs are
Google AdWords http://www.google.com/ads/
Overture http://www.overture.com/
9. 4) Advertise if necessary
Studies show that 50% of all purchasing is motivated by advertising. Advertising is
also one of the best tactics for generating leads that a company can deploy. Plus,
it’s also the great way to build name recognition in the market which can get us
publicity, “word of mouth” advertising, and other great benefits.
Here are a few tips for running an advertising campaign that brings us a high return
on investment…
Place ads in the most targeted publications that our target market reads.
Consider inexpensive ads in e-mail newsletters and Web Sites that our target market
reads. Use direct response ads
5) Target Best Buyers
If you look at a financial statement that shows income generated from all our clients
just 20 percent of our clients are giving 80 percent of the business and profitability.
These are our “Best Buyers” or “Dream Clients.” It means we should target and
concentrate on these “Best Buyers” first, because this will be the easiest way to grow
our business and profitability.
Eg: out 100%, 20% of our clients are giving 80% of business and profits. So we should
concentrate MORE on these 20% and not loose them at any cost.
10. COMPUTER DATABASE: THE KEY TO TARGETING THE BEST PROSPECTS
One can accurately locate their best prospects by buying names from a number of
databases-
Trades with other companies,
Motor vehicle records,
Warranty card data from their own files,
Birth announcements,
Subscribers to selected magazines.
11. COMPUTER DATABASE: USES
Identifying prospects
Deciding about which customer should receive a particular order
Deepening customer loyalty
Reactivating customer purchase
Lead generation
Customer acquisition
Strengthening customer relationships
12. APPLICATION OF DATABASES
DIRECT MAIL –
Using the system to select customers to receive relevant mailings.
RESPONSE HANDLING AND FULFILLMENT –
Using the system to record our customers’
response and manage the next step in contact strategy – Fulfillment.
13. LIFE TIME CUSTOMER VALUE
LIFE TIME CUSTOMER VALUE –
Defines values –
It helps you to define value of a customer.
Acquisition costs –
helps in figuring out how much we can spend on
acquisition costs to get each customer.
14. HOW TO FIND OUR LTV
Average Purchase
x
Number of purchases a year
x
Number of years they are as customers
Eg - If a dinner costs $35/-
Diner comes in 12 times a year
Number of years as a customer - 5 years
35x12x5= $2,100.00
This is a gross number
15. HOW DO WE USE LTV
Customer acquisition
Employee training
Target
By knowing the Long term value of a customer we know how much we can spend on
them. if we know a customer is goin to be 2100$ then giving them one free dinner to
get them into your business is really a VALUE.
An employee who understands that his interaction with a customer is lot more than
a single sale because it is worth 2100$.
And by knowing the Long term value of customer it can also help us with our targeting
and also helps us finding out more about our prospects who we should be going after
and how we should spend our money to get them.
16. PROSPECTS
AND
TARGET AREAS
9 to 5 employees,
frequent travellers,
business executives.
17. WHY THE NAME THERMOPAL?
Thermo –
Accurate temperature.
Pal –
a synonym for "friend“.
18. MANUSCRIPT
HEADLINE:
How to keep your Iced Tea on Ice.
SUBHEAD:
A big gulp in a tiny bottle.
VISUAL:
Tall glass of iced tea sitting next to an open ThermoPal thermos.
COPY:
Nothing quenches thirst like a cold iced tea on a hot summer’s day. But the tea in a can
or a carton won’t stay cool in summer heat. And an ordinary theroms won’t fit in your
briefcase or bag or lunch box.
Introducing ThermoPal, the pint-size thermos that makes sure your cool summer drinks
stay cool...and is small enough to go where you go.
ThermoPal is tiny enough to fit in the slimmest briefcase or in a tightly packed backpack.
But it’s big enough to hold a frosty 8 ounces of tea, lemonade or fruit juice. That’s as much as you
get in a tall, cool glass at home or from a machine.
19. But by carrying your lunchtime drink in thermoPal, your refreshment costs a few pennies
instead of better part of a rupees, as it would from a vending machine or fast-food stand.
So ThermoPal pays for itself in just a few weeks...and brings big savings over the long,
hot summer.
We know you’ll be delighted with thermoPal for years to come. If not, just send the lid
back in the mail for a full refund - no questions asked.
To order thermoPal, clip and mail the reply coupon. But hurry- supplies are limited,
and we usually sell out by the middle of spring.
COUPON:
YES, I want to keep cool. Please send me
ThermoPal(s) at Rs 225/- plus Rs 100/- each for
shipping and handling.
My check is enclosed. If not satisfied. I’ll send
back the top of the thermos for a full refund of
my money.
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