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Direct Marketing Plan


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Learn how to create a successful direct marketing plan that will increase sales.

Published in: Business, Career
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Direct Marketing Plan

  1. 1. Developing a Successful Direct Marketing Plan<br />Bonus:<br />10 Key Questions<br />1<br />
  2. 2. 2<br />38 percent of marketers say new marketing campaigns are rushed to market based on the limited intuition of a few people.<br />“Marketing ROI and Measurements Benchmark Report,” Lenskold Group &, 2005 <br />
  3. 3. 3<br />Counterproductive top management pressure<br />Overloaded line operating staff<br />Lack of experience in strategy development<br />
  4. 4. 4<br />ENOUGH<br />
  5. 5. 5<br />‘Good ideas’<br />Media<br />Ad concepts or Copy approaches<br />
  6. 6. 6<br />The plan identifies concrete strategy and corresponding direct response tactics developed to overcome specific obstacles that would otherwise block agreed-upon objectives.<br />
  7. 7. 7<br />This type of plan development, valuable to any form of marketing, is crucial in direct response marketing. <br />
  8. 8. 8<br />Identification of each project&apos;s specific objective, market segment to be penetrated, and priority, is essential.<br />
  9. 9. 9<br />Background<br />Objectives<br />Obstacles<br />Strategy<br />Tactics<br />Financials<br />
  10. 10. 10<br />Customer Profiles and Buying History<br />Buying Process<br />Description and Benefits of Products<br />Market Position, Sales History & Competition<br />Distribution and Sales<br />Financials<br />
  11. 11. 11<br />Be Precise<br />Be Thorough<br />
  12. 12. 12<br />Obstacles<br />Threats<br />Weaknesses<br />
  13. 13. 13<br />Program Scope<br />Basic Offer<br />Concept and Theme<br />Versioning and Personalization<br />Media Selection<br />
  14. 14. 14<br />Packaging<br />Media Mix<br />Implementation Plan<br />Process and Procedures<br />Timing and Schedules<br />Cost Estimates<br />
  15. 15. 15<br />Break-even Calculations<br />Yield Potentials<br />Response Tracking<br />Analysis<br />Reporting<br />
  16. 16. 16<br />10 Key Questions to Guide your Success<br />
  17. 17. 17<br />1. Did we use, and stick with, the task method? <br />
  18. 18. 18<br />2. Have all major direct marketing disciplines participated in creating the plan? <br />
  19. 19. 19<br />3. Have you established one final decision maker as a Project Leader responsible for overall development and completion of the marketing plan? <br />
  20. 20. 20<br />4. Has sufficient marketing plan development time been allocated for the planning group? <br />
  21. 21. 21<br />5. Has the entire marketing plan been committed to writing? <br />
  22. 22. 22<br />6. Did you address major plan elements in strict sequence throughout the planning process? <br />
  23. 23. 23<br />7. Did we stop the planning process whenever essential data was not known? <br />
  24. 24. 24<br />Customer Profiles and Buying History<br />The Buying Process<br />Product Benefit<br />Sales History<br />Competitive Situation<br />Market Position<br />Distribution and Sales Methods<br />Manufacturing and Marketing Margins<br />
  25. 25. 25<br />Stopping the market planning process does not mean &apos;scrapping&apos; the project.<br />
  26. 26. 26<br />8. Did we complete predictive yield analysis and format our yield reports as an integral part of our written marketing plan? <br />
  27. 27. 27<br />9. Has each individual involved in creating the plan (plus some who were not) reviewed, studied, and critiqued the entire written plan? <br />
  28. 28. 28<br />10. Did we meet, as a group, for final review and agreement on the entire plan? <br />
  29. 29. 29<br />Summary<br />
  30. 30. Since 1982, DWS Associates has helped clients in a variety of industries increase sales by improving sales and marketing performance.<br />A solid foundation in direct marketing, database management, business intelligence and analytics drives our lead generation, lead management and nurturing, customer relationship management, offer optimization, retention and referral efforts.<br />The bottom-line is that our work consistently delivers highly profitable results. And our fee is always a small percentage of the results we produce for our clients.<br />To learn exactly how DWS Associates can help your organization generate profitable sales, call 651-315-7588 today.<br />About DWS Associates<br />CONTACT INFO<br />651-315-7588<br /><br /><br />30<br />