Increasing the effectiveness of international database marketing. (Research Reports).Direct mail is a marketing technique used around the world. Global companies invest thousands of dollars building their own databases not only in North America North America, third largest continent (1990 est. pop. 365,000,000), c.9,400,000 sq mi (24,346,000 sq km), the northern of the two continents of the Western Hemisphere. , but also in Europe Europe (y  r`əp), 6th largest continent, c.4,000,000 sq mi (10,360,000 sq km) including adjacent islands (1992 est. pop. 512,000,000). and South America South America, fourth largest continent (1991 est. pop. 299,150,000), c.6,880,000 sq mi (17,819,000 sq km), the southern of the two continents of the Western Hemisphere. where it is
difficult to purchase lists of farmers' names. Often only a
fraction of the names, addresses and phone numbers that agricultural
companies obtain belongs to a person who is a qualified prospect for the
company.Through the Computer Assisted Telephone Interviewing Computer Assisted Telephone Interviewing (CATI) is a telephone surveying technique in which the interviewer follows a script provided by a software application. The software is able to customize the flow of the questionnaire based on the answers provided, as well as (CATI CATI Computer-Assisted Telephone Interviewing CATI California Agricultural Technology Institute CATI Center for Advanced Technology & Innovation CATI Carolina Association of Translators & Interpreters ) center, KLEFFMANN provides pre-qualification services to agri-marketers. This involves use of a computer to dial the respondent In Equity practice, the party who answers a bill or other proceeding in equity. The party against whom an appeal or motion, an application for a court order, is instituted and who is required to answer in order to protect his or her interests. and run through a programmed questionnaire. Qualifying the members of a database beforehand eliminates 27 percent who aren't producers. Of these, approximately 60 percent have stopped farming, sold their farm, died or have never been a farmer. Many non-farmers are in databases because they provided their names and addresses to companies giving away attractive incentives or prizes at fairs or other events. In several database-marketing projects conducted for German agricultural clients, KLEFFMANN found it is possible to qualify only 35 percent of addresses in a given database. Another six percent of a given sample have the wrong number listed and can't be found in any directory. Of numbers that actually ring, 15 percent end up a "no contact," even after five tries using a CATI system. The graph below shows the average results when qualifying databases for agricultural clients in Germany. Taking the extra step to qualify your database by telephone before your direct marketing efforts can ensure less spending on printing and postage POSTAGE. The money charged by law for carrying letters, packets and documents by mail. By act of congress of March 3, 1851, Minot's Statute at Large, U. S. 587, it is enacted as follows: 2.-Sec. 1. , and you can collect additional information on each qualified prospect to amend your database, thus providing more information for further targeted campaigns. ADDRESS UPDATING RESULTS No longer farming 27% Refused 12% Doubles 5% Fully qualified 35% Wrong telephone number 6% No contact 15% Note: Table made from pie chart. Simone Brand is product manager, marketing services at KLEFFMANN, Ludinghausen, Germany. KLEFFMANN, a market research and marketing firm, works in cooperation with Millennium Research Inc., Apple Valley, Minn. For further information, contact Simone Brand at +49.2591.9188.301 or at Simone.Brand@kleffmann.com. For national or international market research, contact Jan Johnson Jan Johnson (born 11 November,1950) was an American athlete who competed mainly in the pole vault. He graduated from the University of Alabama in 1972, where he holds the school record in the pole vault at 18'1/2". at Millennium Research Inc. at 952/431-6320 or at JJohnson@millenniumresearchinc.com. Find out more about KLEFFMANN and MILLENNIUM Research Inc. on the Web at www.kleffmann.com and www.millenniumresearch.com. |
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