Over the years I have done a large number of direct mail campaigns followed up by telemarketing. The big question has always been where to buy the list to be mailed, and I have always felt that the quality of the list was much more important than the price I paid for it. This really is one of those areas where the more you pay the more it’s worth. The reason for this is that the cost per name is considerably less than the cost of the mail piece, and if you buy a cheap list that has a high return rate or where the people you are mailing to died five years ago then it is a false economy. | | | |
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One of the most easily identifiable risk factors facing any company is the loss of a major customer. It is one of the most alarming things that can happen in business but as with any risk factor, there are ways to minimize the risk beforehand and processes that can be implemented if it does occur. In this article, I will look first at some things you can do to minimize the risk in the first place and then go on to look at how to react when it does happen to you. Planning ahead is critical but with a little effort the damage can be significantly reduced. |  |
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One of the best places to look for marketing ideas when putting together a marketing plan is your own customer base. If you can identify how, where and why you obtained your existing clients it can give you some excellent pointers as to the best marketing strategies. | | | |
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For any company that has more than one product or service, the best sales opportunities often lie in cross-selling different lines to existing customers. To focus attention on this area and to identify the success the company is having cross-selling, the company should produce and update a Sales Opportunity Grid on a quarterly basis. | | | |
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Here’s an interesting definition of Marketing. I don’t know where it came from or who the author is, but it certainly describes the different disciplines involved in marketing in a succinct and entertaining fashion - tying together advertising, promotion, publicity and PR in the context of one event. | | | |
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