This document provides information about direct marketing and direct mail advertising. It defines direct marketing as communicating directly with targeted customers using various media to obtain a measurable response. Direct mail is described as a marketing effort that uses mail service to deliver promotional materials like letters, brochures, or postcards to a target audience. The document outlines best practices for direct mail including targeting specific customer data and insights, offering compelling and relevant promotions, and using creative elements like personalized copy and clear calls to action. It provides details on the key elements of a direct mail package - the envelope, letter, response form, brochure, and gives tips on writing copy for each element to motivate the desired response from recipients. Overall, the document serves as a

2. Advertising Promotion Sponsorship Public Relation Retail/shop Digital/Online Event Direct TARGETED

3. Apaitu Direct Marketing? Offering products and/ or services from producers or service provider directly to potential customers, using databases, direct mail, demonstrations, phone sales etc – small business directory Direct marketing is a database-driven process of directly communicating with targeted customers or prospects using any medium to obtain a measurable response or transaction via one or multiple channels – direct marketing association

5. Allows you to target with precision

6. You get an immediate response

7. You can track your return on investment precisely

15. Direct Mail - Envelope Outer envelope is the 1st impression to get your reader ATTENTION The main goal is to make them OPEN the mail

16. An outer envelope copy can: a. Make a challenge Reveal the mysteries inside if you dare... b. Sense of urgency Special offer for limited time only! c. Start a story Somebody trapped Inside! You’re in command. What would you do? c. Sound an alarm Confidential Vulnerable material inside d. Flatter your reader. Special VIP Privileges Special invitation for a special person e. Highlight a special offer or premium Yours to Examine for 14 Days Free Get the extraordinary offer 70% discount

18. It must include instructions to show the respondent what to do.

20. Direct Mail – Response Form Sample copy to identify a response form title FormulirPendaftaran Member FormulirBerlangganan Discount Invitation Free Book Certificate Reservation Card Claim Ticket

21. Direct Mail – Response Form

22. Direct Mail – Response Form

23. Direct Mail – Letter a) Always write your letter as though you are writing to one person. b) Talk more about "you" than "me. c) Be personal – personalized nickname, signature at the end, handwriting font. Making them feel special -Promise your most important benefit in your headline or first paragraph. - Tell the reader specifically what he or she is going to get. -Back up your statements with proof or endorsements. -Tell the reader what he or she might lose by not taking action. -Rephrase your prominent benefits in your dosing offer. -Incite action Now (CTA) Source : Successful Direct Marketing Methods

24. Direct Mail – Letter The offer lead : for particulary strong offer i.e magazine publiser offering a free 3 month trial The flattery lead : A Private Message To a Very Special Person. The narrative lead : copywriter must develop a story that draws prospects in and serves as a platform for the selling statements that occur later.

25. Direct Mail – Letter Not intelligence or talent or dedication. But the use of knowledge An Investment In Success I cannot promise you that success will be instantly yours if you start reading The Wall Street Journal. But I can guarantee that you will find The Journal always interesting, always reliable, and always useful.

26. Direct Mail – Brochure a place to describe your product ,service or social cause in even more detail : product spec, picture, diagram, story of a social cause etc A brochure can: a. Present testimonials. b. List product features. c. Restate terms of offer. d. Announce deadlines. e. Show your product in action (through exciting images) uses headings, subheads, captions, sidebars, and other devices to allow skimmers (mereka yang membacasekilas) to get the gist of the sales story..

27. Direct Mail – Lift Letter The lift letter creates another opportunity to reiterate or reinforce the sales message. A lift letter can: a. Present an additional benefit. b. Argue against a negative response. c. Provide authoritative confirmation. d. Tell an inside story. e. Repeat testimonials.

28. Direct Mail – Lift Letter

30. Direct Mail Good thing you are covered

31. Direct Mail Canadian Sea Turtle Network awareness about the endangered turtle Response : click on the website

32. Direct Mail awareness and fund of LifeLine (org that support victims of permanent injuries in bomb attack at Colombo)

33. Direct Mail toy soldier : crete awareness & support UNICEF soldier program - children in Africa

34. Direct Mail

35. Direct Mail

36. Direct Mail to get people buy at webshop and help children in need for education

37. Direct Mail

38. Direct Mail AIG insurance – protect artifacts & antiques

39. Direct Mail raise awareness about the threat of shark extinction, centered on “finning” – a practice in which the shark is caught, their fins cut off and the rest of the animal thrown back to the sea.

40. Tugas Ciptakankomunikasimenggunakan media direct mail dengan brief berkut : BRIEF PILIHAN KE- 1 : CAMPAIGN: GNOTA –GerakanNasionalOrangTuaAsuh TARGET : Youth 19- 25 years old DESIRED RESPONSE : mengajak target untukmendaftarmenjadiorang tuaasuhuntukmembantupendidikananak Indonesia denganmengisi response form yang terdapatdidalam Direct Mail

41. Tugas- Background GNOTA Despite the government program of “WajibBelajar 9 Tahun”, there are still 700,000 children every year that cannot finish their school education due to their economical condition. The government has taken some actions to overcome this, one of that is by initiating program “BantuanOperasionalSekolah” (BOS). Few perhaps know that “BOS” is subsidizing the school operational cost, the infrastructure and teacher allowance. But student still has the obligation to pay for their personal school utensils e.g. books, stationeries, uniform and shoes which sometimes become the obstacles for them to even attend the class. GNOTA as an independent institution is here to overcome this situation by initiating gerakanorangtuaasuh that generates and distribute funding to help the student.

42. Tugas- Background GNOTA Gerakan Nasional Orang Tua Asuh (GN-OTA) is a national movement that awake, leverage and nurture the awareness and participation of Indonesian people to become a foster parent to support the Program WajibBelajarPendidikanDasar 9 Tahun. Education cost per child : Rp 180.000/annum for children in elementary school/of equal level Rp 240.000/annum for children in junior high school/of equal level More info about GNOTA : www.gn-ota.or.id

43. Tugas Ciptakan komunikasi menggunakan media direct mail dengan brief berkut : BRIEF PILIHAN KE-2 : CAMPAIGN: WWF - GLOBAL WARMING EARTH HOUR TARGET : Youth 19- 25 years old DESIRED RESPONSE : mengajak target untuk menjadi volunteeer dalam program Earth Hour dengan mengisi response form yang terdapat di dalam Direct Mail

46. Mempertimbangkan best practice direct mail yang sesuai dengan target audience

47. Response is the end goal of every word you writeYang pasti sekreatif mungkin 

48. Tugasdiuploaddi blog paling lambatJumat 19 Feb 2010 AdaPertanyaan?