Despite the explosive growth of the Web and concerns about increasing postal rates, direct mail is still the centerpiece of most direct response campaigns. Direct mail (get USPS stat) is a highly personal and flexible medium that is used by 77 percent of U.S. companies.1 Direct mail offers a numb ...
Every marketing plan calls for an outline of media objectives and strategy. It is particularly important to think in terms of an integrated mix of communications with each element accomplishing specific objectives and delivering a measurable return on the marketing investment. The basic questions ...
Choosing the primary offer forces a choice between lead quantity and lead quality. The closer your offer brings the prospect to a salesperson, or the more effort prospects must put out to receive your offer (e.g., write in their name, answer ten qualification questions, mail back a card), the hig ...
While negative and deferred offers are not true offers, each plays a strategic role in developing a dialogue with prospects and enhancing future marketing efforts. Negative Offer The negative offer provides a response choice for prospects that for some unknown reason are reluctant to engage in ...
The premium offer is a very specific type of soft offer (or offer enhancer) designed to increase response for a lead-generation effort by essentially offering a free gift to prospects.Premiums can consist of a wide variety of items, from product-related accessories to t-shirts, calculators, books, u ...
