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Focus -

Do you know your customer.

Customer intimacy implies that you really know your customers and are able to anticipate their needs.
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focus
   
   

Target -

Getting to know your customers.

Flex your database to deliver targeted promotions and, as a result, gain invaluable marketing insights.
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Communicate -

The value of deepening existing relationships.

The cost of acquiring a new customer is often two to three times the cost of enhancing an existing relationship with a satisfied customer.
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Campaign Checklist

The Campaign Checklist is designed to assist you in planning your own direct marketing campaigns. A well-defined strategy will produce the best results so consider the following questions carefully.

1. Campaign Objectives:

What do you want to achieve? You may want to announce a new product/event, attract new customers, build customer loyalty, request a donation, collect membership information, etc.

2. Campaign Plan/Strategy:

What is your key target group/audience? Qualitative or quantitative market research methods may be helpful in defining whom you want to sell to or communicate with.
Is Direct Marketing the only option to be used or should it be used in support of other strategies? The direct marketing should complement the rest of your marketing strategy which may already include advertising, sales promotion and PR.
Is the purpose to launch a new product or service? What could be offered to create an impact with the audience and entice them to try your new product or service?
Is the purpose to generate customer loyalty to your product or service? What would entice more of your customers to make repeat purchases? Review buyer behaviour and closely analyse profiles of the biggest group of purchasers.
What database will be used? The choice of database affects the whole result of the campaign. Ensure you can draw the desired consumer segment from the database. Also, records have to be current and the format of the database should allow for personalisation of any items sent.
What offer will be used to entice your customers? This includes everything that a customer or prospect will receive - envelopes, letters, brochures, coupons, reply cards, questionnaires, tapes, product samples, etc. What role should each of the elements play? Have you made it easy to order or reply?
What creative work will be required? The presentation of the offer must emphasise its importance and motivate the customer to act now. The message in a direct marketing piece is written and presented differently to any other form of marketing or advertising. The services of direct marketing experts in design and copywriting can make all the difference to the success of your campaign.
What production will be required? Once all above steps have been completed, production and personalisation can begin. However you should consider your requirements now in order that all elements can be produced, personalised and communicate within the planned budget, timeframe and according to quality specifications.

3. Campaign Budget:

When formulating an appropriate budget some of the cost factors to consider include:

  • Copywriting
  • Creative Design
  • Data Sources
  • Brochures
  • Letterheads
  • Envelopes
  • Printing
  • Mail Production
  • Post Campaign Services (e.g. Telemarketing Follow-up, Fulfilment)

4. Campaign Summary:

Processing and analysis of response. Once the campaign has gone out, you should closely monitor the response. The response may be purchases made, coupons redeemed, information requests by mail or telephone, etc. Careful analysis of what has worked, what hasn't and why, should be made and used in planning further campaigns.

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