Ray worked with B-2-B and Consumer clients throughout the world ... including USA, Canada, Mexico, Asia, the South Pacific, Europe, the Middle-East, Central & South America, Africa.

This website is a compilation of Ray's 10 years on the Web.

 

Power Direct Marketing: The Book


The Direct Marketing Schedule

This is a week-by-week timetable of how long you should schedule to get things done. A suggested length of time to complete each task in preparing a direct marketing program is listed.

Description

I. Direct Mail for "average" package, including #10 or 6 x 9 outgoing envelope; 1-, 2-, or 4-page letter; business reply card and envelope; small brochure; two- or four-color package

a. Research, copy, layout and design, including approvals and job cost estimate

b. Photography or creative art, final mechanical art for production

c. Market identification, list research and development and ordering

d. Final production and lettershop services

e. Follow-up analysis and reporting, including recommendations

II. Direct Response Space Advertising (either black/white or color ad, utilizing 800 number and/or coupon)

a. Research copy, layout and design, including approvals and job cost estimate

b. Photography or creative art, final mechanical art for production

c. Media plan, insertion schedule, and approvals

d. Follow-up analysis and reporting, including recommendations (depends on insertion schedule, 1–4 weeks after ad first appears results can begin to be evaluated)

III. Telemarketing (an out-calling program)

a. Research and copy development, approvals, and job cost estimate

b. Market identification, list research and development and ordering

c. Begin test calls and script testing (When telephone is used to complement a mail and/or space program, the start date for calling will vary with the program; however, 5–10 days after the prospect has received the printed message is usual.)

d. Follow-up analysis of test and reporting, including roll-out recommendations

IV. Collateral Support Materials (including sales and sales promotion field-support brochures, flyers, fulfillment packages, premiums, and other marketing tools)

a. Research, copy, layout and design, including approvals and job cost estimate

b. Photography or creative art, final mechanical art for production

c. Final production

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