Table of Contents
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SEMINAR: FAX
Marketing Strategies for Results
Announcement Outline Schedule List of Customers Terms Register
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
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