Successful Direct Marketing Methods

Section One: Direct Marketing Essentials Chapter 1: The Scope of Direct MarketingEconomic Impact of Direct MarketingDirect Marketing DefinedThe Basics of Direct MarketingOne-to-One and Customer Relationship MarketingIntegrated CommunicationsCase Study: E*Trade Securities Inc. Pilot Project Key PointsChapter 2: Business, Strategic and Direct Marketing PlanningThree Key Strategic QuestionsThe Strategic Business PlanThe Strategic PlanThe Direct Marketing PlanThe Creative Strategy PlanCase Study: Wells Fargo BankPilot ProjectKey PointsChapter 3: The Impact of Databases What is a Database? Sources of InformationDatabase Marketing and Customer RelationshipsCustomer Relationships and Lifetime Value (LTV)Accessing Data through Data Warehouses and Data MartsUsing Data Mining to Make DecisionsTaking Your Database GlobalDatabases Raise Privacy IssuesCase Study: 3Com: Building a Global DatabasePilot ProjectKey PointsChapter 4: Consumer and Business Mailing Lists Mailing List BasicsTypes of Mailing ListsProfilingList Selection GuidelinesRenting Mailing ListsEvaluating Mailing ListsList HygienePrivacyCase Study: Staples Direct BackgroundPilot ProjectKey PointsChapter 5: The OfferFactors to ConsiderSelecting Response ChannelsAn In-Depth Look at Unique OffersMerchandising the OfferShort- and Long-Term Effects of OffersWays to Hype ResponseDanger of OverkillCase Study: Simple Pleasures LightPilot Project Key Points Section Two: Media of Direct Marketing Chapter 6: MagazinesTesting Regional EditionsPilot PublicationsBind-in Insert CardsBingo CardsMagazine Advertising Response PatternTiming and FrequencyDetermining Proper Ad SizeFour-Color, Two-Color, Black and WhiteThe Position FactorHow to Buy Direct Response SpaceCase Study: State FarmPilot ProjectKey PointsChapter 7: NewspapersNewspaper PreprintsSyndicated Newspaper SupplementsLocal Newspaper MagazinesComics as a Direct Marketing MediumDeveloping a Newspaper Test ProgramThe Position FactorColor versus Black and WhiteCase Study: Outsourcing a Newspaper CampaignsPilot ProjectKey PointsChapter 8: TV/RadioBroadcast ApplicationsInfomercialsRadioVideocassettesBasic Broadcast ConceptsBuying TimeCreating for Direct Response TVCreating for RadioTV in the Multimedia MixCase Study: Surety Inc.Pilot ProjectKey PointsChapter 9: Co-opsGetting Co-ops ReadConsumer Co-opsBusiness-to-Business/Professional Co-opsOther Channels of DistributionWhy Offer Coupons? Co-op Testing RulesCase Study: WEB Direct Marketing/Hanover HousePilot ProjectKey PointsChapter 10: Telemarketing/Teleservices A Study of Human PerceptionTeleservice ApplicationsInbound TeleservicesOutbound TeleservicesHiring: The Lifeblood of the Call CenterThe Mathematics of TelemarketingPrivacy and RegulationCase Study: Airborne Freight CorporationPilot ProjectKey PointsSection Three: Internet Direct MarketingChapter 11: Overview of Internet Direct MarketingInternet ApplicationsFast Growth, Empowered BuyersPrivacy-A Growing ConcernDirect Marketing and the Internet: A Perfect MarriageThe Benefits of E-CommerceOnline Business ModelsConsumer E-Commerce GrowthBusiness to Business E-Commerce GrowthE-CommunicationsE-Care: On-line Customer Service A New Frontier: Wireless Internet ApplicationsCase Study: Dell ComputerPilot ProjectKey Points Chapter 12: E-CommunicationsUsing E-Communications to Build Customer PerceptionsBanner AdsBanner Ad Success Borrows from Direct ResponsePlanning Banner Ad Campaign ObjectivesMedia Planning and Testing Using E-Mail in Internet Direct MarketingCreating Effective E-Mail PromotionsCase Study: Autobytel.comPilot ProjectKey PointsChapter 13: E-Commerce Channel Conflicts ExistRedesigning Customer Business Processes for E-CommerceThe Buyer/Seller ModelE-Care: The Care and Feeding of Online CustomersCase Study: Barnes & NoblePilot ProjectKey PointsSection Four: Managing the Creative ProcessChapter 14: Creating Direct Mail AdvertisingThe Letter is King of the PackageEleven Guidelines to Good CopyWriting Letters to FormulaThe Seven-Step Formula for Winning LettersThe Problem-Solving Strategic ApproachOther Elements of the Classic Mailing PackageHow to Improve a Good Mailing PackageClassic Mailing Packages Get ResultsCase Study: Illinois Lottery Birthday Program Pilot ProjectKey PointsChapter 15: Creating and Managing CatalogsCore Competency #1: MerchandisingCore Competency #2: Positioning the CatalogCore Competencies #3 and #4: New Customer Acquisition and Customer List CommunicationCore Competency #5: Creative ExecutionCatalog Competency #6: Catalog FulfillmentCatalog Competency #7: Catalog Database StrategiesCatalog Competency #8: Analysis-the Numbers Side of CatalogsCataloging and the InternetThree Factors of Online SuccessThe Future of CatalogingCase Study: Children's Memorial HospitalBackgroundChallengeSolutionResultsPilot ProjectKey PointsChapter 16: Creating Print AdvertisingVisualizing the ProspectWriting the HeadlineSelecting Advantages and BenefitsClassic Copy Structure Other Ways to Structure CopyEstablishing the Uniqueness of Your Product or ServiceCase Study: Prevention Magazine Pilot Project Key PointsSection Five: Marketing to BusinessesChapter 17: Business to Business Direct MarketingValue-Added Direct MarketingListening to the Customer's VoiceContact Channels and Communication StrategiesBuilding the Customer CenterCultivating Customers and Acquiring New CustomersMeeting the Challenges of Our DecadeCase Study: Contract Office ProductsPilot ProjectKey PointsChapter 18: Managing a Lead-Generation ProgramThe Role of the Internet in Generating and Managing LeadsToday's Sales Force: People or ProcessTypes of Lead-Generation ProgramsPlanning Successful Lead-Generation ProgramsOther Ingredients of an Effective Lead-Management SystemUnderstanding the Art of CommunicationAdjusting Quality and Quantity of LeadsCapacity PlanningLead Flow Monitoring and Contingency PlanningLead Classification and ScoringInquiry Processing Cost AnalysisTracking and Results Reporting Decision Support ToolsSample Reports for Sales ManagersSample Reports for Advertising ManagersCase Study: Allstate Insurance Company Life Pilot ProjectKey Points Section Six: Marketing IntelligenceChapter 19: Modeling for Business Decision SupportThe Purpose of Modeling: Looking Back in Order to Look AheadCustomer and Prospect ModelingDefining the VariablesUseful Modeling Techniques Modeling: Expensive, Essential, and Not for Statisticians OnlyCase Study: Benefiting from Predictive Modeling with DatabasesPilot ProjectKey PointsChapter 20: Mathematics of Direct Marketing Single Transaction Costs and Contribution to Marketing Costs and ProfitsKey Performance Indicators Setting the Market InvestmentContinuous Revenue RelationshipsInquiry Conversion ProgramsEngineering a Direct Marketing BusinessCase Study: The Dressing Under Duress Society or DUDSPilot ProjectKey PointsChapter 21: Innovation through Creativity and TestingCreativity and Being CreativeBrainstormingCreative StimulatorsTest the Big ThingsHow to Test Print AdvertisingTesting Hypotheses in Print AdsTesting OnlineCreativity and Testing, Not Creativity versus TestingCase History: Yamaha PianoPilot ProjectKey PointsChapter 22: Research for Direct Marketing Research and Testing: A Complementary ProcessTesting and the Total Marketing Research ProcessPrimary and Secondary ResearchDirect Marketing Research for Consumer ProductsUsing Attitudinal Research to Profile Target Audiences and Product CategoriesUsing Attitudinal Research for Customer SegmentationResearch for Business-to-Business ApplicationsPrimary Research for Marketing and Creative DevelopmentThe Future of Research in Direct MarketingCase Study: Latina Style MagazinePilot ProjectKey PointsAppendix: Careers in Direct MarketingCareers in Direct Response Advertising AgenciesCareers in the List FieldCareers in Database MarketingCareers in Catalog MarketingThe Newest Direct Medium: The InternetCareers in TelemarketingCareers in Customer Acquisitions and RetentionCareers with SuppliersYour First JobAdvancing in Your Career: What Skills Will Be Needed? How Do I Get Started? Where are the Jobs and How Can I Find Out about Them? Job Banks/On-line ResourcesA Word about SalariesMarketing YourselfGlossary About the Authors