My Media Mirror

I work just 2 of my course on-line direct marketing price of the Swiss Post . I'm here already reported it.
As I was reading the first few pages, I realize that such a business degree is not useless is :-) The recommended me for the beginning of my direct marketing campaign, the beautiful, good, old, beloved and like-tested SWOT analysis .

So I will analyze the strengths and weaknesses of my product and my company over the competition, as well as the opportunities and risks in the market and it / them to align the goals derived my marketing campaign /.
Only then are the objectives and should not solely be quantitative. I should also ask what I want with my Action can cause and how the audiences will react to it. I learn also that direct marketing is primarily for the acquisition of new customers and for customer loyalty. Follow me on the other hand rather then the traditional image targets marketing programs are more likely.

Examples are also called me a few quantitative and qualitative goals:

Examples of quantitative targets (action goals):

• Number of direct orders or return in percent
• Number of sales by product or service
• Number of Information materials orders
• Amount of the average order value
• Number of Click Rates
• Cost per new customer / prospect
• Number of conversions of prospects into customers, etc.

Examples of quality objectives (impact targets):

• Customer loyalty
• Awareness of product and / or companies to build
• Imparting knowledge
• Image strengthen or change, etc.

If you set the goals you care about the target group. In particular, I will deal with it now unspecified, it said only so much. The target group must be described accurately as possible. It also pays to be carried out by specialists address a customer structure analysis to determine the characteristics of existing customers.

If you add all of this, you must assemble an attractive offer that triggers the intended target group of the largest possible response. Belong to such a power supply mix:

First The basic offer (product or service)

- Is the actual market performance

Second The alternative offer (invitations to trade fairs and events, free consultations, test drives, etc.)

- Takes the place of the basic bid with the goal of commercializing this
- Is used mainly in high-priced market and complex services for use

Third The range amplifier (favorable entry conditions, favorable financing, time or quantitatively limited special offers, discounts, gifts, premiums, coupons, bonus points, exchange guarantees, contests and sweepstakes)

- The basic or alternative offer more attractive
- Provides an additional incentive reaction
- May be the scales at tipped the changeable market performance

4th The reaction amplifiers or accelerators (gift or discount for quick-responders, artificial shortage, highlighting with lyrics like "Now fill out and send it back")

- Has the task to initiate an immediate action

So I find the course very clear. Old hands in direct marketing will certainly not learn much new, for beginners like me, it is however very interesting to read everything.