Direct print marketing includes various channels like mail, magazines, newspapers, posters and point-of-purchase materials. Response rates for different channels typically range from 0.05% to 1.9% but can be higher for existing customers. Direct mail typically has the highest return on investment of $1 for every $11.65 spent, while magazines and newspapers have more modest returns of $1 for every $10 spent.
3. mail
ROI of a direct mail campaign
is $1 : $11.65 (Direct Marketing
Association)
$547 billion sales in USA (2009)
from direct mail campaigns
Typical response rate = 0.9%
High response rate = 1.9%
Low response rate = 0.12%
Double response for house lists
vs prospects
9. choosing mail
Info availability Channel Offer Necissity of Level of Estimate
tolerance immediacy virality trackability d CPR
Addressed Name, Full Accepted Can be Low High- Mid-
Address immediate
Unaddressed Postal Code Could be Can't be Low Mid Mid+
mail an issue immediate
Delivery Full Address Widely Can be +Low Mid+ Mid+
accepted immediate
11. poster
ROI of a direct poster
campaign is $1 : $8 (DMA)
Used for new customer
acquisition / prospects
only, not for house lists.
Typical response rate =
0.05%
High response rate = 1.5%
Low response rate =
0.009%
16. choosing poster
Info availability Channel tolerance Offer immediacy Necissity of virality Level of Estimated
trackability CPR
Tear-off sheet General Geo, Walking Widely accepted Can't be Low Low+ Mid+
habits immediate
Large Format General Geo Widely accepted Can't be Low+ Low Low
immediate
17. What's missing? TERMS...
pr od app but
uct eal
of f e
r
call t o
18. make this one better
This is a poster on
bullentin boards on
university campuses in
Australia. How could this
achieve better results?
19. point-of-
purchase
Used for house list / customer
lists, not for new customer
acquisition lists.
Typical response rate = 4.29%%
High response rate = 4.5%
Low response rate = 0.009%
22. choosing p.o.p.
Info availability Channel tolerance Offer immediacy Necissity of virality Level of Estimated
trackability CPR
Flyer / Coupon none Could have Should be almost Low+ Mid+ High-
problems, often immediate
discard
Packaging none Widely accepted Can't be Low Low+ High-
immediate
24. mag / news
ROI of a direct
mag / news ad
campaign is $1 :
$10 (DMA)
Used for primarily
for new customer
acquisition.
Typical Response
Rates:
Newspaper : 0.5%
Magazine: 0.17%
(Brains on Fire)
*Based on non-house list
only. If mag / news is an
internal com piece then
rates double+.
This time around, the promotion is for the insurance company AIG, and the idea is not to fix the vase, but to replace it.
This time around, the promotion is for the insurance company AIG, and the idea is not to fix the vase, but to replace it.
This time around, the promotion is for the insurance company AIG, and the idea is not to fix the vase, but to replace it.
The prizes will give two Bluetongue winners and three of their mates the opportunity to visit the new Bluetongue Brewery and brew their very own batch of Bluetongue which will be bottled with a personalised label. This once-in-a-lifetime experience will include; flights for four from their nearest capital city to Newcastle; two nights’ accommodation; and $2000 spending money for the major prize winner Bluetongue Summer Promotion CaseThe promotion will give consumers the chance to win this beer experience by simply purchasing a six pack of Bluetongue Premium Lager in the off-premise, or a bottle of Bluetongue Premium Lager or Bluetongue Premium Lager draught in the on-premise.
This time around, the promotion is for the insurance company AIG, and the idea is not to fix the vase, but to replace it.
Components of print = Ad Ballots Price tags Point of purchase