| Dear
Caswell Forrest,
Success is it's greatest enemy because it creates a sense of
false security. Success is full of lost opportunity because it can
make you lazy, in other words not explore or penetrate current
results in order to maximize your opportunities. Would you rather
make $1,000,000 or $2,000,000 dollars? In this issue we are looking
at how to proceed-step by step-to evaluate a rising media success.
| in this
issue |
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| Why
is it important to Evaluate Where Your buyers are
located? |
|
 In this
project, the volume of people calling in to inquire about the
product is very high, however the number of sales that result
from the call-ins are low. The first order of business is to
reorganize the inbound telemarketing group, so the people who
answer are "closers" rather than "order takers." Given the
number of people calling in and having inbound sales people
answering, this project will FLY!
The media that has been tested to date in national cable,
and only on three major networks The dayparts that were
purchased are all limited-mostly late night from 12a
(midnight) to 4a or 6a in the early morning. This particular
product would interest 1 in 4 persons in the USA (broad
audience), and out of this audience it is unknown what
percentage would become buyers.
Since only three cables have been used and in a limited
way-but the results are widespread-it is difficult to narrow
down how best to proceed in buying media that will yield
profitable returns. We have enough results to be excited about
success, but not enough information to really exploit that
success and prevent significant media losses along the way.
This is the reason why it is important to locate where these
buyers are located. |
| Well
Begun Is Half Done |
|
 First
the client has provided a customer record list of 20,000
buyers. It turns out that there are a number of purchasers who
wound up on this list in EVERY single DMA market in the
USA-all 212 markets. In some markets the list is 1 record and
others the list is 750 records. We ran a report and separated
the number of customer records according to each DMA market
each record belonged to. This gives us an overall view of
where the orders are coming from and poses challenging issues.
The orders are coming from every market in the USA, so how
are we going to interpret this list and make sense out of it
according to our media purposes?
Next week we will show how we go from a universal list of
where customers are buying from to organize specific media
purchasing proposals. Additionally, we will cross reference
this approach with a like-product, and where it is
successfully airing in the media market today.
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| Rushing
To Market: Excitement verses Evaluation |
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| We are
going to look at a REAL case study of a direct response
product in it's infancy media stages, and how we formulate
step-by-step tests to expand upon and improve media results.
We can not reveal the product, however this is an ongoing
project at this writing.
The first wave of results have come in: 20,000 customer
records and over $60,000 purchased in media on national cable.
Not all of the customer records were generated through the
television airings.
The initial results of this project are extremely
encouraging. Enough so that the rush to market is important,
however it is equally important to evaluate who these
customers are, and where are they located across the USA?
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