Help Abounds

Practically every major city in the United States has a direct marketing association that is able and eager to help you. Check the Yellow Pages. If you are unable to locate the association by this means, check the Direct Marketing Association. Web site at www.the_dma.org. Then join your local association. They will help you, even if you're not a member, but the continuing contacts alone are worth the price of admission. In addition, there is the excellent how-to magazine, Direct Marketing,...

Notes On The Dmpclettershop Checklist

Unlike notes on most other checklists, these notes are not a supplement to the material presented in the chapter. Rather, they are an integral part of the chapter. The checklist is presented in Figure 16.2. 1. Discussion of project specifications. Your DMPC can be an unexcelled source of free consultation on the mechanical aspects of direct mail. Involve it in your preliminary planning. If you are not a direct mail pro, tell the DMPC people Ask for guidance in mechanical and postal...

Notes On The Printingbindery Checklist

Unlike notes on most other checklists, these notes are not a supplement to the material presented in the chapter. Rather, they are an integral part of the chapter. The checklist is presented in Figure 15.2. 1. Printing budget. The portion of quoted or estimated costs allocated to printing, even if printing and binding are given to a single supplier. You will want this figure for future comparison shopping. Be mindful of probable savings in getting a printing-binding package price. 2. Start-up...

Things To Remember In Brainstorming Whether You Do It By Yourself Or In A Group

Use a tape recorder so that you can keep note taking to a minimum. 2. There are no dumb suggestions. 3. Do not discuss individual answers now that will inhibit the free flow of thought and force participants to defend something they may not quite understand themselves. 4. Bring in a new feature the moment the benefit stream dries up. Keep the action lively. 5. If someone suddenly suggests a benefit for a feature that's already been covered . . . great 6. Don't let anything negative get in the...