International Direct Marketing

Find the Profits, Avoid

the Problems
Jerry Messer, President/CEO, Data Services, Inc.

Overview:
Speaker Bio:
Jerry Messer, President/CEO, Data
Services, Inc.
- 40 Years in Direct Marketing Industry
- Work with companies around the
world to ensure their marketing
programs are efficient , targeted, &
cost-effective
- Own first company in the world to
offer all Data Processing and Address
Hygiene Services for US, Canadian, &
International Data under one roof

email: jmesser@dataservicesinc.com
twitter: @gfmesser
@DataServicesInc

International: Three Areas of Focus

Product -----Prospects -----Partners ------

Product - Part One

Demand -- is there a demand in your target markets?
Culturally Acceptable -- is anything about your
product/service offensive? Will you need to modify your
product/service to be acceptable in other target
markets?
Brand:
o Is your product/service/brand well known or not?
o Is there a product you can easily compare your
product against, to make your product more easily
accepted in the target market?

Product - Part Two

Market Expectations
o Quality
o Guarantees
o Return or cancel
Shipping/Fulfillment
o Can you ship from your home country?
o Do you need to stock/ship from another location.
Merchandizing/Sizing Issues
o Different body sizes among Europeans & Asians
o Different dimensions for home furnishings, bedding.
o Do your homework

Prospects - Part One

Does your product have Broador NicheAppeal?
Broad Appeal:
o Target countries with large middle class
o Content written in native language or not?
Niche Appeal:
o May target countries affluent consumers
o May test English-only mailings to the affluent
o List research very important

Prospects - Part Two

List selection is Critical in International Mailing
Using an experienced list broker is very important
Usage information
o Ask what other mailers tested a list
o Ask what other mailers rolled-out to a list
List availability
o Some markets have more good lists available
o Some markets require creative list selection
o List testing is always very important

Partners - Part One

Address Hygiene
o Expensive/wasteful to Mail Incorrect Addresses.
o Improve delivery time, response rates and profits with
proper address cleaning, formatting/hygiene
Data Processing
o Select an experienced service bureau.
o De-duplication and suppression is very important in
managing direct mail prospecting campaign costs.
o Creating and maintaining a proper customer
database is vital

Phase II Address Hygiene Samples

United Kingdom
Before Hygiene

Address
Address
3 Coronation Wy
City
Bearsden Glsg
Postal Code
Province
Country
United Kingdom

New Address
Block:

After Hygiene

3 Coronation Way
Bearsden
Glasgow
G61 1DG
Lanarkshire
United Kingdom
3 Coronation Way
Bearsden
GLASGOW
Lanarkshire
G61 1DG

Phase II Address Hygiene Samples

The Netherlands
Before Hygiene

Address
Address
City
Postal Code
Province
Country

Morsstraat 111
2312 BK Leiden
None
No
Pays Bas

New Address
Block:

After Hygiene

Morsstraat 111
Leiden
2312 BK
The Netherlands

Morsstraat 111
2312 BK LEIDEN

Phase II Address Hygiene Samples

Japan
Before Hygiene

Address
Address
City
Postal Code
Prefecture
Country

11

6 11
35 8-3-30

001-0035

After Hygiene

6 11
35 8-3-30

001-0035

Japan

Partners - Part Two

Translation and Copywriting
o Experience Counts
o Best Translator may not always be best copywriter
o Find a native-speaker to double-check your copy
Payments
o Not all consumers will make
payment in the same way
o Use an International payment
processor
o Discuss/determine acceptable
payment methods before
finalizing your order form

Partners - Part Three

Postage
o Decide if you should mail from your home country or
perhaps direct inject into target markets
o Good Int'l Mail Consolidator is very helpful
o
o
o

Printing and Letter Shop

Double Check addressing/sign off
Use lighter weight paper/recycled paper

Package Fulfillment
o Testing very important
o International or local options available
o Cost and Delivery Time most important

Thank You!
For more information and/or a copy of this
presentation please contact:
Jerry Messer
Phone: +1 (410) 546-2206 x3003
Email: jmesser@dataservicesinc.com
Or visit Data Services, Inc. at Stand B24