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DIRECT MARKETING

Cost-Effectively Penetrating Financial Services Target Markets

A properly orchestrated direct mail campaign can cost-effectively raise a financial services organization's marketplace visibility within select target market segments and generate response. We have found, however, that many financial services marketing professionals view direct marketing as a "stand alone" initiative, rather than as an integral part of a comprehensive, diversified financial marketing program.

In developing successful direct marketing campaigns, we focus creative efforts on both complementing the overall marketing program and furthering our client's strategic objectives. Our first step in developing an effective direct mail campaign is to focus on understanding the needs, concerns and preferences of the target audience. We then carefully craft financial marketing messages that clearly communicate our client's competitive advantage and stress the product/service benefits that will appeal to the most receptive target market segment(s). Incisive testing is conducted and results are carefully monitored for subsequent refinement of the program.