Successful Direct Marketing Methods
by Stone, Bob; Jacobs, RonEdition: 8th
Format: Hardcover
Pub. Date: 2007-12-05
Publisher(s): McGraw Hill
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Summary
Direct marketing has grown beyond its roots in traditional mail order to embrace a host of new technologies, customer relationship-building techniques, and performance measures. Today, businesses and nonprofits of all kinds use direct marketing, which now garners 25% of the U.S. marketer's budget, surpassing newspapers and broadcast TV. Hailed as the "bible" of direct marketing for over 30 years,Successful Direct Marketing Methodshas been completely updated and expanded with all the latest tools and techniques needed for success in today's digital, multi-channel marketplace. Written by world-renowned direct marketing experts Bob Stone and Ron Jacobs, the Eighth Edition ofSuccessful Direct Marketing Methodscontains major revisions to chapters on the creative process, fully covering the development of direct mail advertising, catalogs, and print advertising. The Eighth Edition also explores such new topics as: The expanding objectives of direct marketing in the digital age Techniques for optimizing customer acquisition, up-selling and cross-selling, reducing defections, extending loyalty, and improving retention CRM applications, data mining, call center, campaign management, and sales force automation Customer experience management--connecting customers and brands at every touch point Brand building with direct marketing tools and techniques The growth of direct marketing in Europe, Asia, and Latin America Methods of international marketing--both direct and telemarketing Successful Direct Marketing Methodsoffers professionals a comprehensive roadmap for direct marketing success across today's multiple marketing channels.
Author Biography
Ron Jacobs is president of Jacobs & Clevenger, a multichannel, direct marketing communications agency that provides direct, digital, and database marketing services; transactional branding; and customer marketing programs.
Table of Contents
| Direct Marketing Essentials | |
| The Scope of Direct Marketing Economic Impact of Direct Marketing | |
| Direct Marketing Defined | |
| The Basics of Direct Marketing | |
| One-to-One and Customer Relationship Marketing | |
| Integrated Communications | |
| Case Study: E | |
| Trade Securities Inc.Pilot Project | |
| Key Points | |
| Business, Strategic and Direct Marketing Planning Three Key Strategic Questions | |
| The Strategic Business Plan | |
| The Strategic Plan | |
| The Direct Marketing Plan | |
| The Creative Strategy Plan | |
| Case Study: Wells Fargo Bank | |
| Pilot Project | |
| Key Points | |
| The Impact of Databases What is a Database?Sources of Information | |
| Database Marketing and Customer Relationships | |
| Customer Relationships and Lifetime Value (LTV)Accessing Data through Data Warehouses and Data Marts | |
| Using Data Mining to Make Decisions | |
| Taking Your Database Global | |
| Databases Raise Privacy Issues | |
| Case Study: 3Com: Building a Global Database | |
| Pilot Project | |
| Key Points | |
| Consumer and Business Mailing Lists Mailing List Basics | |
| Types of Mailing Lists | |
| Profiling | |
| List Selection Guidelines | |
| Renting Mailing Lists | |
| Evaluating Mailing Lists | |
| List Hygiene | |
| Privacy | |
| Case Study: Staples Direct | |
| Background | |
| Pilot Project | |
| Key Points | |
| The Offer Factors to Consider | |
| Selecting Response Channels | |
| An In-Depth Look at Unique Offers | |
| Merchandising the Offer | |
| Short- and Long-Term Effects of Offers | |
| Ways to Hype Response | |
| Danger of Overkill | |
| Case Study: Simple Pleasures Light | |
| Pilot Project | |
| Key Points | |
| Media of Direct Marketing | |
| Magazines Testing Regional Editions | |
| Pilot Publications | |
| Bind-in Insert Cards | |
| Bingo Cards | |
| Magazine Advertising Response Pattern | |
| Timing and Frequency | |
| Determining Proper Ad Size | |
| Four-Color, Two-Color, Black and White | |
| The Position Factor | |
| How to Buy Direct Response Space | |
| Case Study: State Farm | |
| Pilot Project | |
| Key Points | |
| Newspapers Newspaper Preprints | |
| Syndicated Newspaper Supplements | |
| Local Newspaper Magazines | |
| Comics as a Direct Marketing Medium | |
| Developing a Newspaper Test Program | |
| The Position Factor | |
| Color versus Black and White | |
| Case Study: Outsourcing a Newspaper Campaigns | |
| Pilot Project | |
| Key Points | |
| TV/Radio Broadcast Applications | |
| Infomercials | |
| Radio | |
| Videocassettes | |
| Basic Broadcast Concepts | |
| Buying Time | |
| Creating for Direct Response TVCreating for Radio | |
| TV in the Multimedia Mix | |
| Case Study: Surety Inc.Pilot Project | |
| Key Points | |
| Co-ops Getting Co-ops Read | |
| Consumer Co-ops | |
| Business-to-Business/Professional Co-ops | |
| Other Channels of Distribution | |
| Why Offer Coupons?Co-op Testing Rules | |
| Case Study: WEB Direct Marketing/Hanover House | |
| Pilot Project | |
| Key Points | |
| Telemarketing/Teleservices A Study of Human Perception | |
| Teleservice Applications | |
| Inbound Teleservices | |
| Outbound Teleservices | |
| Hiring: The Lifeblood of the Call Center | |
| The Mathematics of Telemarketing | |
| Privacy and Regulation | |
| Case Study: Airborne Freight Corporation | |
| Pilot Project | |
| Key Points | |
| Internet Direct Marketing | |
| Overview of Internet Direct Marketing Internet Applications | |
| Fast Growth, Empowered Buyers | |
| Privacy-A Growing Concern | |
| Direct Marketing and the Internet: A Perfect Marriage | |
| The Benefits of E-Commerce | |
| Online Business Models | |
| Consumer E-Commerce Growth | |
| Business to Business E-Commerce Growth | |
| E-Communications | |
| E-Care: On-line Customer Service | |
| A New Frontier: Wireless Internet Applications | |
| Case Study: Dell Computer | |
| Pilot Project | |
| Key Points | |
| E-Communications Using E-Communications to Build Customer Perceptions | |
| Banner Ads | |
| Banner Ad Success Borrows from Direct Response | |
| Planning Banner Ad Campaign Objectives | |
| Media Planning and Testing | |
| Using E-Mail in Internet Direct Marketing | |
| Creating Effective E-Mail Promotions | |
| Case Study: Autobytel.com | |
| Pilot Project | |
| Key Points | |
| E-Commerce Channel Conflicts Exist | |
| Redesigning Customer Business Processes for E-Commerce | |
| The Buyer/Seller Model | |
| E-Care: The Care and Feeding of Online Customers | |
| Case Study: Barnes & Noble | |
| Pilot Project | |
| Key Points | |
| Managing the Creative Process | |
| Creating Direct Mail Advertising The Letter is King of the Package | |
| Eleven Guidelines to Good Copy | |
| Writing Letters to Formula | |
| The Seven-Step Formula for Winning Letters | |
| The Problem-Solving Strategic Approach | |
| Other Elements of the Classic Mailing Package | |
| How to Improve a Good Mailing Package | |
| Classic Mailing Packages Get Results | |
| Case Study: Illinois Lottery Birthday Program | |
| Pilot Project | |
| Key Points | |
| Creating and Managing Catalogs Core Competency #1: Merchandising | |
| Core Competency #2: Positioning the Catalog | |
| Core Competencies #3 and #4: New Customer Acquisition and Customer List Communication | |
| Core Competency #5: Creative Execution | |
| Catalog Competency #6: Catalog Fulfillment | |
| Catalog Competency #7: Catalog Database Strategies | |
| Catalog Competency #8: Analysis-the Numbers Side of Catalogs | |
| Cataloging and the Internet | |
| Three Factors of Online Success | |
| The Future of Cataloging | |
| Case Study: Children''s Memorial Hospital | |
| Background | |
| Challenge | |
| Solution | |
| Results | |
| Pilot Project | |
| Key Points | |
| Creating Print Advertising Visualizing the Prospect | |
| Writing the Headline | |
| Selecting Advantages and Benefits | |
| Classic Copy Structure | |
| Other Ways to Structure Copy | |
| Establishing the Uniqueness of Your Product or Service | |
| Case Study: Prevention Magazine | |
| Pilot Project | |
| Key Points | |
| Marketing to Businesses | |
| Business to Business Direct Marketing Value-Added Direct Marketing | |
| Listening to the Customer''s Voice | |
| Contact Channels and Communication Strategies | |
| Building the Customer Center | |
| Cultivating Customers and Acquiring New Customers | |
| Meeting the Challenges of Our Decade | |
| Case Study: Contract Office Products | |
| Pilot Project | |
| Key Points | |
| Managing a Lead-Generation Program The Role of the Internet in Generating and Managing Leads | |
| Today''s Sales Force: People or Process | |
| Types of Lead-Generation Programs | |
| Planning Successful Lead-Generation Programs | |
| Other Ingredients of an Effective Lead-Management System | |
| Understanding the Art of Communication | |
| Adjusting Quality and Quantity of Leads | |
| Capacity Planning | |
| Lead Flow Monitoring and Contingency Planning | |
| Lead Classification and Scoring | |
| Inquiry Processing Cost Analysis | |
| Tracking and Results Reporting | |
| Decision Support Tools | |
| Sample Reports for Sales Managers | |
| Sample Reports for Advertising Managers | |
| Case Study: Allstate Insurance Company Life | |
| Pilot Project | |
| Key Points | |
| Marketing Intelligence | |
| Modeling for Business Decision Support The Purpose of Modeling: Looking Back in Order to Look Ahead | |
| Customer and Prospect Modeling | |
| Defining the Variables | |
| Useful Modeling Techniques | |
| Modeling: Expensive, Essential, and Not for Statisticians Only | |
| Case Study: Benefiting from Predictive Modeling with Databases | |
| Pilot Project | |
| Key Points | |
| Mathematics of Direct Marketing Single Transaction Costs and Contribution to Marketing Costs and Profits | |
| Key Performance Indicators | |
| Setting the Market Investment | |
| Continuous Revenue Relationships | |
| Inquiry Conversion Programs | |
| Engineering a Direct Marketing Business | |
| Case Study: The Dressing Under Duress Society or DUDSPilot Project | |
| Key Points | |
| Innovation through Creativity and Testing Creativity and Being Creative | |
| Brainstorming | |
| Creative Stimulators | |
| Test the Big Things | |
| How to Test Print Advertising | |
| Testing Hypotheses in Print Ads | |
| Testing Online | |
| Creativity and Testing, Not Creativity versus Testing | |
| Case History: Yamaha Piano | |
| Pilot Project | |
| Key Points | |
| Research for Direct Marketing Research and Testing: A Complementary Process | |
| Testing and the Total Marketing Research Process | |
| Primary and Secondary Research | |
| Direct Marketing Research for Consumer Products | |
| Using Attitudinal Research to Profile Target Audiences and Product Categories | |
| Using Attitudinal Research for Customer Segmentation | |
| Research for Business-to-Business Applications | |
| Primary Research for Marketing and Creative Development | |
| The Future of Research in Direct Marketing | |
| Case Study: Latina Style Magazine | |
| Pilot Project | |
| Key Points | |
| Appendix: Careers in Direct Marketing | |
| Careers in Direct Response Adver | |
| Table of Contents provided by Publisher. All Rights Reserved. |
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