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he best response to a promotion is a sale. Typically, you want customers to visit a store and buy your product or service. In the absence of this fruitful response, until recently there were four other ways in which customers could respond to a promotion. They could Call on the phone Send a letter through the mail Send a fax Send an email
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These four methods are still used for both consumer promotions and business-to-business marketing. They work well, and they will continue to be an important part of direct marketing. But all four have a drawback: They are moderately expensive two-step procedures that require additional effort to complete the sale. In the last few years, Web response has been developed. It has many advantages over these four methods. With Web response, the customer goes to a Web site, gets more information about the product, and places the order personally. This method swamps all the others in terms of
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Copyright 2003 by Arthur Middleton Hughes. Click Here for Term of Use.
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Reduction in ful llment cost Capture of data along with the sale Immediacy of response information Personalization and speed of response Accuracy of the data captured
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Here is how the process works. In the promotional message, the customer is given the name of a Web site to contact. If the promotion is an email, the Web site address can be contained in the message itself. All the user has to do is to click where it says click here, and she jumps to the site automatically. Once she arrives at the Web site, if the process has been set up correctly, she sees a greeting: Welcome, Susan or Welcome back, Susan. She also nds information about the product that was featured in the promotion. At that point, she can Buy the product directly on the site or make a reservation (rather than a sale) Get the names and addresses of local dealers who sell the product Talk directly to a local dealer Talk to a live operator Get detailed answers to her questions about the product or service Answer some survey questions designed to help her make a decision about which product is best for her needs Complete a personal pro le that provides her preferences and some demographics Provide her address, email name, and credit card number Send messages to friends about the product or service Learn about other products sold by the supplier and order them Provide permission for further correspondence In fact, in many ways, her visit to the site is better than a visit to a local store. If the site is set up properly, it provides the supplier with a wealth of information about the prospect or customer that would be dif cult or impossible to get during a store visit or with any of the other four response methods except the phone call.
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Welcome, Susan
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How do you manage to say, Welcome, Susan This is one of the secrets of modern database marketing using the Web. You begin with a list of prospects who are to receive your direct-mail or email promotion. You assign a unique four-character code to each person on your
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list. A typical code could look like this: R34Y. With a four-character coding system, you can assign unique codes to 1.5 million people. A ve-character code gives you 52 million unique codes. You make your Web site address as simple as possible: www.Nikkon.com/R34Y. When Susan enters this address in her Internet browser or clicks on it, your site functionality immediately checks the last four characters against a lookup table that is stored in memory and is able to respond, Welcome, Susan. Your software, with Susan s permission, will leave a cookie on her computer so that when she comes back the next time, you can say, Welcome back, Susan. If your promotion is via TV, radio, or print, the address will be different. You might tell the customer to contact www.Nikkon.com/BAR2. The B might tell you that this is a mass communication promotion, and the AR2 tells the Web site which of 42,000 particular ads on a TV or radio station or in a periodical prompted Susan s response. In this case, of course, you cannot say Welcome, Susan, but you can know exactly what prompted Susan to pay the Web site a visit.
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