alternative prospecting techniques for niche catalogers ... · fooled by “get-rich-quick” and...
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Cop
yrig
ht ©
200
5, C
igar
s In
tern
atio
nal
Page
1
Alt
ern
ati
ve P
rospecti
ng
Te
ch
niq
ue
s f
or
Nic
he
Ca
talo
gers
Wed
nesd
ay M
ay 2
5, 2
005
John
De
Mar
coVi
ce-P
resi
dent
Cop
yrig
ht ©
200
5, C
igar
s In
tern
atio
nal
Page
2
Bui
ldin
g B
lock
s
How
to a
pply
Mec
hani
cal E
ngin
eerin
g to
D
irect
Mar
ketin
g
“You
hav
eev
eryt
hing
you
nee
dto
be
successful
.” –
Prof
. Riv
era,
Uni
on C
olle
ge
Rec
ipe
for failure
–co
py w
hat w
orks
for
Cig
ars
Inte
rnat
iona
l
Cop
yrig
ht ©
200
5, C
igar
s In
tern
atio
nal
Page
3
Who
is C
igar
s In
tern
atio
nal?
Foun
ded
in 1
996
–m
ulti-
chan
nel r
etai
l cig
ar
com
pany
–re
tail
stor
e, m
ail-o
rder
, int
erne
t
Ver
y ni
che
mar
ket w
here
onl
y a
coup
le o
f co
mpe
titor
s do
min
ate
the
mar
ket
Con
sum
able
item
, gro
wth
driv
en b
y a
grow
ing
mai
ling
list,
high
rete
ntio
n
8 ca
talo
g m
ailin
gs p
er y
ear
Cop
yrig
ht ©
200
5, C
igar
s In
tern
atio
nal
Page
4
Adv
erti
sing
His
tory
Fool
ed b
y “g
et-r
ich-
quic
k” a
nd “n
o-br
aine
r”
sale
s pi
tche
s: S
hopT
V, i
mal
l, em
ail b
last
s
Lead
gen
erat
ion:
car
d de
cks,
read
er s
ervi
ce
card
s, o
nlin
e ca
talo
g re
ques
t site
s
Trad
ition
al p
rosp
ectin
g: l
ist r
enta
l, co
-op
erat
ive
data
base
s, s
urve
y da
ta
Alte
rnat
ive
pros
pect
ing
Cop
yrig
ht ©
200
5, C
igar
s In
tern
atio
nal
Page
5
Alt
erna
tive
Pro
spec
ting
Opt
ions
Qua
lifie
d le
ad g
ener
atio
n: u
sing
dire
ct re
spon
se s
pace
ad
verti
sing
(run
-of-b
ook
and
clas
sifie
d se
ctio
ns)
Emai
l bla
sts:
tar
gete
d an
d un
-targ
eted
trip
le o
pt-in
, CAN
-SP
AM c
ompl
iant
, leg
itim
ate
vend
ors
Free
Sta
ndin
g In
serts
(FSI
s):
new
spap
er c
oupo
ns
Pay-
per-
clic
k Se
arch
Eng
ine
Mar
ketin
g
Pack
age
Inse
rt Pr
ogra
ms
Car
d D
ecks
Cop
yrig
ht ©
200
5, C
igar
s In
tern
atio
nal
Page
6
Som
e E
xam
ples
Car
d-D
ecks
Spa
ce A
ds: R
un o
f Boo
k
Cop
yrig
ht ©
200
5, C
igar
s In
tern
atio
nal
Page
7
Mor
e E
xam
ples
Spa
ce A
ds: C
lass
ified
Are
asP
acka
ge In
sert
Pro
gram
s
Cop
yrig
ht ©
200
5, C
igar
s In
tern
atio
nal
Page
8
Get
ting
Sta
rted
–B
asic
Str
ateg
y
Don
’t ba
nk s
ucce
ss o
r fa
ilure
on
one
vehi
cle
Sele
ct a
nd d
esig
n yo
ur a
d fir
st:
•le
ad g
en(n
o pu
rcha
se re
q’d)
•qu
alifi
ed le
ad g
en(s
mal
l pu
rcha
se re
q’d)
•pr
ofita
ble
sale
Set g
oals
Mea
sure
you
r res
ults
TEST
, TES
T, T
EST…
you
ca
n m
ake
it w
ork
Failu
re:
Is it
the
offe
r?
Unr
easo
nabl
e go
als?
R
etes
t with
a d
iffer
ent o
ffer,
perh
aps
diffe
rent
cat
egor
y
Succ
ess:
atte
mpt
the
sam
eof
fer i
n an
othe
r cam
paig
n w
ithin
the
sam
eca
tego
ry
Con
tinue
d Su
cces
s:te
st
anot
her c
ateg
ory
or c
hann
el
Cop
yrig
ht ©
200
5, C
igar
s In
tern
atio
nal
Page
9
How
to
fail
grac
eful
ly!
No-
brai
ner #
1: c
ompe
titor
ran
in e
very
issu
e fo
r 2 y
ears
No-
brai
ner #
2: e
mai
l bla
st to
hi
t 4m
m la
st m
inut
e ho
liday
sh
oppe
rs
Goa
l: 10
0 ne
w c
usto
mer
sR
esul
t: 27
(and
1 w
as th
e br
oker
)G
oal:
116
new
cus
tom
ers
Res
ult:
86
Cop
yrig
ht ©
200
5, C
igar
s In
tern
atio
nal
Page
10
Met
rics
to
defi
ne a
su
cces
sful
cam
paig
n
Cam
paig
n w
ill b
e pr
ofita
ble
in 6
mon
ths
Cop
yrig
ht ©
200
5, C
igar
s In
tern
atio
nal
Page
11
Str
ateg
y –
Cre
ate
You
r O
ffer
Sket
ch th
e of
fer
Ad
agen
cy v
s. in
-hou
se?
How
do
you
plan
on
qual
ifyin
g th
e cu
stom
er?
Wha
t’s th
e ho
ok?
Will
ther
e be
a “c
oupo
n” o
r or
der f
orm
on
the
offe
r?
How
will
cus
tom
ers
resp
ond?
ph
one,
fax,
inte
rnet
Cop
yrig
ht ©
200
5, C
igar
s In
tern
atio
nal
Page
12
Str
ateg
y –
Whe
re t
o T
est
Set y
our b
udge
t low
and
ex
pect
atio
ns h
igh
Use
you
r int
uitio
n an
d hu
nch
to fi
nd a
test
cat
egor
y fo
r lo
w-r
isk,
low
-cos
t pl
acem
ents
Seek
opp
ortu
nitie
s th
at c
ast
a w
ide
net:
emai
l bla
sts,
FS
Is
Che
ck y
our m
etric
s
With
the
slig
htes
t sm
ell o
f su
cces
s, ro
ll-ou
t mor
e ag
gres
sive
ly
Cop
yrig
ht ©
200
5, C
igar
s In
tern
atio
nal
Page
13
Str
ateg
y –
Tra
ckin
g R
esul
ts
Be
anal
abo
ut tr
acki
ng
resu
lts w
ith k
eyco
des
Ana
lyze
you
r cam
paig
n by
cat
egor
y, c
hann
el
(pho
ne, f
ax, w
ebsi
te),
and
even
dem
ogra
phic
s
Cop
yrig
ht ©
200
5, C
igar
s In
tern
atio
nal
Page
14
Str
ateg
y –
Larg
er R
ollo
ut
Cre
ate
a ca
tego
ry m
atrix
and
m
ap o
ut a
larg
er s
trate
gy
Con
side
r bro
kers
for l
ower
co
st re
mna
nt o
ppor
tuni
ties
See
k ou
t exc
hang
es fo
r ce
rtain
med
ia: P
IPs,
blo
w-in
s
Cop
yrig
ht ©
200
5, C
igar
s In
tern
atio
nal
Page
15
Str
ateg
y –
Get
ting
the
2nd
Sal
e
Inse
rts w
ith th
e fir
st
pack
age:
cat
alog
, new
in
cent
ives
to b
uy a
gain
Follo
w-u
p w
ith re
gula
r ca
talo
g m
ailin
gs
Inte
rnal
ly-g
ener
ated
em
ail c
ampa
ign:
low
-co
st re
min
der
Con
vert
them
to a
re
gula
r cus
tom
er!
Cop
yrig
ht ©
200
5, C
igar
s In
tern
atio
nal
Page
16
Dif
fere
nces
in
Alt
erna
tive
vs.
Tra
diti
onal
Trad
ition
al li
st p
rosp
ectin
g:
•C
usto
mer
s im
med
iate
ly q
ualif
ied
as c
atal
og b
uyer
s
•Pr
oven
suc
cess
reco
rd, m
ap to
pro
fitab
ility
is c
onfir
med
Alte
rnat
ive
pros
pect
ing:
•Fi
rst p
urch
ase
does
n’t n
eces
saril
y qu
alify
the
cust
omer
as
a re
gula
r buy
er
•Se
t stri
cter
goa
ls, b
e im
patie
nt
Cop
yrig
ht ©
200
5, C
igar
s In
tern
atio
nal
Page
17
Que
stio
ns