Avoid the Biggest Mistake - Craig Aramian



Craig Aramian is President of Aramian associates, a 20-year old award-
winning marketing agency. He is also the co-founder of the National Marketing, Technology and Training Center in Washington, DC.

Craig may be reached at 202-463-3677 or by e-mai
at craig@
aramians.
com.

Visit Aramian associates
Web site.



Avoid the Biggest Mistake

by Craig Aramian
President
Aramian associates

It's been proved over and over that without a plan, your marketing won't work. We've been brought in to rescue many companies, large and small and it's always the same - no plan. Now, we won't take on a new client unless they show us their already prepared marketing plan or they hire us to develop one for them.

Over the years, we've realized that a small or medium-sized business' best marketing investment is direct mail - snail or "E-". We put together a specially prepared guide to help you capitalize on that investment and save you a lot of time, energy and money when planning a direct marketing campaign. We've excerpted the following sections from "Tested Direct Marketing Methods" to give you a head start. If you'd like a free copy of this helpful guide, just visit our web site www.aramians.com.

PLANNING AHEAD

In direct response, there are smart ways you can save money (we'll be discussing some of them). But one way we don't recommend is to put together a mailing before you think things through carefully…or to be more specific, attempt to do it without a marketing plan.

It is our experience that this is one of the most common mistakes many growing organizations make, and it's pennywise and pound foolish. In direct response, what counts are results, and the measure of an effective direct response campaign is the cost of getting each new sale or customer. A well thought-out marketing strategy will reduce the chance of costly errors. (Let's face it, direct response isn't simple, and there are a lot of ways to make mistakes!)

A marketing plan will also provide you with an invaluable yardstick to help ensure that subsequent creative development stays on target and is consistent with your identified marketing objectives.

What should a good direct marketing plan contain? It should

1. Clearly state your fundamental goal (getting new customers, introducing a new product, improving your corporate image, etc.).

2. Spell out secondary objectives (generating marketing information, creating an ongoing market perception of your availability, etc.).

3. Analyze your position in the market and the competition.

4. Examine your past direct response activity.

5. Articulate your:

  • marketing response;
  • target market and who comprises it;
  • how often you should approach it;
  • desired outcome, exactly what do you want it to do for you?
6. Sketch creative outlines of your proposed campaign, including:

  • size of each mailing;
  • timing of each mailing;
  • format and arguments of each mailing package; and of course,
  • the budget range.
7. Determine when and how you will evaluate the results of your efforts

  • Establish a timeline for your mailings and marketing forays
  • Plan how you will collect and process leads
  • Prepare a financial model that you can use to evaluate bottom line results
Here are a few more ideas to make your direct marketing more effective…

SOME TIPS TO SAVE TIME AND MONEY

Although there are exceptions to every rule, our own experience, backed by extensive direct response studies over the years, suggest a few more pointers that could help your next direct response effort succeed:

  • Generally avoid using self-mailers to a business audience.
  • Try illustrating your fulfillment offer to boost response.
  • Test a dupe mailing that sometimes will do as well as the original.
  • Get production advice at the layout stage, not when you're going to press.
  • Use standard envelopes and paper sizes.
  • Ask about using screens to produce a multi-color effect with one color
  • Limit variable copy to your letter to keep your brochure generic and give it longer shelf life.
  • Consider using stock photos or clip art to reduce graphic costs.
  • Avoid unusual folds, embossing or die-cut windows.
  • Order lists as soon as possible.
  • Never send bulk mail in December.
  • Don't do anything on a rush basis, unless you're willing to pay for it…and the list goes on.
P.S. Tested Direct Marketing Methods has sections on the best offers, effective copy, how to select lists - and why you should always include a response device and a P.S. Go to www.aramians.com now to get your free copy. Select the Request form button. Fill out the form and type "Send Tested Direct Marketing Methods" in the Comments box and submit.

Copyright © 1999 Craig Aramian

return: idea site for business main menu