Direct Marketing Plan Checklist
When developing your marketing campaigns, whether they are direct marketing or advertising online it is "homework" on hand before to be done. Planning helps reduce the risk and increase the probability of success. This checklist includes the essential information and planning activities necessary to campaign to create a successful direct marketing.
Executive Summary
Situation analysis – marketing environment, economic development and competitivenessAnalysis. The analysis is not just a collection of information, but an analysis of the importance and impact of information (not just the what but the why).
Audience Profile (s) & Analysis – Know your target audience (s)
Opportunity Analysis and Issues – Including SWOT analysis (Strengths, Weaknesses, Opportunities, Threats)
Goals and Objectives:
Quantitative – Build database lead to acquire new customers, cross selling, the introduction of new products in view of cost per lead, cost, retention, win backCosts, Return on Advertising
Qualitative – increasing customer satisfaction, improved brand perception, etc.
Marketing Strategy – including the differentiation / positioning / uniqueness
Tactics
Test Plan – Direct marketers always test! offer List / media, visuals, copy
Budget / Finance – Budget, break-even scenarios (0 profit, profit%, etc.)
Creative Direct Marketing Strategy & Campaign Plan Checklist
Advertising goals – Primary (egResponse, sales), secondary (eg brand awareness)
Marketing Messaging – "The Promise"
Product / Service Description – benefits, advantages, benefits. Practical, emotional
Creative Customer must solve problem
Media Plan-media mix and budget
Creative Strategy – Know your audience!
Offers and call-to-Action – Hard offers soft, offers
Direct Marketing Essentials – urgency to respond to opportunities, news / Memberships in the sense reduce the risks toCustomer
Copy / Layout
Legal – Know FTC, FDA and FCC advertising policies. See license terms. Self-Regulation
When it comes to fundamentals: The right offer to the right person at the right time. Relevancy and personalization are ways to get better response in direct marketing. Testing, testing, testing … and track, track, track.