Effective Marketing, Direct Marketing, Direct Mail, Web Site Plans

Marketing and Direct Marketing Plans

Anxious to get started with the copy (the words) and design? Before you jump into the details, take some time to do some higher-level planning. Effective Marketing and Direct Marketing programs start with a well thought-out plan - to act as a guide to help you (and everyone working on your project) achieve your goals.

Do you have a plan for your Direct Marketing program?
When your objective is immediate sales, leads, or traffic (either to your retail location or your web site), and you want trackable, measurable results, use Direct Marketing (or Direct-Response). A Direct Marketing program can involve any medium. (We focus on magazine, newspaper, postal mail, email, web landing pages, and web sites.)

8-Step Direct Marketing Plan Outline

Step 1: Quantifying your objectives

What are you trying to accomplish (number of sales, dollar sales, number of prospects or leads), within what timeframe, within what budget (if known)?

Step 2: Defining your target audience and how best to reach them

What are the characteristics of your most profitable customers? Who are your best prospects? Which media can reach these targets most cost-effectively?

Step 3: Determining the appropriate sales process for your target audience

Can your product be sold in "one-step" (i.e., directly from your first effort?)

Do you need to first generate leads, and then take further steps to close the sale?

Step 4: Crafting an irresistible offer ("the deal")

What will motivate your target audience to take action?

Step 5: Developing your main message or "positioning" statement

How is your solution different from what your audience now uses or what competitors offer? What are the key benefits you want to emphasize?

What key emotion will motivate your audience to take action?

Step 6: Selecting the appropriate format(s) for your message

How much space, time, and color - and what package components -- are needed to generate the sale, lead, or traffic?

Step 7: Testing to maximize the value of your effort

Which are the most cost-effective media and mailing lists, the strongest offers, the best headlines, and the most critical emotions with your audience?

Step 8: Running the financials to ensure the plan can realistically achieve objectives

What's the expected gross profit per sale?

Based on the total cost of the program, how many sales are needed to breakeven?

How realistic is the breakeven response rate?

Percentage Direct

subscribe to our blog

New 90-Page eGuide
Offers (over 84 of them)
that SELL!

Testing Your Way to Direct Mail Success
61-page guide takes you step-by-step
more about the direct mail testing guide

Want to Offer an In-House Direct Marketing Seminar?
Contact us

Tested, trackable, measurable results.
We know what works.
We'll help you "test your way to success".

"In my 15 years in the direct mail industry, I've worked with dozens of copywriters and self-proclaimed direct mail 'gurus'. Karen knows more about direct mail than anyone else I've ever run into. If you're looking for someone that really understands what it takes to make your direct mail campaign a success, Karen has the right stuff."
Ruben Leon, Spectrum Data