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Question on Making Direct-Mail Campaigns Worth The EffortViews: 309
Dec 07, 2006 2:52 pm re: re: re: re: Question on Making Direct-Mail Campaigns Worth The Effort

Joni Garcia
Kurt's idea seems like a lot of work when you consider the ROI.

Also, now that I know the audience and the product, I would target the whole community. I would create a year-long campaign with the goals of (a) making them aware of the new product and (b) getting them to try it.

I would do this by sending an inexpensive mass mailing based on zip code, one per month. I would offer an introductory coupon and free samples at the store.

I'm not sure why you are marketing this before the product is in the store. You leave room for them to forget while they wait. I'd want them to be able to act while their interest is piqued. And I would immediately start offering free samples to customers as they come in. Current customers are the low-hanging fruit.

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