Can I leverage offline and online direct marketing tactics in the same campaign? A: Yes. The value of integrating offline and online media within a campaign is called "Convergence Marketing."
Convergence Marketing allows a marketer to reach a prospect both in offline postal mail and online email. We have identified millions of prospects where both addresses can be identified and used.
We also leverage offline media that specifically targets online buyers,and drive those known buyers to purchase online.
Convergence Marketing has raised our clients' response rates and lowered acquisition costs in all instances.
What expertise does Response Media have in Internet marketing? A: Online Lead Generation on a CPA (Cost-per-Acquisition) basis-Allows marketers to efficiently build and own qualified, opted-in prospect databases.
Opt-in Email Lists and Newsletters-Allow you to cost-efficiently market to your target audience and users who will be receptive to your information/offer.
Profiling and Modeling-Through these processes, a marketer can see what a customer "looks" like, what they buy, how often they buy and how much money they spend. Also, a model can be built which identifies the best prospects within a list, ranking and scoring the names.
Cooperative Marketing-Pooling resources and client bases among companies for mutual benefit.
Tracking and Reporting-Interpretation of the campaign performance. We provide clients with detailed reports of their online marketing efforts, on a customized basis.
How do I make Internet advertising work for me? A:
Find the right TYPE of online advertising-There are many types of Internet advertising:email, web media, rich media, lead generation and more.
Find the right OFFERS-The Internet is the media most sensitive to offer. A marketer must test responsibly and scientifically to find an offer "sweet spot"
TARGET Smart-Reach the prospect audiences most likely to respond and most likely to qualify for a marketer's products and services.
NEGOTIATE-For long-term Internet success, Response Media creates a win-win situation between the marketer and the web sites, list owners and media outlets
What is a Strategic Rationale? A: A strategic rationale is a new marketing plan that details strategies for developing a client’s prospecting universe. It explains the rationale and strategy behind Response Media's recommendations and becomes the platform for a marketing partnership. For more information on our strategic rationales, please email Darrell Edwards, our Vice President of Brokerage at dedwards@responsemedia.com. Why do I need a list broker? A: A list broker's job is to know the list marketplace better than anyone else--to know how to negotiate lower costs and to recommend more responsive lists that will respond best to your offer.
And since it will cost you the same whether you order through an RMP broker or on your own, you will receive the benefit of our twenty two years of experience when you partner with us. Are there any minimum requirements for using Response Media as my list broker? A: As a general policy, we work with mailers who generate a minimum volume of 1,000,000 names per year or $50,000 in total billings. What type of discounts can you negotiate? A: If your volume is sufficient, your Response Media broker can often negotiate lower net name arrangements, slightly lower base costs, lower/waived selection fees, faster turnaround and delivery of names, etc. Negotiation is one of Response Media's greatest strengths in the marketplace. What is the standard rate of response I can expect from my mailing? A: While many mailers use a 1% or 1.5% response rate as their standard, others will use 2% and still others will use something else. The truth is that response rates fluctuate greatly in the industry based on seasonality, offer, product and audience.
Some direct mail efforts are highly profitable with response rates of less than 0.5%;others need a 3% response rate to break even. The key to a good response rate is profitability. How can I increase my revenue for renting my house file to other companies? A: Use Response Media's List Management Division. We have a proven track record that cannot be matched. We consistently generate more tests and encourage more frequent continuations on the lists we manage. While we employ many of the traditional list management methodologies and practices, it is the unique services and the one-on-one sales efforts we offer that result in a higher level of sales for our clients, year after year.
Response Media's List Management Division measures its success by your success. How do I use alternative media effectively? A: By gaining the prospects' attention and interest in the first few seconds after they see your offer.
Here are 10 tips that will help ensure your alternative media program is a success:
Do not test too many variables at once.
Do not test more than 2 different creatives--otherwise results will be difficult to read.
Keep your offer simple! You've got so little space to make an impact that it must be easy to understand.
Go out with your best product and best pricing.
Use impactful creative: Powerful headline copy and colors that attract the eye.
Make your offer risk-free and state that clearly.
Make ordering easy. Offer multiple ordering options such as Toll-Free, online and mail in.
Don't put a time limit on your offer.
Test as broadly as your budget will allow and ALWAYS key each offer relative to each program.
And, ALWAYS use an experienced alternative media broker who can recommend the right programs for your offer and negotiate the best pricing!
What are the benefits of using alternative media, especially when response rates generated from alternative media are usually so much lower than solo mail? A: Alternative media's primary benefit is its low cost. In addition, it:
Combats list fatigue
Combats rising costs of lists, postage, paper and printing
Cost-effectively tests a new offer
What can my database reveal about my current customer? A: Marketers who make the effort to find out about their current customers and market to their wants and preferences can significantly increase profitability. Here are just some of the things to look for when analyzing your customer base:
How much do I have to spend to sell to a new prospect? A current customer? What marketing efforts work best for each?
What is the profile of a one-time only buyer? Of a multi-buyer? Of a low-dollar buyer? Of a high-dollar buyer?
How much does each type of buyer spend with each order?
Which segment constitutes the largest/smallest portion of my database?
What should be my re-contact strategy with one-time vs. multi-buyers?
