Direct Marketing Truths
03/09/10
A well-respected advertising guru stated these two direct marketing truths:
1)
"Direct marketing is the only medium that allows you to use hard numbers to plan, engineer, and measure programs" and
2)
"Most people still don’t use the numbers to plan, engineer and measure programs."
Hopefully you understand Truth #1 and don’t practice Truth #2. For example, make sure you save the gift certificates your customers redeem and then calculate the response rate you’re getting. More importantly, always track
how many sales and customers you make so you know the exact ROI you’re getting. Something that’s virtually impossible with any other form of marketing!
