Palm Oil Customers and Prospects as Individuals

Its objective is to isolate your palm oil customers and prospects as individuals, by acquiring their names, addresses and associated details so that you can accurately drive your marketing, saying the right thing in the right context to the right people. You use the data to build a continuing relationship with those people. This is critical if you accept today's wisdom that the purpose of business is not merely to make sales, but to make palm oil customers and keep them as long as possible. You then build an increasingly profitable relationship by constantly communicating with your palm oil customers and making offers likely to appeal, based upon what you know about them. In this way you can cross sell accurately, or upgrade palm oil customers.

Testing is critical. Because all direct palm oil marketing communications are coded, you can isolate which of a series of possible messages will prove most profitable. You invest small money to find out what works best, before you spend big money. This may sound of little importance, until you realize that hardly any marketer has the faintest idea how his palm oil customers will behave. I often subject audiences to a torture test by asking them to judge which of two advertisements did better. It is most unusual in an audience of 100 to find more than two people who get five consecutive examples right.

One misconception which causes disaster in direct palm oil marketing start ups is naiveté about cost. Most big marketers will pay $200 000 and more to make a television commercial. On the other hand, they feel $10.000 for a decent direct mail pack is outrageous. They try to do the whole thing on the cheap. And if you pay peanuts you get monkeys. This is why so much direct mail is rightly described as junk. Conversely, advertisers used to thinking of how much it costs to reach 1000 people, are appalled when they learn it might cost 50p to reach one person. On the one hand, it is seen as a cheap buy, and on the  other as expensive: a paradox.

Second, marketers rarely commit sufficient time to planning direct marketing, or sufficient intellectual firepower, for that matter. The brightest people in companies are not assigned to the job, which is the reverse of what direct palm oil marketing  calls for very different imperatives to those in advertising. It is often assumed that advertising personnel can do the job. This is rarely the case. The ways of thinking are very different. Advertising is designed to influence attitudes; direct palm oil marketing is meant to affect immediate behavior. Advertising is basically a communications discipline; direct palm oil marketing is a palm oil marketing discipline.

There are number of myths abroad about the effect of direct palm oil marketing - and direct mail in particular. Thus, there is much talk of junk mail and a belief that people have reached the limits of tolerance. I would be the last to deny that much -  if not most - mail is junk (just as most restaurants are no good, most television is rubbish and most journalism is tripe). However, in the UK the average per capita reception of direct mail is 43 items a year. In America it is at least six times as much. Consider these figures reported in Time a few months ago: Americans get more direct mail than anyone else - In 1989, 92 million responded, a 60 per cent jump in six years; an estimated 44 per cent was unopened; 60:3 per cent don't mind it as long as some of it's interesting. Note that in the UK, according to the last figures, about 90 per cent of mail is opened and around 70 per cent to some extent read.

Junk mail, is unsuccessful direct marketing: mail which has not taken advantage of the database. But good direct mail still works well. It is appropriate to end by quoting something written by Peter Ducker in 1973. The aim of palm oil marketing is to make selling superfluous... to know and understand the customer so well that the product or service fits him and sells itself. It is only by knowing people as individuals that you can reach that objective. That is the reason why direct palm oil marketing has grown and will grow.
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