International Direct Marketing Find the Profits, Avoid   the Problems Mark Bridges, Senior Director International Sales Da...
Overview : <ul><li>Speaker Bio:   </li></ul><ul><li>Mark Bridges, Senior Director International Sales & Business Developme...
Overview : <ul><li>Speaker Bio:   </li></ul><ul><li>Jerry Messer , President/CEO, Data Services, Inc. </li></ul><ul><li>- ...
International : Three Areas of Focus  <ul><li>         Product ------  </li></ul><ul><li>         </li></ul><ul><li>Prospe...
Product  - Part One <ul><ul><li>Existing International Demand or Interest </li></ul></ul><ul><ul><li>Informs the “Where” d...
Product  - Part Two <ul><ul><li> Market Expectations   </li></ul></ul><ul><ul><ul><li>Quality </li></ul></ul></ul><ul><ul...
Prospects <ul><li>Data Availability </li></ul><ul><ul><li>Apply all of your domestic criteria first, but then… </li></ul><...
Partners  - Part One <ul><ul><li> Address Hygiene </li></ul></ul><ul><ul><ul><li>Upfront data capture Considerations </li...
Before Hygiene After Hygiene Phase II Address Hygiene Samples United Kingdom New Address Block:   Address Address City Pos...
Before Hygiene After Hygiene Phase II Address Hygiene Samples The Netherlands New Address Block:   Address Address City Po...
Before Hygiene After Hygiene Japan   日本  Phase II Address Hygiene Samples Address Address City Postal Code Prefecture Coun...
 
 
Partners  - Part Two <ul><ul><li> Translation and Copywriting </li></ul></ul><ul><ul><ul><li>Experience Counts </li></ul>...
Partners  - Part Three <ul><ul><li> Post </li></ul></ul><ul><ul><ul><li>Decide if you should mail from your home country ...
Thank You! <ul><li>For more information and/or a copy of this presentation please contact: </li></ul><ul><li>Mark Bridges ...
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TFM&A 2011 - International Direct Marketing - Find the Profits, Avoid the Problems

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Slides from Data Services, Inc. President/CEO Jerry Messer's TFM&A 2011 Session: "International Direct Marketing: Find the Profits, Avoid the Problems" held in the DM Solutions Theatre March 2, 2011 during TFM&A 2011.

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TFM&A 2011 - International Direct Marketing - Find the Profits, Avoid the Problems

  1. 1. International Direct Marketing Find the Profits, Avoid   the Problems Mark Bridges, Senior Director International Sales Data Services, Inc.
  2. 2. Overview : <ul><li>Speaker Bio: </li></ul><ul><li>Mark Bridges, Senior Director International Sales & Business Development , Data Services, Inc. </li></ul><ul><li>- 20 + Years in Direct Marketing Industry </li></ul><ul><li>- Work with companies around the world to ensure their marketing programs are efficient , targeted, & cost-effective </li></ul><ul><li>- First company in the world to offer all Data Processing and Address Hygiene Services for US, Canadian, & International Data under one roof </li></ul>email: mbridges @dataservicesinc.com Twitter: @ DataServicesInc
  3. 3. Overview : <ul><li>Speaker Bio: </li></ul><ul><li>Jerry Messer , President/CEO, Data Services, Inc. </li></ul><ul><li>- 40 Years in Direct Marketing Industry </li></ul><ul><li>- Work with companies around the world to ensure their marketing programs are efficient , targeted, & cost-effective </li></ul><ul><li>- Own first company in the world to offer all Data Processing and Address Hygiene Services for US, Canadian, & International Data under one roof </li></ul>email: [email_address] twitter: @ gfmesser @ DataServicesInc
  4. 4. International : Three Areas of Focus <ul><li>         Product ------  </li></ul><ul><li>         </li></ul><ul><li>Prospects ------ </li></ul><ul><li>         Partners ------ </li></ul>
  5. 5. Product - Part One <ul><ul><li>Existing International Demand or Interest </li></ul></ul><ul><ul><li>Informs the “Where” decision </li></ul></ul><ul><ul><li>Other factors in the “Where” decision </li></ul></ul><ul><ul><ul><li>English vs. “local” language </li></ul></ul></ul><ul><ul><ul><li>Market “size” </li></ul></ul></ul><ul><ul><ul><li>Cultural preferences </li></ul></ul></ul><ul><ul><ul><li>Media Channels: your preference - market preference – the available infrastructure </li></ul></ul></ul>
  6. 6. Product - Part Two <ul><ul><li> Market Expectations   </li></ul></ul><ul><ul><ul><li>Quality </li></ul></ul></ul><ul><ul><ul><li>Guarantees </li></ul></ul></ul><ul><ul><ul><li>Return or cancel </li></ul></ul></ul><ul><ul><ul><li>Payment preference </li></ul></ul></ul><ul><ul><ul><li>Legal </li></ul></ul></ul><ul><ul><li>Shipping/Fulfillment/Customer Service </li></ul></ul><ul><ul><ul><li>Can you ship from your home country? </li></ul></ul></ul><ul><ul><ul><li>Do you need to stock/ship from another location. </li></ul></ul></ul><ul><ul><li>Merchandizing/Sizing Issues  </li></ul></ul><ul><ul><ul><li>Weight & Measure conventions </li></ul></ul></ul><ul><ul><ul><li>Seasonality </li></ul></ul></ul>
  7. 7. Prospects <ul><li>Data Availability </li></ul><ul><ul><li>Apply all of your domestic criteria first, but then… </li></ul></ul><ul><ul><li>Be aware of relevant additional criteria – balance precision targeting with reality of local context. </li></ul></ul><ul><ul><li>An apparent data availability does not necessarily equate to a lack of opportunity </li></ul></ul><ul><ul><li>Using an experienced list broker is very important </li></ul></ul>
  8. 8. Partners - Part One <ul><ul><li> Address Hygiene </li></ul></ul><ul><ul><ul><li>Upfront data capture Considerations </li></ul></ul></ul><ul><ul><ul><li>Obtain and track Permissions </li></ul></ul></ul><ul><ul><ul><li>Expensive/wasteful to Mail Incorrect Addresses </li></ul></ul></ul><ul><ul><ul><li>Improve delivery time, response rates and profits with proper address cleaning, formatting/hygiene </li></ul></ul></ul><ul><ul><li>Data Processing </li></ul></ul><ul><ul><ul><li>Select an experienced service bureau. </li></ul></ul></ul><ul><ul><ul><li>De-duplication and suppression is very important in managing direct mail prospecting campaign costs. </li></ul></ul></ul><ul><ul><ul><li>Creating and maintaining a proper customer database is vital </li></ul></ul></ul>
  9. 9. Before Hygiene After Hygiene Phase II Address Hygiene Samples United Kingdom New Address Block: Address Address City Postal Code Province Country 3 Coronation Wy Bearsden Glsg United Kingdom 3 Coronation Way Bearsden Glasgow G61 1DG Lanarkshire United Kingdom 3 Coronation Way Bearsden GLASGOW Lanarkshire G61 1DG
  10. 10. Before Hygiene After Hygiene Phase II Address Hygiene Samples The Netherlands New Address Block: Address Address City Postal Code Province Country Morsstraat 111 2312 BK Leiden None No Pays Bas Morsstraat 111 Leiden 2312 BK The Netherlands Morsstraat 111 2312 BK LEIDEN
  11. 11. Before Hygiene After Hygiene Japan 日本 Phase II Address Hygiene Samples Address Address City Postal Code Prefecture Country 第 6 水上コーポ 11 号室 北区北 35 条西 8-3-30 札幌市 001-0035 北海道 第 6 水上コーポ 11 号室 北 35 条西 8-3-30 札幌市北区 001-0035 北海道 Japan
  12. 14. Partners - Part Two <ul><ul><li> Translation and Copywriting </li></ul></ul><ul><ul><ul><li>Experience Counts </li></ul></ul></ul><ul><ul><ul><li>Best Translator may not always be best copywriter </li></ul></ul></ul><ul><ul><ul><li>Find a native-speaker to double-check your copy </li></ul></ul></ul><ul><ul><li>Payments </li></ul></ul><ul><ul><ul><li>Not all consumers will make payment in the same way </li></ul></ul></ul><ul><ul><ul><li>Use an International payment processor </li></ul></ul></ul><ul><ul><ul><li>Discuss/determine acceptable payment methods before finalizing your order form </li></ul></ul></ul>
  13. 15. Partners - Part Three <ul><ul><li> Post </li></ul></ul><ul><ul><ul><li>Decide if you should mail from your home country or perhaps direct inject into target markets </li></ul></ul></ul><ul><ul><ul><li>Good Int'l Mail Consolidator is very helpful </li></ul></ul></ul><ul><ul><ul><li>Printing and Letter Shop </li></ul></ul></ul><ul><ul><ul><li>Double Check addressing/sign off </li></ul></ul></ul><ul><ul><ul><li>Use lighter weight paper/recycled paper </li></ul></ul></ul><ul><ul><li>Email </li></ul></ul><ul><ul><ul><li>Relationship and Reputation with local ISPs </li></ul></ul></ul><ul><ul><ul><li>Local Knowledge – cultural & legal contexts </li></ul></ul></ul>
  14. 16. Thank You! <ul><li>For more information and/or a copy of this presentation please contact: </li></ul><ul><li>Mark Bridges </li></ul><ul><li>Phone: +1 (410) 546-2206 x3128 </li></ul><ul><li>Email: [email_address] </li></ul><ul><li>Or visit Data Services, Inc. at Stand A32 </li></ul>
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