| Dear
Reader,
The last several issues have dealt with International
Distribution and the FACT that you can launch an international
sales effort in the "early stages" of your domestic marketing
project. Why, because the two areas do not conflict nor will the
success in either one hinder the development of the other.
| in this issue |
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| Media Results Are Your Key BUT How to Unlock That
Key? |
|
 There are two methods to unlock REAL and USEFUL
information found in your media results. First is the
evaluation of your media sources and the customers derived
from those sources. And second, is the evaluation of your
customers themselves.
At the early stages of your media campaign (and this is
where we are in this newsletter discussion) you are testing
different media outlets, receiving orders, and building a
customer database. |
| Gathering Customer Records to Tap the End of The
Rainbow |
|
 In general after a client has tested approximately
$15,000 to $20,000 in media dollars we can determine whether
his project is viable, or needs to go back to the drawing
board. Naturally if something isn't broken you don't fix it,
but everything in DRTV and direct response in general (no
matter what medium you use) is in a ever evolving state of
test, test, and retesting.
After we have gathered more than 2000 customer records
(And 5,000 is better) we are in a position to study numerous
factors about who your customer is, what he/she does, and
where they live. All of this adds up to hundreds of facts
concerning demographic, psychographic, and geographic
information about your customers. Thats right-YOUR
CUSTOMERS-or people who buy product from you. It doesn't get
any better than this. |
| Media Sources Pave the Way |
|
 Along with this we will look at all of the media
outlets you have aired on to date (such as Comedy Central,
Lifetime, BET, etc. locally and nationally) and match the
customers cities and zipcode records with each media where
that particular customer called in from. For instance-maybe
875 customers called in from the BET airings you placed, so
we will look at 875 records which have the city and zipcode
that represent each one of those customers.
Next week we will analyze how to organize-THE EVALUATION
OF YOUR MEDIA SOURCES AND THE CUSTOMERS DERIVED FROM THOSE
SOURCES-to further increase your sales and media roll-out
success.
Review Past
Newsletters »
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| Media Results That Translate Into Information Worth
Its Weight In GOLD! |
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| When you focus on your domestic effort ONLY, there
are trigger points or times when you tread very carefully up
the "Yellow Brick Road." Even though the road is GOLDEN,
full of promise and dollars, you can sabotage your sales and
marketing simply by using certain methods of distribution at
the wrong time.
We will talk about this soon, but first..........Let's
look at the media results. Please refer back to Issue 22,
this is where we stopped discussions about your domestic
marketing campaign and went into the International side of
things. It is time to go back to this discussion, and
understand exactly what steps to take next.
Refer
Back To Issue 22 |
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