Lesson "Planning and Creating A Value Proposition The Offer" with content that helps readers know how to analyze the market, define goals and give a timeframe for implementation. Develop strategies with optimal solutions to bring profits and revenue to the business. Hope the document will help you in your work and life. | Planning and Creating A Value Proposition The Offer Opening Vignette Smart Spacing Hangers What is the Offer The offer is the value proposition to the customer stating what you will give the customer in return for taking the action your marketing communication asks him her to take. It includes The manner of presentation media creative etc. The request for a response Creating Need Satisfying Offers Is part of on going customer relationship management CRM that drives the direct and interactive marketing process. When creating the Offer or Value Proposition Always remember the 40 40 20 rule The 40 40 20 Rule states The success of any DM effort is determined by The right lists 40 The right offer 40 The right creative 20 3 Characteristics of an Effective Offer Lois Geller Believability It has to make sense to the consumer Involvement It must attempt to get the customer involved Creativity It sets you apart from all the others Planning the Offer 4 Steps 1 Establish Objectives of the Offer What is the offer designed to do Continuity sell Cross sell Up sell 2 Decide on Attractiveness of the Offer Make attractive as possible as freebies 3 Reduce Risk of the Offer Offer free trial or examination period of offer a money back guarantee 4 Select a Creative Appeal Offer appeals can be either rational or emotional Continuity Selling Continuity refers to offers that are continued on a regular weekly monthly quarterly annually basis. AKA club offers Examples Book clubs CD clubs and magazine subscriptions Cross Selling Cross selling is when new related or even unrelated products are offered to the customer. Beneficial strategy of direct marketing for profit maximization from current customer base. Copyright 2010 Pearson Education Inc. Publishing as Prentice Hall Up Selling Up selling is the promotion of more expensive products or services over the product or service originally discussed or purchased. 8 Components of the Offer 1. Product or Service 2. Pricing Payment Terms 3. Trial
