Promo - February 2009 - (Page 37)

LEGAL RESOURCES TO MOVIES/IN THEATER PROMOTIONS THE RESOURCE CENTER • legal resources KEEPING IT SIMPLE The concept of a grid, or matrix, is based on the direct marketer’s ability to test and track several lists, creative approaches and offers at once. The results? A big picture that involves nearly every possible scenario that could make or break the campaign. It’s important to set up a testing matrix and test within budget parameters. The goal is to break even, or to make money on your testing while simultaneously learning as much as possible. A word of caution, though—make sure that the test cells implemented are meaningful. If they’re not, you will waste money. For example, testing outer envelope teaser copy seldom produces significant lifts in response rates for prospecting, but testing subject lines in e-mail can pay huge dividends. LIST BROKERS RESOLVE CORPORATION. See AD uder "FULFILLMENT" MERCHANDISING SERVICES RESOLVE CORPORATION. See AD uder "FULFILLMENT" mobile marketing • • • A DIRECT MAIL MATRIX EXAMPLE A nonprofit client had been mailing a fundraising appeal to the same house file of 220,000 names for almost 15 years. Of the 220,000 names, 80,000 continually donated to the cause. The remaining 140,000 people were unresponsive. Nonetheless, year after year the same package was sent to the entire database. Complicating the situation was the absence of a donor profile and the lack of a budget to rent overlay information. The matrix solution involved four test cells: two different letters, the addition of a buckslip, and an alternative piece to the brochure. Testing generated more than 4,500 new donors with an average gift of $35, not including the clients’ lifetime value. As a result, the testing investment more than paid for itself. www.thebordenagency.com 215.442.0590 movies/in theater promotions BACK TO THE BOTTOM LINE Testing does not have to be complicated. On the contrary, the practice of testing involves simple techniques to collect data. Data in turn becomes knowledge, which you need to succeed, move forward and grow. Testing is a progressive art and can help make marginal programs more successful, and successful programs more profitable. For more information on testing, look to the published works of industry professionals such as Dick Benson, Ed McLean and Bob Stone. Remember, test is a four-letter word. But then again, so are these words: Make more cash.  P Grant A. Johnson (grantj@johnsondirect.com) is CEO of Johnson Direct LLC, Brookfield, WI. • See PROMO: Sourcebook for detailed information about this company. Promo / WWW.PROMOMAGAZINE.COM / February 2009 37 http://www.registersweeps.com http://www.thebordenagency.com http://www.fandango.com http://WWW.PROMOMAGAZINE.COM

Table of Contents Feed for the Digital Edition of Promo - February 2009

Promo - February 2009 Contents Editor's Note A Bitter Pill Moving the Pictures Exclusively Yours Smart Mart Web Watching Tell Your Friends Commentary Second String Q&A: Shop Right Cover Story: Game On! Game On! Resource Center The Agency Center Testing... Testing... Index of Advertisers

Promo - February 2009

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