Direct-Mail Campaign

We follow a protocol for a DM Campaign. We have developed this protocol, and fine-tuned it, for the last 20 years. It is a very effective way to market to Russian businesses or Russian consumers. Please find the protocol's steps outlined below. If you have any questions before you order, please do not hesitate to contact us.

1. Select Your Target Audience.

• select the "business portrait" of your potential clients
• conduct the target-audience analysis for potential clients
• compare the potential clients with your existing client database
• determine potential market share
• segment the potential clients into finer target groups

2. Create Advertising Materials.

• analyze the market's environment: by price, by delivery conditions, by the good's consumer qualities. Distinguish the unique consumer qualities of your product, its differentiation from similar products by your competitors, your clients' benefit in buying it.
• prepare marketing materials according to the competitive-environment analysis
• prepare advertising letters by each target group

3. Prepare and Mail Advertising Materials.

• design advertising materials (booklets, brochures, catalogues, etc.)
• print the advertising materials
• print personalized letters according to local customs (addressing the CEO by the first name and the patronimic twice, in address and in the text, for instance)
• package and mail the advertising materials

4. Service after the mailing.

• analyze the mailing results by target group, including selective calling to determine the movitation for refusals (1 month after the mailing)
• fine-tune the target-group lists, if necessary
• fine-tune and reprint, if necessary, the personalized letter for each target group
• keep re-sending fine-tuned advertising materials for each target group (once every 3-4 months as required by the seasonality of your product)

5. Expected results.

Our 20-year-old experience working with clients shows us that the average results after a direct-mail campaign come to around 2-5%. For some clients in some markets the figure has been as high as 50-70% (if the direct-mail campaign was augmented by telemarketing.) The client, as a rule, easily recoups his costs of the campaign. In many instances, he recoups them many times over.

6. How to increase the direct-mail campaign's effectiveness.

The familiarity factor is very important for the market, just as it is everywhere. As the market gets used to your name, your brand and your status as their potential supplier, your market exposure will increase. Toward this end, it is necessary to "remind" the market about you 3-4 times per year. It is also essential to keep local customs doing so (such as holiday wishes your clients consider very important.) It is very important to follow up a direct-mailing campaign with telemarketing 2-3 days after your potential customers get the advertisements.

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