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Finally, there will be a limit. On the other end, you can price a product too high and have price resistance. So pricing should always be tested - the lowest price doesn't always draw the best response. One simple way to test a price resistance. certain price is to select a specific state or region, offer your product for a higher cost there and see if it sells better. Or use selected zip codes to vary and track pricing.

 

Different markets may get different prices. Larger magazines often offer split run testing. They print two editions of the same magazine. With these publications you can run your ad with one price in the A version and one price in the B group and measure the response to each.

 

When they see an ad on TV, they know it is broadcast to everyone. But a letter - that's a piece of personal correspondence - that's different. You can produce such a one-to-one piece of correspondence, too. It just has to look like a letter. It is the strongest, hardest working part of the creative package you mail.

We'll look at the general mailings first, then move to the more focused, targeted letter campaigns. Many of the rules of writing letters apply to both situations. With smaller, more personalized mailings you can get more intimate: your focus and wording may be tighter, and your objectives may differ from generating an immediate order There are other ways of individualizing the mailings. Carry cards or invitations can be numbered in sequence; therefore, each person receives a unique number, which may be used to qualify him or her to receive a prize or other gift. Another technique is for salespeople to write brief handwritten notes to each prospect. The note, written in the margin of a preprinted form letter or on the flap of a formal invitation, adds a personal touch to the communication.

 

Years ago, direct marketers discovered that they received greater response when the reader was given a choice. And this holds true in trade show promotion. For example, many of the people you invite will be unable to attend, even though they may have genuine interest in the products being displayed. Why not have your mailing do double duty by offering information or further action to those people who can't come to the show?

 

You could offer to send them a brochure or a newsletter or to call on them in person and tell them what they missed.

More about Direct Mail Marketing.   See also: Direct Mail Lists and Direct Mail Printing.

Response Makers - Direct Mail Marketing