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Power Direct Marketing: The Book


Chapter — 2
Objectives: Ready — Aim — Fire ... Marketing by Objectives

Client Marco Brown of Wells Fargo Bank introduced me to the 6 Phases of a Project. I thought you’d enjoy them. Because if you’re alive and well and have been active in sales, marketing, advertising, public relations or sales promotion recently, this has undoubtedly happened to you. At least once—probably more often.

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In order to avoid that type of thinking and happening, I’ve built The 8ight Point Market Action Plan. A step-by-step process that allows you to walk through the think, plan, organize, develop, do, and measure parts of a direct response marketing program.

Or, as Kenneth Blanchard said: "Don’t just do something. Think about it."

And, as R.C. Cunningham, Executive Vice President of AFG Industries says:

Every company has the opportunity to minimize head-on competition and to maximize their sales and profit potential by hitting ‘em where they ain’t.

The key to finding where they ain’t is a well defined strategic plan which . . . evaluates the strengths and weaknesses of your company compared with the competition.

This see where you want to go tomorrow and how to get there. It’s really knowing your market, and your competition, that makes the difference in selling a commodity product, a high-tech product, or a multi-million dollar piece of equipment successfully.

Once again, here are the 8 points we’ll be examining:

  1. Objectives
  2. Timetable
  3. Budget
  4. Audience
  5. Offer
  6. Creative
  7. Production/Media
  8. Analysis/Measurement information


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