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SEMINAR: FAX Marketing Strategies for Results
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The Technology That Made FAX a Reality

  • Advances in telephony
  • Issues of transmission
  • FAX broadcasting
  • FAX modems and software control
  • Important features of popular software packages


Uses of the FAX in the Office Environment

  • Information exchange
  • Group transmission
  • Timed transmission
  • FAX on demand
  • Supporting other modes of marketing
  • Back up to the office photocopier
  • Back up to the scanner


Resistance to FAX Marketing

  • Cost to the receiver
  • Resistance from print-based businesses
  • Problems of the Home-Office
  • Canadian and US laws regarding unsolicited FAX


Evaluating the Suitability of FAX Marketing

  • How your customers can benefit
  • The merits of each product line
  • Issues of acceptance and expectations


Setting Up a FAX Marketing Operation

  • Corporate commitment for a FAX supported marketing strategy
  • Hardware, software, and communications requirements
  • Getting organized for a FAX-supported marketing strategy
  • Analyzing your customer's needs


Designing a FAX Marketing Document

  • The offer
  • Amount of information to provide
  • What action to ask for
  • Number of pages, cover page, supplementary information
  • Format, layout, and other practical considerations


Features of FAX Marketing vs Other Modes of Marketing

  • Cost of marketing
  • Timing issues
  • Amount of information to provide
  • Limitations of long distance


Distributing a FAX Document

  • Available sources of distribution lists
  • Frequency of FAX'es
  • Best times to send FAX'es
  • Best times to advertise
  • Named, unnamed, titled FAX'es
  • Individuals or decision makers
  • Response characteristics
  • Doing it in-house vs using a service organization


Checklist for the Planning and Execution of a FAX Marketing Plan

  • Decisions at the corporate level
  • Decisions at the division level
  • Activities at the departmental level
  • Judging the results
  • Deriving lessons for the future


Market Trends