International Direct Marketing

Find the Profits, Avoidthe ProblemsJerry Messer, President/CEO, Data Services, Inc.

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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 roofemail: jmesser@dataservicesinc.comtwitter: @gfmesser @DataServicesInc

International: Three Areas of Focus Product ------ Prospects ------

Partners ------

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Product - Part OneDemand -- 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:Is your product/service/brand well known or not?Is there a product you can easily compare your product against, to make your product more easily accepted in the target market?

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Product - Part TwoMarket ExpectationsQualityGuaranteesReturn or cancel

Shipping/FulfillmentCan you ship from your home country?Do you need to stock/ship from another location.

Merchandizing/Sizing IssuesDifferent body sizes among Europeans & AsiansDifferent dimensions for home furnishings, bedding.Do your homework

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Prospects - Part OneDoes your product haveBroadorNicheAppeal?

Broad Appeal:Target countries with large middle classContent written in native language or not?

Niche Appeal:May target countries affluent consumersMay test English-only mailings to the affluentList research very important

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Prospects - Part TwoList selection is Critical in International Mailing

Using an experienced list broker is very important

UsageinformationAsk what other mailers tested a listAsk what other mailers rolled-out to a list

List availabilitySome markets have more good lists availableSome markets require creative list selectionList testing is always very important

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Partners - Part OneAddress HygieneExpensive/wasteful to Mail Incorrect Addresses.Improve delivery time, response rates and profits with proper address cleaning, formatting/hygiene

Data ProcessingSelect 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

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Before HygieneAfter HygienePhase II Address Hygiene SamplesUnited KingdomNew Address Block:

AddressAddressCityPostal CodeProvinceCountry3 Coronation WyBearsden Glsg

United Kingdom3 Coronation WayBearsdenGlasgowG61 1DGLanarkshireUnited Kingdom

3 Coronation WayBearsdenGLASGOWLanarkshireG61 1DG

Before HygieneAfter HygienePhase II Address Hygiene SamplesThe NetherlandsNew Address Block:

AddressAddressCityPostal CodeProvinceCountryMorsstraat 1112312 BK LeidenNoneNoPays BasMorsstraat 111Leiden2312 BK

The Netherlands

Morsstraat 1112312 BK LEIDEN

*Before HygieneAfter HygieneJapan Phase II Address Hygiene Samples

AddressAddressCityPostal CodePrefectureCountry611358-3-30 001-0035611358-3-30001-0035Japan

Partners - Part TwoTranslation and CopywritingExperience CountsBest Translator may not always be best copywriterFind a native-speaker to double-check your copyPaymentsNot all consumers will make payment in the same way Use an International payment processorDiscuss/determine acceptable payment methods before finalizing your order form

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Partners - Part ThreePostageDecide if you should mail from your home country or perhaps direct inject into target marketsGood Int'l Mail Consolidator is very helpful

Printing and Letter ShopDouble Check addressing/sign offUse lighter weight paper/recycled paper

Package FulfillmentTesting very importantInternational or local options availableCost and Delivery Time most important

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

Jerry MesserPhone: +1 (410) 546-2206 x3003Email: jmesser@dataservicesinc.comOr visit Data Services, Inc. at Stand B24

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