Case Studies:
1) Method of contact preferred by consumers:
76%= Regular Mail=
8%= E Mail
7%=Telephone
6%=In Person Visit
3%=No Answer
2) Percentage of sales from paper catalogs vs. website:
Catalogs=80%, Website=20%
New Page-Response Project Case Study:
As of 7-11-2006
43% preferred 100lb Dull Cover
27% preferred 80lb Dull Cover
16% preferred 100lb Gloss Text
14% preferred 80lb Gloss Text
see www.responseproject.com
for more specifics
Research/Data:
2005 Strategies for Management, Inc used DMA data to calculate revenue per promotion dollar spent in the various types of media:
Media----------------------------------------Estimate of
Revenue Per Dollar Spent
Direct Mail------------------------------------$20.29
Telephone--------------------------------------18.15
E Mail------------------------------------------16.0
Dimensional Mail-Samples/Give A ways--15.50
Newspaper--------------------------------------9.0
Coupons----------------------------------------6.52
Inserts-------------------------------------------3.50
Catalogs----------------------------------------2.14
Magazines--------------------------------------2.0
Free Standing Newspaper Inserts-----------1.71
Radio--------------------------------------------1.14
Direct Response TV-Info Mercials----------.67
Case Study:2003
British Population response % vs Medium
60%=Direct Mail
55%=Newspaper & Magazine
25%=TV
24%=Leaflets
15%=Internet
6%=Radio
7%=Outbound Telemarketing
Case Study:
UK's average response rates:
11.3%=Direct mail to consumers
9.9%=Direct mail to business
15% filter mail before passing on to managers
66% of managers open it and filters 80%
6.5%=door drops
Airline TV commercials and direct mail packs program:
Program-brochure in mail package incorporated a frame from TV commercial and free
flight bag as an incentive for booking.
Result-demonstrated benefits of integrated multimedia campaign.
-67% recalled the TV commercial for those who received mailing
-9% recalled the TV commercial for those who did not receive mailing
-Brand preference increased significantly in group recalling mailing by 27% of
them voting airline as 1st choice
-Brand
preference only increased by 1% in group who did not receive mailing
Rental Car-via Peppers & Rogers:
20% of all American adults rent a car at least 1 time a year
5% rent a car >1 time a year
.2% rent a car >10 times a year
1% of customers provide car rental companies with 25% of business
Brands & Profits by David Ogilvy
<10% of households derive most of a brands profits
<20% of the most valuable consumers rarely have dominant brand
<80% of brand volume is bought by consumers who don't count or care
NOTE by
communicating directly with your best consumers, you can increase their
purchase as much as 40%