International Direct Marketing

Find the Profits, Avoid the Problems

Jerry Messer, President/CEO, Data Services, Inc.

Overview:Speaker Bio:

Jerry Messer, President/CEO, Data Services, Inc.- 40 Years in Direct Marketing Industry- Work with companies around the world to ensure their marketing programs are efficient , targeted, & cost-effective- Own first company in the world to offer all Data Processing and Address Hygiene Services for US, Canadian, & International Data under one roof

email: jmesser@dataservicesinc.comtwitter: @gfmesser

@DataServicesInc

International: Three Areas of Focus

        Product ------         

Prospects ------

        Partners ------

Product - Part One

• Demand -- is there a demand in your target markets?

• Culturally Acceptable -- is anything about your product/service offensive?  Will you need to modify your product/service to be acceptable in other target markets?

• Brand:o Is your product/service/brand well known or not?o Is there a product you can easily compare your

product against, to make your product more easily accepted in the target market?

Product - Part Two

• Market Expectations o Qualityo Guaranteeso Return or cancel

• Shipping/Fulfillmento Can you ship from your home country?o Do you need to stock/ship from another location.

• Merchandizing/Sizing Issues o Different body sizes among Europeans & Asianso Different dimensions for home furnishings, bedding.o Do your homework

Prospects - Part One

Does your product have Broad or Niche Appeal?

• Broad Appeal:o Target countries with large middle classo Content written in native language or not?

• Niche Appeal:o May target countries affluent consumerso May test English-only mailings to the affluento List research very important

Prospects - Part Two

List selection is Critical in International Mailing

• Using an experienced list broker is very important

• Usage informationo Ask what other mailers tested a listo Ask what other mailers rolled-out to a list

• List availabilityo Some markets have more good lists availableo Some markets require creative list selectiono List testing is always very important

Partners - Part One

• Address Hygieneo Expensive/wasteful to Mail Incorrect Addresses.o Improve delivery time, response rates and profits with

proper address cleaning, formatting/hygiene

• Data Processingo Select an experienced service bureau.o De-duplication and suppression is very important in

managing direct mail prospecting campaign costs.o Creating and maintaining a proper customer

database is vital

Address

Address

City

Postal Code

Province

Country

3 Coronation Wy

Bearsden Glsg

United Kingdom

3 Coronation Way

Bearsden

Glasgow

G61 1DG

Lanarkshire

United Kingdom

Before Hygiene After Hygiene

Phase II Address Hygiene Samples

United Kingdom

New Address Block:

3 Coronation Way

Bearsden

GLASGOW

Lanarkshire

G61 1DG

Address

Address

City

Postal Code

Province

Country

Morsstraat 111

2312 BK Leiden

None

No

Pays Bas

Morsstraat 111

Leiden

2312 BK

The Netherlands

Before Hygiene After Hygiene

Phase II Address Hygiene Samples

The Netherlands

New Address Block:

Morsstraat 111

2312 BK LEIDEN

11

Address

Address

City

Postal Code

Prefecture

Country

第 6 水上コーポ 11 号室北区北 35 条西 8-3-30

札幌市001-0035

北海道

第 6 水上コーポ 11 号室北 35 条西 8-3-30

札幌市北区001-0035

北海道Japan

Before Hygiene After Hygiene

Japan 日本

Phase II Address Hygiene Samples

Partners - Part Two

• Translation and Copywritingo Experience Countso Best Translator may not always be best copywritero Find a native-speaker to double-check your copy

• Paymentso Not all consumers will make

payment in the same way o Use an International payment

processoro Discuss/determine acceptable

payment methods before finalizing your order form

Partners - Part Three

• Postageo Decide if you should mail from your home country or

perhaps direct inject into target marketso Good Int'l Mail Consolidator is very helpful

o Printing and Letter Shopo Double Check addressing/sign offo Use lighter weight paper/recycled paper

• Package Fulfillmento Testing very importanto International or local options availableo Cost and Delivery Time most important

Thank You!

For more information and/or a copy of this presentation please contact:

Jerry Messer

Phone: +1 (410) 546-2206 x3003

Email: jmesser@dataservicesinc.com

Or visit Data Services, Inc. at Stand B24