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ELEMENTS OF AN

EFFECTIVE OFFER

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CHECKLIST

DOES YOU’RE YOUR OFFER HAVE :

• Believability

• Invlve!ent

• C"eativity

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HAVE YOU TRIED THESEOFFER OPTIONS

• #"i$e In$entive% & 'ay!ent 'tin%• (Y) *ave been %'e$ially $*%en

• #"e!i)!% + Sa!'le%

• F"ee t"ial , a)t!ati$ %*i''in- +ne-ative .Ret)"n 'tin

• Me!be" -et a !e!be" . Ea"ly bi"/

• Cnte%t% + %0ee'%ta1e%

• M)lti'le /i%$)nt% + !)lti'le '"/)$t%

• B)n$e ba$1 + Mney&ba$1 -a)"antee

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2HEN TESTIN3 DID YOU&

•  TEST ONLY ONE FEATURE AT A TIME

• CODE YOUR TESTIN3 TO MEASURE

RESULTS

• KEE# ACCURATE RECORDS

• ANALY4E TEST RESULTS AND TAKE ACTION

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I/enti5yin- y)" C)%t!e"%

 T*"ee ba%i$ ty'e% 5 !ailin- li%t% :

67T*e In&*)%e Li%t .H)%e 8le

97C!'ile/ li%t

7Di"e$t Re%'n%e Li%t

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IN&HOUSE LIST

• T*i% $!'"i%e% 5 y)" 0n $)%t!e"% ; 'e'le0* *ave b)-*t 5"! y) be5"e7

• #e'le 0* a"e !%t li1ely t b)y a-ain7

• 3ene"ate en)-* b)%ine%% 5"! "e'eate/ !ail%

• D)e t nat)"al att"itin "ate%, all li%t% %*"in1 inti!e

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COM#ILED LISTS

•

Na!e% an/ a//"e%%e%& /e"ive/ 5"! tele'*neb1%, b)%ine%% an/ a%%$iatin /i"e$t"ie%,yell0 + 0*ite #a-e%, ne0%'a'e"%, ')bli$"e$"/%, $a" an/ vte" "e-i%t"atin%& 5 'e'le

*avin- ne ba%i$ inte"e%t " $*a"a$te"i%ti$ in$!!n7

•

Many B9B !a"1ete"% )%e $!'ile/ li%t%

• Le%% e?'en%ive t*an Di"e$t "e%'n%e li%t% b)tnt t*e be%t li%t% 5" -at*e"in- la"-e "e%'n%e%

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DIRECT RES#ONSE LISTS

• It i% !a/e )' 5 'e'le 0* *ave

')"$*a%e/ ite!% t*")-* DM 5"!%!e $!'any t*e" t*an y)" 0n7

• E%%entially , t*e%e a"e t*e" $!'any’%.'e'le’% *)%e li%t%

• DRL 'e"5"!% !)$* bette" t*an$!'ile/ li%t% , a% 'e'le 0* *ave at"a$1 "e$"/ 5 b)yin- t*")-* t*e !ail

a"e !%t li1ely t ')"$*a%e a-ain

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USIN3 A LIST BROKER•

A Li%t b"1e" "ent% )t li%t t y)"at*e" t*an %ellin- it t a 'a"ti$)la"$!'any

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Di"e$t Ma"1etin-• Direct marketing attempts to acquire an

retain customers !" contacting t#em$it#out t*e )%e 5 an inte"!e/ia"y7 T*eb@e$tive i% t a$*ieve a /i"e$t "e%'n%e 0*i$*!ay ta1e ne 5 t*e 5ll0in- 5"!%:

• A ')"$*a%e ve" t*e tele'*ne " by '%t

• A "e=)e%t 5" a $atal-)e " %ale% lite"at)"e

• An a-"ee!ent t vi%it a l$atin.event • #a"ti$i'atin in %!e 5"! 5 a$tin

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• Direct marketing% t#en% is t#e istri!ution o&proucts% in&ormation an promotiona'!ene(ts to target consumers t#roug#interacti)e communication in a $a" $#ic#

a''o$s response to !e measure* It co)ers a$ie arra" o& met#os% inc'uing t#e&o''o$ing+

• /i"e$t !ail

• tele!a"1etin- • /i"e$t "e%'n%e a/ve"ti%in-

• In%e"t%

•

D"&t&/" leaetin- + Te?t !e%%a-in-7

D i i , - i

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Designing , -anaginga

Direct -arketing .ampaign

IS IT DIFFI.U/T 000

OR 111**

DA-N EAS Y 22222

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-arketingP'an

Ienti&"ing ,unerstaning t#etarget auience

Setting .ampaignO!3ecti)es

.REATIVEDE.ISIONS

-EDIADE.ISIONS

.ampaignE4ecution ,

E)a'uation

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Step 5 6 7et to 8no$ Your Target -arket 9e'' •  T*e 8"%t %te' in b)il/in- a t")ly ee$tive

an/ %)$$e%%5)l !a"1etin- $a!'ai-n i% t1n0 0* y) a"e ta"-etin- 0it* t*e

$a!'ai-n7 De%$"ibe y)" 'tential$)%t!e"% in a% !)$* /etail a% '%%ible,be5"e y) even %ta"t t 0"ite t*e /i"e$t!a"1etin- b"$*)"e, ye", "

a/ve"ti%e!ent7 Y) !i-*t /e$i/e t ta"-et9G t 9 yea" l/ !ale% 0* %till live 0it*t*ei" 'a"ent%, b)t ea"n at lea%t JG,GGG

'e" yea", 5" e?a!'le7

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 Rig#t Format &or Your

Target -arket •

In t*e e?a!'le -iven abve, an nline /i"e$t!a"1etin- $a!'ai-n, 0*e"e y)" ta"-et !a"1et"e$eive an e&ne0%lette" " an e!ail !ay be t*e!%t a''"'"iate 0ay t $nta$t y)n- !en int*ei" 9G%7 H0eve", i5 y) nee/ t %ell y)"

'"/)$t " %e"vi$e% t el/e"ly 'e'le 0* "a"elyl1 at a $!')te", t*an a /i"e$t !ail )t$a!'ai-n, 0*e"e t*e 'e'le "e$eive t*ein5"!atin in t*ei" '%t b?e% at *!e 0ill be

t*e !%t a''"'"iate 5"!at7 Dnt 0a%te !neyin a/ve"ti%in- y)" '"/)$t% 0*e"e 'e'le in t*e!a"1et y) a"e ta"-etin- 0ill nt %ee t*ea/ve"ti%e!ent7

St ; D i t#

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Step ; 6 Decie on t#eRig#t -essage 

• T*e !e%%a-e y) %en/ t /ie"ent ty'e%5 'e'le $)l/ be ve"y /ie"ent7 I5 y)"b)%ine%% %ell% li5e in%)"an$e, 5" e?a!'le,y) 0ill 0ant t *ave $!'letely /ie"ent

!a"1etin- $a!'ai-n% 0it* %e'a"ate!e%%a-e% 5" /ie"ent ta"-et !a"1et%7 T*e!e%%a-e y) %en/ t 'a"ent% 0* *ave

y)n- $*il/"en $)l/ be t '"vi/e a%l)tin t t*e 5ea" t*at %!et*in- $)l/*a''en t eit*e" 5 t*e 'a"ent% an/ leavet*e $*il/"en )n'"vi/e/ 5"77777 2HAT IF

U ARE SELLIN3 TO YOUTHS

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Step < 6 .reate a Hook  • E%%entially, a /i"e$t !a"1etin- $a!'ai-n

i% a 8%*in- e?'e/itin7 Y) %en/ )t t*ein5"!atin n y)" b)%ine%% an/ *'eit i% att"a$tive en)-* 5" y)" 'tential

$)%t!e"% t 'i$1 )' t*e bait an/ !a1e$nta$t 0it* y)" $!'any7 3ive y)"'tential $)%t!e"% a "ea%n t $all y)7S!e b)%ine%%e% 8n/ t*at ")nnin- a

%i!'le $!'etitin " %)"vey 0it* a$*an$e t 0in a -"eat '"ie a% 'a"t 5t*e $a!'ai-n en$)"a-e% 'e'le t

"e%'n/ t t*e $a!'ai-n7

S = 9 i # - k i

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Step = 6 9rite t#e -arketing-ateria' 

•

I5 y) a"e nt -/ at 0"itin-, e!'ly a'"5e%%inal t 0"/ y)" !a"1etin-!ate"ial 5" y)" b)%ine%%7 T*e 0"ite"0ill nee/ t 1n0 t*e ta"-et !a"1et,

0*at "e%'n%e y) 0ant 5"! t*e$a!'ai-n, an/ t*e 5"!at 5 t*e$a!'ai-n t 0"ite t*e te?t 5 t*e

!a"1etin- !ate"ial '"'e"ly7 T*e0"itin- %*)l/ %'ea1 /i"e$tly t y)"ta"-et !a"1et an/ en$)"a-e ani!!e/iate "e%'n%e a5te" "ea/in- t*e

!ate"ial7

i # k i

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Step > 6 Design t#e -arketing-ateria' 

•  T*e /e%i-n 5 t*e !a"1etin-!ate"ial% y) $*%e 0ill bei!'"tant, e%'e$ially a% !any 'e'le

0ill /e$i/e 0*et*e" " nt t bt*e""ea/in- t*e !ate"ial ba%e/ n *0 itl1% an/ t*ei" 8"%t i!'"e%%in% 5

t*e !ate"ial7 I5 it l1% '"5e%%inal,y) 0ill -et !"e "ea/e"%7

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Step ? 6 -onitor t#e .ampaignOnce it is Sent

• Finally, !any b)%ine%%e% 5"-et t*i% i%ne 5 t*e !%t i!'"tant %te'% in a/i"e$t !a"1etin- $a!'ai-n7 Mnit"in-

t*e $a!'ai-n !ean% 1ee'in- t"a$1 5"e%'n%e% an/ t*%e t*at / nt "e%'n/7In an e!ail !a"1etin- $a!'ai-n, y) $an$*e$1 *0 !any 'e'le *ave a$t)ally

'ene/ an/ "ea/ t*e e!ail, even i5 t*e'e'le / nt "e%'n/ /i"e$tly7

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•  Tal1 t ea$* $)%t!e" 0* /e% "e%'n/an/ a%1 =)e%tin% ab)t 0*at t*ey li1e/in t*e !a"1etin- !ate"ial% an/ 0*y t*ey$*%e t "e%'n/7 T*i% i% e%%entialin5"!atin a% it 0ill *el' y) t alte"

y)" $a!'ai-n ne?t ti!e t -et a bette""e%'n%e7 Y) $an al% "in- " !a1e$nta$t 0it* t*e 'e'le a 0ee1 " %a5te" t*e /i"e$t !ail $a!'ai-n *a% been

%ent )t, a% 5ten y) 0ill -et a *i-*e""e%'n%e "ate 0it* a %e$n/ $nta$t0it*in a %*"t ti!e5"a!e7

SU..ESSFU/ D-

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SU..ESSFU/ D-.A-PAI7N

A %)$$e%%5)l /i"e$t !a"1etin-$a!'ai-n /e'en/% n !any5a$t"%, b)t t*e !%t i!'"tant i%

%ele$tin- y)" ta"-et !a"1et an/t*en 5"a!in- all 5 t*e !a"1etin-!ate"ial% t be att"a$tive t t*at

!a"1et7 Mnit"in- t*e $a!'ai-n$an -ive y) val)able in5"!atin5" y)" ne?t /i"e$t !a"1etin-

$a!'ai-n