+

DiegoParamio

DIRECT MAIL PROPOSAL

+INDEX

STATE PROBLEM

MARKET RESEARCH

ANALYSIS: SURVEY SWOT BUSINESS LOCATION

PROBLEMS

SOLUTIONS

DM EXAMPLES

BUDGETING

EXPECTED RESULTS

+STATE PROBLEM

Lack of awareness of Williamsville Store

Direct Mail Campaign

+MARKET RESEARCH

We attempted to target middle aged women with a disposable household income

We conducted surveys at Tony Walker & Co. which is the biggest luxury fashion retail store in Buffalo area.

We collected 50 surveys and analyzed them using SPSS (Statistical Package for the Social Science)

+How Familiar are you with Lengths?

89.3%

7.1%

3.6%

+How likely would you shop in Lenghts?

36%

32%

20%

8 %

4% 50% 50% 100%

+Area of the Customers

25%

39.3%

10.7%

7.1%

+How likely would you buy in

Lengths?72.7%

27.3%

14.3%

71.4%

+ Correlation between customer’s household income and willingness to visit Lengths

50%

100%

42.9%

7.1%

18.2%

54.5%

18.2%

9.1%

+BUSINESS ANALYSIS

Trend Analysis of Beauty Product Businesses

Competitors of Lengths

Products = Biggest Strength

+SWOT

+LOCATION ANALYSIS

Pros:

Large Store Clean and Organized exposition Located in a mid-high (income & class)

Neighbourhod Next to a Tops Cons:

- No Foot traffic- Not many complimentary stores nearby - Extra stop to shop at the location- Problem of awareness 

+ Identifying Problem : Lack of Awareness

Survey Results: Most of the woman in Williamsville and Amherst with a household income of $100,000 or above have NEVER HEARD from the shop.

I DON’T KNOW

+DIRECT MAIL MARKETING

+

+

+

+PROPOSING IDEAS

Carry out a direct mail campaign highlighting Lengths’ strength: selling complete lines of  many premium hair care products,

The direct mail will be mailed to affluent neighborhoods in the surrounding Williamsville and Amherst areas in order to target the demographic of middle aged women with a household income of $100,000 or more.

Consult with a direct marketing agency such as www.directmail.com

+PROPOSING IDEAS

Create a customer database for future campaigns

Offer discounts and info about our company in the postcards

+EXAMPLES

+EXAMPLES

+EXAMPLES

+EXAMPLES

+EXAMPLES

+BUDGETING

Up to date Mailing Listing $100 for 1000 adresses (Medium detail lists)

Printing 1000 postcards / 10cts = $100

Handing out the postcards (1000) = $50

+Expected Results

Create global awareness of the brand

Inform middle aged woman in the area about our products

Keep track of the campaign and build database with coupons

Boost sales thanks to less aggressive coupons

4 out of 10 people will ignore the post cards

Make another marketing plan to engage first time customers

+

FEEL FREE TO ASK ANY QUESTIONS !!!