Segment your target audience. If you are using the same piece of marketing collateral for all of your target markets you’re probably making a mistake. Some market segments respond to one stimulus and others to another. Be topical and pay attention to what’s going on in the world. Look f ...
In Business to Business Direct Marketing, Robert Bly defines a hard offer as: An offer that requires or results in a face-to-face or other personal contact between buyer and seller in a sales situation or other circumstances where the seller has the prospect “captive” for purposes of doing so ...
Competitive Segmentation The most clear-cut form of competitive segmentation addresses companies that use a competitive product. They can be targeted with messages and offers to “steal them” from the competition. Indirect competition is the most elusive form of competition to identify. As ...
Is the value you offer. However, value can be a complicated concept. Value is composed of two components: price and quality. Quality is in turn composed of two sub-components: product and customer service. Finally, there are three key elements to customer service: availability of product, timing of ...
Whether you call it an response form, order form, reply card or BRC the response form is often the last piece considered by the marketing team – but without it your entire marketing effort is lost. In some cases it may be your first and only chance to capture your prospect’s attention. Here ...
