Lünstroth develops concepts and measures for direct marketing.
Situational analysis is the beginning of every communicative concept. If there are (yet) insufficient market research results, Lünstroth takes care that these are initiated.
The situation analysis includes the questions of whether benefit of the product / service, USP and sender branding are clear and coordinated.
The target definitions contain the known W questions.
- Target content: What should be achieved with the campaign?
- Target period: What is the time frame?
- Target group: Who should be addressed and achieved?
- Target achievement: How much should be achieved (quantity/value)?
- Target market: Which market is eligible (already processed market or market entry)?
- Target budget: What budget is available?
Strategies include market development and penetration strategies.
The communication plan defines the measures. Are they one-step or multi-stage measures that follow one another or run parallel? The question of the mechanics of the measures is also answered.
Project management includes the flow chart. Firstly, the planning of the implementation is defined (bidding/distribution), address order, DTP, print release, address purchase, Letter shop, incoming mail at the customer, response)
The project management includes also the schedule with the timing of every single step, the budget planning with a cost report and finally the success monitoring which measures the response, the CPM (the advertising cost per thousand views), the Costs per Interest (CPI) and the Costs per Order (CPO).
This method is a procedure according to the book. Often, complex strategy models are not necessary in order to obtain an optimum response. The simple reason for this is that the target group is known and the addresses are available.
The wheel does not have to be reinvented, and it does not necessarily make sense to proceed exclusively according to the rules of the textbook from the beginning of the last century. But it cannot hurt to think again about the methodology. The reason for this is outside the direct mailing approach, namely whether there are no other methods to reach the target group quickly and directly by now.
Considering the high CPM of classical direct mailings, it can be useful to look for alternatives or to use the budget more effectively in the context of the planned measures. Email marketing would be such an alternative. Maybe not at the next promotion, but perhaps at the next opportunity. The use of digital media (WhatsApp, Messenger and Co.) must also be prepared and designed. In the long term, the transition will be obvious to efficiency and cost considerations.