Last
updated Decemberber, 2001
Budgeting season.
. . bah humbug!
This is the time of year when many marketing departments
scramble to "use it or lose it" and plan for next year's
activities. For those of us planning for next year, the job
will be tougher than ever. The days of automatic approval
for all marketing programs are over. Everything is under
scrutiny, accountability has never been higher, and positive
ROI results are expected.
Build a Good
Plan
Building a marketing plan based on numbers and a quantitative measure of success
is essential. Show how you plan to influence decision-makers and provide airtight
timelines and results. Everything revolves around the impact on sales.
Estimate an Outcome
Prior to making a marketing move, estimate a realistic outcome. Successful
marketing endeavors that increase sales by differentiating your business
from others with a call-to-action will get approval while those not-so-sales
driven will get nixed.
Look at the Business
Show how you support broader corporate objectives. There are other things to
think about like brand leadership, market share, profits, and customer
loyalty. So don't forget the basics.
The budgeting process
provides a good opportunity for you to show your value
as part of the corporate leadership team. Think strategically
and guide your business into the coming year with confidence
and renewed energy. . . your plan supports it!
Direct Mail - it
works!
Direct Mail is still alive, although, now more than ever,
reaching prospective clients via the Internet and alternative
mailings have surpassed more traditional forms of direct
mail. Most people have decided not to use the standard envelope-style
mailer for obvious reasons. Progressive direct mailers are
using postcards, fold-over postcards and translucent envelopes
to reach their audiences.
Who are you trying
to reach and what will move them to respond? Direct-response
is the name of the game, so make sure your direct mail
is targeted correctly. Targeted direct mail reaches a select
audience and a more receptive reader.
Many mailing list
providers sell both prepackaged and specially developed
lists. Both use demographics tailored to the target audience
you want to reach, so be sure to be specific.
Now is a great time
to stay in front of your prospective customers with direct
mail. You want to make sure your customers still know you
are there to help them through the economic downturn. Awareness
and reminders of your presence can make a huge difference
in your bottom line.
Crafting the
Content
What is the message you want to send to your targeted mailing list?
Effective direct
mail copy contains a few universal elements:
- Do your homework
and know your audience and their needs.
- Get to the point,
and don't waste the reader's time. Tell the most important
message in a few words.
- Be informative.
Communicate value.
- Use graphics,
photos and colors to highlight your message in printed
material.
- Anticipate the
reader's questions and provide answers.
