S.U.R.E. - Fire Direct Response Marketing :

S.U.R.E.-Fire Direct Response Advertising delivers a proven, effective program for boosting business-to-business direct advertising response rates and converting sales leads into a steady stream of revenue. Readers are guided through the steps of the acclaimed S.U.R.E.-Fire program, which include strategic planning, marketing research, developing customer relationships, recognizing sales opportunities, and executing a sales lead campaign.

Russell M. Kern is president of Kern Direct Marketing, an agency specializing in integrated sales lead generation.

Acknowledgments

xv

Introduction

xvii

Introducing the S.U.R.E.-Fire Direct Response Planning Process

xix

Strategic Planning

1

(16)

Gaining Insight into Your Situation

2

(1)

SWOT Analysis for a Lead Generation Campaign

3

(3)

Analyze Your Competition

6

(1)

Further Analysis

6

(5)

Summarize the Answers

11

(1)

Competitive Advertising Review

11

(2)

Determine Competitive Ad Spending

13

(2)

Collecting Competitive Direct Mail and E-Mail

15

(1)

Summing Up

16

(1)

Know the Market and Know Your Numbers

17

(24)

Media- and Market-Opportunity Analysis

18

(2)

Before Campaign Implementation

20

(1)

Conducting the Analysis

21

(6)

Financial Analysis and Projections

27

(6)

Reality Check

33

(3)

The Importance of Customer Lifetime Value

36

(2)

Summing Up

38

(3)

Bridging the Gap Between Marketing and Sales

41

(24)

Focusing on Your Sales Process

42

(1)

Customers Buy at Their Own Speed in Their Own Time

42

(1)

The Eight Phases of the Buy Cycle

43

(2)

Conducting Buy Cycle Analysis

45

(5)

Strategies to Advance Prospects Through the Buy Cycle

50

(4)

Win/Loss Analysis

54

(1)

Conducting Win/Loss-Analysis

54

(2)

Use KNowledge of the Sales Process to Prepare Your Unique Sales Proposition

56

(3)

Strategic Planning Using a Product Life Cycle Positioning Curve

59

(2)

Using the Product Life Cycle as Direction for Creative Development

61

(1)

Creating a Plan of Attack

61

(2)

Summing Up

63

(2)

Understanding for Empathy

65

(20)

Why Market Research Is Effective

67

(1)

Building a Winning Marketing Case

68

(1)

Six Steps to Understanding for Empathy

69

(1)

Benefits of Combining Qualitative and Quantitative Research

70

(3)

Managing Research: Begin with the End in Mind

73

(1)

Research Participants

74

(2)

Orchestrating and Conducting One-to-One Interviews

76

(4)

Analyzing Data from One-to-One Interviews

80

(1)

One-to-One Interviews as the Springboard to Creative Concept Development

80

(4)

Summing Up

84

(1)

Listening to the Market to Reduce Your Risk

85

(20)

Interpreting Qualitative and Quantitative Research

85

(1)

Using Focus Groups to Evaluate Concepts and Gain Insight into the Buying Process

86

(1)

Preparing an Effective Focus Group

87

(3)

How to Get the Best Results

90

(3)

How Focus Groups Improve Direct Response Creative

93

(3)

What to Do After Your First Session

96

(1)

What to Do Once Focus Group Studies Are Completed

96

(1)

Using Quantitative Mail-Based Surveys

97

(5)

Tabulating Your Results and Reading Your Findings

102

(2)

Summing Up

104

(1)

Response Generation

105

(20)

Why Generating Sales Leads Is Important

106

(1)

The Physics and Psychology of Lead Generation

107

(4)

The Three Types of Offers for Business-to-Business Marketers

111

(7)

How to Select Your Response Generation Offer

118

(4)

The Power of the Free Trial

122

(1)

The Power of Personalized, Value-Add, Interactive Websites

123

(1)

Summing Up

123

(2)

Response Management

125

(18)

Common Response Management Weaknesses

126

(3)

Managing the Sales Inquiry

129

(6)

Use Lead Qualification to Make Salespeople's Time Productive

135

(3)

Distribute Leads Fast

138

(1)

Establish a Lead Fulfillment Strategy That Advances the Sale

139

(3)

Summing Up

142

(1)

Converting Leads Into Revenue

143

(20)

Relationship Marketing

144

(3)

Nurturing the Relationship

147

(2)

The Rule of 45

149

(1)

Follow-Up: The Great Variable

150

(1)

Telesales: The Secret Weapon

150

(2)

How to Avoid Inside Sales Failure

152

(2)

Closed-Loop Lead Tracking Systems

154

(2)

Outsourcing Versus In-House Response Management

156

(3)

Marketing Automation of In-House Response Management

159

(2)

Summing Up

161

(2)

Execution Excellence

163

(32)

Moving Beyond the Rule of 40-40-20

164

(1)

Maximizing Results by Pinpointing Delivery of Your Message

164

(1)

S.U.R.E.-Fire Strategies for Selecting Direct Mail Lists

165

(11)

Selecting Print Media with Excellence

176

(3)

Selecting Electronic Media to Generate Sales Leads

179

(3)

Measurement: The Key to Program Effectiveness

182

(2)

The Power of Testing

184

(1)

What to Test

185

(6)

Guidelines for Conducting Direct Marketing Tests

191

(2)

Summing Up

193

(2)

The Strategy of Creative Excellence

195

(22)

Integrating Strategic Planning and Research Results into the Creative Process

196

(7)

What Makes a Creative Concept a Winner?

203

(1)

A Clear Creative Strategy Underlies Winning Creative Concepts

204

(1)

Kern's Rules for Direct Response Creative Excellence

205

(10)

Summing Up

215

(2)

Managing Direct Response Advertising

217

(26)

Choosing a Direct Mail Package

217

(2)

Choosing the Best Promotional Direct Mail Format

219

(2)

Getting Your Envelope Opened

221

(2)

An Army of Salespeople in Print: The Power of Your Sales Letter

223

(2)

Twelve Letter-Writing Approaches Proven to Work

225

(2)

The Value of Brochures in Your Package

227

(2)

Lead Generation Print Advertising

229

(8)

The New Standard: Electronic Direct Response Advertising

237

(1)

Developing Direct E-Mail

238

(1)

Techniques to Boost Your E-Mail Effectiveness

238

(1)

Using Web-Page Banner Ads

239

(1)

The Splash or Landing Page

240

(2)

Summing Up

242

(1)

The internet: The Marketing Medium of the Future

243

(12)

Future Shock: Responsiveness Will Shape Marketing Strategy

243

(1)

Shortening the Measurement Cycle

244

(1)

Taking Advantage of a New Medium's Capabilities

245

(8)

Summing Up

253

(2)

Appendix

255

(4)

Resources

259

(4)

Selected Readings

263

(4)

About the Author

267

(2)

Index

269

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S.U.R.E. - Fire Direct Response Marketing : Managing Business-to-Business Sales Leads for Bottom-Line Success

Summary

Author Biography

Table of Contents

Supplemental Materials

FREE SHIPPING

Rent More, Save More! Use code: BBRENTAL

5% off 1 book, 7% off 2 books, 10% off 3+ books

S.U.R.E. - Fire Direct Response Marketing : Managing Business-to-Business Sales Leads for Bottom-Line Success

Summary

Author Biography

Table of Contents

Supplemental Materials

Digital License