B2b Event Organisers in Mumbai

Jan 10 2024 Published by admin under Uncategorized

The role of B2b Event Organisers in Mumbai like Party organisers in Mumbai or Event organisers in Mumbai is quite similar who are responsible for the creation of events from beginning through to completion. The solitary distinction is that party coordinators are orchestrating the gatherings on the limited scale like birthday celebrations, wedding parties and so forth then again the Event coordinators are occupied with doing the enormous scope programs. Occasions can incorporate shows and fairs, gatherings, celebrations, advancements and item dispatches, and get-togethers.

What does the service of B2b Event Organisers in Mumbai offer?

B2b Event Organisers in Mumbai tally demonstrable skill, trustworthiness, cooperation, and greatness as our center fundamentals. Our group of experts is focused on guaranteeing the two delegates and backers advantage to the fullest from each chance that emerges through our occasions. The responsibility of event organisers varies depending on the organization and type of event involved.

What Services Can You Expect To Be Covered By B2b Event Organisers in Mumbai?

Planning and working out on client’s requirements, logistics and cost factor involved in the event management by the B2b Event Organisers in Mumbai.
The detailed theme of your event is designed and decided in accordance with your vision, events objectives, venue constraints, technology requirements, participants demographics etc.
Performing Digital promotions for your event through communicating about it through websites and various other social media platforms and influencer partners.
Accommodation requirements of your attendees are taken care of right from the moment they set foot in the host city.
A professional B2b Event Organisers in Mumbai takes care of food and beverage requirements of the participants in accordance with the changing seasonal needs or demographics of attendees.
Top-notch audio-visual system and state-of-the-art equipment for your conferences to any technical glitches and facilitate constructive dialogue sharing.
Choosing of venue or hotel for your event in accordance with space, location, cost, statutory regulations etc. and securing the venue through contracting.
Manpower planning and allocation to support event participants at every step from airport arrivals to conference registration by the B2b Event Organisers in Mumbai.
Sponsors can display their products and services through exhibition stalls in summits and conferences and can reap dividends from participants of the exhibition.
Customized tour options are provided by the B2b Event Organisers in Mumbai to the participants who are interested in sight-seeing tours/visits of the region where the event is taking place.
B2b Event Organisers in Mumbai endeavour to offer administrations that are inseparable from esteem. The obligation of occasion coordinators differs relying upon the association and kind of occasion included.

The B2b Event Organisers in Mumbai endeavour to offer the best administrations to serve the purpose. The expert and professional occasion coordinators can deal with the entire work like consenting to and dealing with a spending plan. Getting and booking an appropriate scene or area and planning with the setting the executives, food providers, stand fashioners, project workers and hardware employ. Indeed, even do the legitimate course of action for vehicle leaving, traffic signal, security, medical aid, accommodation and the media. The all Party organisers in Mumbai or Event organisers in Mumbai will ensure that your event runs smoothly.

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B2B Meeting Specialist

Jan 10 2024 Published by admin under Uncategorized

The role of B2b Event Organisers in Mumbai is quite similar who are responsible for the creation of events from beginning through to completion. The solitary distinction is that party coordinators are orchestrating the gatherings on limited scale-like birthday celebrations, wedding parties and so forth then again the Event coordinators are occupied with doing the enormous scope of programs. Occasions can incorporate shows and fairs, gatherings, celebrations, advancements and item dispatches, and get-togethers.

What does the service of B2b Event Organisers in Mumbai offer?

The B2b Event Organisers in Mumbai offers the best services to serve your purpose. The expert and professional occasion coordinators can deal with the entire work like consenting to and dealing with a spending plan. Getting and booking an appropriate scene or area and planning with the setting of the executives, food providers, stand fashioners, project workers, and hardware employ. All-Party organizers in Mumbai or Event organizers in Mumbai will ensure that your event runs smoothly.

What Services Can You Expect To Be Covered By B2b Event Organisers in Mumbai?

Planning and working out on client’s requirements, logistics and cost factors involved in the event management by the B2b Event Organisers in Mumbai.
The detailed theme of your event is designed and decided in accordance with your vision, events objectives, venue constraints, technology requirements, etc.
Performing Digital promotions for your event through communicating about it through websites and various other social media platforms and influencer partners.
A professional B2b Meeting Specialists in Mumbai takes care of food and beverage requirements of the participants in accordance with the changing seasonal needs or demographics of attendees.
Top-notch audio-visual system and state-of-the-art equipment for your conferences to any technical glitches and facilitate constructive dialogue sharing.
Choosing of venue or hotel for your event in accordance with space, location, cost, statutory regulations, etc., and securing the venue through contracting.
Manpower planning and allocation is done correctly to support event participants at every step from airport arrivals to conference registration by the B2b Event Organisers in Mumbai. Thus the entire process becomes very easy and flexible. Sponsors can display their products and services through exhibition stalls in summits and conferences and can reap dividends from participants of the exhibition. Customized tour options are provided by the B2b Event Organisers in Mumbai to the participants who are interested in sight-seeing tours/visits of the region where the event is taking place.

B2b Event Organisers in Mumbai endeavor to offer administrations that are inseparable from esteem. The obligation of occasion coordinators differs relying upon the association and the kind of occasion included. B2b Event Organisers in Mumbai tally demonstrable skill, trustworthiness, cooperation, and greatness as the basic fundamentals to uphold the reputation of the organization. The group of experts is focused on guaranteeing the advantage to the fullest for selecting the organization from each chance to provide the best help for every occasion. The responsibility of event organizers varies depending on the organization and type of event involved.

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What Are the Most Suitable After-Dinner Liqueurs Around?

Jan 10 2024 Published by admin under Uncategorized

For some cultures, beer is also an option while others may choose coffee or tea. However, there are certain drinks that are not specific only to one region of the world; after-dinner liqueurs! Whether it is a coffee flavored liqueur or a fruity tropical liqueur, there are many people who cannot do without one of these delicious tasting beverages after a nice dinner.

After-dinner liqueurs are a great way to end the night and relax

After dinner liqueurs are offered to guests to help them relax and unwind after a delicious dinner. After-dinner liqueur is often consumed at the end of the meal, but this isn’t always true for everyone. In certain countries such as France, after-dinner liqueurs are served with coffee. In other countries such as the United States, an after-dinner drink is consumed when dinner has been completed or when guests have finished eating and want to sit around for a bit before heading home.

Countries like Russia also have an after-dinner tradition of drinking liqueurs, but the Russians consider these drinks to be digestifs. Digestifs are consumed at the end of a meal in order to stimulate digestion and help prevent indigestion.

There are many different types of after dinner liqueur that you can offer your guests during or after their meals while dining out or while hosting friends for happy hour cocktails. These include Amaretto, Brandy Alexander, Irish Cream, Kahlúa, Pernod Ricard (Anis del Mono), Sambuca. Popular brands like Galliano L’Autentico make delicious spirits such as hazelnut flavored coffee syrup combined with vanilla beans and other natural flavors; other popular brands include Tia Maria and Frangelico.

After dinner liqueurs should be served in small portions as to not over indulge on the sweetness of these drinks or upset one’s stomach with too much alcohol consumed at once before bedtime. The purpose of drinking after-dinner liqueurs is believed by many people to aid digestion by stimulating digestive juices which are released during a meal, but this claim has never been scientifically proven. However other claims including that they help stimulate appetite for more food have also not been found to hold any weight since research shows it does nothing for one’s desire to eat more nor make them feel fuller faster either.

The most popular after-dinner liqueur is Amaretto di Saronno because it has a sweet taste and light almond flavor. This liqueur is made in Saronno, Italy and was first made in 1525. It tastes great by itself or as an after-dinner drink with coffee. This brand of liqueur currently sells over 300 million bottles each year worldwide.

Another popular after dinner liqueur is Limoncello, an Italian lemon-flavored liqueur that’s extremely simple to prepare at home and tastes delicious when combined with soda water or tonic water in a tall glass filled with ice cubes. Add some fresh mint leaves for extra effect if you like spicy drinks. If you want something more exotic, why not give pomegranate juice a try.

Non-alcoholic after-dinner liqueurs can be consumed by those who do not like alcohol and also people with medical conditions such as diabetes. These taste very good and are great for any time of the day, although they are specifically called after-dinner liqueurs. Non-alcoholic after-dinner liqueur is a great substitute if you do not want to consume alcohol but still like the taste and flavor that comes from these drinks as an occasional treat or for those who are pregnant or children. There are even brands such as Disaronno Non-Alcoholic liqueur, which make very tasty non-alcoholic versions of their famous brand names.

After-dinner liqueurs are popular around the world because people like to enjoy them after eating at restaurants or parties where they can be used for drinking games among friends. Typically, liqueurs are served together with coffee or dessert in order to enhance the flavor of all items being consumed.

After dinner drinks are usually one of the most enjoyable parts of a meal. And with so many options, it can be hard to know where to begin when you’re looking for an after-dinner drink that will please just about anyone. A few options to choose from would be Crème de Cassis, Crème de Menthe and even pina colada liqueurs and other fruit liqueurs.

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When to Prefer Non Directional Trading Strategies Over the Directional Type

Jun 05 2023 Published by admin under Uncategorized

Basically, trading strategies are classified into two types, the directional and the non directional trading strategies. The former is mostly used by beginners as well as experienced traders since it is easier to understand.

Moreover, it can be used in all types of financial tools such as currencies, stocks, futures, options, etc. It is also a lot simpler and requires very little technical skills and automation. It makes use of traditional trading policies that has been widely accepted by many traders already. It is best used when traders intend to take long or short positions in the financial market. Should this be the case with the directional trading strategies, what then are non direction trading strategies for?

The present economic meltdown has given a great blow to the directional trading strategies. It proved to traders that the market’s price movement do not go in one direction only and is therefore unpredictable. This brought about the useful role of non directional trading strategies that are quite perfect when trading during recessions where price movement is very unstable and impossible to forecast.

Also, it provides a much lesser risk to traders as compared to the other type since it makes use of very sophisticated systems that require calculated diversification and state-of-the-art automation. This type is best used by big time traders who put in a huge amount of capital when opening and closing positions or buying or selling currencies. Careful use of non direction trading strategies coupled with good timing can mean a great opportunity to earn big profits in the forex market despite the present economic situation.

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Roland Electronics – A Case for Multi-Channel Marketing

Jun 04 2023 Published by admin under Uncategorized

The Problem
Roland Electronics, based out of Miami Florida, was established in 1984 as a low cost distributor of television and audio visual equipment. Their revenue grew steadily to $15 Million in 5 years, and doubled to $30 Million by 2004 with the growth of their online store. However, over the last years revenue has been on a slow decline, causing Roland like many other firms in the US to downsize. The economic climate and drops in consumer confidence affected the company. 

The Solution
Roland hired a marketing firm in Florida to try to figure out the issue. The marketing analysts discovered that revenue streams had become too dependent on repeat business. Their competitors had gained speed in marketing and taken a lot of the new business by having much more robust and aggressive marketing campaigns. 

A comprehensive customer acquisition campaign was established. This campaign included direct mail, events, social media and online affiliate marketing. The campaigns were run in tandem over a two year period. The marketing firm dropped affiliate marketing after the first year and zeroed in on direct mail and social media, as it proved to be the most effective.

Business Results
After two years of running the campaigns, Roland experienced an increase of 34% in new business revenue. 5,350 customers were acquired who are now producing the company an additional $8.5 Million in revenue. Direct mail alone produced 85% of the new business, while social media was used to compliment the offline campaigns. 

This effective use both traditional direct mail and new online marketing techniques proved to be effective for Roland. A recent study by Columbia Business School reaffirms these results, stating that multi-channel marketing campaigns increase ROI over traditional single-channel marketing by over 35%.

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Direct Mail is a Powerful Tool in Ebook Marketing!

Jun 03 2023 Published by admin under Uncategorized

E-Book Marketing is an essential element for survival on internet. In my next article, I will cover back link strategies, web site marketing and marketing as well as moving on to the next topic of e-commerce. A few changes in your marketing strategy can increase response by huge numbers. Either you will quit marketing or buy a next get-rich-quick marketing plan.

City recycling programs should learn from this and use direct mail and direct marketing to promote these wonderful programs.

Direct mail is a powerful tool in online marketing. Because of multi level marketing aspect, when you bring someone else into your business, they occupy a position in your organization on first level of marketers. If your direct marketing response opportunity is too high, you will be in for both discontent and low attendance.

You can be successful in the music business if you change your marketing model from analog to digital. Contact your Direct Marketing Association for a list of approved suppliers. Now, when you need to send marketing emails in the future, you know that you will be sending the right mix of content and images that will attract most clicks through and eventually more sales. In the rush to “get something on the web”, too many companies have forgotten to pay attention to developing sound underlying marketing strategy.

There is a bad name associated with MLM or network marketing systems. For the dishonest method adopted by MLM recruiters, watch out for these words – Helps, May, Possibly, Improved, Up to, Almost, About, Approximately and Probably.

The biggest challenge with word choice in marketing comes when a billion-dollar corporation wants to translate just the right English word into perfect equivalent in another language. I personally have met people who are earning $5,000 to $50,000 per month from network marketing for part-time effort.

By selecting products within the same grouping, you can give your customers more choice to choose from, and you can group two or more products in a bundle for endorsement or marketing activities and thus get more sales on each transaction.

Advertising is not just marketing. Your resources might include your sales force, marketing team, managerial staff, accounting department, budget and even your day-to-day cash flow. First, we need to clarify what we want to gain as a result of our marketing efforts. We can see billions of dollars being spent on website development, SEO and online marketing by various businesses across the world.

Now that, just because you select a particular group of people as target audience, it does not mean that you can’t help others who may come to you.

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Market Research Made Easy

Jun 02 2023 Published by admin under Uncategorized

It is important when starting a business to identify your target market and the best way to do this is to carry out market research. When carrying out market research to find your ideal target market you will need to do background and demographic research. This is important because your marketing activities, including the appearance of your brand, should be targeted in order to be effective.

If you do not have your market clearly defined then you may be spending money in any number of directions with little or no positive effect on your overall revenue and profitability. For those who are starting a business, especially one that is on a tight budget, doing effective market research in order to determine the correct target market is of utmost importance and can save money in the long run.

In addition to identifying the broad market focus, it is also important to identify several small niche markets as well. This market segmentation can help businesses to develop laser-targeted and effective means of communicating with the potential customers in the different market segments. If a business can properly identify its target customers or clients they can then spend their time and resources on perfecting various means of marketing. This is the direction that every business should take to identifying and servicing a specific market group.

There are many ways that this research can be carried out. Two of the primary methods that have been perennial favourites are direct mail and phone surveys. Phone surveys have become much more complicated in recent years due to the crackdown on telemarketing calls and phone privacy laws coming into being. Direct mail has different drawbacks, mostly because of the higher costs and diminished response rates that most direct mail typically achieves. The internet has become the dominant resource for conducting research in this day and age. It is possible to conduct surveys with the various online resources that are available, for example SurveyMonkey. With this tool, you can effortlessly conduct surveys to help with your market research and decision-making.

Regardless of the form of research that is carried out to determine your target market segments, the research must be done so that marketing in the future can be successfully planned out and implemented for maximum profitability to the business. The characteristics of your target market will dictate your whole brand identity and approach to selling your products or services.

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Enhancing Customer Relationships Through Trigger Marketing

Jun 01 2023 Published by admin under Uncategorized

Consider the following scenarios:

  1. Any salesperson knows a lead has to be nurtured. Why? Because most everyone you initially speak to is not ready to buy. There are various steps a prospect must go through before purchasing. Would you throw out the “non-purchasing” leads? This allows the salesperson to “work the lead” gathering information, follow up calls and/or visits culminating in a purchase. Equally important, prospects are handled differently based on their specific requirements and actions. Some will need additional information, others a call back in “x” days.
  2. Now think about the traditional marketing process. A direct marketing program is executed generating sales from responders. Often the marketing department plans the next marketing campaign for another target audience. Or, in some cases, non responders from the past program are re-solicited with another campaign.

The two scenarios are diametrically opposed. The second scenario represents “lost opportunity” in sales dollars by not nurturing the “non-purchasers”.

Historically, it would be a manual process of developing various queries through the IT department identifying each “group” based on their pre-determined marketing “actions”. The marketing department would take the data and coordinate with external printers or email providers to launch the targeted message to those groups. Secondly, you would incur minimum production costs. It would be financially prohibitive to launch one piece of communication. Finally, the logistics of tracking and analyzing responses would be a manual process requiring another request into the IT department. All but the largest companies, having ample financial resources and time, could develop this type of sophisticated marketing program.

Now, you can. Recently, I came across a company specializing in, what I call trigger marketing. What is a “trigger”? It is a responder’s action (or lack of action) such as:

  • A request for information by telephone
  • Filling out a web form and requesting specific information
  • Responding to an email via a web form requesting follow up in a specific time period
  • Making a purchase
  • Filling out their birthday for special announcements
  • Not making a purchase in a specified time period
  • Making a particular type of purchase indicating a particular preference encouraging cross and up selling opportunity
  • Requesting a follow up phone call

The company targets small to mid size corporations. Their platform, called “Smart Tracks”, automates the sales and marketing process through the development of specific “touches”. What is a “touch”? Simply, it is a series of emails, phone calls or direct mail pieces sent to an individual contact at a predetermined time. It is an Outbound Communication compared to an Inbound Inquiry. You create a series of Touches in Smart Tracks using personalized post cards, emails and business letters. You assemble the series of Touches in a Track and the Track is assigned to a Campaign.

Campaigns are set up with all pre-defined collateral (i.e. emails, direct mail, web form(s)) along with rules determining which prospects receive which series of “touches” based on their “triggers”. Once the rules and budgets are established, the marketing campaign is on auto pilot. It starts and stops based on the your predetermined instructions and budget. Responses are collected within the same platform facilitating response analysis and ROI.

The software integrates with your website. Specialized web forms can be created to collect specific information from a campaign’s visitors. Based on the selection(s) through the web form, (they will be stored in the internal database), the prospect will be funneled into a particular track based on pre-defined rules.

Another technical feature is something called Variable Data Printing (VDP). This is a high tech printing, (email or print), feature allowing any collected data element change the message for each recipient. Why is this valuable? Because response rate increase when communication is personalized to the individual receiving it. Examples include:

  • Changing the name and address
  • Changing images
  • Changing promotional offers

What is especially cost effective is that the software will execute (on demand) one response or 1000′s of responses. Smart Tracks is customer relationship marketing at its best.

In an earlier post, “Your Marketing Database”, I discussed the importance of a database in collecting and storing information about your company’s prospects and customers. Your database along with Smart Tracks goes to the heart of customer relationship marketing. Customers will generate the greatest return on investment (ROI). Therefore, focus your marketing dollars on your customers and highly qualified prospect leads that require nurturing.

Think of the possibilities using Smart Tracks:

  • Develop a campaign to cross sell customers after they make purchases. Specific products are tailored to customers based on their specific purchase. Based on specific customer triggers, automated communication is emailed or mailed.
  • Sales executives can automate their follow up communication with a series of touches to each qualified lead to increase their closing ratio.
  • Birthday announcements can be tailored to each specific announcement. For example, a picture of women’s clothing can be included in one announcement, and men’s clothing in another based on gender (The gender would have to be a data element stored in the database).
  • Special loyalty promotions with different promotional offers can be sent based on the customer’s historical purchasing behavior.

In the May 4, 2009 issue of DM News an article entitled “Mining for (data) gold” discussed the increasing importance of well maintained in-house customer and prospect databases. Mr. Jonathan Marguilies, of the Winterberry Research Group stated that non-targeted, saturation and “spray and pray” type mailings were declining.

He went on to state:

Where we’re not seeing declines is in data-driven, impactful, relevant communication. The channel that continues to drive and be positioned for growth is personal, digitally produced, variable content around creative offers – the true one-to-one communications.

In short, just the type of marketing communications Smart Tracks produces. The software is not for the non-marketer. It is available through authorized Smart Tracks agents. Additional information about Smart Tracks and how it can help your company is available on my website’s CRM page.

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Direct Mail Marketing – Can it Really Pay Off? Step 1 – Researching Your Target Market

May 27 2023 Published by admin under Uncategorized

Maybe you have thought about direct mail. Maybe you have wondered whether it could work for you. Maybe you have done it, but it never really paid off. Possibly you thought there was so much to learn that you didn’t know where to start. Whatever your particular ‘story’ is you are reading this. And yes, there are a million and one ways to do something wrong – but there are only a handful of ways to get it right. In this article, I will show you what has brought success to hundreds of mortgage brokers and how direct mail marketing can work for you.

My goal in this article is to help you get started by helping you figure out WHO you should be mailing to and WHAT product to promote to them. In fact – I will be writing a series of articles taking you all the way from the research to the tracking of the results and your return on investment. There will be practical exercises for you to do in between the next issues, so roll up your sleeves and get ready to start cooking – or start rolling in the dough.

I’ve literally dealt with the marketing of thousands of mortgage brokers and one thing is certain… Once you guys start doing really well financially you want to branch out on your own and start your own company. However, most brokers haven’t taken Marketing 101, so they tend to fail. Not because they aren’t good brokers, but because they aren’t good marketers. In fact, it is not only a trend I see in the Mortgage Industry, but many other industries as well. To tell you the truth, with all that I know about marketing I’m confident that I could make ANY business successful. Sounds pretty cocky but hands down, I could do it. Because I know marketing.

Why do I know that I could make it successful? Because I learned something vitally important: outbound communication is key. It is more important then what you receive. You will generate interest and credibility the more you communicate and the more you communicate repeatedly.

But not just to anybody. Why would you communicate to folks that have no reason to buy a home or refinance their home if you were a mortgage broker? How will you go about defining your target market? What is the scientific approach to choosing your mailing list?

On the outset, that may seem easy. Just advertise your subprime product to a subprime list. Or maybe not. But you do not want to guess on this. You need solid evidence. The best way to get that evidence is via your own records – your past closes and what it was you sold and to whom. What you are looking for is twofold:

1) Your easiest-to-close customers and

2) Customers that financed with your highest income-generating products.

To recap in mid-stream let me give you four key data to latch onto:

1) Outbound communication is key.

2) Repeated communication is vital.

3) Your easiest-to-close customers should be promoted to first.

4) Your highest income-generating products should be next in line to promote.

Now let’s get started. Research which product you need to market.

When you start researching, you really shouldn’t go off of assumptions. Ideally you’ll go through your client list and tabulate which product you sold the most of. Was it prime? Subprime? Re-fi? Jumbo? Most of the time, you really have to do a sincere survey. You are looking to market the product that makes you the most income the quickest FIRST.

Exactly how should you do the research?

Create a spreadsheet and go through all of your past closes over the last year. List them out: Product X, Product Y, Product Z and so on – find every close you made over the few year and mark down which product it was and what you earned off of it. Also note down HOW MANY of that product you sold.

Example Tabulation:

Product X: Earned 1% Sold 8

Product Y: Earned $900 Sold 20

Product Z: Earned ½% Sold 12

Using the above example it is easy to see that Product ‘Y’ is what you should be marketing in your direct mail campaign. We’ll consider product ‘Y’ your bread and butter. Obviously these are the easiest to close so let’s create as many leads as we can and assume you’ll close them up.

Once you’re grooving right along with that product (and we’ll get to the target market in a few paragraphs) use the same spreadsheet to determine which product yielded the highest commissions. Maybe Product ‘X’ averaged around $2000 per close but with only five sold you’re still doing better with ‘Y’, economically speaking. BUT if you just increase the number of leads that would need or desire product ‘X’ you could really start raking it in, right?

Do you see where I’m going with this? Haphazardly, with little or no direct mail – perhaps with referrals only – you’re managing to sell certain products to certain demographics. Of course, in reality, it will be many more than three different products which is why you need to go about this systematically.

However, once you start promoting Product ‘Y’ and you start receiving an abundance of leads, DO NOT stop promoting that product just because you now have some more business. Keep on putting out that communication repeatedly and additionally market to the next product to the target market. We’re going for abundance here. When you’ve got an abundance of business, it is much easier to solve whatever problems arise with that than the type of problems that come from having a scarcity of business.

Learning a subject is all about wrapping your wits around the key principles involved and building upon those. Wrap your wits around this and you will be on your way to becoming a marketing expert.

Now that you know which product to start with, you have to know who is going to buy it, which comes to our next step.

Research to find who the audience is that you are going to sell to.

Not all audiences are the same. Take for example the TV show, Showtime at the Apollo. Not everyone would want to watch that. Just like there is a totally different target audience for American Idol. (If you never heard of these, then more than likely you aren’t their audience.) Case in point: you have to determine who your audience is, which is called a “market”. A “market” is a type of audience, a type of user. Figure out everything you can about that particular market that buys your main (what you sell the most of) product. The good thing is that you already have access to all their data – age ranges, credit scores, income, etc. It is time to add this data to your spread sheet.

Product X: Earned 1% Sold 8

Product Y: Earned $900 Sold 20

Product Z: Earned ½% Sold 12

Credit ranges

Age ranges

Income level

Once you have the demographics of the people that buy your “easiest-to-sell” product, you can then buy a list of that particular type of audience. You can go to a list company that you feel good about or have gotten recommendations for, and buy a list of people within those specific criteria. Get a list in a certain zip code or a certain mile radius around your office. (I have found that in more rural areas you will have to do a larger mileage radius than you would have to in a more urban area – it depends on the population.)

The reason you want to do such a thorough job of finding out who you are selling to is that 40% of your marketing campaign’s success (success meaning whether or not you get a good response) is dependent on your list. 40%! That is a big percentage to mess up on at the get-go. Besides, it is your list and the postage that are going to be the most expensive parts of your direct mail campaign. I cannot stress enough the importance of a good list – it makes all the difference in the world.

Here is an excellent case study of a company of mortgage professionals called Priority Financial Services that did exactly what I have been writing about here. They did an exhaustive research of what type of product they should focus on offering and what type of consumer would reach for their services.

Ervin Kowitz and Brian Kowitz are the owners of PFS. Their specialties include “no income qualifier” loans and loans for those without an income. They have a great deal of experience and expertise for those borrowers with credit problems including bankruptcy and foreclosure. With over 12,000 loans closed since 1994, they had quite a history that helped them determine the type of customer that they decided to focus on. Coupling their own internal study with market research and data retrieval from a source of strategic partners, Ervin and Brian were able to focus on a sector of the market whose need was the biggest segment of the growing market and truly specialize in it. This will vary for your particular business or area, but you can ascertain your niche in the same or similar way that they did.

The question they asked themselves was, ‘what was the most valuable asset that their business had’. Contrary to the usual answers of inventory, lease or even employees – even though employees are very high on the list, Ervin and Brian determined that their actual client base was their most valuable asset with their employees running a close 2nd. Once they determined this, they were on the right track to determining their niche.

PFS determined via their client base where their best clients were coming from and also analyzed where they were getting their best return. They saw a tremendous need in their customer base for financing for credit challenged individuals. Being primarily in the sub-prime market, Ervin and Brian further targeted a highly unique sector of the mortgage business – bankruptcies. They had spent 11 years dealing with the ‘ins and outs’ of bankruptcies, so much that 41% of their business was that specialized market. When this was unearthed, they had found their niche.

Niches can be very selective and they can be very broad as Ervin and Brian discovered. Even though they researched and found their niche, every issue they are presented with is unique. Though they offer many different products for their specialized market, they have been able to create a “service” niche. Through their creativity and understanding of the needs of their credit-challenged clients, they have been able to create literally a road map for each individual customer that is specific to them and in their best interest.

Priority Financial Service’s research may be very different than the research you need to do. The important thing is to comb through your files and take a look for the biggest commonalities and find out all you can about that product, market or trend you discover. You will have your own realization and you’ll be able to better define your target market and what particular products you need to concentrate your efforts on. Being everything to all people doesn’t necessarily communicate in marketing. People want to know what you can do for them specifically and when you are able to communicate that to a specific group – bingo! You just hit the jack pot.

In my next article, “Direct Mail Marketing-Can It Really Pay Off -Part Two”, I will teach you how to create copy (text, verbiage) in your promotional material to really get your message across to your target market in order to get a response. In the meantime, you have some homework to do. Happy Hunting!

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12 Profitable Tips for Direct Marketing in the Mail and on The Web

May 26 2023 Published by admin under Uncategorized

Customers have emotional hot buttons. Successful direct marketing uses as many ways as is possible through copy, color, or graphics to trigger a response. Customers do not choose products or services rationally…direct marketing that moves people emotionally will move a product or service.

Know they customer is the #1 commandment of direct marketing the more you know about your customer the more you will sell. It’s much more than the statistics.

People do not embrace chance with open arms. There’s comfort in sameness. Radical changes in direct marketing designs, colors, merchandise, or formats, without testing is one sure way to make you P & L run red, and for you to get some unwanted face time with your boss.

The leap of faith for a customer is placing an order. Direct mail and E-marketing are impersonal businesses. There is no face to face interaction between seller and buyer. Trust…the more you reinforce it within your offer or guarantee, the more people will believe you are the real deal.

Likes attract likes. Direct marketing copy and graphics that relate and target to the specific demographic will be rewarded with a response.

It’s estimated that the majority of the people in this country have a 8th grade reading comprehension level. Talk above your customer in words that they don’t understand, and expect your response to be below expectations.

Customers today are sophisticated. They scan direct mail and E-marketing offers like a peregrine falcon on the hunt. Answer the “what’s in it for me” questions up front or face your direct mail or E-marketing effort being resigned to the circular file, or being clicked away.

Customer frustration does not lead to response. Hard to navigate web pages, or hard to follow order forms, layouts, copy or type in any direct mail offer, are roadblocks to response. Make it easy, clear, and concise.

Words sell…they seduce, they engage, and emotionally lure a customer in. Words are your “silent salesperson” that are the vital links to achieving a sale. The only function of copy is to involve the customer emotionally, in easy to understand words, so as to maximize the impact on profits.

You cannot use the word “you, your, or yourself” too much in copy. It should be written as much as is possible surrounded with words that are no more than 5 letters long. Simplicity sells! Do not write copy above your targeted demographic, or they definitely will make your bottom line run red.

“Two people can keep a secret if one of them is dead”…Customers are cynics by nature and when it comes to a direct mail offer. They post a mental guard around the product and offer. The successful direct marketers know it, and do everything feasible to reinforce credibility, trust, and melt away the cynicism.

Color plays a critical role in the success or failure of direct mail or E-marketing effort. The choice of color used in a catalog or direct mail offer, or on a web page is not for the pleasure of the designer, VP, or CEO. Its only function is to evoke a feeling that translates into a response. The colors that sell, are the ones that send the right emotional message about you product, or company to the customer.

Successful direct marketing emotionally engages and moves a customer to respond. Customers are people just like you and me. Customers who feel they have a relationship with your company will buy more…guaranteed. Give your customers what they want…NOT what you think they should have.

Giving an item more space than it needs in a catalog or on the Internet does not increase sales proportionately. Increasing the selling space on a proven winner should help sales, but it can never save an item that’s a dog. Only a customer can tell you the winners and losers. What you think or like about a product…. Doesn’t mean a thing.

Today the direct marketing business is a long treacherous road filled with obstacles that in an instant can turn success into a road to financial ruin. The day of “lets fly it up the flagpole and see how it flies” is long gone. Today success is paying maniacal attention to the details and expanding new creative strategies (via testing) to build a better mousetrap.

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