Direct Marketing Lead Generation and Real Estate Post Cards information: Develop a Web response form. Joan has a special Web response form created to post on her Web site. The form has the same look and feel as the mailing piece and reiterates the major copy points. The Web response form asks the visiting prospect to answer several qualifying questions. When these questions are answered, the prospect will be able to instantly access and read the offer, the Analyst's Report, online.

 

The Web response form has a link to AnyNet's home page at the end of the form. Versions of the form are created to accommodate the two different banner ads (one on the AnyNet site, and one on the commercial site targeted to networking managers) so response can be measured separately. Cost to create the Web response form: $2,000 (not including response processing or reporting).

 

Marketing refers to the activities required to get a customer to give you money in exchange for your product or service. Although many peo¬ple (including me) commit the language sin of using the terms adver¬tising and marketing interchangeably, they are not the same. Marketing consists of four key components: product, price, distribution, and pro-motion. Advertising is part of promotion. (Other parts of promotion include trade shows, direct mail, catalogs, sales brochures, the Internet, and publicity.)

 

 

 

 

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Create a Web banner ad. Joan has a Web banner ad created to coordinate with the direct mail. Cost: $2,500. She invites her Webmaster to lunch and gets him to agree to place it on the AnyNet home page. The banner is linked to a special Web response form

 

We did not include the e-mail follow-up campaign in program B, because then we would have to include the cost of a direct mail follow-up campaign in program A to keep things even. The e-mail follow-up campaign could potentially add even more revenue at a very low incremental cost.There is nothing to physically produce, so your production time line is compressed. Instead of waiting to print and mail something,

 

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Response Makers - Direct Marketing Lead Generation