You need to do your PREsearch Before Embarking on any direct marketing Campaign.
I love this new word PREsearch. It’s a brand-new word coined by Peter Meyers from ICOM Information. He defines it as “the identification, analysis and segmentation of a target market before launching a direct marketing campaign.” What a great descriptor. Every marketer must so some kind of presearch before planning and executing their program.
Let’s face it, knowing your audience before spending your hard-earned marketing dollars on a campaign is key to successful response. Use your list broker to help you PREsearch your market. You can get a preliminary count of how many prospects there are in your universe. From there, you can fine tune that prospect universe to the best possible targets.
If you have enough customers in your client database, consider an analysis of your customers. A simple analysis can cost between $250 – $1000. It can give you lots of information you can use to plan your campaign. Some companies will do this for you for free.
This kind of PREsearch will help you clone your customers and increase your response rate.
You will also want to do some PREsearch on your message and offer before you roll out your campaign in a big way. Small tests will help you determine what works and doesn’t work. You will need to establish controls so you can see what incremental response increases you achieve with each tweak.
PREsearch will help you optimize your campaign. This way you can be sure you are reaching out to the right audience with the right message. You also want to tailor your offer and to both your target audience and message. You want to get the biggest bang from your marketing buck.
Direct marketers who need counts to help them with their PREsearch can e-mail me at [email protected]