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Direct Mail

Description:

Some "experts" have predicted the end of direct mail as a useful and effective marketing tool. They are not unlike those "experts" that predicted at the onset of the Internet, that e-commerce would mark both the end of retail and the end of paper money (as all money would be digital). The "experts" were wrong then and they are wrong now. Sure, direct mail through snail mail has lost some of its impact as people now get their messages from a wider array of sources (including online sources). But snail mail is only one form of direct mail. Email, also a tool for mass dissemination if your list is controlled and well managed, can support a snail mail campaign - and both should be part of a comprehensive, integrated marketing program. Tudog brings your message into the home of your primary target markets, and we use the mail (snail and electronic) to do it.

Service Delivered:

Creative

Tudog delivers the campaign concepts (generally an integrated campaign of many pieces created around the same theme), the art work, and the copy - all constructed together into a powerful, compelling and effective direct mail campaign.

List Management

Tudog acquires, cleans and maintains the mailing lists so that the people receiving the direct mail are likely to be receptive to it because their profiles and interest match the demographic and interest base of the client's most likely customers.

Mass Mailing

Tudog executes on the mailing, either through snail mail or email.

Tracking

Tudog sets up a tracking program whereby the timing of the mailings and the pieces sent are matched against response rates and then compared to correlated sales performances. This provides an overview of the efficacy of the specific pieces and the mailing lists being used. Using this data, Tudog is able to recommend adjustments in the direct mail effort to enable improved results.

Benefit:

Direct mail is one more tool in the marketing paradigm. It allows the recipient to review the information in the comfort of their own home, at a time when they are most prepared to consider the information and without the distractions other visibility tools compete against. While it is not a stand-alone marketing tactic, it can be an effective complimentary tactic.

Process:

The Tudog direct mail campaign is divided into 7 steps. They are:

Step One: Meeting with Management

Naturally Tudog's first step is to meet with management and measure their expectations from a direct mail campaign and the messages they wish to broadcast. Tudog's task is to make certain the expectations are aligned with reasonable outcomes and that the message to be transmitted is consistent with all other aspects of the company's marketing.

Step Two: Campaign Development

Tudog develops the campaign - the creative concept, the visuals, the copy, and tracking strategies. These are presented to management for review and approval.

Step Three: Material Composition

Tudog prepares the material - visuals (graphics, photos) and copy - and layout of the pieces.

Step Four: Planning

Tudog plans the implementation of the direct mail campaign to support and supplement all the other marketing activities being conducted by the company.

Step Five: Implementation

Tudog releases the emails and mails the snail mail pieces.

Step Six: Tracking & Analysis

Tudog tracks the direct mail pieces by putting response codes so that we can measure reaction and efficacy (whether the piece is initiating the consumer action in way intended). This information is collected and analyzed, and adjustments to the advertising program are recommended.

Step Seven: Adjustments

Tudog implements the adjustments needed (in accordance with the tracking results) and reworks and resends the adjusted pieces.

Cost:

Tudog presents a comprehensive proposal for all assignments, including assignment objectives, Tudog responsibilities, timetable for completion, and costs and payment schedule. Tudog delivers the highest quality customized direct mail campaigns available at a cost that is often significantly lower than competitors.

Contact us for a quote today.

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