It has been a tumultuous year for those of us in the Direct Marketing industry.
We have suffered through the May postal increase, the meltdown of the mortgage industry, the continued pressure of the do not call and the newest stress of the anti-catalog do not mail group.
Some of our clients are wary of mailing in the coming year because they don't want their mail mixed up with campaign mailings. Other companies have cut their direct mail & telemarketing budgets in favor of internet marketing.
But all is not lost - there are many, many bright spots as we end 2007.
FACTS:
Direct mail continues to be the best marketing vehicle to acquire new customers, convert them into repeat purchasers, and then retain them as loyal, lifetime customers
In the non-profit world, direct mail continues to be the #1 medium for fund raising.
Telephone marketing is still the #1 medium for appointment setting in the insurance and home improvement industries.
For the small marketer, direct mail continues to be the most cost-effective way for them to reach individuals in their trading area.
TURNING TO NEXT YEAR:
The mortgage industry will be back, perhaps not with the same quantities they were mailing in 2005-2006, but using more targeted lists to reach a better prospect.
Which brings me to my personal mantra - when it comes to direct marketing, more is not better. Counsel your clients to refine their lists to the best possible prospect group. Postage will continue to be the most expensive part of a direct mail campaign; let's not waste precious marketing dollars on marginal prospects.
Insist that your clients look closely at their in-house lists. Make sure they are NCOA'd. Append data to them for cross-selling options. Suppress them from prospect lists so you are only renting unique names. Model.
Test & tweak. Recommend that your clients do an initial test mailing before rolling out. Tweak 'til you get it right.
The Offer. Force your clients to make an appropriate offer. Offer is key. A strong offer will pull a good response; a blah offer will sink a campaign like a rock.
As one of your Direct Marketing resources, I promise to continue to stay on top of the latest trends, provide you with quick, accurate counts for your client's needs, listen to what you say they want and always provide you with alternatives.
All your friends at Dataman Group appreciate your business and look forward to working closely with you for another successful year!
Friday, December 28, 2007
Saturday, December 15, 2007
On Marketing & Plastic Surgery
OK, I’m in my mid-fifties and I haven’t “done anything” to either my face or my body in terms of improving what god gave me. I can’t decide if it’s because I am downright chicken (look what happened to Kanye’s mom), incredibly lazy, or just plain don’t care. After all, for those of you who know me, getting me to actually get my hair colored on schedule is a big deal.
So, I hadn’t seen one of my friends for a couple of months. You know how it is, sometimes you just don’t run into someone for a while, but you’re really glad to see them when you do. You catch up; ask about the kids; promise to get together……whatever.
I did hear through the grapevine that she was out-of-town traveling…but the grapevine missed the big picture – she had “work done”. I will tell you that she looked mah-velous!
Really smashing. No crinkles in her forehead, no bags under her eyes – she looked amazing. And, if she hadn’t told me she had a little nip + tuck, I would have gone my merry way just thinking that she looked great and would have been shocked when the grapevine reported back with the details. But now, this is big news…and the talk of “having work done” is back in the forefront of conversation in my social circle.
For those plastic surgeons out there looking to increase their business, this blog’s for you.
Let’s talk about the different prospect groups that this “enhancement industry” can take advantage of.
Obviously age, income, gender and distance to office are all basic, but very important, search elements.
But here are a couple of other key prospect groups
Women who wear short skirts to play golf + tennis who are concerned about varicose veins in their legs
Country club members
Health-conscious / work out 3x times per week
People who answer surveys indicating “an interest in improving their looks”
Can we talk about the offer?
I don’t think offering 1 free right breast with the purchase of the left one is going to draw. The offer here is concierge service, 24/7 access to the physician, top notch post-op hair styling and makeover….Take the time to be creative during the test phase, and test, test, test. Remember, offer is key.
If you have any questions about creating the perfect mailing list for a cosmetic surgery or dental practice, visit our website at http://www.datamangroup.com/medical-mailing-lists.asp or call our office at (800) 771-3282 and Ask DataDale.
Wednesday, December 05, 2007
U.S. MBA's Mortgage Applications Index Jumped 22.5%
What a Great Time to Market!
According to Bloomberg, Mortgage applications in the U.S. jumped last week by the most in more than three years, led by a surge in refinancing as long-term interests rates dropped to two- year lows.
The Mortgage Bankers Association's index of applications to buy a home or refinance a loan increased 22.5 percent to 791.8, the highest level since July 2005. Refinancing surged 32 percent and purchases rose 15 percent.
The biggest drop in 30-year fixed mortgage rates since 2003 may have convinced owners it was a good time to refinance, at a time when outstanding adjustable loans are resetting higher.
As I always say, response is based on 4 things: list, offer, creative and market timing. This is the best marketing opportunity mortgage companies have had in the past 12 months and mortgage marketing managers need to take advantage of it!
According to Bloomberg, Mortgage applications in the U.S. jumped last week by the most in more than three years, led by a surge in refinancing as long-term interests rates dropped to two- year lows.
The Mortgage Bankers Association's index of applications to buy a home or refinance a loan increased 22.5 percent to 791.8, the highest level since July 2005. Refinancing surged 32 percent and purchases rose 15 percent.
The biggest drop in 30-year fixed mortgage rates since 2003 may have convinced owners it was a good time to refinance, at a time when outstanding adjustable loans are resetting higher.
As I always say, response is based on 4 things: list, offer, creative and market timing. This is the best marketing opportunity mortgage companies have had in the past 12 months and mortgage marketing managers need to take advantage of it!
Dataman Group’s top quality mortgage lists allow mortgage companies to reach specific prospects by focusing on:
Arm Resets
Mortgage Trigger Leads
Credit Scores
Adjustable Rate Mortgage Holders
Sub-prime prospects
Conventional fixed Mortgage Holders First Time Home Buyers
The time is now to market!
To find out more about the Mortgage Lists that Dataman Group offers, go to the Dataman Group website or call (800) 771-3282 and Ask DataDale.
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