NEW YORK — Using a “Hollywood Squares” game show format, the Direct Marketing Club of New York offered attendees tips on marketing at its monthly luncheon yesterday.
Among the lessons learned:
· Prior buying behavior predicts future behavior.
· The least-accurate self-reported data element among women is age.
· The least-accurate self-reported data element among men is income.
· The best way to ensure that self-reported data is accurate is to append data from multiple sources.
· The best way to keep permission e-mail recipients happy is through quality content.
· The best way to test a telemarketing script is to read it into the voicemail of an administrative assistant of another department.
· Fifty percent of the consumer population buys online.
· Prospects are more price sensitive than existing customers.
· The two most useful and appended pieces of business-to-business data are standard industry classification and business size.
· A follow-up mailing two weeks after the original will do half as well as the original.
· The list is the most important element in a mailing's success over offer and creative.
Though some grumbling was heard in the room over a few answers, host Bill Baird of Baird Direct Marketing said there was no time to discuss differences.
“You can disagree but I don't have to listen. That's why I'm the host,” he joked.
Panelists for the event included Emily Soell of The Sloan Group, Bernice Grossman of DMRS Group, Chris Paradysz of ParadyszMatera, Susan Allyn of EMapUSA and Ray Schultz of Direct magazine.
Contestants were Neil Feinstein of True North Communications and Nancie Freitas of Carat Interactive.
