International Direct Marketing

Find the Profits, Avoid the Problems

Mark Bridges, Senior Director International Sales Data Services, Inc.

Overview:Speaker Bio:

Mark Bridges, Senior Director International Sales & Business Development , Data Services, Inc.- 20 + Years in Direct Marketing Industry

- Work with companies around the world to ensure their marketing programs are efficient , targeted, & cost-effective- First company in the world to offer all Data Processing and Address Hygiene Services for US, Canadian, & International Data under one roof

email: mbridges@dataservicesinc.comTwitter: @DataServicesInc

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.comtwitter: @gfmesser

@DataServicesInc

International: Three Areas of Focus

        Product ------         

Prospects ------

        Partners ------

Product - Part One

• Existing International Demand or InterestInforms the “Where” decision

• Other factors in the “Where” decision

• English vs. “local” language• Market “size” • Cultural preferences• Media Channels: your preference - market preference – the

available infrastructure

Product - Part Two

• Market Expectations • Quality• Guarantees• Return or cancel• Payment preference• Legal

• Shipping/Fulfillment/Customer Service• Can you ship from your home country?• Do you need to stock/ship from another location.

• Merchandizing/Sizing Issues • Weight & Measure conventions• Seasonality

Prospects

• Data Availability

• Apply all of your domestic criteria first, but then…

• Be aware of relevant additional criteria – balance precision targeting with reality of local context.

•An apparent data availability does not necessarily equate to a lack of opportunity

•Using an experienced list broker is very important

Partners - Part One

• Address Hygiene

• Upfront data capture Considerations• Obtain and track Permissions• Expensive/wasteful to Mail Incorrect Addresses• Improve delivery time, response rates and profits with proper

address cleaning, formatting/hygiene

• Data Processing• Select an experienced service bureau.• De-duplication and suppression is very important in

managing direct mail prospecting campaign costs.• Creating and maintaining a proper customer

database is vital

Address

Address

City

Postal Code

Province

Country

3 Coronation Wy

Bearsden Glsg

United Kingdom

3 Coronation Way

Bearsden

Glasgow

G61 1DG

Lanarkshire

United Kingdom

Before Hygiene After Hygiene

Phase II Address Hygiene Samples

United Kingdom

New Address Block:

3 Coronation Way

Bearsden

GLASGOW

Lanarkshire

G61 1DG

Address

Address

City

Postal Code

Province

Country

Morsstraat 111

2312 BK Leiden

None

No

Pays Bas

Morsstraat 111

Leiden

2312 BK

The Netherlands

Before Hygiene After Hygiene

Phase II Address Hygiene Samples

The Netherlands

New Address Block:

Morsstraat 111

2312 BK LEIDEN

11

Address

Address

City

Postal Code

Prefecture

Country

第 6 水上コーポ 11 号室北区北 35 条西 8-3-30

札幌市001-0035

北海道

第 6 水上コーポ 11 号室北 35 条西 8-3-30

札幌市北区001-0035

北海道Japan

Before Hygiene After Hygiene

Japan 日本

Phase II Address Hygiene Samples

Partners - Part Two

• Translation and Copywriting• Experience Counts• Best Translator may not always be best copywriter• Find a native-speaker to double-check your copy

• Payments• Not all consumers will make

payment in the same way • Use an International payment

processor• Discuss/determine acceptable

payment methods before finalizing your order form

Partners - Part Three

• Post• Decide if you should mail from your home country or

perhaps direct inject into target markets• Good Int'l Mail Consolidator is very helpful• Printing and Letter Shop• Double Check addressing/sign off• Use lighter weight paper/recycled paper

• Email• Relationship and Reputation with local ISPs• Local Knowledge – cultural & legal contexts

Thank You!

For more information and/or a copy of this presentation please contact:

Mark Bridges

Phone: +1 (410) 546-2206 x3128

Email: mbridges@dataservicesinc.com

Or visit Data Services, Inc. at Stand A32