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
• 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
 

 

Click Here to Register