What
Direct Marketing Consulting Services Does DMCG Provide?
List research and database building for both consumer
and business files.
Test strategy development to maximize rollout
potential.
Multi-media campaign planning and implementation
for lead generation programs.
Turnkey direct mail campaigns (sometimes incorporating
off-site telemarketing support) for both consumer and business-to-business
sales.
Creative concept development and implementation
including copy and graphics to camera-ready art.
Back-end sales analyses.
How Are
We Different?
Emphasis on testing and relentless back-end
analysis.
In
one recent direct mail test, a DMCG test package beat a control
by reducing lead costs by 40%.
For a large mailer with millions of past customers, DMCG
reduced the cost per sale by 30% on customer mailings while maintaining
the same drop volumes.
Evaluation and establishment of cost-per-lead,
cost-per-sale and cost-per-customer allowables.
One
client historically moved their marketing budgets up or down based
on how sales went the year before. With advice from DMCG, the
client now establishes the marketing budget by multiplying the
new customer acquisition goals by the allowable of $65. For example,
with an enrollment goal of 1,000 new customers per month (replacing
the 300 they loose to attrition each month for a net 700 incremental
new customers), the client spends $65,000 per month in promotions.
Dropping the budget consequently drops the enrollment projections.
This makes the marketing budget accountable and relates sales
goals directly to marketing expenditures.
Creative approaches for increasing response
rates based on the results from a large volume of tests in multiple
industries and media.
After probably close to 1,000 controlled direct response tests
in direct mail, DRTV, freestanding inserts, outbound telemarketing
and a combination of all of these, DMCG knows what to test for
maximum ROI. For example, campaign tweaks do not yield breakthroughs.
Only major changes in the list, the offer, the format or the combination
of media yield major response changes. This requires experience
and a high dose of creativity.
DMCG aspires to the idea that creativity does not start or even
end with the copy and the graphics. Creativity occurs in the combination
of the planning and implementation for any response breakthrough.
