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Article: Direct mail: predicting success.(direct marketing campaigns for hvac contractors)
- Article from:
- Air Conditioning, Heating & Refrigeration News
- Article date:
- June 24, 1996
- Author:
CopyrightCOPYRIGHT 1996 BNP Media. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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* Hvac contractors confront a common problem when designing a direct marketing campaign. It centers on timing the phases in a campaign to make the effort most profitable.
When should you send a direct mailing to your more-promising prospects?
How do you time a newspaper or TV ad to make it most effective?
Does radio have a role in a direct marketing campaign?
The problem becomes more complex when you also have to consider similar activities by competitors.
Presumably, the complexity of such marketing decisions makes prudent management foresight difficult, if not impossible.
Nevertheless, some logical guidelines exist.