The Next Step in Database Marketing: Consumer Guided Marketing: Privacy for Your Customers, Record Profits for You / Edition 1by Dick Shaver, Shaver
Pub. Date: 09/04/1996
The Next Step in Database Marketing Consumer Guided Marketing® First, there was direct mail. Then came the database marketing revolution. Now comes Consumer Guided Marketing®a new kind of marketing that combines the personal approach of direct mail with the processing power of the modern marketing database to create one-to-one/sup>/sup>
The Next Step in Database Marketing Consumer Guided Marketing® First, there was direct mail. Then came the database marketing revolution. Now comes Consumer Guided Marketing®a new kind of marketing that combines the personal approach of direct mail with the processing power of the modern marketing database to create one-to-one marketing that is far more personal, and consequently much more powerful, than any type of marketing that has preceded it. Solving the privacy problem inherent in the use of third-party databases by involving each customer as an equal partner and co-participant from the very beginning of the marketing process itself, Consumer Guided Marketing predetermines whether a potential buyer is actually interested in the seller’s product before the mailing decision is made. The results? Mailing costs drop to all-time lows, response rates rise to all-time highs, and customer loyalty reaches levels never thought possible. Written by direct mail expert Dick Shaver, this practical resource contains all of the information you need to understand and implement this dynamic new database marketing method. Going beyond the one-shot sell, The Next Step in Database Marketing shows you how to establish and develop an ongoing "Mailing Dialogue" with your customer that maximizes sales both now and in the future. With real-life examples from such well known companies as American Express, General Electric, Marion Merrell Dow, MCI, Reader’s Digest and many others, this book takes you, step by step, through every element involved in creating consumer-specific mail:
- The Envelope: how to optimize opening rates during the daily mailsort by creating expectations based on reader eyeflow, how different people react to various kinds of envelope copy, etc.
- The Letter: how to transform envelope expectations into desire and response using every element that makes up the letterincluding the salutation, format, length, paragraph structure, signature, and copy styleand how to move from general benefits copy to the consumer-specific copy each individual customer cares most about.
- Putting It All Together: advance planning to create your total mailing package, how to move from "promotions to list segments" to a new consumer-specific, personal Mailing Dialogue with each customer to forge longer and more satisfying buyer-seller relationships.
- Publication date:
- Product dimensions:
- 7.66(w) x 9.37(h) x 1.54(d)
Table of Contents
Partial table of contents:
THE EVOLUTION OF CONSUMER GUIDED MARKETING.
Database Marketing, Privacy, Profits, and You.
Catch 22: Solving the Junk Mail Problem Creates the Privacy Problem!
Why Hasn't This Solution Been Tried Before?
Why Consumer Guided Marketing Self-Funds, Then Catapults Profits.
THE DIRECT MAIL PACKAGE IN CONSUMER GUIDED MARKETING.
The Personal Medium: Foundation for All Database-Driven Direct Mail.
How the Envelope Should Look.
What the Envelope Should Say.
How the Letter Should Look.
What the Letter Should Say and How It Should Say It.
Consumer Guided Letters in the New Mailing Dialogue.
Why Consumer Guided Marketing?
and post it to your social network
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