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