By Lois K. Geller
Advertising and marketing specialists recognize that Direct advertising is the one most efficient technique to promote services and products. it's the basically type of advertising that's testable, trackable, and, whilst performed the fitting method, constantly ecocnomic. Lois okay. Geller, a number one Direct advertising specialist, updates her vintage e-book to incorporate the most recent suggestions and strategies, plus multiplied insurance of Direct advertising and marketing within the age of the web. the recent Revised variation of reaction deals all retailers, in any measurement corporation, a technique for developing and maintaining a ecocnomic Direct advertising program--both on- and off-line. major the reader via this software of making plans, budgeting, forecasting, checking out, construction lists, determining providers, promoting out of the country, and constructing unswerving clients, Geller explains the way to create ecocnomic unsolicited mail applications, print advertisements, tv and radio ads, inbound and outbound telemarketing courses, and extra. Plus, she exhibits how all of those recommendations might be utilized to web direct advertising, together with loyalty courses, on-line catalogs, success and customer support, and extra. With ratings of updated examples drawn from businesses huge and small, together with Ford Motor corporation, American show, and 1-800-Flowers, plus an up-to-date thesaurus and source advisor, this Revised version of reaction may be the authoritative resource for Direct advertising innovations and strategies.
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We send out personalized cards to our customers every few months, even if they haven't done business with us in a while. That way, we know they'll keep us in mind if they do need us for a program. And we find that, even if they don't have any immediate business for us, they're constantly referring new customers our way. Any small business can send out a flyer or postcard every few months announcing a sale, introducing a new product or a new staff member. This technique has been used for years. Recently, I was at an antique show looking through old postcards of New York City.
Of course, you have to factor in the cost of the premium when you calculate your costs per mailing and potential profit. If your Wonderful Widget makes you a profit of $5 for each sale, offering a premium that costs you $10 is obviously not the way to go. If, however, you offer a premium that costs you $1, but increases your sales by 20 percent, you have increased your overall profit. If you're a manufacturer, you can make premiums yourself. But most people purchase gift items in bulk in order to get the best price.
At the time, there were few lists available in Canada (see Chapter 4 for a full explanation of lists), so we used Canadian subscribers to Money Magazine and Working Woman, to women who were on investment lists, and to career women. We also mailed to women who had recently made large purchases, such as major appliances and Craftmatic beds. We asked these women what kind of car they were currently driving, their income level, what they looked for in a new car, and when they next intended to buy. Enclosed was a letter from Ken Harrigan, telling them how interested he was in their response.