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| | Direct Marketing | |
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| | Total Questions | |
| | Answered Applicable Questions | |
| | Actual Score | |
| | Possible Total Score | |
| | Percentage Score | |
| | Grade Score | |
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| | Factor | Score |
1) | | We are satisfied with our catalog marketing programs. | |
2) | | We are satisfied with the direct marketing knowledge and skills of our marketing staff. | |
3) | | We are satisfied with our in-house telesales center. | |
4) | | We are satisfied with the performance and skills of our telemarketing/telesales staff. | |
5) | | We apply customer analysis, targeting and segmentation techniques. | |
6) | | We are satisfied with the results of our catalog/direct marketing program(s). | |
7) | | We are satisfied with the results we are getting from rented mailing lists. | |
8) | | We use our mailing list to lower our cost of acquiring a new customer. | |
9) | | We have make very effective use of database marketing processes and practices. | |
10) | | We do an excellent job of tracking and measuring the results of all of our marketing programs and activities. | |
11) | | We have implemented programs for testing messages in order to improve the performance of our customer acquisition and retention efforts. | |
12) | | We are satisfied with our in-house circulation planning and management program. | |
13) | | We are satisfied with our in-house phone order processing center. | |
14) | | We are satisfied with our in-house fulfillment operation. | |
15) | | Our customer list is cleansed on a regular basis. | |
16) | | We have developed an accurate demographic profile of our customers. | |
17) | | We code our customer list by recency of purchase. | |
18) | | We code our customer list by frequency of purchase. | |
19) | | We code our customer list by monetary value of purchases. | |
20) | | We use the classic direct marketing formula of recency, frequency and monetary value of purchase to work our customer list. | |
21) | | We work with competent list brokers to rent and/or buy prospect lists. | |
22) | | We work with competent list compilers and brokers to select prospect lists that match our customer profile. | |
23) | | We test meaningful, measurable, projectable quantities. | |
24) | | We measure the true results of prospect lists, computing for each list, the number of inquires, purchases, net revenue, etc.. | |
25) | | We do a excellent job of matching direct marketing offers with our various markets. | |
26) | | We use media with good direct response track records. | |
27) | | We have measured the true results of the media we use, computing for each media the number of inquiries, purchases, revenue, etc. | |
28) | | We have determined how often we can successfully use each media type to reach customers/prospects. | |
29) | | We have determined how frequently we can profitably contact our customers and prospects. | |
30) | | Our advertisements are in character with our products and/or services and the markets we reach. | |
31) | | We have developed the ideal format for all of our advertisements: direct mail, email, print, broadcast, etc.. | |
32) | | We consistently test products, media, offers, and formats. | |
33) | | We have tested to determine the best timing of our offers. | |
34) | | We have tested to determine the best frequency of our offers. | |
35) | | we have determined the most responsive geographic areas. | |
36) | | We test all direct marketing communications against control advertisements. | |
37) | | We analyze results by ZIP codes, by demographics, by psychographics (lifestyles), etc.. | |
38) | | We compute the level of repeat business by original source. | |
39) | | We have a direct marketing strategic plan that is integrated into our overall marketing communications plan. | |
40) | | We maintain mode of payment as part of our customer file information. | |
41) | | We maintain geographics on our customers and correlate that with recency, frequency and monetary value. | |
42) | | We maintain product and product category purchase information on our customer file. | |
43) | | We maintain length of time information on our customer file. | |
44) | | We maintain original source data on our customer file. | |
45) | | We maintain transaction data on customer file, including: payment information, change of address, correspondence, renewal, etc.. | |
46) | | We track the effects of seasonality on customer purchase behavior. | |
47) | | When renting/purchasing outside list sources, we use merge / purge to optimize the combined list before launching a campaign. | |