in europe
International direct marketing
a) focus on few countries and in any case test to check the impact of your offer, creativity, customer care, fulfilment etc.
b) the list is the most important tool but it is important also to study : copy, format, local data protection and local uses.
Conclusion: International direct marketing is a serious investment.
There are 3 "schools of thought " about supplying international lists.
School |
Advantages |
Disadvantages |
Unique database marketing |
Low fixed costs |
Update of the db and "casual" source quality |
Headquarter + agencies |
Coordination |
Local agencies do not know local list market deeply |
Network of Local list broker |
Experience on your local market: sources,data protection, uses, attitude |
Sometime costs are expensive because many sources are used |