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

Some Questions to Consider

Here are some questions to consider as you plan your direct response production and select the correct media:

  1. Which media are best suited for communicating your product benefits? For motivating prospects to action?
  2. Which media will best reach your target audience?
  3. Can the medium be used effectively for direct response marketing?
  4. Is the product to be marketed geographically—if so, what are the boundaries of the medium?
  5. Can the medium selected be used regionally? Nationally?
  6. Are there seasonal variations in expected response levels that will affect scheduling?
  7. Will scheduling be affected by other activities within your company, such as your sales promotion and advertising plans?
  8. How much space is needed to present your offer? How much time to sell the offer, present the product, and maximize response?
  9. What media mix will produce the desired sales volume results within the budget parameters and time frame—and meet your marketing criteria?
  10. What is the relative cost efficiency and response potential of each medium?
  11. Within a particular medium, which vehicles will reach your target audience most effectively and efficiently?
  12. What response must be generated to achieve the target cost per inquiry and cost per close?
  13. In space, is the editorial environment compatible with your product? Is other advertising/marketing in the same vehicle compatible with your company? Where is the competition? As applicable, ditto for direct mail lists? Trade shows? Other tools?
  14. By adding additional media, what is the duplication of audience? The frequency? Is frequency beneficial? Necessary?
  15. Where does your current customer base fit in your overall marketing program for the next 12 months?

After you have given yourself comfortable answers to each applicable questions, please don't rock back on your heels, pass the baton to the production coordinator, and go fishing. It just doesn't work that way. As Sandy McCormick, founder of McCormick Oil & Gas, said:

Organize yourself
so that when everything that can possibly go wrong
goes wrong twice,
you are still in business.

Production of anything printed seems to offer endless possibilities for things to go wrong. This is especially true for direct mail. Because you have so many variables so many different elements coming together there are countless ways for things to go wrong.

Just think about it. First you have the copy, the message itself With ad of the many and different ways for it to be produced and presented. Then there is the art; the graphics that make the copy better. The photography and illustrations.

Next are the physical factors, including all the various paper stocks, colors, sizes, weights. Envelopes in many varieties. Literally hundreds of color combinations. One-, two-, and four-color printing. With overlays, screens, and more.

Throw in a test or two—let's say the twin offer and 4-list test outlined in Chapter 6. Which means coding and carefully enclosing the right pieces together so the test is valid.

Is it any wonder that those in charge of pulling all of this together have to wear many hats?

As Murphy says: "Anything that can go wrong will go wrong."

Top of This PageReturn to Previous Page

Contents by ROCKINGHAM*JUTKINS*marketing, all rights reserved.
Design by William F. Blinn Web Design, all rights reserved.