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Advice You - 10 Insider Tips to Direct Response
With the proliferation of media choices available today, marketing to consumers has become more sophisticated—and seemingly more challenging and expensive—than ever before. Especially when some of your direct competitors are on local or even network TV, it can seem like your humble promotional efforts are meager at best.
Don’t believe it for a second. There isn’t any reason why a retailer with a less-than-TV-sized ad budget can’t be amazingly effe
Don’t believe it for a second. There isn’t any reason why a retailer with a less-than-TV-sized ad budget can’t be amazingly effe
According to USFDA, a combination product is one composed of any combination of a drug and device; biological product and device; drug and biological product
ctive in promoting his or her store. In fact, some forms of marketing communications deliver a far higher ROI, on average, than a TV ad campaign.
At the very top of the list of under-appreciated media is direct response marketing. As the name implies, this marketing tool is geared for one objective—response. When you need customers in the door, cash registers to ring, and average sale totals to rise, it’s hard to beat a well-conceived direct mail
At the very top of the list of under-appreciated media is direct response marketing. As the name implies, this marketing tool is geared for one objective—response. When you need customers in the door, cash registers to ring, and average sale totals to rise, it’s hard to beat a well-conceived direct mail
; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.
Examples of combination products may in
Examples of combination products may in
program.
Direct response has the ability to help independents go toe-to-toe with better-funded competitors.
All it takes is commitment, a dose of promotional imagination—and an insider’s knowledge of what makes a direct mail effort work. With that in mind, here are ten tips the pros use to create a winning direct mail campaign:
1. Focus, focus, focus. One of the most common mistakes gift merchants make is putting too many ideas
Direct response has the ability to help independents go toe-to-toe with better-funded competitors.
All it takes is commitment, a dose of promotional imagination—and an insider’s knowledge of what makes a direct mail effort work. With that in mind, here are ten tips the pros use to create a winning direct mail campaign:
1. Focus, focus, focus. One of the most common mistakes gift merchants make is putting too many ideas
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
into one mailer. Focus your piece on a single offer or idea, and drive the point home with crisp, active copy. Better to sell one idea with dozens of powerful words, than a dozen ideas all at once.
A related concept is to focus on YOUR advantages, not on advantages anyone in your business can claim. Talk about your extensive selection of Hummels, or your close relationship with Christian Steinbach that makes you one of the best Steinbach nutcrac
A related concept is to focus on YOUR advantages, not on advantages anyone in your business can claim. Talk about your extensive selection of Hummels, or your close relationship with Christian Steinbach that makes you one of the best Steinbach nutcrac
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
er retailers in the area. Let your recipients know you have a frequent buyer’s club…or that you offer monthly signing events. Specifics set you apart and make you more appealing than your competitors.
2. Pile on benefits, not features. Obviously you want your mailings to have substance. After all, no one wants to spend money on copy that’s all fluff. But in your drive to deliver facts, don’t forget to sell. That mean
2. Pile on benefits, not features. Obviously you want your mailings to have substance. After all, no one wants to spend money on copy that’s all fluff. But in your drive to deliver facts, don’t forget to sell. That mean
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
s communicate benefits.
A feature of your shop may be your membership in the Herend Guild. The benefits, on the other hand, include better selection of Herend products…greater availability of limited designs…or inside knowledge of how to start or grow a Herend collection for maximum value. Transform your advantages using words that energize and entice, and you’ll enjoy greater response.
3. Create “social proof” using te
A feature of your shop may be your membership in the Herend Guild. The benefits, on the other hand, include better selection of Herend products…greater availability of limited designs…or inside knowledge of how to start or grow a Herend collection for maximum value. Transform your advantages using words that energize and entice, and you’ll enjoy greater response.
3. Create “social proof” using te
ucts have become life saving products for the pharmaceutical companies who doesn’t have many innovative molecules in their product pipeline and have been inc
timonials. People never believe testimonials, right? Wrong! Actual experiences from satisfied customers are among the most influential appeals you can make. Psychologists call it “social proof”—people want to know that others have successfully gone before them.
Ask your most loyal customers to stay and talk for a few minutes. Offer them a discount if they’ll tell you what they like about your store. Solicit responses from people who h
Ask your most loyal customers to stay and talk for a few minutes. Offer them a discount if they’ll tell you what they like about your store. Solicit responses from people who h
easingly used in the product life cycle management. Even the companies having product patents are trying to extend their product life cycle through the combi
ave taken part in your special events. These positive experiences can turn mail prospects into customers. (Be sure to get permission before using any attributed quotes.)
4. Think visually. According to a study of 2,000 consumers, print ads that consisted of 50% visuals (photos, illustrations, graphics) were seen and recalled 30% more often than ads with no visuals. This principle holds true in the direct mail world as well. Pi
4. Think visually. According to a study of 2,000 consumers, print ads that consisted of 50% visuals (photos, illustrations, graphics) were seen and recalled 30% more often than ads with no visuals. This principle holds true in the direct mail world as well. Pi
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
tures do indeed speak louder than words alone.
Today it’s easier than ever to include great photography in mailers, thanks to new photo capture, editing and printing technologies. However, nothing takes the place of well composed, properly lit pictures. If you haven’t got the knack for it, find someone who does—even if you have to pay.
These days there are also many sources of high-quality photos on the Internet. Unless you are willing to pay ro
Today it’s easier than ever to include great photography in mailers, thanks to new photo capture, editing and printing technologies. However, nothing takes the place of well composed, properly lit pictures. If you haven’t got the knack for it, find someone who does—even if you have to pay.
These days there are also many sources of high-quality photos on the Internet. Unless you are willing to pay ro
and physically. They need to rightly judge the benefits of the combination products and they have to even look at the risks involved when combining the produ
yalties, however, make sure the shots you use are in the public domain or you may be open for a lawsuit.
5. Don’t neglect color. While a simple word-processed letter printed in black-and-white on a piece of stationary can be very effective, full color mailers (better known in the industry as four-color because of the four inks used) do even better. Research shows that four-color pieces get up to 45% greater readership than black-
5. Don’t neglect color. While a simple word-processed letter printed in black-and-white on a piece of stationary can be very effective, full color mailers (better known in the industry as four-color because of the four inks used) do even better. Research shows that four-color pieces get up to 45% greater readership than black-
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
nd-white pieces.
If you’re already contemplating four-color, try a “bleed,” where the ink runs to the very edge of all four sides of the paper. Four-color bleeds get 15% higher readership on average than non-bleed four color.
To get the most from your use of color, find and use the very best color printer and processing software you can. Or have your pieces printed by a commercial printer if you can afford it.
6. Use coupons!
If you’re already contemplating four-color, try a “bleed,” where the ink runs to the very edge of all four sides of the paper. Four-color bleeds get 15% higher readership on average than non-bleed four color.
To get the most from your use of color, find and use the very best color printer and processing software you can. Or have your pieces printed by a commercial printer if you can afford it.
6. Use coupons!
ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.
Following aspects would a
Following aspects would a
Your customers can make you rich if you give them enough reasons to spend money with you. It’s not enough to say “Come again!” as they head out the door. You must get into their minds with offers that justify another visit.
With this in mind, nothing beats a coupon in mailing pieces for generating a response. Coupons featuring even the smallest discounts are strong motivators because they shout, “Take action!”
Be sure you put your discounts in a
With this in mind, nothing beats a coupon in mailing pieces for generating a response. Coupons featuring even the smallest discounts are strong motivators because they shout, “Take action!”
Be sure you put your discounts in a
dd to the challenges in developing combination products:
Which markets to tap where the combination products can do fairly well?
Which combination prod
Which markets to tap where the combination products can do fairly well?
Which combination prod
coupon format, rather than simply stating the savings in plain text. For an even better response, offer a free gift instead of a discount. And always lead with the gift first—say “Free scented candle with the purchase of two at regular price,” not “Buy two scented candles at regular price and get the third candle free.”
7. Partner for profits. To increase the value and appeal of your offers, find another business that offers com
7. Partner for profits. To increase the value and appeal of your offers, find another business that offers com
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
plementary services, then cross-promote the services of both merchants through your mailings.
If you’re located near a florist, for example, why not join forces? Mail a coupon good for 25% off a music box with the purchase of any qualifying Valentine’s Day bouquet. Art galleries, craft stores, even Christmas tree retailers make good promotional partners.
When structuring the deal, make sure your partner gives out coupons for your establishment as
If you’re located near a florist, for example, why not join forces? Mail a coupon good for 25% off a music box with the purchase of any qualifying Valentine’s Day bouquet. Art galleries, craft stores, even Christmas tree retailers make good promotional partners.
When structuring the deal, make sure your partner gives out coupons for your establishment as
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
well. Why? Because it taps into the confidence of the relationship that business has established with its loyal customers. Make your partner’s customer base work for YOU!
8. Promote even when business is good. Huh? Sounds a bit crazy, doesn’t it. You have all the business you can handle…so why risk turning away customers you can’t accommodate?
Waiting for a slow period to promote your store is like waiting until a s
8. Promote even when business is good. Huh? Sounds a bit crazy, doesn’t it. You have all the business you can handle…so why risk turning away customers you can’t accommodate?
Waiting for a slow period to promote your store is like waiting until a s
t?
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
torm hits to build a roof on your house. You need to constantly develop your customer base so that slow periods diminish and busy times become more profitable.
Consistent year-round promotion through direct response is the key. Find ways of increasing average sales during busy times of the year, or leverage your traffic by providing add-on birthday or anniversary offers. That way you’ll have the goodwill and strong customer base to sustain you wh
Consistent year-round promotion through direct response is the key. Find ways of increasing average sales during busy times of the year, or leverage your traffic by providing add-on birthday or anniversary offers. That way you’ll have the goodwill and strong customer base to sustain you wh
ping new procedures for reviewing their safety, efficacy and quality.
Professional from academic institutions, pharmaceutical industries, health care indust
Professional from academic institutions, pharmaceutical industries, health care indust
n things slow down.
9. Turn loyal customers into mailing lists. This tip dovetails with Number Eight. It’s especially important during busy periods to gather names and addresses from your customers. No purchased mail list is as valuable as the one under your nose.
To make it easier for customers to leave their name and address, offer them an incentive, like a chocolate or gourmet cookie. Have a weekly drawing and give away som
9. Turn loyal customers into mailing lists. This tip dovetails with Number Eight. It’s especially important during busy periods to gather names and addresses from your customers. No purchased mail list is as valuable as the one under your nose.
To make it easier for customers to leave their name and address, offer them an incentive, like a chocolate or gourmet cookie. Have a weekly drawing and give away som
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
ething free…or reward them with a certificate good for a two-for-one deal on their next visit.
10. Test and track. This is perhaps the most important rule of all. The reason direct response campaigns have such a high return on investment is because they are so measurable and can therefore be constantly be refined and improved. Yet amazingly, many direct marketers don’t take the time to adequately test and track their efforts.
T
10. Test and track. This is perhaps the most important rule of all. The reason direct response campaigns have such a high return on investment is because they are so measurable and can therefore be constantly be refined and improved. Yet amazingly, many direct marketers don’t take the time to adequately test and track their efforts.
T
.
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
test a mailer, send it to a subset of your mailing list—perhaps 500 names—before sending it to your full list. You can do a split run, e.g., 250 names get one offer and 250 more get another, to test the validity of an idea. Test only major ideas ($45.00 versus $50.00 for a Bernardaud Votive is hardly a test) and never test more than one variable at a time.
When customers redeem coupons, track the gift line and total receipt amount. It’s easy to
When customers redeem coupons, track the gift line and total receipt amount. It’s easy to
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.
Companies that provide selfless information through particip
Companies that provide selfless information through particip
quickly mark down the information by the cash register. If an offer is scoring great results, keep at it! There’s no reason to discontinue a program until it is no longer working.
Finally, remember that 40% of a mailer’s effectiveness comes from the offer, 40% from the list you use, and only 20% from the design and copy. Make sure you’re sending the right deal to the right people, and you’re 80% of the way to a successful direct response campaign
Finally, remember that 40% of a mailer’s effectiveness comes from the offer, 40% from the list you use, and only 20% from the design and copy. Make sure you’re sending the right deal to the right people, and you’re 80% of the way to a successful direct response campaign
tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products
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