Marketing Research
Target Marketing
Surveys
Statistical Analysis

Direct Marketing
Direct Email
Email Campaigns
Internet Programs
Newsletters

In today’s ever competitive market it is becoming increasingly difficult to find profitable marketing venues that are cost effective and responsive. Postage, print advertising, and even Internet marketing have become so highly priced, that many view these medias as reserved for only the biggest of corporations.

Most businesses need to stretch their marketing dollar to the fullest extent possible and that is where target marketing comes in. Simply advertising to the public at large will most likely result in a hole in your budget. By finding those potential customers most likely to be interested in your product or services and by marketing only to that select segment of the market, you not only save a lot of money, but exponentially increase your potential.

But finding that target market may not be as simple as it appears. It may involve doing considerable marketing research whether through focus groups, surveys, interviews, or database analysis. To further complicate matters, the wording of surveys, the mediator of the focus group, and the crunching of data needs to be done in such a manner to avoid contaminated or invalidating your efforts. Unless you have specific training in these areas you are most often better off hiring a professional to assist you with your research.

After determining likely market segments, you still aren’t out of the woods yet. While it may be tempting to immediately roll out marketing campaigns to your newly discovered market segments, the veteran marketer knows that this is only the beginning.

Now, testing is a must. By using small sample sizes, but large enough to acquire the desired statistical significance, you can begin testing the different lists and analyzing results. And in order to test your results you better have adequate tracking measures in place to record your results.

Although the 3 rules in direct marketing are list, list, list you will also need to test such things as timing, pricing, copy and other components of your marketing collateral. Tests must be done in such a way that only one component should be different from your control piece. In statistical terms, this is referred to as all other things being equal.

Good marketers will tell you that they are never done testing, even on campaigns that have had years of solid response. For instance, what works by phone, may not work in the mail. What works in the mail might not work on email. You get the picture and a very important question you will be faced with is what marketing media do you wish to use. Again, testing will help you answer these questions.

In some cases a stand alone effort such as mail or print advertising may not work as individual campaigns; however, combining a mail effort with print advertising or an email campaign with a follow up phone call may work quite well. Test, test, test. Finding the right mix of list, offer, timing, media, etc. will take time and effort but will vastly increase your marketing efforts.

International Club Management can assist you will all aspects of your marketing.

Click on the navigation bar to the left to find out more details about specific aspects of marketing.

Target Marketing: Marketing to select or predefined group or segment that would be most likely to purchase your product or service.

Surveys: A Marketing Research tool to gather data and insights to assist in target marketing.

Statistical Analysis: Mathematical calculations of data used to best analyze specific customer behavior, demographics, and other relevant marketing statistics and information.

Direct Email: Email directed at the target market or customers requesting further information.

Email Campaigns: A full campaign designed to email your target market taking into consideration the timing, behavior, and demographics, and analyzing the feedback and success of the email campaign.

Internet Programs: Marketing campaigns designed to analyze the competition's use of the Internet and to market using the Internet via your company website, banner ads, search engine listings, and other Internet marketing tools.

Newsletters: Newsletters designed and assembled for mailing and emailing.