The next step in database marketing: consumer guided marketing ; privacy for your customers, record profits for you
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
New York [u.a.]
Wiley
1996
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XI, 482 S. Ill. |
| ISBN: | 0471133590 |
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Datensatz im Suchindex
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| adam_text | Contents
??????????
PART I THE EVOLUTION OF CONSUMER
GUIDED MARKETING®
1 Database Marketing, Privacy, Profits, and You 3
2 Why Database Marketing Didn t Get Rid of Junk Mail 9
Problem 1:
Fortune 500s Enter Direct Marketing with an Advertising
Mindset 11
Direct Mail s Training Resources Overwhelmed! 14
Problem 2:
Small Companies Mounted Direct Mail Campaigns without
Any Understanding of How Direct Mail Works 24
Problem 3:
Veteran Direct Marketers Did Not Solve the Cluster
Marketing Paradox: Database Clusters Increase Junk Mail
at the Same Time They Improve Profits 27
3 Catch 22: Solving the Junk Mail Problem Creates the
Privacy Problem! 38
What Had Gone Wrong? 39
High Tech Profit Potentials Make Replacement of Cluster
Data Inevitable 39
The More Personally Relevant the Benefits Copy, the
Greater the Response 44
Dumbing Down What We Know! 49
H Consumers Solution to Privacy Problem also Solves
Junk Mail Problem and Simultaneously Reveals New
Powers of the Modern Marketing Database 53
Quantum Leap 1:
When You Know Each Person s Actual Needs and Wants,
You Can Cut Your Mailing Costs to an Absolute Minimum! 63
xi
xii Contents
Why Segmenting by Demographics Failed 67
Why Segmenting by Psychographics Also Failed 71
Quantum Leap 2:
Finding Out How Each Customer Feels About Each
Product You re Selling Enables You to Raise Your
Response Rates to Ail Time Highs 73
Quantum Leap 3:
As Personal Mailing Dialogues with Individuals Replace
Generic Promotions to List Clusters, Future Value
Skyrockets! 78
Changing the Corporate Attitude Toward Customers 80
Unlocking the Dormant Powers of the Modern Marketing
Database 82
5 Why Hasn t This Solution Been Tried Before? 85
Mistaken Belief 1:
Since Only a Few Consumers Send Back Research
Questionnaires Mailed to Them—It s Not Possible to Get
the Customer Needs and Wants Information Essential for
Loading a Consumer Guided Database! 86
How to Do Database Loading Research 88
How to Get More Than 90 Percent Response 135
Follow Up with Your Customers 136
Keeping Personal Information Current 137
Summing Up Belief 1 143
Mistaken Belief 2:
But We Can t Afford All That Research! 144
6 Why Consumer Guided Marketing Self Funds, Then
Catapults Profits 145
Reduce Mailing Costs 146
Response Can Be Raised to All Time Highs 153
The Mailing Dialogue in Traditional Direct Mail 177
7 9 Steps to Establishing a Consumer Guided Marketing
Capability 209
Step 1: Think in a New Way at All Levels within Your
Organization 209
Step 2: Understand the Two Foundations—The Personal
Medium and Dataprocessing Power 211
Step 3: Fastrack a Complete Strategic Plan to Test Your
Change Over to Consumer Guided Marketing 211
Step 4: Creating Your Consumer Guided Database 215
Contents xiii
Step 5: Learn How to Do the Database Loading Research 218
Step 6: Teach All Your Players How to Create the
Consumer Guided Test Matrix 218
Step 7: Make Sure All Your Players Have Learned How
to Combine the Personal Medium with the New
Consumer Specific Information 221
Step 8: Learn to Treat Each Customer as You Treat Your
Best Friend 223
Step 9: The Direct Mail Package in Consumer Guided
Marketing: How It Should Look, What It Should Say, and
How It Should Say What It Says 223
PART II THE DIRECT MAIL PACKAGE IN
CONSUMER GUIDED MARKETING®
2 The Personal Medium: Foundation for All Database
Driven Direct Mail 227
How Mass Advertising Led to Direct Mail 227
Direct Mail Led to Database Marketing 229
How Consumer Guided Marketing Revolutionized
Database Marketing 230
The Outer Envelope 236
What Is the Mailing Dialogue? 238
^ How the Envelope Should Look 243
Five Exceptions to the Envelope Rule 244
Envelope Formats 248
How Your Envelope Should Look—after the First Glance 259
The Cornercard 265
Postage 276
Eyeflow across Envelopes with Direct Mail Formats 283
Summing Up 292
10 What the Envelope Should Say 293
Proven Copy Platforms 294
Targeting Profile Interests 299
Setting an Emotional Attitude 302
Prestige 303
Envelope Copy That Creates a Mood 306
Envelope Copy That Arouses Curiosity 308
What about Urgency Envelopes? 310
Guiding Principles of Consumer Guided Marketing 312
Other Envelope Considerations 318
xiv Contents
The Journey from Creative to Production! 328
Are You Doing Enough Testing? 331
11 How the Letter Should Look 333
How the Letter Looks—at a Glance 334
What Is the Task Method? 342
How Your Letter Should Look after the First Glance 373
Deciding How Your Letters Will Look 406
Putting the Whole Look Together Over Time in a
Relationship 407
12 What the Letter Should Say and How It Should Say It 408
How the Letter Should Say What It Says 408
You . . . Plus Benefits Copy! 414
After You Think You ve Finished, Get Rid of Your
Warm Up Copy 440
What the Middle of the Letter Should Say 441
Handling Obstacles That Block Response 444
Closing the Letter 445
Conclusion 447
1Z Consumer Guided Letters in the New Mailing Dialogue 449
Early Innovators of Personalized Letters 451
Consumer Guided Letters from MCI 453
Why Didn t the Early Database Marketing Innovators
Do This? 458
What If Breck s Had Conducted Database Loading
Research? 462
High Touch of the Past Combined with the High Tech of
the Present Creates the Quantum Leaps of the Future 467
1^ Why Consumer Guided Marketing? 468
Index 475
|
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| illustrated | Illustrated |
| indexdate | 2024-07-09T18:03:48Z |
| institution | BVB |
| isbn | 0471133590 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-007428309 |
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| physical | XI, 482 S. Ill. |
| publishDate | 1996 |
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| spelling | Shaver, Dick Verfasser aut The next step in database marketing consumer guided marketing ; privacy for your customers, record profits for you Dick Shaver New York [u.a.] Wiley 1996 XI, 482 S. Ill. txt rdacontent n rdamedia nc rdacarrier Databanken gtt Marketing gtt Direct marketing Database-Marketing (DE-588)4263308-4 gnd rswk-swf Database-Marketing (DE-588)4263308-4 s DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=007428309&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Shaver, Dick The next step in database marketing consumer guided marketing ; privacy for your customers, record profits for you Databanken gtt Marketing gtt Direct marketing Database-Marketing (DE-588)4263308-4 gnd |
| subject_GND | (DE-588)4263308-4 |
| title | The next step in database marketing consumer guided marketing ; privacy for your customers, record profits for you |
| title_auth | The next step in database marketing consumer guided marketing ; privacy for your customers, record profits for you |
| title_exact_search | The next step in database marketing consumer guided marketing ; privacy for your customers, record profits for you |
| title_full | The next step in database marketing consumer guided marketing ; privacy for your customers, record profits for you Dick Shaver |
| title_fullStr | The next step in database marketing consumer guided marketing ; privacy for your customers, record profits for you Dick Shaver |
| title_full_unstemmed | The next step in database marketing consumer guided marketing ; privacy for your customers, record profits for you Dick Shaver |
| title_short | The next step in database marketing |
| title_sort | the next step in database marketing consumer guided marketing privacy for your customers record profits for you |
| title_sub | consumer guided marketing ; privacy for your customers, record profits for you |
| topic | Databanken gtt Marketing gtt Direct marketing Database-Marketing (DE-588)4263308-4 gnd |
| topic_facet | Databanken Marketing Direct marketing Database-Marketing |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=007428309&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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