Strategy
and Marketing Plan Development
Our marketing experts will determine the best way to position your company,
product or offer so you can appeal to your target market and stand out
from the competition. We will:
• Analyze your current program, target market and industry trends
• Develop an appropriate strategy and marketing plan
• Provide positioning targeted to the interests of your customers
and
prospects
• Effectively reach your target audience
Sales and
Circulation Planning
The detailed, comprehensive, sales and circulation plan we construct for
your mailings will let you know what to expect for sales, costs and profits.
It will:
• Identify all dates, segments, quantities, and lists to be used
• Forecast sales, costs and profits for the entire program and for each
segment
• Identify who, when and how many pieces to mail
• Determine what tests to run and how to track the results
Sales
and Order Forecasting
We can help you forecast orders and sales for each mailing, as well as for
your total plan. These forecasts will:
• Identify anticipated activity week by week, from first order through
the end of the plan
• Project cash flow, inventory requirements and personnel needs in advance
of the season
• Record actual sales and order activity each week
• Track total program response compared to the weekly and cumulative
budget
Mailing
Plan Development
LCH will show you how to selectively use and manage your mailing lists to
get the most from them. To increase efficiency, we will:
• Segment and code mailing lists
• Identify profitable and non-profitable names on lists
• Determine mailing frequency to each segment of your customer file
Square Inch Analysis, Pagination and Space Allocation
Our marketing experts will help you increase the selling power of your catalog
by determining which products are yielding the best results for the space
and money spent on them. We will:
• Analyze every square inch to determine which products are yielding
the best results
• Paginate and use space allocation techniques to optimize profit potential
of every product
• Determine how many pages your catalog should be, where to place each
product, and how much space to allot it
Program
Monitoring
LCH will work with you throughout your entire program to monitor results and
react to them. We will:
• Monitor weekly results as they come
• Review sales data on a monthly basis
• Hold periodic meetings to review results and make recommendations
for upcoming programs
• Answer any questions about your program at any time
