Direct Marketing Consulting Services
Development of statistically valid testing process and testing matrices
Identification of testing options and strategic methodology for developing testing plans
Modeling of tests, roll-outs, break-evens
Analysis of results
Strategy and tactics for price and offer testing
Integration of print and online media
Creative review for multiple channels
Review of direct mail packages and copy
Review of Internet copy
Competitive analysis of others companies' packages and offers
Pricing analysis
Vendor evaluation
Best practices review
Post-campaign analysis and development of key lessons and institutional history
Direct Marketing Background - Barrie Atkin
Six years at Rodale Press in the 1980s, one of the leading direct marketing and special interest publishers.
As Director of Corporate Planning, modeled start-ups and roll-outs; reviewed internal plans and models for continuity Book programs and many magazine direct marketing programs.
Reviewed and analyzed direct marketing data and history of acquisition candidates.
Publisher, Health Newsletters (All revenues from direct mail.) Launched new consumer and B2B newsletters and expanded existing titles. Three titles won awards from the Newsletter Association of America.
Executive Director, Consumer Marketing, TV Guide.
Responsible for Direct Response TV, developing new direct marketing
channels, testing membership concepts (through direct mail), testing Internet
marketing, market research and managing all direct marketing work of creative
department. Also responsible for review of agencies in DRTV, direct mail,
sweepstakes programs and consumer advertising.
Interim Circulation Director, ESPN Outdoors / BASS (for four magazines and various merchandise programs) Overall planning and analysis for direct marketing and direct mail campaigns, including strategic, analytical and creative aspects. Analyzed years of direct mail history in order to facilitate turn-around. Developed new DRTV commercials and strategy. Commissioned and tested new direct mail packages.
Direct Marketing Clients
Consultant to more than 30 publishers, often including direct mail and/or circulation consulting.
Consultant to Internet start-ups or existing organizations, that utilize Internet marketing
Consultant to direct-mail catalog companies
Retainer consultant on direct marketing issues and trends
Direct marketing presenter and trainer at industry conferences and companies' in-house seminars
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