Reaching Customers
Your Customers...
CLICKS THROUGH 170 CHANNELS ON A 42” PLASMA
GLANCES AT NINE DIFFERENT PUBLICATIONS
BLOCKS SPAM WITH THE LATEST SOFTWARE
READS HIS MAIL
Mail. Make it part of your media mix.
From transit billboards on buses and previews at movies to television
screens and computer monitors, consumers are being exposed to advertising
messages everywhere they go. Unfortunately, there are some marketing
professionals who don’t realize that the environment or channel through
which an advertisement is delivered can actually, and sometimes profoundly,
impact the way consumers respond.
Creating a marketing plan that generates results.
This guide has been created to help explain the most commonly used media
channels. It will also illustrate the benefits of integrating Mail into the
overall media mix. Contents include:
• The pros and cons of using various media.
• Media response rates, by objective.
• Cost-per-contact and revenue-per-contact for each medium.
Turning potential into reality.
Media Choices Today provides an insightful look into the response-generating
power of Mail and the importance of an integrated campaign. With
direct-sales response rates well above other media channels, Mail is a smart
way to support a radio, TV, Web, or print campaign and help turn potential
prospects into real customers.
All channels are not created equal.
One channel of media is not necessarily better than another. Each has
specific strengths and weaknesses. In order to determine the most effective
channels for campaigns, it’s necessary to know each of their primary goals,
strengths, and shortcomings.
Find your target – help improve response. Cost-per-contact among media can
vary. While Mail often costs more, its precise targetability and high
revenue-per-contact make it one of the most effective tools in marketing.
COST-PER-CONTACT –
DIRECT ORDERS
REVENUE-PER-CONTACT –
DIRECT ORDERS
$0.46 Mail - Flat
$0.55 Mail - Dimensional
$0.57 Catalog
$0.01 E-mail
$1.27 Telephone
$0.85 Mail – Flat
$0.29 Mail – Dimensional
$2.41 Catalog
$0.18 E-mail
$3.98 Telephone
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