Response: The Complete Guide to Profitable Direct Marketing / Edition 1

Response: The Complete Guide to Profitable Direct Marketing / Edition 1

by Lois K. Geller, Seth Godin
     
 

Marketing experts know that Direct Marketing is the single most effective way to sell products and services. It is the only form of marketing that is testable, trackable, and, when done the right way, always profitable.
Lois K. Geller, a leading Direct Marketing expert, updates her classic book to include the latest tips and techniques, plus expanded coverage

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Overview

Marketing experts know that Direct Marketing is the single most effective way to sell products and services. It is the only form of marketing that is testable, trackable, and, when done the right way, always profitable.
Lois K. Geller, a leading Direct Marketing expert, updates her classic book to include the latest tips and techniques, plus expanded coverage of Direct Marketing in the age of the Internet. The new Revised Edition of Response offers all marketers, in any size company, a strategy for creating and sustaining a profitable Direct Marketing program—both on- and off-line. Leading the reader through this program of planning, budgeting, forecasting, testing, building lists, choosing suppliers, selling overseas, and developing loyal customers, Geller explains how to create profitable direct mail packages, print ads, television and radio commercials, inbound and outbound telemarketing programs, and more. Plus, she shows how all of these strategies can be applied to Internet direct marketing, including loyalty programs, online catalogs, fulfillment and customer service, and more.
With scores of up-to-date examples drawn from companies large and small, including Ford Motor Company, American Express, and 1-800-Flowers, plus an updated glossary and resource guide, this Revised Edition of Response will be the authoritative source for Direct Marketing strategies and techniques.

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Product Details

ISBN-13:
9780195158694
Publisher:
Oxford University Press, USA
Publication date:
11/28/2002
Edition description:
REV
Pages:
384
Sales rank:
1,433,272
Product dimensions:
9.40(w) x 6.30(h) x 1.20(d)
Lexile:
1190L (what's this?)

Table of Contents

Forewordxiii
Acknowledgementsxv
Special Acknowledgementxvii
Introductionxix
1.How I Got Started1
Thank My Lucky Stars
Catch the Luck Yourself
2.Why Go Direct?4
The Advantages of Direct Marketing
Dispelling Direct Marketing Myths
A Direct Marketing Success Story
And the Survey Says...
The $200 Hot Buyer Incentive
Adapt the Concepts to Fit Your Business
Choosing a Product to Sell
The Small-Firm Advantage
Play Up Your Personality
The DM Questionnaire
3.Elements of an Effective Offer27
What Makes a Good Offer
Offer Options
Testing: The Ultimate Opinion Poll
Checklist
4.Identifying Your Customers44
Compiled Lists
Direct Response Lists
How to Choose a List
Creative List Planning
Using a List Broker
List Maintenance and Computer Service Bureaus
Target Your Ideal Prospects with Database Marketing
Prioritize Your List with RFM
When Your Business Grows...Consider a Database, Think CRM
Checklist
5.Creative Techniques for Successful Direct Mail Packages63
The Direct Mail Advantage
The Outer Envelope
Envelope Success Stories
The Letter
Six Strategies for Winning Copy
More Winning Words
Typography and Design
Letter Success Stories
The Brochure
The Order Form
Order Form Success Story
The Business Reply Envelope
Keep Your Printing Costs in Mind
Seasonality
Checklist
6.Distinctive Direct Response Advertising104
Setting Clear Objectives
Location, Location, Location
Working Within Your Budget
How to Make Your Ad Stand Out From the Crowd
The Copy
Get the Most for Your Advertising Dollars
Broadcast Media
Checklist
7.Catalog Connections128
A Tool for Serious Marketers
The Catalog Boom
Make a Statement with Your Catalog
Develop a Catalog Plan
What Goes Where
Pricing the Catalog
What's the Good Word?
Writing Effective Copy
Capture your Readers' Attention with Snappy Headlines!
Catalog Art
Make it Easy to Order
Your Online Catalog
Checklist
8.Fulfilling Orders and Expectations157
Who's Fulfilling What?
Prefulfillment Essentials
The First Step: Order Entry
Sending Out the Goods
Using Outside Services
Shipping Delays and the Mail Order Rule
Regulations on Selling Through the Mail
Checklist
9.Costs and Mail Order Math176
Determine your Promotion Costs
Finding the Break-Even Point
How to Calculate the Break-Even Point for a Direct Response Ad
Analyzing Catalog Sales
Analyzing List Results
Checklist
10.Planning Your Campaign193
Background
Objectives
Strategy
Tactics
Ballpark Estimates
Contingency Plans
Timetable
A Sample Marketing Plan
Use Your Marketing Plan as a Reference Guide
Checklist
11.Loyalty Programs: Frequent Flyers, Frequent Buyers207
High-Quality Products
Extraordinary Customer Service
Ongoing Communication
Calculating Long-Term Value
Staying in for the Long Haul
Keep It Fresh and Fun
Other Loyalty Program Success Stories
Partnership Programs
Checklist
12.Direct Marketing for Big Business231
Big-Business Advantages
The Challenges Big Businesses Face
Finding Solutions
Big-Business Success Stories
Checklist
13.Direct Marketing for Small to Midsize Businesses244
One Case Study: Smart Research = Small-Business Success
The Top Ten List: Secrets to Small-Business Success
Keep Your Vision in Mind
Checklist
14.Relationship Building in the 21st Century: The Internet and Beyond255
Building Relationships One at a Time
Back to the Future: Servicing and Caring for Customers
Loyalty Programs: The "Mom and Pop" of the 21st Century
Aftermarket Selling
The Internet
Web Site Basics: The Virtual Storefront
Keep It Simple
Online Branding
Interactivity
Developing a Great Site...Over Time
Caring for Customers Online
Creating Traffic
Privacy and Security
Email Marketing
Keep 'Em Coming Back
Making the Most of Opportunities and Customer Relationships: Conversations with a Profit-Driven Internet Entrepreneur
Look Forward ...
Checklist
15.Direct Marketing Around the World289
Regions of Opportunity: Canada, England, Ireland and Germany
Europe
Japan
China
Southeast Asia
Australia
Latin America and Mexico
The Mechanics of Overseas Campaigns
Checklist
16.The Successful Marketer314
Feasting on Direct Marketing Success
Characteristics of Success
You Are Not Alone ...
Glossary331
AppendixDirect Marketing Resource Directory341
Index351

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