For over 25 years, we've grown our business into the industry leader by helping our clients grow theirs. Today, they include the leaders in virtually every category of business. We know what works, and we know what doesn't. We also know why.
What's more, many of the most innovative data marketing methods and techniques shaping the industry today were pioneered right here.
That's because, at ALC, we've elevated direct mail performance to new levels. To a science, in fact. The Science of Response.
For you, that means an absolute focus on clear, well-defined objectives; solid, targeted strategy; implementation you can count on; and benchmark reporting that leads to continuous improvement, campaign after campaign .
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ALC’s Science of Response is a four-phase cyclical process that incorporates a unique combination of discipline and creativity. Each phase covers an integral part of successful data marketing:
Phase 1: Discovery
1. Customer Profile:What do your customers look like? What did they do to become customers? What else do we know about them?
2. Usage: What sources of data respond most productively to your offers? What mailers use your data most effectively?
3. Competitive Landscape: Who is your competition? What are they offering? Who are they appealing to?
4. Market Conditions: What are the current market conditions? How are they likely to impact performance? Obstacles they present? Opportunities they uncover?
Phase 2: Strategic Development
1. Objectives: What are the critical objectives necessary for us to achieve? What is the priority of each?
2. Strategy: What are the strategy initiatives that must be put into place to achieve the stated objectives?
3. Timing: What is the timeframe for implementation?
4. Metrics: What are the relevant metrics to measure performance against the goals?
5. Case Studies: For whom have we executed similar strategies? How? What were the results?
Phase 3: Implementation
1. The Team: Who does the work? How does it get done? How are decisions made and executed?
2. Organizational Support: How does the organization support the efforts of the account management team?
3. Accountability: Who are the champions of each strategic initiative? Who owns which responsibilities? How is implementation performance evaluated?
4. Continuous Improvement: How do we ensure that things always get better? How do we respond to new input?
Phase 4: Communication
1.Operational: How are messages communicated throughout the team and between you and your ALC Account Management Team?
2.Reporting: How do we keep you apprised of progress, problems, and opportunities as they present themselves? How and when do we prepare budgets, forecasts and projections?
3. Feedback: How are results, changes in the marketplace, unforeseen occurrences, etc. fed back into the discovery loop and accounted for in modifications to the strategic plan?
It's not enough anymore to just know who's buying your products today. You need to anticipate their wants and needs and desires for tomorrow and beyond.
It's not enough today to look at each mail campaign as a stand-alone effort. You need a long-term strategic plan that capitalizes on the larger economic and social changes taking place.
By all means identify the prospective universe of productive names for each of your current offers. But success in the future will require speaking to your prospects and customers in a language they understand. Based on you understanding of their attitudes, behaviors and actions.
Utilize ALC's proprietary forecasting and modeling techniques to formulate productive mail plans.
Employ our proprietary modeling capabilities to eliminate non-productive segments.
Allow our team to negotiate aggressively to lower your effective list acquisition cost-per-thousand,
And then take advantage of our research and analytics to ensure continuous improvement in your response rates, in your bottom-line profitability,customer lifetime value in your ROI campaign after campaign.