What is the best way to reach your audience and create a relationship with them?

 

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Sometimes, either intentionally or unintentionally, these tapes contain names that are more recent than the list as a whole. Therefore, a 5,000-name test will frequently give a higher response than subsequent mailings. When you test lists only, you could print in advance all the mailing pieces you'd need for the test and the continuation (follow-up). That could be economical, providing that one of the lists you tested gave good enough results to warrant sending out the rest of the mailers to additional names.

 

If your test showed poor results on all lists, you could be stuck with excess mailers. Another way to save money testing is to test a cheaper version of a successful mailer. Take a mailer that has been successful for you and use a lower quality of paper and a cheaper envelope. Leave out one piece from the package, perhaps. Don't print everything in as many colors.

 

If your cheaper package yields good results, you can save on subsequent mailings. Generating and Qualifying Leads can be done by a company that had a successful IPO in early 1998. DoubleClick uses its network of Web sites to place advertising that you pay for only if you actually get click-throughs, responses, or sales. DoubleClick also offers extensive testing, and reporting services, but the company generally represents consumer oriented Web sites with the highest traffic and therefore the highest cost.

 

The ad VENTURE Network (www.ad-venture.com) claims to be a true direct marketing network, offering advertisers targeting by site, affinity group, and by network. The B2BWorks ad network (www.b2bworks.net), launched in mid-1999, focuses on business-to-business and features leading Web sites from more than 70 industries. The advertising network 24/7 Media , which markets advertising and sponsorship programs, may be the first to signal a consolidation trend with its acquisition in early 1999 of an e-mail marketing service.

There are also numerous Internet media buying services, such as WebConnect (www.webconnect.com), as well as services which bring together Web site owners who want to exchange free banner ads, such as Microsoft's LinkExchange (www.adnetwork.linkexchange.com) and small business specialist SmartClicks (www.smartclicks.com).

You should be aware that the banner advertising environment is undergoing significant change. There is general agreement, for example, that banner ads have lost their novelty. In some cases, Web users may view banner ads as nothing more than an annoyance, since they can sometimes slow down a page from loading and be distracting.

Earlier, we discussed the fact that your product or service is really de-fined by the perceptions and needs of a specific audience. What about the nature of your product in relation to your potential audience? Do the qualities of your product or service make it very specialized? (This is a common characteristic of technology products.)

That's why Prospect direct marketing tends to be a highly focused, highly targeted process.

 

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