Term
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Definition
1. house
2. response
3. compiled |
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Term
| List in order the levels of permission for DM? |
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Definition
1. Spam
2. Targeted
3. Permission
4. Opt-in |
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Term
| how do you measure recency? |
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Definition
| current date minus date of last order (Days) |
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Term
| how do you measure frequency |
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Definition
| current date minus date of first order (Days) divided by number of orders |
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Term
| how do you measure value? |
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Definition
| total gross margin divided by number of orders |
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Term
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Definition
| recency, frequency, value |
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Term
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Definition
| Includes culture, sub-culture, social class, peer group, reference individuals |
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Term
| examples of psychographics |
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Definition
| includes lifestyle, habits, attitudes, beliefs, values |
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Term
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Definition
| north american industry classification system |
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Term
| 6 ways to segment a market |
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Definition
| geographics, demographics, psychographics, socialgraphics, industry, behavioural |
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Term
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Definition
1. free gift with purchase
2. discount offers
3. sales offers (discount explained - has reason)
4. Sample offers
5. Guarantee offers
6. Sweepstakes offers |
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Term
| Characteristics of successful offers |
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Definition
1.Believability
2.Involvement (avoid glaze over)
3.Creativity (think exclusivity)
4.Logical fit w/ business, theme + response |
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Term
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Definition
1. Emotional Appeal
2. Logical appeal
3. Moral appeal
4. Teaser approach
5. Benefits focus
6. Stripper
7. People can save (more than money)
8. Negative appeal (product as hero)
9. Urgency appeal
10. Competitive differences
11. Ask a question
12. Show empathy
13. Long-form copy (more than 25 words on an envelope to attract attention) |
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Term
| Steps to creating an offer |
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Definition
1. Market research
2. Determine terms
3. Target
4. Test
5. Execute |
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Term
| Steps to setting up a database |
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Definition
1. Developing
2. Maintaining
3. Securing
4. Enhancement |
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Term
| The direct marketing puzzle, importance of each component |
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Definition
• 40% offer
• 40% list
• 10% creative
• 10% channel |
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Term
| what is customer fulfillment? |
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Definition
| a promise to deliver as agreed upon or presented |
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Term
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Definition
• Selling to individuals with identified customers
• Advertising is used to generate an immediate transaction
• Repetition of offers, numbers, etc used within the advertisement
• Distribution to door
• Customer feels a high perceived risk
• Marketing controls the product all the way through delivery |
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Term
| traditional brand marketing |
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Definition
• Purchase action deferred
• Mass selling
• Selling to groups of people
• Retail outlet is the marketplace
• Marketer loses control as the product enters the distribution channel
• Advertising used to build image, awareness, loyalty
• Customer has direct contact with product before purchase |
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Term
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Definition
• Terms of what’s being promoted (the product)
• SOLID request for response
• Corresponding offer |
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Term
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Definition
| Advertising Standards Canada |
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Term
| tool used from the ASC to determine if ad meets standards |
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Definition
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Term
| factors for deciding on the channel |
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Definition
1. info availability
2. channel tolerance
3. offer immediacy
4. necessity of virility
5. level of trackability
6. estimated cost per response |
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Term
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Definition
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Term
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Definition
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Term
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Definition
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Term
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Definition
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Term
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Definition
mail
large format
point-of-purchase
magazine / newspaper |
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Term
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Definition
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Term
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Definition
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Term
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Definition
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Term
| mail typical response rate |
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Definition
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Term
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Definition
addressed
unaddressed
special delivery |
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Term
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Definition
| direct response television (slapchop) |
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Term
| TV chosen as channel because.. |
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Definition
| target segment not as well defined, large audience |
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Term
| talk tele chosen because.. |
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Definition
| high response rate / overcome objections |
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Term
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Definition
| customer calls in to purchase something |
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Term
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Definition
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Term
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Definition
cost per piece
cost of campaign / # sent |
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Term
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Definition
Lifetime Value of a Customer
(5 x 3) *50 = $750 + $9 = $759
average customer comes 5x /yr for 3 yrs, spends $50
Plus the costs to do a campaign to replace that customer |
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Term
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Definition
Cost Per Response
cost of campaign / # responded |
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Term
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Definition
| cost of campaign - revenue |
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Term
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Definition
| Similar to gross profit, only all business expenses are taken into account |
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Term
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Definition
| Comparison of before and after |
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Term
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Definition
| Chart showing trends for any one category from before, during and after. Often using data from Changes in behaviour. |
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Term
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Definition
Cost Per Piece
Lifetime value of a customer (LTV)
Cost Per Response (CPR)
Gross profit
Bottom Line Profit
ROI
Change in behaviours
Trends |
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Term
| If a campaign only shows 3 responses how can you prove to the client that the campaign is still successful? Which formula may help with this? |
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Definition
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Term
| If I want to determine how much it’s costing me for each person that receives the postcard from a direct mail campaign which formula would I use? |
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Definition
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Term
| If I want to determine how much it’s costing me for each person that receives the postcard which formula would I use? |
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Definition
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Term
| other names for loyalty marketing |
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Definition
| customer experience marketing or customer advocacy marketing |
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Term
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Definition
| items that a retail customer can receive by redeeming proofs of purchase from a specific product or store. This was one of the first loyalty marketing programs. |
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Term
| types of premiums that can be offered |
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Definition
| Rebate / cash back, discount, points |
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Term
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Definition
| co-branded programs (credit card) linked to a special consumer interest eg a charity, sports club etc. |
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Term
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Definition
| enabling participants to mix and match aspects to their own preferences in a loyalty program |
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Term
| NPS in a loyalty program database refers to |
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Definition
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Term
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Definition
| Product quality, experience, fulfilment and Satisfying long-term needs |
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Term
| mandatory components of DM |
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Definition
| offer, list, terms, call to action |
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Term
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Definition
| Loyal, frequent, active, inactive, inquiry, referral) |
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Term
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Definition
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Term
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Definition
| Official, third party, govt, research firms) |
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Term
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Definition
| customer / client relationship management |
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Term
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Definition
free estimate
typically all estimates are free |
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Term
| goal of every DM message? |
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Definition
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Term
| how many more people read the headline than the body copy? |
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Definition
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Term
| how many words should be in headline |
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Definition
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Term
| how many words is ideal in body? |
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Definition
| Readership falls off at 50 words, but then doesn’t fall off between 50-500 so write up to 50, or write up to 500 not in between. |
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Term
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Definition
| Get attention, Develop interest, Reduce resistant, call for action |
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Term
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Definition
Response Rate - Clicks, phone calls, prints, forwards, visits
Retention - Repeat purchases
Information acquired / Permission granted
Eyeballs, ears, noses, mouths
(enter, exit, length of time)
Popularity / Virality - Friends, Followers, Likes, Links, Posts, Tags
Purchases by $
Purchases by #
Purchases by Item popularity
Expenses
Partners
Amount of Media coverage
Dollar value of media coverage |
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Term
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Definition
| Estimations & Forecasts (secondary research, past results = primary research) |
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Term
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Definition
| KPI, early indicator metrics & milestones |
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Term
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Definition
| Estimated vs Actual with the why, how, what now |
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