Technology for Marketing & Advertising TFM&A 2010 Session Slides: "International Direct Marketing: Find the Profits, Avoid the Problems" by Data Services, Inc. President/CEO Jerry Messer. Data Services, Inc. | The Worldwide Leader in Computer Services for Global Direct Marketing! +1 (410) 546-2206 http://www.dataservicesinc.com

1. International Direct Marketing
Find the Profits, Avoid
the Problems
Jerry Messer, President/CEO, Data Services, Inc.

2. 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.com
twitter: @gfmesser
@DataServicesInc

3. International: Three Areas of Focus
Product ------
Prospects ------
Partners ------

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

5. Product - Part Two
• Market Expectations
o Quality
o Guarantees
o Return or cancel
• Shipping/Fulfillment
o Can you ship from your home country?
o Do you need to stock/ship from another location.
• Merchandizing/Sizing Issues
o Different body sizes among Europeans & Asians
o Different dimensions for home furnishings, bedding.
o Do your homework

6. Prospects - Part One
Does your product have Broad or Niche Appeal?
• Broad Appeal:
o Target countries with large middle class
o Content written in native language or not?
• Niche Appeal:
o May target countries affluent consumers
o May test English-only mailings to the affluent
o List research very important

7. Prospects - Part Two
List selection is Critical in International Mailing
• Using an experienced list broker is very important
• Usage information
o Ask what other mailers tested a list
o Ask what other mailers rolled-out to a list
• List availability
o Some markets have more good lists available
o Some markets require creative list selection
o List testing is always very important

8. Partners - Part One
• Address Hygiene
o Expensive/wasteful to Mail Incorrect Addresses.
o Improve delivery time, response rates and profits with
proper address cleaning, formatting/hygiene
• Data Processing
o Select an experienced service bureau.
o De-duplication and suppression is very important in
managing direct mail prospecting campaign costs.
o Creating and maintaining a proper customer database
is vital

9. Phase II Address Hygiene Samples
United Kingdom
Before Hygiene After Hygiene
Address 3 Coronation Way
Address 3 Coronation Wy Bearsden
City Bearsden Glsg Glasgow
Postal Code G61 1DG
Province Lanarkshire
Country United Kingdom United Kingdom
3 Coronation Way
Bearsden
New Address
GLASGOW
Block:
Lanarkshire
G61 1DG

10. Phase II Address Hygiene Samples
The Netherlands
Before Hygiene After Hygiene
Address
Address Morsstraat 111 Morsstraat 111
City 2312 BK Leiden Leiden
Postal Code None 2312 BK
Province No
Country Pays Bas The Netherlands
Morsstraat 111
New Address 2312 BK LEIDEN
Block:

11. Phase II Address Hygiene Samples
Japan 日本
Before Hygiene After Hygiene
Address 第6水上コーポ11号室 第6水上コーポ11号室
Address 北区北35条西8-3-30 北35条西8-3-30
City 札幌市 札幌市北区
Postal Code 001-0035 001-0035
Prefecture 北海道 北海道
Country Japan
11

12. Partners - Part Two
• Translation and Copywriting
o Experience Counts
o Best Translator may not always be best copywriter
o Find a native-speaker to double-check your copy
• Payments
o Not all consumers will make
payment in the same way
o Use an International payment
processor
o Discuss/determine acceptable
payment methods before
finalizing your order form

13. Partners - Part Three
• Postage
o Decide if you should mail from your home country or
perhaps direct inject into target markets
o Good Int'l Mail Consolidator is very helpful
o Printing and Letter Shop
o Double Check addressing/sign off
o Use lighter weight paper/recycled paper
• Package Fulfillment
o Testing very important
o International or local options available
o Cost and Delivery Time most important

14. Thank You!
For more information and/or a copy of this
presentation please contact:
Jerry Messer
Phone: +1 (410) 546-2206 x3003
Email: jmesser@dataservicesinc.com
Or visit Data Services, Inc. at Stand B24