Media Concepts of Pocatello

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From Direct Marketing Association, 1120 Avenue of the Americas, New York, NY 10036-6700

Some marketers come across a great idea and run with it. Sometimes it works, other times we scratch our heads wondering “what went wrong?” It may have been because there was no thought out strategy behind the idea. Sometimes we all need a refresher about what a strategy really is.

By definition a strategy is the methods that you are going to apply to achieve your objectives and your goals. Of course there are many different types of strategies - it all depends on what your goals are and what you are striving to achieve. Most strategies are company focused. Experience tells us that the best strategies are customer focused, so think about them first and foremost. Below are some helpful steps to think about next time before you execute your campaign.

• Target the right people — Look at your last customer as they will have similar characteristics as your next.
• You need a big idea — Stop people in their tracks and make them react on the spot.
• Make an offer they can’t refuse — The offer is something extra that gets people to respond.
• Add value — Tailor your message to be about them, not you.
• Credibility is key — Establish your claims, use facts, and testimonials.
• Testing pays — Testing shows what works, what didn’t, and can show you the best place to invest your precious marketing dollars.
• Use Experts — When sending email or mail you want to ensure you are putting your best foot forward. This may be the first and only time you can make an impression…make sure its a good one.

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