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The appearance of QR codes has been pretty sudden (you probably didn’t notice any at all six months ago) and so many people are still unsure what they do, or how they work. So below we try to answer some of the questions that you may have about QR codes and in doing so, hopefully give you a better idea of how they may be able to work for you.
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For the want of a nail… The authors of this booklet have over 28 years’ experience in the Database and Direct Marketing industry. Marketscan can offer advice on all aspects of planning, with particular expertise in managing a database, profiling and producing great business to business, prospect mailing lists.
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As so much planning goes into what communication you are sending out, ensure you leave enough time to plan what you will do with the successful outcome. Having spent so much effort getting customers, don’t lose them again through poor response or customer service.
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It’s not what you say – it’s the way that you say it. The actual style will depend very much on your product and customer type. Some of the biggest expenditure Direct Mail campaigns you will see push the creative boundaries as far as they will go. Sometimes they push them too far and fail to communicate the message effectively to their customers. Don’t let your message get lost in the rest of the design. For a simple sales letter, … Read more »
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This is it. The time to put pen to paper. You should be clear on all your objectives, output formats, target customers, FABs, mechanisms for reply, etc. Now you have to make it all happen. There are a number of simple techniques or formulae designed to help you approach a sales letter logically. They are not intended as a ‘straitjacket’, merely as a guide to ensure you cover the right points in the right order.
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You know your target customer. You are clear about the mission. Now at the heart of every Direct Mail shot is the sales letter. Whether you are emailing, faxing or posting. Whether you include coupons, reply-paid cards, brochures or leaflets, offers, gifts…it�s the sales material itself that provides the personal communication element. Although great sales letters don’t grow on trees, bad ones mostly fail through one or two simple and fundamental mistakes.
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This guide will allow you get get a better idea of how you can locate your target audience.
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Once you have decided to use Direct Mail, you must research to understand who your targets are in some detail. These targets can be selected from any commercially available database. This will locate your potential customers from the “whole world” of customers. Whether you are targeting business customers or consumers, there are clear steps in the planning process.
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Direct Marketing is direct to the customer. This includes Direct Response Advertising, email and Interactive Web Sites. However, the most common format is Direct Mail. In terms of overall expenditure, Direct Mail ranks as the third largest advertising technique in the UK.
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The actual physical nature of your package can help to produce results too. For Direct Mail through the post, don’t forget the envelope. Use the outside to whet the reader’s appetite. Hint at what the offer is, who the letter should go to, and why.
