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Lin Grensing-Pophal
Direct Mail in the Digital Age
Читать книгу Direct Mail in the Digital Age - Lin Grensing-Pophal - Страница 1
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Страница 1
DIRECT MAIL IN THE DIGITAL AGE
Introduction
1 Beginnings and Benefits
1. Direct Marketing Techniques
1.1 Telephone
1.2 Television
1.3 Print advertisements
1.4 Direct mail
1.5 Digital direct mail
1.6 Billboards
2. Digital versus Traditional Direct Mail
3. The State of the Direct Mail Industry
2 Identifying Your Overall Goals and Objectives
1. Will Direct Mail Work for You?
1.1 Can you reach your market effectively through direct mail?
1.2 Does your product have broad appeal?
1.3 Does your product stand out from the crowd?
1.4 Can you describe or illustrate your product effectively through direct mail?
1.5 Can you make a profit?
2. Goals
Table 1: Goal Statements from Direct Mail Campaigns
3. Objectives
3.1 Objectives must be specific
3.2 Objectives must be measurable
3.3 Objectives must be attainable
3.4 Objectives must be realistic/relevant
3.5 Objectives must be time bound
3.6 Evaluating your objectives
4. The Importance of Objectives
3 Targeting Your Market
1. Identify Your Target Audience
1.1 Identify your target market’s buying habits
2. Segmenting, Targeting, and Positioning
2.1 Segmentation
2.2 Targeting
2.3 Positioning
3. Your USP — Unique Selling Proposition
4. Is Your Target Market Online?
5. Structuring Your Offer to Get Results
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