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Offer Design The legendary direct marketer Freeman Gosden, Jr. claimed that direct marketing success is 40% list, 20% creative — and 40% offer. Yet in many cases the offer is an afterthought, a call to action tacked on when the promotion's about to go out the door and somebody notices there's no compelling reason to respond NOW. And if an email or direct mail piece is put aside for later, most likely it will be history. We think differently at Beasley Direct. Offer design is an integral part of our marketing strategy for our clients, and we'll often research, or even create, offers to meet the objectives of a specific campaign. Informational Offers... ... Such as white papers, should be tied closely to the value proposition of the product or service being sold. That way, only qualified respondents will express their interests. We've often helped our clients to create Info Packs or Fact Kits which are simply new combinations of existing materials, presented with a value statement. And if the right informational piece doesn't exist, we'll create it! "Soft" Offers... ... Such as an entry into a sweepstakes or a low-priced merchandise reward for responding, should be used with care. They'll almost always increase response and attract both bad leads (college kids interested in something free) and additional good ones — so you need to be sure to have a screening process to get rid of the freebie-chasers before they get to your sales force. Hard Offers... ... Such as a promotion good only with a purchase of the product, will produce far fewer but far more qualified responses. While every marketer would love to get a sale instead of a lead, that usually is not going to work as the only offer in a direct promotion because you're asking for the order before the reader knows enough to make a decision. Best used only for pre-qualified leads or as a secondary "hot" option (e.g. "If you're ready to sign up for your 30 day trial, click here. To enter the sweepstakes and find out more, click here.") So what's the right offer for your next promotion? Let Beasley Direct help you identify it. We can also assist with fulfillment (including high value items that require secured access and storage), sweepstakes management (including legal compliance) and post analysis to make your next campaign even more successful. Contact us to find out more. |
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