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Article: Improving direct mail prospecting: when well designed and targeted to the right audiences, a direct marketing program can be very powerful. (FW Focus: Marketing).
- Article from:
- Franchising World
- Article date:
- October 1, 2001
- Author:
CopyrightCOPYRIGHT 2001 International Franchise Association. 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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In these tight economic times, cost-effective efforts for generating sales and prospecting for new customers have vaulted to the forefront of practically every business plan for companies in both "new" and "old" economy sectors. The need to keep costs and budgets in check makes it essential to be more targeted with your marketing and prospecting dollars, and clearly one way to do this is through direct marketing and, more specifically, direct mail.
Direct marketing is an effective way to sell products. According to the Direct Marketing Association, the average dollar spent in 1999 on direct mail, brought in more than $10 in sales. A direct-marketing program can ...