Seven Principles of direct marketing announced

For many years Ian Kennedy OAM has been known as the Father of Direct Marketing in Australia.

There was a time when Ian presented his insights at the annual direct marketing conference nearly every year. And no one ever got tired of him. He always offered something new.

He has not been at the annual conference for some years now. However, with his background of amazing success, it was not surprising that the Australian Direct Marketing Association turned to Ian Kennedy for the launch in Sydney last Thursday of the Association’s Seven Foundation Principles.

Yes, the highlight of the 3-day direct marketing talkfest at Darling Harbour was the announcement of the Principles that are the result of expansive and careful research over the last twelve months.

Principle 1: Plan your strategy. This is the thinking before you get started. Your direct marketing strategy is driven by broader business and marketing strategies. As well, your strategy has to take into account your direct marketing history, the performance drivers of the business, an innate instinct for how people will behave and an understanding of the role of technology.

Principle 2: Crunch the numbers. Accountability and analysis lie at the heart of direct marketing. You have to know how much the activity is going to cost and how much you are likely to gain from it.
Principle 3: Work through the key components of your campaigns. There are numerous components, but the most critical ones to focus on are the audience, the offer and the creative idea.

Principle 4: Test, test and test again. Continuous testing minimises risk, refines and optimises results, strengthens customer relationships and maximises profit. If you are not testing you are not doing true direct marketing.

Principle 5: Focus on share of customer over share of market. Both these strategies have their place, but share of customer normally provides a higher return on investment.

Principle 6: Don’t forget it’s all about the customer. In 2008 probably the only sustainable competitive advantage is superior knowledge. To do direct marketing effectively you need to continually listen, learn and respond to customer feedback and behaviour throughout the customer lifecycle.

Principle 7: Never overlook privacy, choice and security concerns. Customers today understand that their data is as valuable as their dollars to a business. They demand the right to know the contractual terms of the relationship.

You can get a FREE copy of a 12-page PDF on “Direct Marketing Foundations”, written by Frank Chamberlin.