Successful Direct Marketing Methods, Seventh Edition

by STONE BOB

• ISBN13: 9780658001451
• ISBN10: 0658001450
• Edition: 7th
• Format: Hardcover
• Copyright: 2001-07-30
• Publisher: McGraw-Hill

Summary

With more than 250,000 copies sold, the classic text on direct marketing is now even better! This thoroughly revised edition of Successful Direct Marketing Methods--the "bible" of direct marketing-- includes expanded material on the Internet and other digital media and brand new information on E-business (including E-communications, banners, buttons, E-mail, permission marketing). Also includes E-commerce (online merchandising and usability and navigation of websites) and E-services (online customer service, live operators, online chats, linking with call centers); up-to-the minute coverage of database marketing including data mining and online databases; expanded coverage of consumer privacy issues; new information on customer relationship marketing and teleservices-- and more! Completely rewritten and modernized from the last edition to include cutting-edge information on the latest E-tools available to direct marketers Now includes real-life business case studies from well known companies like Ford Motor Company, Dell Computer, NutraSweet, and more!

Author Biography

Bob Stone is cofounder and chairman emeritus of Stone & Adler, Inc., now a Young & Rubicam company. One of the pioneers of direct marketing, Stone is the eight-time winner of the Direct Marketing Association's Best in Industry Award along with virtually every other important award for direct marketing excellence. He has taught degree programs at Northwestern University and the University of Missouri and has lectured extensively in the United States, Europe, Asia, and Australia. A former director of the Direct Marketing Association, Stone was one of the earliest inductees in the Direct Marketing Hall of Fame. He was a feature columnist in Advertising Age for 12 years, writing more than 200 articles on the ins and outs of direct marketing, and has been a leader in direct marketing education throughout his distinguished career. His is a trustee of the Direct Marketing Education Foundation (DMEF).

Ron Jacobs is the president of Jacobs & Clevenger, Inc., an integrated marketing and professional services company with a focus on customer relationship marketing. He is also a senior lecturer in the Medill/Integrated Marketing Communications Program, Northwestern University, where he teaches interactive marketing and E-Commerce. He was a program coordinator for the Certificate of Direct Marketing Program at DePaul University from 1991 to 1995. Ron is a 1994 recipient of the Direct Marketing Education Foundation's Outstanding Direct Marketing Educator Award. A frequent speaker in the United States and internationally, Jacobs is the author of articles on such direct marketing issues as customer acquisition, database development, interactive/new media, business-to-business campaigns, integrated marketing communications, privacy, and customer relationship management. Jacobs is on the DMA Information and Interactive Tech Council and served as its vice chairperson from 1997 to 1998 and its E-Commerce chairperson from 1998 to 1999. He has served as an expert witness on the uses of consumer data and privacy. He is on the advisory board for the DMA Political Action Committee. A past president of the Chicago Association of Direct Marketing, Ron has served as a trustee of the CADM's Education Foundation and is past General Chairman of the CADM's Education Foundation Campaign Committee. He was CADM's 1998 Direct Marketer of the Year. Prior to beginning his direct marketing career, Ron spent 10 years with Trans World Airlines, where he worked in customer service, operations, and agency sales.

Table of Contents

Section One: Direct Marketing Essentials

Chapter 1: The Scope of Direct Marketing

Economic Impact of Direct MarketingDirect Marketing DefinedThe Basics of Direct MarketingOne-to-One and Customer Relationship MarketingIntegrated CommunicationsCase Study: E*Trade Securities Inc. Pilot Project Key Points

Chapter 2: Business, Strategic and Direct Marketing Planning

Three Key Strategic QuestionsThe Strategic Business PlanThe Strategic PlanThe Direct Marketing PlanThe Creative Strategy PlanCase Study: Wells Fargo BankPilot ProjectKey Points

Chapter 3: The Impact of Databases

What is a Database?Sources of InformationDatabase Marketing and Customer RelationshipsCustomer Relationships and Lifetime Value (LTV)Accessing Data through Data Warehouses and Data MartsUsing Data Mining to Make DecisionsTaking Your Database GlobalDatabases Raise Privacy IssuesCase Study: 3Com: Building a Global DatabasePilot ProjectKey Points

Chapter 4: Consumer and Business Mailing Lists

Mailing List BasicsTypes of Mailing ListsProfilingList Selection GuidelinesRenting Mailing ListsEvaluating Mailing ListsList HygienePrivacyCase Study: Staples Direct BackgroundPilot ProjectKey Points

Chapter 5: The Offer

Factors to ConsiderSelecting Response ChannelsAn In-Depth Look at Unique OffersMerchandising the OfferShort- and Long-Term Effects of OffersWays to Hype ResponseDanger of OverkillCase Study: Simple Pleasures LightPilot Project Key Points

Section Two: Media of Direct Marketing/H2>

Chapter 6: Magazines

Testing Regional EditionsPilot PublicationsBind-in Insert CardsBingo CardsMagazine Advertising Response PatternTiming and FrequencyDetermining Proper Ad SizeFour-Color, Two-Color, Black and WhiteThe Position FactorHow to Buy Direct Response SpaceCase Study: State FarmPilot ProjectKey Points

Chapter 7: Newspapers

Newspaper PreprintsSyndicated Newspaper SupplementsLocal Newspaper MagazinesComics as a Direct Marketing MediumDeveloping a Newspaper Test ProgramThe Position FactorColor versus Black and WhiteCase Study: Outsourcing a Newspaper CampaignsPilot ProjectKey Points

Chapter 8: TV/Radio

Broadcast ApplicationsInfomercialsRadioVideocassettesBasic Broadcast ConceptsBuying TimeCreating for Direct Response TVCreating for RadioTV in the Multimedia MixCase Study: Surety Inc.Pilot ProjectKey Points

Chapter 9: Co-ops

Getting Co-ops ReadConsumer Co-opsBusiness-to-Business/Professional Co-opsOther Channels of DistributionWhy Offer Coupons?Co-op Testing RulesCase Study: WEB Direct Marketing/Hanover HousePilot ProjectKey Points

Chapter 10: Telemarketing/Teleservices

A Study of Human PerceptionTeleservice ApplicationsInbound TeleservicesOutbound TeleservicesHiring: The Lifeblood of the Call CenterThe Mathematics of TelemarketingPrivacy and RegulationCase Study: Airborne Freight CorporationPilot ProjectKey Points

Section Three: Internet Direct Marketing

Chapter 11: Overview of Internet Direct Marketing

Internet ApplicationsFast Growth, Empowered BuyersPrivacy-A Growing ConcernDirect Marketing and the Internet: A Perfect MarriageThe Benefits of E-CommerceOnline Business ModelsConsumer E-Commerce GrowthBusiness to Business E-Commerce GrowthE-CommunicationsE-Care: On-line Customer Service A New Frontier: Wireless Internet ApplicationsCase Study: Dell ComputerPilot ProjectKey Points

Chapter 12: E-Communications

Using E-Communications to Build Customer PerceptionsBanner AdsBanner Ad Success Borrows from Direct ResponsePlanning Banner Ad Campaign ObjectivesMedia Planning and Testing Using E-Mail in Internet Direct MarketingCreating Effective E-Mail PromotionsCase Study: Autobytel.comPilot ProjectKey Points

Chapter 13: E-Commerce

Channel Conflicts ExistRedesigning Customer Business Processes for E-CommerceThe Buyer/Seller ModelE-Care: The Care and Feeding of Online CustomersCase Study: Barnes & NoblePilot ProjectKey Points

Section Four: Managing the Creative Process

Chapter 14: Creating Direct Mail Advertising

The Letter is King of the PackageEleven Guidelines to Good CopyWriting Letters to FormulaThe Seven-Step Formula for Winning LettersThe Problem-Solving Strategic ApproachOther Elements of the Classic Mailing PackageHow to Improve a Good Mailing PackageClassic Mailing Packages Get ResultsCase Study: Illinois Lottery Birthday Program Pilot ProjectKey Points

Chapter 15: Creating and Managing Catalogs

Core Competency #1: MerchandisingCore Competency #2: Positioning the CatalogCore Competencies #3 and #4: New Customer Acquisition and Customer List CommunicationCore Competency #5: Creative ExecutionCatalog Competency #6: Catalog FulfillmentCatalog Competency #7: Catalog Database StrategiesCatalog Competency #8: Analysis-the Numbers Side of CatalogsCataloging and the InternetThree Factors of Online SuccessThe Future of CatalogingCase Study: Children's Memorial HospitalBackgroundChallengeSolutionResultsPilot ProjectKey Points

Chapter 16: Creating Print Advertising

Visualizing the ProspectWriting the HeadlineSelecting Advantages and BenefitsClassic Copy Structure Other Ways to Structure CopyEstablishing the Uniqueness of Your Product or ServiceCase Study: Prevention Magazine Pilot Project Key Points

Section Five: Marketing to Businesses

Chapter 17: Business to Business Direct Marketing

Value-Added Direct MarketingListening to the Customer's VoiceContact Channels and Communication StrategiesBuilding the Customer CenterCultivating Customers and Acquiring New CustomersMeeting the Challenges of Our DecadeCase Study: Contract Office ProductsPilot ProjectKey Points

Chapter 18: Managing a Lead-Generation Program

The Role of the Internet in Generating and Managing LeadsToday's Sales Force: People or ProcessTypes of Lead-Generation ProgramsPlanning Successful Lead-Generation ProgramsOther Ingredients of an Effective Lead-Management SystemUnderstanding the Art of CommunicationAdjusting Quality and Quantity of LeadsCapacity PlanningLead Flow Monitoring and Contingency PlanningLead Classification and ScoringInquiry Processing Cost AnalysisTracking and Results Reporting Decision Support ToolsSample Reports for Sales ManagersSample Reports for Advertising ManagersCase Study: Allstate Insurance Company Life Pilot ProjectKey Points

Section Six: Marketing Intelligence

Chapter 19: Modeling for Business Decision Support

The Purpose of Modeling: Looking Back in Order to Look AheadCustomer and Prospect ModelingDefining the VariablesUseful Modeling Techniques Modeling: Expensive, Essential, and Not for Statisticians OnlyCase Study: Benefiting from Predictive Modeling with DatabasesPilot ProjectKey Points

Chapter 20: Mathematics of Direct Marketing

Single Transaction Costs and Contribution to Marketing Costs and ProfitsKey Performance Indicators Setting the Market InvestmentContinuous Revenue RelationshipsInquiry Conversion ProgramsEngineering a Direct Marketing BusinessCase Study: The Dressing Under Duress Society or DUDSPilot ProjectKey Points

Chapter 21: Innovation through Creativity and Testing

Creativity and Being CreativeBrainstormingCreative StimulatorsTest the Big ThingsHow to Test Print AdvertisingTesting Hypotheses in Print AdsTesting OnlineCreativity and Testing, Not Creativity versus TestingCase History: Yamaha PianoPilot ProjectKey Points

Chapter 22: Research for Direct Marketing

Research and Testing: A Complementary ProcessTesting and the Total Marketing Research ProcessPrimary and Secondary ResearchDirect Marketing Research for Consumer ProductsUsing Attitudinal Research to Profile Target Audiences and Product CategoriesUsing Attitudinal Research for Customer SegmentationResearch for Business-to-Business ApplicationsPrimary Research for Marketing and Creative DevelopmentThe Future of Research in Direct MarketingCase Study: Latina Style MagazinePilot ProjectKey PointsAppendix: Careers in Direct MarketingCareers in Direct Response Advertising AgenciesCareers in the List FieldCareers in Database MarketingCareers in Catalog MarketingThe Newest Direct Medium: The InternetCareers in TelemarketingCareers in Customer Acquisitions and RetentionCareers with SuppliersYour First JobAdvancing in Your Career: What Skills Will Be Needed?How Do I Get Started?Where are the Jobs and How Can I Find Out about Them?Job Banks/On-line ResourcesA Word about SalariesMarketing YourselfGlossary About the Authors