How to utilize a special business tool effectively to increase sales and build customer relationships?

This practical seminar offers a practical review of what direct mail is, why it could be an important part of an effective promotional mix, how to plan, organise and implement approaches – deploying creative mailing material – in order to win new customers, and hold and develop existing customers.

Who Will Benefit?

All those in sales and marketing wanting to assess or review how best to deploy direct mail as a part of their overall promotional mix and make it effective.

Coverage

Introduction

• Direct mail and its role in the marketing mix

• The difference in nature between this and other promotional methodology

• How and where it can, and cannot, be useful

• The different roles and objectives it can involve

Database considerations

• Creating, holding and updating a database of customers/prospects

• List rental and swapping

• Working with the list

• Relationship marketing

• Tailoring approaches to different customer categories

• Target marketing

• Major customer liaison and development

The components of direct mail

• Deciding the message

• Seeing and Using the customers’ viewpoint

• Principles of creating copy that acts to persuade

• Successfully incorporating the design element

• Specific components: envelope, brochures and leaflets, letters and other enclosures

• Organising the response and recording what works best

• Costing a campaign

• Testing alternative methods

• Getting the timing right

Creativity

• Approaches to finding the right words, approach and overall angle

• Making a campaign distinctive, memorable and effective

• Organising the process

• Tricks of the trade and attention to detail

Follow up activity

• Creating continuity

• Linked and double shots

• The link with other marketing methodology, and new links with e-commerce

• Long-term considerations and building relationships

• Fine-tuning technique and building in experience

Summary

• Developments and action for the future.

NOTE: Delegates are encouraged to bring existing material with them to the seminar. This can be the subject of critique and worked on in individual exercises.

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