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How to Improve Direct Mail Responses by Surveying Prospects Before You Start Copywriting.
CHALLENGE: Congratulations, your company has just invented a fabulous new widget that's wonderful in many, many ways. How do you figure out which single benefit to spotlight in your launch marketing campaigns?
What headline will really grab the marketplace by its lapels?
Like many B-to-B marketers, Mike Calder, Tektronix Marketing program Manager, didn't have the budget for a formal focus group or to run formal ad campaigns to gauge market response to each of 17+ benefits and features of the company's new waveform rasterizing system, WVR7000.
Would engineers at North America's TV stations be entranced by its portability? Ease of use? Highly accurate testing results?
Calder knew promotions listing all the benefits wouldn't work -- copy dividing focus between too many benefits works as badly as copy highlighting a single non-compelling benefit.
He had a big launch direct mail campaign scheduled to go out to the top engineering lists in just six weeks. But first he needed to find out what would make those engineers respond...
CAMPAIGN: Luckily Calder had an in-house database of prospects he could run test campaigns to. So he decided to whip out an email campaign to it super-quickly.... -> Step One: Survey your house list
- Direct Mail Helps Increase In-Store Visits from Customers; New Vertis Customer...
- Press release article from: Business Wire February 7, 2005 700+ words
...reveals that 24 percent of adults who read direct mail have visited a store in the past 90 days, prompted by receiving a retailer's direct mail piece (See Figure A). "With the...have become more receptive to using direct mail to obtain this information, and it...
- Direct Mail
- Encyclopedia entry from: Encyclopedia of Small Business January 1, 2007 700+ words
Direct Mail Direct mail is a type of advertising medium in which messages are sent to target customers through the mail. The terms "direct mail" and "mail order" are often used interchangeably. The best way...
- Direct mail? Get a horse!(real politics)
- Magazine article from: Campaigns & Elections Morris, Dick May 1, 2007 700+ words
...typewriters? Window fans? Then you undoubtedly love direct mail. It is obsolete, useless, and a waste of time and money. E-mail, yes. Direct mail, no. [ILLUSTRATION OMITTED] With direct mail, you have to spend all your money up front on...
- Direct mail: if part of a well-planned campaign, its more than junk, less than...
- Magazine article from: Mississippi Business Journal Prestridge, Sam February 4, 1991 700+ words
Direct mail: If part of a well-planned campaign...s awareness of direct response or direct mail as a marketing tool has exponentially...by the company itself or bought from direct mail specialists whose business is the compilation...
- FEATURE/Direct Mail is king; U.S. marketing executives rate direct mail "The...
- Press release article from: Business Wire April 4, 1996 700+ words
...directors and vice presidents revealed that direct mail is rated "the best" in achieving six...of "increasing brand identity" was direct mail ranked behind magazines, television...This first-ever Gallup Organization Direct Mail Study was commissioned by Pitney Bowes...
- Direct mail is king.
- Magazine article from: American Salesman July 1, 1996 700+ words
...directors and vice presidents revealed that direct mail is rated "the best" in achieving six...of "increasing brand identity" was direct mail ranked behind magazines, TV and newspapers...This first-ever Gallup Organization Direct Mail Study was commissioned by Pitney Bowes...
- Direct mail. (Self-Advertising) (column)
- Magazine article from: Graphic Arts Monthly Griffin, George March 1, 1988 700+ words
Direct mail advertising consists of design, printing...necessary services for execution of direct mail are available in-house. Certainly...article are with firms who have all direct mail bases covered except delivery to the...
- Direct mail offers untapped profits. (Selling Yourself) (Column)
- Magazine article from: Graphic Arts Monthly Griffin, George April 1, 1993 700+ words
...than any other advertising medium, direct mail is a printers special friend. Not only...effective, economical selfpromotion. Direct mail, when intelligently aimed and strategized...however, from the pioneer days of direct mail/mail-order when the Hokes, Senior...