Successful Direct Marketing Methods

by Stone, Bob; Jacobs, Ron

• ISBN13: 9780071458290
• ISBN10: 0071458298
• eBook ISBN(s): 9780071784139
• Additional ISBN(s): 9780658001451
• Edition: 8th
• Format: Hardcover
• Copyright: 2007-12-05
• Publisher: McGraw Hill
• More Book Details

Summary

Direct marketing has grown beyond its roots in traditional mail order to embrace a host of new technologies, customer relationship-building techniques, and performance measures. Today, businesses and nonprofits of all kinds use direct marketing, which now garners 25% of the U.S. marketer's budget, surpassing newspapers and broadcast TV. Hailed as the "bible" of direct marketing for over 30 years,Successful Direct Marketing Methodshas been completely updated and expanded with all the latest tools and techniques needed for success in today's digital, multi-channel marketplace. Written by world-renowned direct marketing experts Bob Stone and Ron Jacobs, the Eighth Edition ofSuccessful Direct Marketing Methodscontains major revisions to chapters on the creative process, fully covering the development of direct mail advertising, catalogs, and print advertising. The Eighth Edition also explores such new topics as: The expanding objectives of direct marketing in the digital age Techniques for optimizing customer acquisition, up-selling and cross-selling, reducing defections, extending loyalty, and improving retention CRM applications, data mining, call center, campaign management, and sales force automation Customer experience management--connecting customers and brands at every touch point Brand building with direct marketing tools and techniques The growth of direct marketing in Europe, Asia, and Latin America Methods of international marketing--both direct and telemarketing Successful Direct Marketing Methodsoffers professionals a comprehensive roadmap for direct marketing success across today's multiple marketing channels.

Author Biography

Ron Jacobs is president of Jacobs & Clevenger, a multichannel, direct marketing communications agency that provides direct, digital, and database marketing services; transactional branding; and customer marketing programs.

Table of Contents

Direct Marketing Essentials

The Scope of Direct Marketing Economic Impact of Direct Marketing

Direct Marketing Defined

The Basics of Direct Marketing

One-to-One and Customer Relationship Marketing

Integrated Communications

Case Study: E

Trade Securities Inc.Pilot Project

Key Points

Business, Strategic and Direct Marketing Planning Three Key Strategic Questions

The Strategic Business Plan

The Strategic Plan

The Direct Marketing Plan

The Creative Strategy Plan

Case Study: Wells Fargo Bank

Pilot Project

Key Points

The Impact of Databases What is a Database?Sources of Information

Database Marketing and Customer Relationships

Customer Relationships and Lifetime Value (LTV)Accessing Data through Data Warehouses and Data Marts

Using Data Mining to Make Decisions

Taking Your Database Global

Databases Raise Privacy Issues

Case Study: 3Com: Building a Global Database

Pilot Project

Key Points

Consumer and Business Mailing Lists Mailing List Basics

Types of Mailing Lists

Profiling

List Selection Guidelines

Renting Mailing Lists

Evaluating Mailing Lists

List Hygiene

Privacy

Case Study: Staples Direct

Background

Pilot Project

Key Points

The Offer Factors to Consider

Selecting Response Channels

An In-Depth Look at Unique Offers

Merchandising the Offer

Short- and Long-Term Effects of Offers

Ways to Hype Response

Danger of Overkill

Case Study: Simple Pleasures Light

Pilot Project

Key Points

Media of Direct Marketing

Magazines Testing Regional Editions

Pilot Publications

Bind-in Insert Cards

Bingo Cards

Magazine Advertising Response Pattern

Timing and Frequency

Determining Proper Ad Size

Four-Color, Two-Color, Black and White

The Position Factor

How to Buy Direct Response Space

Case Study: State Farm

Pilot Project

Key Points

Newspapers Newspaper Preprints

Syndicated Newspaper Supplements

Local Newspaper Magazines

Comics as a Direct Marketing Medium

Developing a Newspaper Test Program

The Position Factor

Color versus Black and White

Case Study: Outsourcing a Newspaper Campaigns

Pilot Project

Key Points

TV/Radio Broadcast Applications

Infomercials

Radio

Videocassettes

Basic Broadcast Concepts

Buying Time

Creating for Direct Response TVCreating for Radio

TV in the Multimedia Mix

Case Study: Surety Inc.Pilot Project

Key Points

Co-ops Getting Co-ops Read

Consumer Co-ops

Business-to-Business/Professional Co-ops

Other Channels of Distribution

Why Offer Coupons?Co-op Testing Rules

Case Study: WEB Direct Marketing/Hanover House

Pilot Project

Key Points

Telemarketing/Teleservices A Study of Human Perception

Teleservice Applications

Inbound Teleservices

Outbound Teleservices

Hiring: The Lifeblood of the Call Center

The Mathematics of Telemarketing

Privacy and Regulation

Case Study: Airborne Freight Corporation

Pilot Project

Key Points

Internet Direct Marketing

Overview of Internet Direct Marketing Internet Applications

Fast Growth, Empowered Buyers

Privacy-A Growing Concern

Direct Marketing and the Internet: A Perfect Marriage

The Benefits of E-Commerce

Online Business Models

Consumer E-Commerce Growth

Business to Business E-Commerce Growth

E-Communications

E-Care: On-line Customer Service

A New Frontier: Wireless Internet Applications

Case Study: Dell Computer

Pilot Project

Key Points

E-Communications Using E-Communications to Build Customer Perceptions

Banner Ads

Banner Ad Success Borrows from Direct Response

Planning Banner Ad Campaign Objectives

Media Planning and Testing

Using E-Mail in Internet Direct Marketing

Creating Effective E-Mail Promotions

Case Study: Autobytel.com

Pilot Project

Key Points

E-Commerce Channel Conflicts Exist

Redesigning Customer Business Processes for E-Commerce

The Buyer/Seller Model

E-Care: The Care and Feeding of Online Customers

Case Study: Barnes & Noble

Pilot Project

Key Points

Managing the Creative Process

Creating Direct Mail Advertising The Letter is King of the Package

Eleven Guidelines to Good Copy

Writing Letters to Formula

The Seven-Step Formula for Winning Letters

The Problem-Solving Strategic Approach

Other Elements of the Classic Mailing Package

How to Improve a Good Mailing Package

Classic Mailing Packages Get Results

Case Study: Illinois Lottery Birthday Program

Pilot Project

Key Points

Creating and Managing Catalogs Core Competency #1: Merchandising

Core Competency #2: Positioning the Catalog

Core Competencies #3 and #4: New Customer Acquisition and Customer List Communication

Core Competency #5: Creative Execution

Catalog Competency #6: Catalog Fulfillment

Catalog Competency #7: Catalog Database Strategies

Catalog Competency #8: Analysis-the Numbers Side of Catalogs

Cataloging and the Internet

Three Factors of Online Success

The Future of Cataloging

Case Study: Children''s Memorial Hospital

Background

Challenge

Solution

Results

Pilot Project

Key Points

Creating Print Advertising Visualizing the Prospect

Writing the Headline

Selecting Advantages and Benefits

Classic Copy Structure

Other Ways to Structure Copy

Establishing the Uniqueness of Your Product or Service

Case Study: Prevention Magazine

Pilot Project

Key Points

Marketing to Businesses

Business to Business Direct Marketing Value-Added Direct Marketing

Listening to the Customer''s Voice

Contact Channels and Communication Strategies

Building the Customer Center

Cultivating Customers and Acquiring New Customers

Meeting the Challenges of Our Decade

Case Study: Contract Office Products

Pilot Project

Key Points

Managing a Lead-Generation Program The Role of the Internet in Generating and Managing Leads

Today''s Sales Force: People or Process

Types of Lead-Generation Programs

Planning Successful Lead-Generation Programs

Other Ingredients of an Effective Lead-Management System

Understanding the Art of Communication

Adjusting Quality and Quantity of Leads

Capacity Planning

Lead Flow Monitoring and Contingency Planning

Lead Classification and Scoring

Inquiry Processing Cost Analysis

Tracking and Results Reporting

Decision Support Tools

Sample Reports for Sales Managers

Sample Reports for Advertising Managers

Case Study: Allstate Insurance Company Life

Pilot Project

Key Points

Marketing Intelligence

Modeling for Business Decision Support The Purpose of Modeling: Looking Back in Order to Look Ahead

Customer and Prospect Modeling

Defining the Variables

Useful Modeling Techniques

Modeling: Expensive, Essential, and Not for Statisticians Only

Case Study: Benefiting from Predictive Modeling with Databases

Pilot Project

Key Points

Mathematics of Direct Marketing Single Transaction Costs and Contribution to Marketing Costs and Profits

Key Performance Indicators

Setting the Market Investment

Continuous Revenue Relationships

Inquiry Conversion Programs

Engineering a Direct Marketing Business

Case Study: The Dressing Under Duress Society or DUDSPilot Project

Key Points

Innovation through Creativity and Testing Creativity and Being Creative

Brainstorming

Creative Stimulators

Test the Big Things

How to Test Print Advertising

Testing Hypotheses in Print Ads

Testing Online

Creativity and Testing, Not Creativity versus Testing

Case History: Yamaha Piano

Pilot Project

Key Points

Research for Direct Marketing Research and Testing: A Complementary Process

Testing and the Total Marketing Research Process

Primary and Secondary Research

Direct Marketing Research for Consumer Products

Using Attitudinal Research to Profile Target Audiences and Product Categories

Using Attitudinal Research for Customer Segmentation

Research for Business-to-Business Applications

Primary Research for Marketing and Creative Development

The Future of Research in Direct Marketing

Case Study: Latina Style Magazine

Pilot Project

Key Points

Appendix: Careers in Direct Marketing

Careers in Direct Response Adver

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