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| KEEPING YOUR PROJECTS ON TRACK |
| - A framework keeps you focused on the big picture while you tackle the details |
| by David Ehrlich, President Track Marketing Group |
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Having a framework in mind when you start any direct marketing project can maximize results and insure that the project fits into the larger marketing plan.
Here's a look at the development of a project against a framework known as TRACK Marketing . You could apply this same thinking toward any type of direct marketing project that you plan - whether offline or online.
As you plan and begin to execute your project, these questions will steer your action and help you keep a big picture focus. |
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| TARGET |
What are your target goals for the project? Are you attempting to break-even or is the success of the project measured in some other way such as number of inquiries?
In addition to establishing for benchmarks for success, you should identify the target demographic you're pursuing.
In some cases this might be all members of your association or maybe a sub-set (job title, length of membership, etc) and in other cases you may be trying to reach non-members or select individuals in corporations. |
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| REACH |
Once you understand your target goals and demographic, you can assess the most appropriate ways to physically and emotionally reach them. Get inside their head and really get to know them - understand their view of the world, their needs, their pains, and what makes them tick.
Physically, you might decide that a post card mailing would work better than a closed envelope or in other cases an electronic communication (such as email or fax) would be superior.
The written copy (including headlines), choice of graphics, photography, color and layout all impact your target's emotional response to your message.
Ultimately, your stated offer and benefits (e.g. act now to receive XYZ benefit and save 50%) is one of the strongest factors in reaching your target and motivating them to take action. |
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| ACTION |
Clearly outline the steps that your target will need to take to accept your offer. Should they to call a phone number, go to a web site for more information, or respond via mail?
Offer multiple ways to respond so that the target can choose the action path they feel most comfortable taking. Action can also include steps you might take for those targets that don't respond. This could include a follow-up phone call, a mailing, an email, or a fax.
Thinking about action when designing your project means that the next step is clearly outlined and is not subtle. |
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| CLOSURE |
Ultimately, you are seeking closure. For more complex sales, this might involve a two step process with an inquiry for more information followed up with an on-site visit by a salesperson. For many sales, closure can occur when the prospect visits a web site and takes an action or calls a phone number to place an order.
Once you plan your marketing project with an understanding of the closure step, you're more likely to include qualifiers in your message. These can include statements that help prospects self select in or out based on needs or qualifying attributes such as size of their organization or budget.
Thinking about closure when designing your response actions could include training the in-bound telephone agents to understand the offer and practice the proper way to move the prospect toward closure. This would include any pre-qualifying questions. |
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| KEEP |
While everyone loves a closed sale (whether it's a new member, a non dues revenue sale, or a conference attendee), past customers are among the best prospects for future business. Keep involves thinking about ways to reinforce, cross sell, up sell, and actively seek referral business from our best customers.
If you have a focus on keep while you execute your project, you might ask the question "do you know others who might benefit from this offer?", or look for ways to reinforce the sale and explain related offers that might be of interest to your target.
Having a framework will tie your efforts to the larger picture of your overall marketing plan. Answering the questions outlined here has helped our clients focus on projects that support their marketing objectives.
Assess all factors (e.g. creative, offer, method of communication, response options, etc.) from the perspective of your target, not yours. Consider forming a focus group to determine which message, creative, and offer appears to grab the attention and motivates your target to take action. Ask if there's something else you could offer that would be more likely to grab their attention and motivate them to respond.
No matter what framework you decide to use, having something that forces you to think big picture while executing the smaller details of a marketing project will go a long way toward achieving your desired results and maximizing your marketing investment. |
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