Because marketing direct to the prospect can be a superb, measurable and targeted strategy, it is also a common strategy. That is, there exists an incredible amount of clutter to contend with.

The key to success with direct marketing is a combination of innovative tactics to cut through the clutter and utilizing emerging technology to personalize the communication and precisely measure the response and follow-up for your next direct mail campaign.

JDM has loads of experience with this. From dimensional mailers to post cards and dynamic printing to customer relationship management, JDM has the expertise, the technology and the partnerships to make it happen—on time and on budget.

List

Most important part of any direct mail campaign is the list. This is the "direct" in direct marketing. If you're sending your message directly to the wrong audience, what's the point. Don't just buy a list of zip codes if your business is not regionally-focused. Don't purchase a list at all at first—rent one. We are generally weary of list brokers. Consider purchasing/renting a portion of a publication or event list. These lists are usually opt-in.

The list is the single most important part of any direct marketing activity. Don't even begin to think about possible promotions or creative design until you've locked down your list. Even the world's best offer and creative will fail if it's sent to all the wrong people.

Offer

Once you've nailed down the list, the next step is developing a relevant, aggressive incentive or offer for taking some action. "Call today" is neither incentive-based nor much of a call-to-action. Ask yourself, "why should they call today?" It's human to act on something with incentive.

Creative

Traditionally, people think about list, offer, creative in exactly the opposite order. However this is certain failure. Creative should speak to a specific audience, promoting a relevant and action-provoking offer. That's it. Non-traditional print sizes; attention getting design or headlines are also great, but don't let yourself get carried away with the creative. Remember the creative flows directly from list and the offer.

Demographics, psychographics and the like are the traditional way of understanding the campaign's target audience. JDM uses a more evolved approach. We call it Customer Genetics™. We're after more than age, sex, race and geographic location. We need to know our audience:

• Coffee or Tea?
• Boxers or Briefs?
• Facebook or MySpace?
• Chevy or Ford?
• Early Riser or Night Owl?
• Young at Heart or Old Soul?

Once you know your audience's fears and aspirations you can develop advertising tailored to those Genetics™. Think "everyone" is a potential customer? Think again and niche thyself.

Project-Based Pricing Details:

Project based marketing services are based on a per-hour rate and estimated number of service hours. After we've determined the details of the project, we'll submit a flat, project price proposal for approval. Payment terms are 50/50 for the first project and net 15 for all following projects.

No-Contract Retainer-Based Pricing Details:

JDM hates complicated contracts as much as you do. Our retainer is based on an estimated number of marketing service hours needed per month and priced at 30% to 70% less per hour than on a project-basis.

Best of all, unused billable hours roll-over to the next month and if a given month requires additional hours, they can be borrowed from the following months.

JDM's no-contract, retainer-based marketing services are by far the most cost-effective for businesses looking to achieve their objectives and generate a long-term positive return on their marketing investment.

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