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Marketing the Mail Center

Marketing the Mail Center. Presented by Chris Kula, CMDSM, CMM, EMCM, MDC, MQC VP Business Analytics Postal Source, Inc. National PCC Day September 2011. Marketing the Mail Center?. Build positive relationships with other departments. Educate departments about your products and services.

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Marketing the Mail Center

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  1. Marketing the Mail Center Presented byChris Kula, CMDSM, CMM, EMCM, MDC, MQCVP Business AnalyticsPostal Source, Inc.National PCC DaySeptember 2011

  2. Marketing the Mail Center? • Build positive relationships with other departments. • Educate departments about your products and services. • Increase cash flow. • Become the “go to” department.

  3. The Marketing Plan • The purpose of creating a marketing plan allows you to gain relevant data that will help you prepare your marketing strategies; this is absolutely necessary! •  Conducting thorough market research is the foundation of any successful business. • Marketing modes; direct mail, phone surveys, and personal interviews.

  4. Direct Mail If you choose a direct-mail, be sure to do the following in order to increase your response rate: • Make sure your questions are short and to the point. • Make sure questionnaires are addressed to specific individuals and they're relevant to the respondent. • Limit the questionnaire's length to two pages. • Enclose a professionally prepared cover letter that adequately explains what you need. Include a response date. • Send a reminder about two weeks after the initial mailing. Include a postage-paid self-addressed envelope.

  5. Phone Surveys Phone surveys are generally the most cost-effective. The following are some phone survey guidelines: • At the beginning of the conversation, confirm the name of the respondent and department. • Be polite and professional. • Explain why you are calling and get to the point. • Thank the customer for their time!

  6. Interviews • The group interview. Group interviews can be useful as brainstorming research. • The one-on-one interview. Much more personal, guided by a small checklist and basic common sense.

  7. Research Considerations When considering the type of survey to use, keep costs in mind: • Direct Mail. Most of the costs here concern the printing of questionnaires, envelopes, postage, and development of the cover letter. Assembly and mailing also factor in. • Phone Surveys. The main costs here are preparation of the questionnaire, cost of time, and the analysis and follow up necessary. • Interviews • Personal interviews. Costs include the printing of questionnaires and scheduling time with customers. • Group discussions. Main costs here are the time in recruiting and assembling the groups, renting the conference room or other facility, and having the “correct” people attending.

  8. Implementing your Marketing Results • How does the research support your current relationship with departments; how do they view the operation? • Products and Services offered. Are they sufficient and • current to the needs of your customers? • Able to “deliver” on the research? • Mode of delivery?

  9. Marketing Struggles • Budget • IT Support • Administrative Support • Production – Deliver on promises?

  10. Continued Marketing Success • Communication • Keep current and updated information • Continued education and training • Follow up on all emails, voice mails; do NOT leave a customer hanging. • Be proactive vs. reactive

  11. Marketing the Mail Center – End Results • Increased cash flow - profitability • Increased productivity • Departmental respect • Job security

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