Marketing and Visitor Services Mini Series: The Three Most Important Words in Direct Marketing: Test, Test. Test!

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American Public Gardens Association

Test, Test, Test for Successful Direct Marketing ,[object Object],[object Object],[object Object]

Parks Conservancy Mission ,[object Object],[object Object]

Parks Conservancy Projects ,[object Object],[object Object],[object Object],[object Object],[object Object]

Parks Conservancy Members ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Why do we… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Direct Marketing Efforts ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Direct Marketing Numbers ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Which one matters most? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Before you test, benchmark ,[object Object],[object Object],[object Object],[object Object],[object Object]

Return on Investment (ROI) ,[object Object],[object Object],[object Object],[object Object],[object Object]

Cost Per Dollar Raised (CP$R) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Which variable to test? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Which variable to test first? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Focus on profit drivers to maximize ROI.

Where to put your energy. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Multivariate Examples ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Lessons Learned ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Apply to other channels ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Fun Facts from the DMA ,[object Object],[object Object],[object Object],[object Object],[object Object]

More Fun Facts from the DMA ,[object Object],[object Object]

Michael Sexauer Director of Marketing 412-682-7275 x222 [email_address]

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