35 Marketing Areas Where I Look To Make Improvements

By Robert J. Ritter, President, First Direct Corp.

1. Developing a Unique Selling Proposition
   
   
2. Competitive Positioning in the Market Place
   
   
3. Engineering The Marketing Process and Contact Sequence
   
   
4. Acquiring and Supplying Market and Consumer Information
   
   
5. Designing Lead Generation Programs
   
   
6. Creation and Fulfillment of Literature and other Materials
   
   
7. Profiling Customers
   
   
8. Classifying Customer and Non-customer Relationships
   
   
9. Market Segmentation
   
   
10. Selection of the Target Audience
    
    
11. Acquisition of Marketing Lists
    
    
12. Timing
    
    
13. Increasing Recency, Frequency & Monetary Value of Transactions
    
    
14. Raising the Marginal Lifetime Value of Customers
    
    
15. Determining Critical Consumer Expectations
    
    
16. Identifying Psychological Factors That Effect the Buying Decision
    
    
17. Laddering Benefits
    
    
18. Reducing or Reversing Consumer Risk in Order To Increase Response Rates and Raise Sales
    Conversions
    
    
19. Management of the House File/List
    
    
20. Elevating Raw Data to Knowledge
    
    
21. Constructing More Attractive Offers
    
    
22. Writing More Compelling Copy
    
    
23. Designing Direct Response Advertising Campaigns versus Image Advertising
    
    
24. Optimizing "Controls" Through Testing
    
    
25. Lifting Response with Proven Direct Marketing Methods and Techniques
    
    
26. Creating More Powerful and Effective Key Message Points
    
    
27. Improving "Hot Spots" in All Marketing Communications
    
    
28. Making Marketing Communications Clearer and More Readable
    
    
29. Strengthening Perceived Credibility
    
    
30. Increasing Urgency
    
    
31. Making It Simpler, Faster and Easier for Prospects To Respond
    
    
32. Leveraging Direct Response Advertising and Direct Mail Options
    
    
33. Using Telemarketing More Effectively
    
    
34. Developing Scripts and Guides For Calls and Presentations
    
    
35. Planning and Development of the Optimum "Advertising Mix" (e.g. print, direct mail, broadcast fax, telemarketing, electronic /internet, etc.)