Making a Strategic ‘Offer’ to Ignite Direct Marketing Results

Last week, the FEI tribe learned the importance of the 40/40/20 rule for direct marketing success. This week, the tribe discusses the second component of the 40/40/20 rule—the offer. Remember, fire = print.

Marka’s lecture for today focuses on the “offer” element of the 40/40/20 rule.

“When planning a direct marketing campaign, keep in mind that what we offer is as important as whom we send it to,” Marka began. “A strategic offer that provides real value and exposes recipients to further FEI brand touches will improve our campaign’s ROI—and it doesn’t have to break the O-bank.”

“Tell us more,” Org said.

“What’s a low-selling FEI product that costs little for us to produce?” Marka asked.

“Tarches,” Zoot answered quickly. “They were supposed to be a low-cost torch alternative. They’re fine from a quality standpoint, but they unfortunately share a name with Ronald Tarch, the crooked politician who ran for Olympian Senate. Two years later, his name is still stained and the tarches sit sadly on our supply shelves.”

“What if our next direct marketing campaign gave away free tarches?” Marka asked.

Numo nearly jumped out of his seat. “This product offers high perceived and redeemed values, but because we have so much stockpiled, our incremental out-of-pocket cost is practically $0!” he shouted.

Org was a tad skeptical. “I’m glad this giveaway won’t cost much, but isn’t the point of these promotions to actually sell our products?”

“Good point, Org,” Marka said. “How about this: To redeem their free tarch offer, recipients must visit a special O-site landing page. While the landing page is loading, a 30-second video on FEI’s new fire sticks will play. That’s two FEI brand touches for the price of one.”

“And once recipients have claimed their tarches, they’re already on our O-site and will be more likely to purchase fire sticks, torches or other FEI products,” Zoot chimed in. “These tremendous cross- and up-selling opportunities can be a boon for our bottom line.”

T.J. Tedesco is a sales growth, business strategy, marketing and PR consultant operating at the intersection of clear vision, compelling content and effective outreach practices. For nearly two decades, T.J. has been an independent consultant and sales growth team leader. Previously, he sold commercial printing, graphic arts machinery and supplies, and finishing and bindery services. T.J. helps North American companies with content development, Web and print design leadership, nurture marketing programs, sales coaching, sales team alignment and business strategy. Since 1996, T.J. has worked with more than 100 clients on retainer, 80 percent in the graphic arts industry. T.J. is author of "Win Top-of-Mind Positioning," "Playbook for Selling Success in the Graphic Arts Industry," "Fire! How Marketing Got Hot," "Direct Mail Pal" and four more books published by PIA. He can be reached at (301) 404-2244 or
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