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S.U.R.E.-Fire Direct Response MarketingCONTENTSAcknowledgments vIntroduction xviiIntroducing the S.U.R.E.-Fire Direct Response Planning Process xixSTRATEGIC PLANNING Gaining Insight into Your Situation 2SWOT Analysis for a Lead Generation Campaign 3Analyze Your Competition 6Further Analysis 6Summarize the Answers 11Competitive Advertising Review 11Determine Competitive Ad Spending 13Collecting Competitive Direct Mail and E-Mail 15Summing Up 16KNOW THE MARKET AND KNOW YOUR NUMBERS Media- and Market-Opportunity Analysis 18Before Campaign Implementation 20Conducting the Analysis 21Financial Analysis and Projections 27Reality Check 33The Importance of Customer Lifetime Value 36Summing Up 38ixMcGraw-Hill's Terms of Use x • ContentsBRIDGING THE GAP BETWEEN MARKETING AND SALES Focusing on Your Sales Process 42Customers Buy at Their Own Speed in Their Own Time 42The Eight Phases of the Buy Cycle 43Conducting Buy Cycle Analysis 45Strategies to Advance Prospects Through the Buy Cycle 50Win/Loss Analysis 54Conducting Win/Loss Analysis 54Use Knowledge of the Sales Process to Prepare Your Unique SalesProposition 56Strategic Planning Using a Product Life Cycle Positioning Curve 59Using the Product Life Cycle as Direction for Creative Development 61Creating a Plan of Attack 61Summing Up 63UNDERSTANDING FOR EMPATHY Why Market Research Is Effective 67Building a Winning Marketing Case 68Six Steps to Understanding for Empathy 69Ben
