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Session Description:
In
today’s uncertain economic environment,
it is no longer prudent to engage in
large scale, in-market direct mail
testing which, by itself, will only
offer measures against a historical
control or alternative direct mail
concept. When you consider the millions
of direct mail pieces that are currently
tested in this manner, it may make sense
to simulate the testing of direct mail
in an online market research
environment.
Phoenix Marketing will be presenting a
detailed look at the cost effective
alternative for direct mail research
through the use of online market
research surveys. Not only will this
type of approach save an organization
the costs and time associated with
in-market mail testing, a tremendous
amount of additional information can be
gained on each direct mail piece being
tested with the online research
approach. Instead of knowing little more
than whether you have a winner or a
loser, on-line testing can tell you why.
Is the envelope the problem, is it the
offer, the images, the layout of the
creative, the font type/size, or some
combination thereof? Evaluating
potential direct mail offers in this
manner will enable the winning concepts
to be “fine-tuned” which will lead to
significant gains in the mail open rate,
offer take rate and even in how the
sending company’s brand is perceived by
the recipient of the mail piece.
The presentation will take participants
step by step on how to execute highly
effective direct mail evaluations using
the on-line market research approach.
This will include how to structure the
market simulation, sample
considerations, key metric areas,
open-end comment inclusion, performance
modeling, and developing in-market
volume projections. Samples from actual
direct mail research tests will be
shared as they illustrate the potential
value of utilizing this approach to
ongoing direct mail testing for how well
the direct mail offer performs overall
and how the mail piece’s performance is
tied to the “offer” versus creative
execution.
This session is appropriate for senior
financial executives with responsibility
for Retail Banking, Direct Mail
Marketing and Research,
Market Research and Strategy Groups.
About Martha Rea:
As Chief Research Officer, Martha has
over 25 years experience in market
research and analysis. She has worked
for many of the Fortune 500 companies in
the U.S., Latin America and Europe to
develop markets, products and services,
and is expert in market measurement and
analysis. Martha has advanced expertise
in research methods and also champions
Phoenix’s efforts in direct marketing
applications, segmentation and database
mining activities. Prior to joining
Phoenix as one or the company’s founders
in 1999, Martha was Executive Vice
President with PSI Global, the largest
financial services market research
company in the United States.
About Phoenix Marketing International:
Phoenix Marketing International is
dedicated to our clients’ marketing
performance, and we are passionate about
this dedication. Phoenix is committed to
maximizing a client’s Return on
Marketing Investment (ROMI) through a
broad range of initiatives:
-
Measuring the marketing performance
of a communications campaign
-
Evaluating markets
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Developing new concepts and products
-
Informing response marketing
initiatives
-
Measuring customer experience
-
Developing a customer experience
strategy
It is this commitment and passion that
has made Phoenix one of the fastest
growing marketing services firms in the
world and partner to many of the largest
companies in the Affluent, Automotive,
Financial Services, Healthcare,
Multicultural, Technology, Media and
Travel and Leisure markets worldwide.
Each Phoenix team brings a unique
combination of industry knowledge,
research expertise, marketing consulting
insights and modeling proficiency when
partnering with clients to solve complex
business issues.
www.phoenixmi.com
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