MARKETING STRATEGIES
Broadcast Fax Marketing
Fax-on-Demand  |   Ordering By Fax


Database Marketing

Art of collecting data and using it:

   Learn who clients are; which are best; and
      where to find them.

   Track product / services used by each client.

   Target new promotions to appropiate client
      profile.

   Deterine characteristics of those who
      purchase.

   Analyze clients' habits and identify ways to
      make the purchase process easier.

   Apply data to identifying and finding new
      clients.

   Target promotions (old and new) to lists of
      prospects who fit the profile(s).

   Positive prospect / client response will be
      greater if time is invested to discover
      individual needs/requirements.

   Personalize promotional letters.
   Strategically time promotions,
      mailings, etc...

   Your database will allow you to:

   Note trends and habits.
   Remind clients when they need / are
      due to purchase.
   Target promotions to segments of your
      market.
   Offer discounts and rewards to top
      clients.
   Identify top 20% of clients and target
      them for additional products / services
      and special attention.

Setting Up A Database

   Basic contact information needed:

   Name and Title
   Company and address (plus alternate
      addresses)
   Phone, fax, email and Web site
      addresses
   Meeting dates and related information
   Relevant personal information

   Track:

   Purchase dates/history
   Frequency of purchases
   Quantity of purchases to date
   Number of purchases to date
   Types of purchases to date
   Total sales to date

   Customize target segments

      Track by:


   Type code
   Product / service code
   Anticipated date next needed
   Miscellaneous information

   To determine future prospects:

   Source of lead
   Demographic information such as:
  company type / size
  title of decison maker
  age / sex / geographic location

   Reports can be generated for various
      informational needs.

   Eliminates of assumptions and poorly
      informed planning.

   Many personal information software packages
      are available.

Broadcast Fax Marketing

   Can be done for less than cost of postage.

   Response rate for broadcast faxing is often
      greater than from direct mailings

   Avoid the image of sending "junk" faxes.

   For more professional faxes:

1. Only broadcast for important events
   (e.g. limited offers, special pricing offers, newsletters with breaking news.
   
2. When collecting fax numbers, inform prospects and customers what you may be sending.
   
3. Keep fax short in length - usually 1 never more than 3 pages.
   
4. Keep fax free of photographs or gray "screens" since they slow down the transmission.
   
5. Use legible lettering / fonts for readibility.
   
6. Provide toll free number for customers who want to be removed from your list.

   Fax Guidelines

   Do not fax to prospects - only fax to
      your customers.

   Telephone Consumers Protection Act
      (TCPA) bans unsolicited advertisement
      transmissions in USA.

   U.S. Federal Communications (FCC)
      requires that the following printed on
      first page of the transmission:

  Date and time transmission is
     sent
  Identity of sender
  Telephone number of sender

   Make sure to offer recipients an
      easy way to delete their name / fax
      number from the fax distribution list.
      Protocol:  Create a "Do Not Fax" list.

Fax-on-Demand  (FOD)

   Customer or prospect calls to request
      documents by entering numbers on their
      touch-tone phone.

   Documents requested are sent directly
      person's fax machine.

   The system is available year round, 24 hours
      a day.

   No need for phone operators.

   No problems with different time zones.

   Allows testing of various types of marketing
      ideas.

   Sending out marketing pieces by fax-on-
      demand allows tracking of successes
      per number of responses / number sent by
      fax-on-demand.

   Fax-on-demand service bureaus are available
      or with additional phone lines and with a
      reliable computer system, -or-  you can run
      your own fax-on-demand.

Ordering By Fax  (FOD)

   Every extra step/effort required to make an
      order, only decreases the response rate.

   Fax orders save business time and phone
      lines.

   Cuts down on human error since order is in
      customer's own handwriting.

   Establishes service orientation by offering
      additional options for ordering.

   Designate a fax machine(s) for these orders.

Ways to Increase Fax Orders

   Include:

1. Provide toll-free number.

2. Print fax number on top of order form.

3. Create a 1-page order.

4. Make sure that fax machine is in secure site and assure buyer that the machine is secured for credit card ordering/purchasing.

5. Make sure that order form is dark type on light paper.

6. Make sure the spacing on the order form is workable for large handwriting.

7. Create a confirmation procedure to confirm receipt of the faxed order.
   Database Marketing  |   Broadcast Fax Marketing
   Fax-on-Demand  |   Ordering By Fax

   
   

   Return to Management Files - Menu
   
   
   These "Management Files" are mainly for Middle & Senior Management and Business Owners. The various topics are meant to remind and to stimulate management thought.

   Please note: Our firm does not carry-out or furnish research in these areas. This area of the Select, Assess & Train Web site is available only as a public service to foster thought and better management in today's fast-paced environment when the human factor of business is often taken for granted and/or even overlooked.   We are not a source of facts.