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Do your suppliers
tell you where you must deliver your product?
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Or, are you
able, and do you control the distribution according to your
own parameters? (Income, present or potential customer, geographic
areas, demographics, etc.)
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Do you know
each carrier's actual penetration of homes for each of their
delivery routes?
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Have you seen,
on a map, where each carrier is delivering, by penetration level?
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Do you know
all alternate carriers and their penetration capabilities in
each of your markets?
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Do you know
the number of copies that overlap among carriers?
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Do
you know exactly how much wastage each carrier is producing
and that you pay for?
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Do you know
where your best and worst customers live, in relation to your
distribution?
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Do you know
how to target areas most likely to respond to your area?
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Do you know
how many copies you are delivering to areas that have never
responded, and never will?
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Do you know
how many copies you are delivering in routes that cost more
to deliver than they produce in sales?
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Do you have
accurately defined store market areas?
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Do you know
what each carrier's delivery route is worth to you in sales
dollars per year?
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Do you know
what demographic groups contribute to your sales and/or profit
structure?
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Have
you ever profiled or clustered your customers to understand
them in your own terms?
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Do
you do random selection mailings?
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Generally
is your response percentage:
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Do you know why
your response rate is at the position it is?
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Do
you feel that the more you mail, the better your response will
be?
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Do
you know the minimum number of customers to mail in order to
obtain the maximum Return-on-Investment (ROI) in each campaign?
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Do
you know which specific customers to mail to, to obtain maximum
ROI?
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Do
you know what to realistically expect in sales and profitability
from a Direct Mail program, before you execute the program?
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Do
you test mailings to confirm anticipated returns?
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Do
you believe that your best customer last year will naturally
be your best customer today and tomorrow?
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Do
you know how to utilize best customer patterns to predict the
next best customer?
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Do
you know the average sale per year, of your best and worst customers?
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Do
you know the demographic profile of your database?
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Have
you analyzed campaign results against expectations?
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Direct Mail, in all forms, is the
most targetable of all media and should produce the highest
response rates. A key factor about direct mail is that it is
also one of the most measurable medias for response. However,
Direct Mail, both unaddressed and addressed, is a very expensive
form of advertising.
Targetability and measurability
allows the user, whether retailer, packaged goods, financial,
automotive or any other industry, to exert maximum control over
planning, execution and Return-On-Investment.
If your company is utilizing mass distribution for catalogues,
flyers or samples, or, if you utilize addresses direct mail
for obtaining, retaining or developing customers, take a few
minutes and answer the questions below to assess
if you are in control of your programs.
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