The Next Step in Database Marketing: Consumer Guided Marketing - Tapa dura

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DICK SHAVER has been known internationally as a specialist in strategic planning, training seminars, and creative concept and copy for database marketing since 1975. His client list has ranged from Fortune 500s such as American Express, DEC, General Electric and Hilton International, to cutting-edge database marketers such as Fingerhut and Reader's Digest, to niche players such as Toys to Grow On and the Washington Post, to non-profits such as Unicef and World Wildlife Fund.

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The Next Step in Database Marketing Consumer Guided Marketing^® First, there was direct mail. Then came the database marketing revolution. Now comes Consumer Guided Marketing^®a new kind of marketing that combines the personal approach of direct mail with the processing power of the modern marketing database to create one-to-one marketing that is far more personal, and consequently much more powerful, than any type of marketing that has preceded it. Solving the privacy problem inherent in the use of third-party databases by involving each customer as an equal partner and co-participant from the very beginning of the marketing process itself, Consumer Guided Marketing predetermines whether a potential buyer is actually interested in the sellers product before the mailing decision is made. The results? Mailing costs drop to all-time lows, response rates rise to all-time highs, and customer loyalty reaches levels never thought possible. Written by direct mail expert Dick Shaver, this practical resource contains all of the information you need to understand and implement this dynamic new database marketing method. Going beyond the one-shot sell, The Next Step in Database Marketing shows you how to establish and develop an ongoing "Mailing Dialogue" with your customer that maximizes sales both now and in the future. With real-life examples from such well known companies as American Express, General Electric, Marion Merrell Dow, MCI, Readers Digest and many others, this book takes you, step by step, through every element involved in creating consumer-specific mail:

• The Envelope: how to optimize opening rates during the daily mailsort by creating expectations based on reader eyeflow, how different people react to various kinds of envelope copy, etc.
• The Letter: how to transform envelope expectations into desire and response using every element that makes up the letterincluding the salutation, format, length, paragraph structure, signature, and copy styleand how to move from general benefits copy to the consumer-specific copy each individual customer cares most about.
• Putting It All Together: advance planning to create your total mailing package, how to move from "promotions to list segments" to a new consumer-specific, personal Mailing Dialogue with each customer to forge longer and more satisfying buyer-seller relationships.