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Direct Marketing - Facts:

Consumer and business marketers each want to know how many times prospects have bought and how frequently. Have they purchased by mail? What have they bought from others that relates to your product and service? How did they become your customers? What was the source of the business?

Identifying markets is not always easy; with direct advertising it can be complicated, even complex. And, it is so critical! Because, without the correct audience, it is highly unlikely you will be successful, even if the rest of your program is in place and ready to go. Even if it is implemented flawlessly.

When your penetration level of a particular segment gives you a high response, you can safely assume this identifies a niche with a high propensity to buy your product or service. On the other hand, if your penetration is low, it certainly does not mean this audience won't buy from you. It could mean any number of things.

 

It could mean your offer wasn't targeted accurately. It could be your timing was off, the season was wrong. It could even be that you never asked for the order. You will find your audiences in 3 main areas. They will come from your house lists, your response lists, and your compiled lists.

 

They are from inside your building, your office, your company, your own files. Business at Your fingertips: House Lists, Long-time business friend and excellent direct marketer Doug Kercher and I have worked together for decades. From the programs we've shared come these thoughts about how you can improve your list selection from your house list.

 

The CSR is really the relationship manager, managing the entire process and matching the client needs with the capabilities of the printing company. CSRs can advance to management positions. Potential CSRs should be team players who are logical thinkers, able to coordinate the different steps of the particular job, possessing strong oral and written communication and math skills.

 

Generally, larger printing companies have formal training programs and hire entry-level candidates.

 

More about Direct Marketing .   See also: Business Post Cards and Business to Business Direct Marketing.

Response Makers - Direct Marketing