Executing Plan

Mailing Quantity Report

The Mailing Quantity Report (MQR) looks at your database and filters out all but one customer per address. Although there may be more than one ordering phone number per household, when it comes to communicating to one household, we will only send one mail piece. This will reduce the cost of the mailing plus avoid the perception by the customer that we are wasteful or incompetent because they have received two mail pieces.

The MQR is very useful for calculating the cost of any mailing. Your mailing quantity amounts are listed by geography, customer type, and by whether a mailable address ends with an odd or even number. If you choose to mail by geography, customer type, odd/even house number, or a combination of the three, the exact size of your mailing is readily known.

We track by odd and even house numbers so we can test the effectiveness of any marketing effort. By applying our marketing to only the odd section of a mailing, we have a ready made control group for comparison. For example, we could direct a mailing to our odd numbered non-customers. If sales from the odd numbered group go up by 10% and at the same time sales from our even numbered non-customers go down by 5%. We can attribute a 15% point spread to the marketing effort.

This applies to doorhanging as well. Any marketing activity can be done by odd and even with the ability to track the results. When you doorhang your odd numbered groups and get 15 new customers and at the same time you lose 5 customers from the even group that you didn’t doorhang, you soon realize that doorhanging really does make a difference that is worth the effort.

There are five geographical breakdowns included on the report as follows:

All Areas

All mailable addresses in database.

Red Zone

All mailable addresses in red zone.

Yellow Zone

All mailable addresses in yellow zone.

Blue Zone

All mailable addresses in blue zone.

All Zones

All mailable addresses in red, yellow, and blue zones.

There are five customer type mailing groups:

Total

Total customers and non-customers.

Customers

All mailable addresses ordering during last three months.

Non-Cust.

All mailable addresses not ordering during last three months.

1st Time

All mailable addresses ordering for the first time.

Fading

All mailable addresses that have stopped ordering.

MQR Continued:

The number of addresses contained in “All Area” will be larger than the number contained in “All Zones” because the All Area includes all customers known to the database including those outside of the primary market area. (Red, Yellow, Blue Zones)

The column to the right of the quantity statistic is expressed as a percentage. This number compares this months quantity to last months number and shows the increase or decrease from last month. On your initial report this column will appear as zeros since it has no previous month to compare.

Strategic Doorhanging:
The PIZZA SMARTS Way

TO: Marketing Manager:
From: Steve Green (PIZZA SMARTS)

When you think of doorhanging, you may be thinking of getting a bunch of neighborhood kids together and baby-sitting them for a few days until the last doorhanger is hung. Even with constant supervision you may still have the suspicion that the doorhanging operation wasn’t all that efficient. What if the US Postal Service used this same method to deliver the mail. How much of your mail would you be getting? Since doorhanging is perhaps your most valuable marketing tool, maybe it’s time to adopt a new way of doorhanging that is much more reliable and effective.

Let me introduce you to a new approach to doorhanging made possible by PIZZA SMARTS marketing technology. Now you can deliver messages to the residents of your market just as reliably as if they were being delivered by men wearing postal uniforms. But...... at only half the cost.

How to establish an effective doorhanging marketing program.

1. Read the enclosed doorhanging marketing guide.
2. Hire a reliable and friendly person who would like to begin a healthy exercise program, earn a good part-time income, and knows nothing about your kitchen.
3. Have your new employee read the enclosed manual.

There are really two improvements with the PIZZA SMARTS doorhanging method.

1. The delivery system. Instead of hiring and managing a crew to do the job periodically, we’ll have one steady and reliable person who will do the job continuously and will be managed by a check system.
2. Right message—right customer approach. On occasion, we will use different doorhanging messages for different types of customers. And we will measure the response of your marketing just as if we were executing a measurable mailing program.

Your Job as Doorhanging Manager

Congratulations! You have been selected to play a very important role in the success of this store.

If you have been hired according to the proper qualifications for this job, then you are an honest, dependable, and thorough person.

Your job title is Doorhanging Manager. You are responsible for managing the delivery of all doorhangers and keeping an accurate and updated delivery area address list. Your job is to thoroughly complete and report on your doorhanging assignments with the same degree of care and seriousness you would display if you were a letter carrier for the US Postal Service.

Instead of relying on a group of part-timers to cover the area quickly, we are relying on you to cover the entire marketing area steadily, responsibly, thoroughly, and single-handedly. Because delivering our doorhangers is as important to this business as our periodic mailings are, it will be necessary for you to adopt the following postal motto:

“Neither snow, nor rain, nor heat, nor gloom of night stays these couriers from the swift completion of their appointed rounds.”

HERODOTUS    430 BC

You are expected to stick to your schedule regardless of temperature or precipitation. Dress appropriately.

Why Doorhanging is So Important

Four Doorhanging Strategies

You may be required to doorhang in different ways, depending on how the doorhanging assignment fits in with the current marketing plan. We will be segmenting our market geographically by carrier routes and also by customer type. (Current customers, non-customers, new customers, and fading customers.)

In some cases you will follow a list that is prepared for you in walk-down-the-street order. You may need to deliver more than one kind of mail piece. You may even need to deliver unconventional types of advertising material such as a message-in-a-bottle, or an updated frequent customer statement.

The four different methods of doorhanging are as follows:

1. One message (Doorhanger) to all customer types (For general advertising). This is the most common method of doorhanging.
2. One message (Doorhanger) to one customer type.
   When sales are needed quickly, you may just doorhang the best customers for quick results. Or you may deliver an unusually strong message only to non-customers.
3. Multiple messages (Doorhangers) to one customer type. (For Testing) A variety of different doorhangers may be distributed to a particular customer group to test the effectiveness of the different messages.
4. Multiple messages (Doorhangers) to multiple customer types. (For the highest response rates.)

To test any of the above methods odd numbered addresses can be hung while even numbered addresses are ignored. Since PIZZA SMARTS reports track results by odd and even house numbers, you may accurately measure the impact of your marketing efforts.

You may be given a list to follow if you are doorhanging by customer type. You will need a map when doorhanging by geography. In some cases your doorhangers will be pre-labeled.

Doorhanging Verification System

WARNING: The company that works for us and produces the list that you will be using has a security check built into the list. Be sure that you pay very close attention to your list keeping responsibilities because any errors in your work will be detected. There will be at least 10 “seeded” addresses inserted into each list. The seeded addresses are decoy addresses that really don’t exist but are put on the list for you to find during the course of your work.

During the course of delivering doorhangers we will want you to update our customer list. Although there will be 10 seeds there for you to find, there will be many more non-existent addresses which have occurred as a result of data entry errors at the store and possibly from a bad customer list. It will be important for you to make notes and add corrections directly to the list. The store will need this list to make corrections to its computer database and it will be needed to properly grade your performance.

Telemarketing Applications

Is Saving a Customer Worth a Phone Call?

(Some of your customers now spend over $1,000 per year.)

Why not get a list of fading customers and give them a call.
Here are a couple of sample phone scripts to get you started.

For the fading customer who used to be a great customer:

For the fading customer who tried you once but not again:

Database Marketing is really Customer Relationship Marketing. Use direct mail, doorhanging, and telemarketing to treat each customer like an individual.