Project No.: Project Name: Assigned to: Date: Product PROPRIETARY INFORMATION Sales Promotion Production Program A Working Aid For Use With The Book 7 Steps To Freedom Ili1. DEVELOP THE PRODUCT Refer to Reference Section A before completing this step. A, Invent, develop, find or modify a product that will satisfy a human need. Source of product “Appearance: “The product appeals to a persons’ desire for: <_ Immortality. (person’s name being carried on by either an offspring or a historical document, religious success, eternal life, ete.) and Survival Ginancial survival to physical life and death) Power. (ranges from ruling the world, down to bossing around a handful of people) (fecognized as an authority, influential over others, self confident, to express own personality, to be an seamed ve. (Wo attract the opposite sex, win others’ affection) aaa Money. (to save or make, to have or hold beautiful possessions, proud of their possessions, acquire or Eotlect tungs) Recognition. (praise from others, personal prestige) ‘Keceptance. (to be popular, to be in style, to pratect reputation, improved appearance, social advancement, gregarious) Barental succes, (0 protect family Career/Personal success, (to emulate others, pride of accomplishment, business advancement, creative, sel-improvement) Marital success. Health, (to gain fuller health, to escape physical ain) Bitccess in competitive games. Avoidance of hardships. (security in old age, safety in buying, conservation of possessions, resist domination by others) Enjoyment. (recreational fun, satisfy appetite, comfort, eniertainment, leisure, satisfy curiosity, appreciate beauty) ‘Avoidance of unpleasantzies, (lo avoid trouble, personal embarrassment, criticism, discomfort, Effort, work, worry, doubts, risks) Q Time'saving. 1D Toachieve greater cleanliness o coo oo oOo oD u Investigate every aspect of the product so you know it thoroughly and lterily become'an expert oti Ilustrate your product on a separate sheet of paper and. attach. Give a physical description of your product. Size: Weight: Components: Materials: Quality of materials: Quality of eraftsinanship: How was product produced: List the benefits of your product. First list apparent benefits. Then, weite all needs that this product fulfils, Big main benefit: Best hard-hitting benefits (bullets) Describe the company that produces the product. List such things as years in business, awards, efforts to produce quality, etc ‘SUAREZ PROPRIETARY INFORMATION -32. DETERMINE YOUR MARKET/MEDIUM Refer to Reference Section B before completing this step. Profile your most typical prospective customer. Religion: Age: Sex: Income: tigios Items owned: Residence i Marital status: OG upinrre ter esseeeeEeaaePHREEPE aE NEEEEE and fre of purchase: checaiee eee ese see svee eevee gece eevee |g cee) ct ued eee segeeL EE Race /Nationality Gales resistance: C|~—CSSetected mei: ker ecert eee | geno Best time to reach: Polities: Physical traits: Philosophies: 4 SUAREZ PROPRIETARY INFORMATION3. DETERMINE YOUR ADVERTISING BUDGET «. Caleulate the Expected Average Sell (EAS) amount by using the following formula: EAS = (OPX EMOR) + PH whore OP equals Offering Price of the product, EMOR tajuals the Bapected Mulfiple Order Rate (Ue sumer of products the average customer will order) and PH equals the Postage/Handling charge per order. B. Calculate Gross Cost of Fulfillment by using the following formula GCF = (LCG + PKG +5C + OP) where LCG equals the Landed Cost of Goods, PKG C. Caleulate the Net Profit (NP) per order by using the following formula: NP = EAS-GCF D. What response rate do you expect?_% E, Determine your advertising budget/1000 solicited by looking in the row displaying your Net Profit and ‘under the column displaying your expected response rate. Advertising budget is: $ Divide this figure by (000 to determine the cost per solicitation your promotion could reasonably support. Note: the chart below is based on a promotion earning asthe shipping cost and OP estate the order ene processing cost Budget approved by: Net Response Rato Profit_| 10 20 30 40 50 69 70 89 90 100 $1.00 | 190 180 «170-160-150. 140,430 120-410 —-100 gs200 | 180 160 140 «9-120-100-8062 o 300 | 170 140 110 «= 80-80-20 10 40 70 100 g4o0 | 160 120-8040 0 40 a0 130 «160200 $5.00 | -150 100. -80 ° 50° 100° 150, 200. 50300 sooo | -140 80-20 40 100 «160-2200. $7.00 60 10 go 150-220 29060400 $8.00 -40 40 120 «200 280 6044.80.00 $9.00 20 7 160 250 340 430 520 610 700 $10.00 0 100-200" «300 a0. g0Ds—=CtssD 700800 $11.00 20 190 «240 «= 950 «460—s«OSsSsCiwBSCitD.S OD $12.00 40. 160 © 280 «= 400.-«S 520s 78DSS«BBD.S«T000 $13.00 6 199 320 450 580 710 840 970 1100 $14.00 80 220-360 «= 500.-«s«sG.—s—=iéis8DSg2DS«1080S«*1200 $15.00 100 250 400-S «550s 700 #501000 «S110. «1900 $16.00 120 280 «© 440.«S G00 760=« 2010801240" «(1400 $17.00 140-310 480 G5D.—sDSswDSs160—«1330 «1500 $18.00 160 340 «520. 700«'s«DSstgD 1240) 14201600 $19.00 190 970-560 750-=—4DSsC1190—=«=«1320—=S«t810.—~—«1700 $20.00 200 © -400«S 600 800—«« 1000S «1200» 140016001800 $21.00 220 © 490«S «a0 1060« «1270 «1480 «1690 «1900 $22.00 240 © 460 «680900 1120.«=«« 1340186017800 $23.00 260 490 © 720 «950.1180, 410-—=st640= «18702100 $24.00 280 «620 «760 «1000S 1240.«« 1480 «1720 1960 «2200 $25.00 300 © $50» 80010501300 1850 «1800» 2080-2300 $26.00 320 $80 «= 84—««1100« «1980» «1620.«« 10802140 «2400 $27.00 340 © «G10S«B8011S0««1420« 1690» «1960 2280-2500 $28.00 80 360 «840 920.«S«« 2001480 «1760 «2040-2320 ©2600 $29.00 90 «380 «70—Ss«GDS«C«SO.««184O=«« 18302120» 2410 «2700 $20.00 | 100 400 700-1000 ~—«*1300~=—1600_—=«1900 = 220025002800 ‘SUAREZ PROPRIETARY INFORMATION - 54. DESIGN YOUR PROMOTION Refer to Reference Sections Cand D before completing, A. Conceptualize your promotion. Take into consideration only the overall format, main thrust, main benefit and any unique approach you may try Use tested headlines ashelperss B. Sketch the format of your promotion on a separate jece of paper and atiach. if it is a space ad, sketch headlines, where pictures will go, etc. If itis a direct mail promotion: sketch each component in the promotion. . Construct the format of the promotion. In the absence of a live salesperson, your package format becomes your single most important ingredient, Complete and attach a Project Sheet Cell Definition Form. In selecting a format, the first ancl most important ‘marketing decision that must be made is the carrier (the outer envelope). Size: Shape: Color: Paper texture: Preprinted indicia, metered or postage stamp: Window or no window! Ik window, size and position of window: Selling copy placed upon it: All of these factors, individually and/or combined, are critical to the success (or failure) of the entire mailing. A mailing succeeds (or fails) to the extent that the envelope is opened and its contents read, as opposed to it being thrown away unopened and, thereby, unread. In sum, the sale begins or otherwise could end. with the carrier (the outer envelope). . Outline the basie copy. On index cards write down all the items you defined in the Develop the Product Section. List each description and benefit individually on a separate card. Next, add any of the following tested elements of winning ads that would, fit the product and promotion. Interesting anecdotes {Guotes rom books, news publications, LV. ernment tudes FSvnous peopl, financial institutions, congimizations who use the product SeFemfte experiments de surveys Testimonials of users of product Your testimonial and opinion Side beneits 6 - SUAREZ PROPRIETARY INFORMATION oo voce Oo rr ozz step. Proposition Geographical tie-ins Proaf al your existence and credibility Order information & methods Proposition, sweepstakes, etc. Guarantee Proof that you exist Curiosity factor Order information oocebooce Order your index cards according to the following juence of subject categories: "Te piodact mets bonette 2. Interesting anecdotes - famous people in housebook quotes ~ geographical tie-ins 3. How product is produced 4. Product quality 5. More interesting anecdotes ~ famous people ~ rook quotes 6. Bullets 7. Testimonials ~ other people's ~ yours, 8 Side benef i 32. proof of your existence 13, Order information are a general outline 1 rouse interest 2. State the benefits a. Determine unique selling point (USP) of roduct(s) », Position product(s) and benefits) in marketplace to dominate competitor(s) 3, Proof of your claims 4 Proposition ~ why this is a golden opportunity to buy now 5. Closing — how customer can order easily and quickly and why he must hurry Write your body copy from your sequenced outline of index cards. : fe Decide upon graphics and layouts which best Gisplay product) and beneficial uses Research to substantiate claims. ‘Write final versions of leter, brochure, order form, cattier, BRE, supporting buckslips, etc Legal review Develop a control 1. Price tests 2. Headline tests 3. Decide upon format Determine quantity to be printed |. Prepare and submit a project sheet. FRetiew your copy again the following checklist. Check all boxes that apply “The copy uses corbhon words. The seflences are short should average about 15 words, TRS paragraph are short should be under 6 OU ‘One paragraph flows into another. ‘The Copy get the attention of the reader right at the ‘The nisin point of the leter shows the benefits the promotion offers the customer. The copy avoids unrelated items unless they somehow tic oouodoD ob oO into a benefit. ‘The copy provides proof of all claims, such as test results, famous people who have used the product, testimonials, endorsements et The copy refers to specifics ~ avoids generalities Exact numbers are used when possible. There is a special offer associated with the oduct so that a customer has the opportunity for a bargain or a discount, or some additional benefit for ordering now. The copy is interesting and contains related anecdotes, The reader's mind is kept working with yuestions here and there. e copy is broken up, with bullets (aumbered lists of benefits or benefits accented by black dots, at the beginning), bold paragraph introductions ‘The copy talks in pictures. Effective cop’ encourages the prospect to visualize himself using the product or to imagine how good his life could be af a result of purchasing the product ‘There is minimal use’of adjectives. (One of the yeqtest advertising sentences ever wittten vas avid Ogilvy in a Rolls-Royce ad that said, "gb meen Rour de loudest noise ts new Rolls-Royce comes from the electric clock.” Did. you notice the power of that sentence? It is powertul mainly because it is specific and does ot use one unnecessary adjective.) ‘here are no clead spots in the copy. The copy does not use rhetoric, humor, puns, clever sayings, platitudes. ‘The copy follows the AIDA sequence - Attention, Interest, Desire, Action, ‘The lead is short and to the point. The reader is promised a ben in the opening ovoogd oooog o a paragraph. ‘The story proceeds logically from one point to another. ‘The copy is believable. ‘The copy is slanted toward the reader and what the product can do for him or her. The copy mentions any famous people who have used the product or any historical significance such as “based on 2,000-year-old recipe.” Tre copy incluces quotes from well-known books or authorities. The promotion has a listing of benefits somewhere in the copy. ‘The reader is moved to action throughout the letter. The copy asks for an order and makes ordering instructions clear. ‘The copy mentions the low-cost, easy terms, ‘money-back guarantee, free trial, or bonus offers which they will receive by ordering promptly. ‘There is a postscript or a “kicker” stressing an important point. ‘The margins are generous. ©. Approve typography. P. Approve camera-ready mechanicals. Q. Approve four-color separations. R. Review final press proofs. $. Await drop results and post office verification from. leitershop, T. Prepare drop sheet and inform media. ‘SUAREZ PROPRIETARY INFORMATION -7REFERENCE SECTION B Prospecting for Customers and Defining Existing Markets We are trying to identify from the universe of all living people on earth that set of people who are prospects for our particular product. We may also think Of this as elimination of the set of nonprospects for our Product, ‘Nonprospects would include past buyers of ‘our product, if it were a nonconsumable product with a long product life Tn order to properly identify an individual as a prospect or nonprospect, we must know the individual's, ame, and the identification of the main access terminal to that individual which will in turn give us the geographical location of that individual itis obviowsly necessary to know specific information about a person beyond demographic information in order to properly identify prospects for specific target markets. ‘Key items are age; sex; occupation; association memberships; religious affiliation; political affiliation; and foremost and most important, information on past purchases, especially the most recent purchases. Sources of such information are as follows: Auto registration; registered voter list, public information daia, such as births, deaths, marriages, divorces, real estate transactions; ‘mail-order mailing lists; warranty mailing lists; association mailing lists; professional mailing lists; plane, boat and recreational vehicle registration lists retail store purchases where name and address has been recorded; census data; change of Address list; directories; alumni associations, fund- aising lists; inquiry lists; periodical subscription list and actual surveys of people by phone or door to door. ‘The best information to know about a prospect, regarding behavior and as to the power of thal prospect, is the recency, frequency and monetary information concerning the purchase of produets Similar to the product in’a sales promotion. The more recently a rospect has purchased a similar product, and the more Rrequentiy a prospect has purchased a similar product, and the greater amount of money a prospect has Spent on similar products will dictate the power of that prospect In general, people are better buying prospects overall at pivotal points tn life. Major pivotal pois in lie are such events as getting married, having a child, changing residence, and changing, or obtaining a new job. Other lesser pivotal points would include the purchase of significant new product that could affect lifestyle such as a home computer, a stereo, new stereo equipment such as CD players, VCRs, cameras, guns, recreational vehicles, automobiles, tools, the joining of clubs or associations, school enrollments, sporting goods purchases, etc. ‘An interesting method to test for generating a database of prospects would be to hire people in given geographical areas to identify prospects and their pivoial point information as described above. This might be accomplished by placing classified ads in various cities and asking for résumés. The pay would bbe per name acquired In defining markets we must go from the general to the specific. The term “specific” is important. ‘What do people want and what do people not want? It is very expensive to create a demand or a market, and. it is highly improbable that you will do so. We want to determine what hardcore market already exists. Sounds simple, but itis not. ‘You would think we could be able to do it by simply determining what we like or what our friends Like; therefore, the rest of the public should also like such products. But that seldom works. There are many reasons why it doesn’t work. First ofall, if you develop a product or think of a product, you are going to be prejudiced toward it, Second, it’s really hard to put yourself in a position to determine whether you would really spend hard-earned dollars for this product. You just can’t be objective. Showing the chosen product to friends will be meaningless because they won't want hurt your feelings with a negative opinion. It really boils down to this. In order for a product to be a success, there has to be a strong demand. Most roducts are going to sell in some quantity. But in any usiness, be it retail or remote selling, to generate enough sales to produce a profit, the demand must be very strong. For example, in retail selling, even if the product only sells about 10 per week in a supermarket, that is still a very strong demand relative to all prospective products that were ever tried. Let's start with the general in defining existing markets, Quick and easy, love and money — each word is very important. It can’t be a product which acquires love and money slowly. It can’t be a product which attains love and money through hard work. Ithas to be quick and easy, love and money that identify the strongest products. Of course, there are other things that people want, many of which may be indirectly related to Acquiring love and money. SUAREZ PROPRIETARY INFORMATION - 9REFERENCE SECTION A Finding Sources for New Products There are five main sources of products: 1, Companies eager to promote their products These are producing companies actively seekin marketers for their product. The best place to Be exposed to these companies and their products is af trade shows ‘which are held at various locations throughout the year. One of the best ways to find out about trade shows and conventions across the country is through the book Directory of Conventions published by Succesfl Meetings Magazine. To order, send $60 to Directory of Conventions, 633 Third Ave., New York, N.Y. 10017. ‘There is a midyear supplement covered by the original ayment Pev"Another publication which contains information on trade shows is the magazine Direct Marketing. Large libraries may carry this publication. A subscription to the magazine may be obtained by sending $27 to Hoke Communications Inc., 224 Seventy St, Garden City, N-Y. 11535, ‘Once you've decided on a certain product line, you'll want to keep informed on ail new developments {in that industry, and a national or international trade oxganization can be a big help to you Most trade organizations regularly publish pamphlets, yearbooks, articles or newsletters. "Amon; other things, these publications keep merabers informe f seminars, special training courses, marketing ics, cooperative advertising, exhibits and trade A irade show is a good place to meet other people in jour business andl to find nev products in yout line, Some of these products may be fn the pulot stage ~ not yet introduced on the market, but potentially very profitable sellers. And who knows? You could go to 3 trade show looking for a certain product to sell. Someone else at the show, with the exaet product you re looking for, could be searching for someone to sell To find a trade organization that serves your product, you will need to check your local library.” Ask for World Guide to Trade Associations (R. R. Bowker Co), Divectory of National Trade and Professional Associations of the US and Canada an Labor Union (Columbia Books, Inc.) or Encyclopedia af Associations, Vol. 1, National Organizations ofthe US, 2. Companies not secking marketing opportunities Exposure to their precucts may be obtained in the following two ways Letter to the producing companies wing pitehasing books or Chamber of Commerce ,, Peake soir. | Going through retail stores and spotting a product you think may have a market and then Eontactng the manufackuter, ‘The first thing people say when they hear the retail ource is: "How are you going to sell a product through. the mail that is already in the retail stores?” There ate many product producers, but few good marketers. Most 8 - SUAREZ PROPRIETARY INFORMATION products in retail stores are not promoted properly Tt i commonplace fora knowledgeable marketer to seo producti etn ite take tat proiuet and Ppromtcie it properly through direct tail end turn s slow froving retail product ino a fastmoving, remote selling Broanet infact come proicts wil ell by remote felling ari not sellin retail stores Just one example: Magnetic earings would not move in a retal slore but were a smashing success in remote marketing, Why? Bacause, In rombte marketing Wey Were described and illustrated. When the eassings wore laying on a counter ina etal sore, people did net know how to use them. ‘There are numerous products selling simultaneously in retal toes and in remote marketing Spending s day looking for potential products in regular department stores Or discount department stores would be a very worthwhile effort. Other good retall sources are unigue fit shops whieh import many products 3. The US. Patent Office Patent attorneys will tell you that there is only one in ten thousand inventors who knows how to promote his or her product. The patent office contains millions of potential marketable products that were never promoted properly or were never promoted at all, Along with them is an eager inventor or eager heir of an inventor who is willing to deal with a marketer who can sell this product. 4. A restructure of products that are already selling ‘This restructure means: making them bigger, better, cheaper, or all three. I did this with horoscopes when { first started. A $20.00 computerized horoscope was selling very successfully. I simply broke the hotoscope clown into parts, one small and one large, The small part of the horoscope I sold for $3.00. After the person received the $3.00 horoscope, I sold them the more detailed second half for $10.00. We also invented methods to produce the product less expensively and to improve the quality. Therefore, the person got a better total horoscope for $13.00. 5. Revival of products that have sold in the past There are many products out there that nlay be ready for another go-round. This has also been done successfully on numerous occasions. 1 will give you an example of one that I did a while ago: Folk Medicine, a Sook by Br. DC Tarvis, was very popular in the 1950s by publishing company standards and sold approximately 50,000 hardbacks and 1 million paperbacks. “A friend of mine from a New York marketing company came to me and said he thought the book was ready for another g round. I wrote a remote selling ad that was a smashin, success. We sold 230,000 copies of Folk Medicine anc both shocked and delighted the publisher, Holt Reinhart & Winston. It can be done. Fadism is overplayed. there are certain fads, but basie needs such as the desire for good health is ever present. Even items that are fads themselves many times come back in vogue.REFERENCE SECTION C Creating a Winning Promotion PROMOTIONAL COMPONENTS WHICH ARE LIKELY TO: INCREASE DECREASE RESPONSE RESPONSE Q Personal salutation* All same size type Bold types & Gmate type Short words sentences, More tak pictures paragraphs & Nopictares Piva olors of typet A. All he same size S statstes” paragraphs El Two pieturest a Pong words, Postenpts sentences, 3 Bituse Sf wnes/inventor — pargraph 5 Free sample Rechtice! terms @ Action verbs" Negative phrases @ Bonus offee" DF Noguarantees G Handwritten notesin No Bsttmonials* beret Generalities U. List of benefits* (Cheshire address* G Vividwords="pictore I "Oecupant™ 5 ee 3 fries repald BRE* eter postage” D Giltcertificates 3 Bulk nail” 3 Coupons? Small margins Guatanteess HAVELITILEOR NO 7 Testimonials ERECT ON Free tat” RESPONSE & Handwritten address SF Twocr three color Name on order blank logo elaborate Colored envelope" letterhead D Live postage D Bill me later & Fistfiass” a cops GF Mallarriving atcortain WATS. linet Hime of month Mailarriving on certain day of week* * proven in tests at 8... REASONS PEOPLE REASONS, DON’T BUY PEOPLE BUY QL. Noneed a @ 2 Nohuny G2 Q 3 Nomoney 3. 4 Notrust ” 4 G5. Noperception as OF 6 Competitionbetter 26. Prentiums a Too much bother 14 PROVEN WAYS TO HOLD INTEREST LONGER 1 10 Give your copy news value. Put your most newsworthy tte in the first paragraph, “Even news Sid Ya you 8 probably fresh tofjour render, void iong and drawreout generalities, Be specific “Xnumber of people tested” is not neatly as interesting as of the 183 people tested.” Back up your statefnents by stalistied Immediately tie in your copy with the needs and dees of he rade 7 Henefts and advantages, not things, Don't boy yout rend oh Selling pois an pot features Turn all features into benefits. handbag that features double stitching means litte or noting to most women. But "double stitched so seams won't split; your handbag lasts longer, i more durable" means something to every woman, Use sales angles with the broadest general appeal. Don’t spend a lot of time with minor claims that appeal toonly asnall segment Eke your Copy plenty of emotional appeal ~ haratize points, Ke'Himes Wheeler put it'll the gee not a Let your reader identify with what you are saying Make your claims vivid and inspiring. You want the reader to want your product. Include Showmanship, human interest and personality in your copy, but Keep itratural. Readess {en apot phonies ana Sveractng Fight ava. Bud your copy toward action, “Keep your reader asking) “How can poet? Write your copy in present tense singular. Let your reader cee himself of herself doing whatever iis you are talking about Make your verbs active and your nouns graphic, The Cleared you create a word picture in ous reader's ‘ind, the easier the reader will “see” what you mean Avoid a lot of adjectives, adverbs, pronouns, demonstrative articles, dependent clauses and phrases, subjunctive mood any of these, leave them out. Keep your copy compact and moving, Even lon copy, if it flows easily, can seem very short and Hordess 9 read. Move logically from one point 0 Snother. Your copy should naturally lead your Tender to the point of response If in doubt about using POWER-WORD ALPHABET ‘A ACTION, accomplish, ahead, anybody, achieve, above, angwer, announcing, amazing, a last B_ BENEEIT best, bible, big Srgain © CAN, cali, care, caret, clean, comfort, challenge, compare, cach, control D DISCOVER, deUver, destiny, definite, dynamic, desire, decide E EASY, earn, effective, efficient, entertain, extra, exciting F FREE, famous, full, fancy, fun, future, facts, friend, fast found & GUARANTEE, get, glamour, gold, great, give Hi HEALTH, happy, heart, heaven, help, home, “how to." hurry honor, hot, hope, honest I INTRODUCING, intelligent, invention, invite, innovate, incredible, interest, improve, immediate, important, instant 4 JOIN, jewel, jumbo, oy, just arrived, juicy K KNOW. key king Keop knowledge kind L LOVE, land, liberty, luxury, look, last chance, life, lasting, listen, learn ~ SUAREZ PROPRIETARY INFORMATIONo 2D % UZ = N Research Methodology Section 1 T. Betts a Macro RLS Flowchart Section 2 T. Betts * Direct Response Competitive Research Techniques Section3 TT. Betts ‘SUAREZ PROPRIETARY INFORMATION ILTable of Contents UNIT11 Media 1:58:00 + List and Space Media Techniques Section 1 L. Kamp # List Research, List Brokers and Service Bureaus Section 2. Kamp % List Testing Methodology Section 3 — C.Yochens + Space Advertising (Case Study) Section 4 — C.Yochens + TV Advertising Techniques Section 5 P.Klingaman UNIT12 = Media 1:01:46 ‘% Direct Mail Print Buying Techniques Section —_C. Yochens Review of Direct Marketing Vendor Industry Structure Section 2 J. Carten ‘® Procedures, Difficulties and Issues of Direct Mail Print Buying Section3 J. Carten ‘* Basic Mail Package Costs: Testing vs Rollout Costs. Section 4 J. Carten UNIT 13 Product 0:34:38 Direct Marketing Fulfillment Section 1 —_D. Heck @ Customer Service Issues Section2 — D. Heck “ Management Style Recommendations Section3 —_D, Heck UNIT 14 Promotion 1:04:11 ‘~ Successful Copywriting Techniques Section 1 — G. Hawkins UNIT 15 Promotion 1:48:00 # Importance of Testing & Direct Mail Success Formula Section1 —_C. Yochens ‘ Marketing Imagination + Marketing Innovation Section 2 C. Yochens % Price Setting Methodology + Price Test Experience Section3 —_C. Yochens Customer Acquisition Offers and Multi-Stage Section 4 ©. Yochens Marketing Campaigns Pick the Winner Section 5 —_C. Yochens SUAREZ PROPRIETARY INFORMATION IttTable of Contents —_—_[_—_ Meas UNIT 16 Promotion 1:29:11 What's Working in Direct Response Section 1 —_C. Yochens + What's Not Working Section2 — C. Yochens UNIT 17 Promotion 1:51:00 * Promotional Techniques of the Masters Including Techniques Used by Benjamin D. Suarez Section? —_C. Yochens Comments from the President, Benjamin D. Suarez Section2 —B. Suarez ‘ Suarez Corporation Industries’ Corporate Video Section3 —_B, Suarez UNIT 18 Promotion 1:14:51 Review of Winning Packages Section 1 C.Yochens * Brealthrough Copywriting Techniques Developed by Rodney L. Napier Section 2 R. Napier Comments from the V. P. and C.0.0., Section 3 R. Napier Rodney L. Napier APPENDIX Remote DM Professional Home Study Test Answers Section A Forms for Units Section B Unit 1 Sec.6 tem Request And Product & Package Cost Form Media Service Insertion Order Form Promotion Package Cost Form Project Profile Hot Sheet Unit 3 Sec.1 Flow Chart Unit 5 Sec.3 Forcasting Data Unit 8 Sec.3 ‘TM Marketing Results Unit 14 Sect List Information Unit 12 See.t Print Buyers’ Check List Unit 17 Sec.2 Titanic - Coal Newspaper Space Ad ‘SUAREZ PROPRIETARY INFORMATION IVThis page left blank on purpose SUAREZ PROPRIETARY INFORMATION VForward Tam a Creative Marketing Professional at Suarez Corporation Industries and I've earned this position Fy studying the exact same material that you now possess in this Remote Direct Marketing Professional Home Study Course. With the knowledge that you are about to gain, a whole new world of opportunity is Cpened up to you. You may choose to become a Creative Marketing Professional as I have done, you could become a Special Consultant, you might want to start your own business or you might want to improve the sales and profits of the company you work for. With what you are about to learn, you can start a business from scratch, without a bank loan, without investment capitalists and without any money at all. ‘The SCI Remote Direct Marketing Professional Home Study Course is based upon the tried and test- ed formulas developed over many years by Benjamin D. Suarez, one of the wealthiest self-made millionaires in America, Ben started this company from the basement of his home and today is one of the giants of the Remote Direct Marketing Industry. When you apply the knowledge you will be receiving, you will be as Teal-life educated as college degreed marketing professionals. Ben ‘Suarez has spent millions of dollars in testing and perfecting his Remote Direct Marketing methods. And he has made millions for himself and for others. ‘The first thing I am going to suggest that you do after my introduction, is to put in Unit 17 and fast forward that video past Ben. We placed our corporate video on Unit 17 right after Ben, for a very important reason, When you watch that video, you will see for yourself that we are 2 for real and a substantial compa- By. 1 want you to see our 150,000 square foot, state-of-the-art facility and see our nearly 1,000 partners actively participating in one of the busiest Remote Direct Marketing companies in the world. We have a solid base of millions of satisfied customers throughout the world and that is why Ben calls us, “The Company That Customers Built” You see, itis important to me that you really understand who you are deal _ ing with and that the opportunity you have is as big as you care to make it. I’ve spent thousands of dellare of my own money seeking and searching for a real opportunity and when I found out about Suarez Corporation Industries, I knew my search was over. {learned from the same exact course you have before you. There is nothing magical or mystical about wanting to improve yourself and if you are sincere like I was, this is the answer you have been looking, for. Why am I so confident that this knowledge is important and needed? In a recent study conducted for the Direct Marketing Association, the study found that consumers are buying more from catalogs and enjoy shopping from the comfort of their homes, without all the hassles of finding parking, and the potential of crime to the extent of changing routes to their favorite shopping centers ‘o avoid crime infested neighborhoods. The study also found that direct mail and telemarketing media account for 64.8 % of all consumer direct marketing sales, and that consumer TV direct marketing sales is forecast to grow as much as almost 10% per year which is simply phenomenal, and that business to business direct marketing sales is projected to be an explosive 12.6% growth. What all these scientific forecasts and figures mean to me is opportunity. There has never been a better time to start a Remote Direct Marketing business or to become a highly sought after and well paid Creative Marketing Professional. I am so glad I allowed a friend to talk me into taking this course. It has changed my life and has provided me with the security and opportunity I have spent most of my life looking for. : ‘This is the real thing, and don’t be intimidated because it looks like so much. Well, there is a lot of ie information in front of you, but make it fun and set your own pace. It is fun learning and knowing that what you are learning has withstood the test of time, and the rewards that await you are significant and substantial, SUAREZ PROPRIETARY INFORMATION ViAfter you have watched the corporate video, | want you to turn to the section in Ben’s book titled, “Putting itll Together". This is where Ben Suarez tells you what he would do knowing what he knows now “nd starting from scratch again. I think this is one of the most important pieces of information in the entire _fosram. From reading this, you will gain an understanding of where Ben Suarez is coming ftom and you will Clearly see, that if you so desire, you can do it too. Whatever your financial goals are, whether you want to eam an extra 20-30 thousand dollars a year, if you want to pursue a career in direct marketing in one of the thousands of businesses seeking Creative Marketing Professionals, or if you are an entrepreneur and want to build your own business, the SCI Remote Direct Marketing Professional Home Study Course has everything you need to assist you in escaping the American rat race and achieving your financial freedom. The only ingredient missing from the recipe of Success is desire. And I’m sorry, but that’s the one thing you must give to this program....a sincere desire to earn and to apply your new-found knowledge to whatever you want. 'm Gordon Jay Alexander, Creative Marketing Professional, and on behalf of Ben Suarez and the nearly 1,000 SCI partners, we wish you the best of life and we know you have in your hands the most Powerful knowledge for achieving your financial dreams, Gordon Jay Alexander, CMP. ‘SUAREZ PROPRIETARY INFORMATION VILOverview What you hold in your hands is a revolutionary, new educational product from the Hanford Press division of Suarez Corporation Industries (SCI), the Remote Direct Marketing Professional Home Study Course. You now have in your possession some of the most powerful money-making techniques available. Much of this is PROPRIETARY INFORMATION developed within the walls of the Marketing Department at SCI, North Canton, Ohio and cannot be found anywhere else. This 18 unit course summarizes the knowledge gained from 20+ years of successful experience and is the best and most effective intelligence available for business success...any business’ success! Much of this information is not available from any other source. In fact, you could attend any one of the top universities in the country, earn an MBA in Marketing, and still not be in possession of the proven marketing techniques you will lear in this course. This course contains a HIDDEN FORTUNE waiting for your discovery, The marketing and sales concepts presented here are tried, tested, and proven in real life. In fact, the concepts presented are being used at this very moment to formulate, control, and direct the ongoing activities of a $150,000,000+ per year business. These are not philosophical theories or complicated, esoteric economic models, but rather, these are marketing, advertising, and sales principles that are grounded in good old common sense! In the early days of Benjamin D. Suarez's career, a "discovery" was made that could be compared to Ben Franklin's discovery of electricity or Alexander Bell's invention of the telephone. A discovery was made of a business system that has since been tried, tested, and proven in real life. This business system was not discovered by an ivory-towered, arm-chair theorist from a university who never experienced or made a dime in the real world. It was not discovered by an “expert” from a large corporation, nor from an idealistic descendent of rich parents. [twas discovered by a real-life busi er jamin D. Suarez. Discovered and documented in the 1970's, this business system has passed the "fluke test,” and has worked hundreds of times in the last 20+ years. ‘The "discovery" made and documented by Benjamin D. Suarez is his method to create, evaluate and calculate the net profit of a business venture called the Net Profit Generation System (NPGS). Featuring a simplified, breakthrough financial formula, and providing a marketing framework for business success, it can be applied to nearly any type and size of business, The NPGS system maximizes the potential of profitable business ventures while reducing the risk of unprofitable business ventures. ANet Profit Generation System (NPGS), which often consists of numerous Sales Generation System's (SGS's), is a framework for viewing marketing that inspires original and creative thinking. ‘The innovations resulting from the utilization of this system at SCI are legendary. The key to success for a Net Profit Generation System and all remote direct-marketing opportunities is, first, knowing and mastering the factors that produce a favorable Rate of Sales and, second, understanding the relationship of these factors to each other. It is as much a business opportunity state-of-mind or way-of-thinking as it is a mathematical derivation. Every time a Sales Generation System is tested, practitioners of Benjamin D. Suarez's methods utilize the revolutionary NPGS methodology. ‘The four components of an individual Sales Generation System are Product, Prospect, Promotion and Media. Examine the course Table of Contents and note that this entire course is structured according to these basic fundamental components. ‘SUAREZ PROPRIETARY INFORMATION IXIneffeciveess of General Advenisng 9 Tye Old Maes 51 Promaton Pidosophy 4 Sales Genertion Sytem (S05): For for py (€ 10 Principles Ovview & Breath - Net Profit Formula * Birdhouse Example 4 Soceesafl Catlog Copy Techniques au puospEcr + Casomer#: Biokend Matting with Flow Chat. + Daabase Markets, Segmentation and Prospect Universe Cssserioa + CostomerLifeine lus strep 4 Ineret Onin Sle Siperighy 4 Wovig Wide Web Consumer Resenrch * Supethigiaay Demenstaton ianespaopvcr 4 Procuc Marchand 4 Proaucs Aeqisiton + Forecsing in Diet Response Masketing + Direc Mat DesgeTechnguee Suorpstaks, Memon & Pree Gifs ‘@ AB Spt Tet Rete 4 Review of Seecesl Programs 1 Chap Sucepatates’ wuzenouoTON + Lepa and Bical Consceratins of Diet Nabecing 4 Telephone Mareing Power # Teemasieing Serpe Temathtig Reals 4 Art Poductonané Pakage Design Strategies 4 Computer Grp “Tectrgues wenr so proper 4 Real Life Sinalabon™ (RLS) Brethbrough Reser Methadivey 4 Maco RLS Flowchart + Dit Response Competive Reseweh Technics ‘© Compete Monitocne Ne EDA 4 Lis an Spice Metin Tctiztes ‘Lis Resear Lit Brokers nd Lit Service Baews 2 Lis Teng Methods 4 Space Avering (Cate Sud) 8 TV Advertsig Techigues rest Marketing Vendo Indy Severe ‘ Procedures, Dials and Ison of tect Na Pain Buying ‘Baie Mal Pocige Con Testing vs Root Costs + Dizeet Marti FlEnent canomee Seve es “ Maigement Spe Resommsndaons oxir ts pRONOTION Successfal Copywriing Technges smc 1s eRouoron ‘ Imporance of Testing & Det Mail Success Formula 4 Marketing Insginacn + Martin novation, 4 Price Song Methslogy + Price Test Experience ‘ Casiomer Assen Offers ane Mali Stage ‘Maskeing Campsigns ‘ck he Winner 2 Whats Weng iret Response Ware Nox Working + rometioha Tenses of te Mises neu Teshngues Used by BerjalnD,Suare> + Comers fom ibe Preset, Besa D- Sacer ‘ Suntez Corporation Indien Corpor Vide 4 Review of Winning Packager ‘ Breakthrough Copying Techniques Developet by Rocrey 1 Napir “€ Conmant fom the VP. and COO, Rodeey L Napier Units 5, 10 and 13 discuss the product to be sold. Hence you learn about the portant characteristics of a Successful product. Can you get repeat sales from this item and are there related items you can sel to the buy- ers of this product? You will also gain information on finding good products and evaluating your selections with the breakthrough Real Life Simulation (RLS) Prospects to whom you would like to sell your product, uct buyers and efficiently target them with your promoti Marketing, Backend Marketing, and Customer Lifetime Valu oughly discuss the promotion and the creative techniques that py some of the top copywriters and graphic desiy niques and step-by-step formulas for success. igner to final printed package, and artistic product research methodology. Unit 3 discusses the Here you learn how to categorize your potential prod- ional campaigns. Segments of Unit include Database Units 1, 2, 6, 7, 9, 14, 15, 16, 17, and 18 thor- wrovide success, You get expert advice from igners practicing their craft today and learn their proven tech- ‘You follow the flow of a promotion from copywriter to graphic get the inside story on the challenges and opportunities of print buying and obtaining price breaks. Finally, Units 4, 8 and 11 review the media available to reach your target audience. Whether it is the mail, TV, the Internet and World supermarket tabloids, you will lear the most effective mear product. You will also learn telemarketing techniques that Wide Web, or newspapers, magazines and the ns of transmitting information concerning your in be put to use today. ‘You will learn that the components of a Sales Generation System are the function of a mathematical Rate of Sales Formula. The four components are Demand for the Product, Selli Promotion, Quality of the Prospect, and Efficiency Sales Formula is depicted in the following diagram. ‘SUAREZ PROPRIETARY INFORMATION X ig Effectiveness of the of the Media. This relationship with respect to the Rate ofDEMAND FOR x THE EFFECTIVENESS x x PRODUCT Hi QUALITY OF OF THE PROMOTION PROSPECT EFFICENCY OF THE MEDIUM TO REACH THE PROSPECT ‘The Rate of Sales (or level of order response) is directly proportional to the individual power of each factor. Since every function of a business can be classified in one of these four categories, the formula can calculate overall effectiveness of an SGS as follows: 1) Objectively assign a power index to each factor. 2) Utilize 2 "0" to "10" scale with "10" the most powerful. 3) Multiply the factors to produce an overall sales power rating. The most effective SGS possible would produce an overall sales power rating of 10,000. Be aware that a single low index factor will dramatically affect the other factors and the overall sales power tating. For instance, a "10" product combined with a "10" Promotion, a "10" prospect and only a "2" medi- um will result in an SGS power rating of only 2,000. (10 x 10 x 10 x 2 = 2,000) And any "0" factor will result in an overall "0" sales power rating. (10 x 10 x 0 x 10 = 0) Virtually every direct function in a NPGS or a Remote Direct-Marketing business can be grouped or categorized under one of these four main factors that determine the Rate of Sales. Even resource organization, project planning and activity administration usually can be segmented into groups under activities related to the Product, the Sales Promotion, the Prospect and Media used to deliver the Sales Promotion, take the order, receive the payment and deliver the product. Applicable to almost any business sales environment, these techniques are fully explored in this Remote Direct Marketing Professional Home Study Course. The following illustrates the value of this methodology as it applies to testing a new SGS you might develop. Testing new SGS's is the key to your success and the growth of your company. “Testing” is considered by many in this industry as the most important aspect of business. As an example, if you were to tun an advertisement in a local newspaper, you might utilize the paper’s “split run” or “A/B split” test capability. This is where “every other newspaper” is printed with a different version of your advertisement, This printing technique lets you change one element in the ad and then measure the response differential associated with that isolated element. If a price element was changed, 50% of the newspapers distributed would feature the lower price and the other 50% would feature the higher price. As you make sales, you would usually expect more buyers at the lower price, but you might have more overall profit at the higher price. You will only know by testing. A/B split testing can facilitate most marketing decision making. a ‘SGS elements that are typically tested include the following: ‘SUAREZ PROPRIETARY INFORMATION XIProduct Which product design is stronger? Higher attra better profit margins, etc? Price Point Which price point is best? Lower price points for attracting new customers, a family of Products with a range of price points, incentives like discounte/free gifts to buy multiple units, etc? Offer, Which selling proposition or creative version is the best? Long letter vs. short letter, half-page ad vs, Full-page ad, personal/important sales approach vs, promotional approach, with picture vs. without Picture, bulk postage vs. Ist class postage, with sweepstakes vs. without sweepstakes, addition of "respond by cut-off date” copy, etc? Prospect ‘To which market segments or lists should the SGS be tested? Specific direct mail lists, male/female selections, past customers only, zip codes around your store, etc? Media| Which elements of an integrated marketing mix should be used? Direct mail? Newspaper Play ad? Classifieds? ‘Telephone follow-up? Electronic or on-line access to your business? Point-of-pur- chase or aisle display? Etc? The Remote Direct Marketing Professional Home Study Course provides in-depth leaning concerning the SGS components and their appropriate testing strategies. Marketing projects can now be approached from an entirely different angle than the “traditional” business analysis approach. The Remote Direct Marketing Professional Home Study Course ties together all of the business elements needed for success, The Breakthrough Copywriter and Creative Techniques and Testing Techniques are at the core of Remote Direct Marketing success. Prepare yourself to receive the secrets and seeds of success. This previ- ously unrevealed marketing intelligence has the capability of creating fortunes. ‘The Sales Generation Flow Cycle introduces the Principle of Progressive Response Increase. One of Ben's 10 principles for success, it explains how current customers are the best prospects to purchase related products or services. The more times someone buys from you, the higher the chances of an additional future Purchase. Utilization of this principle and the profit potential from developing and refining new Sales Generation Systoms (SGS's) and “Backend” efforts cannot be overstated. Developing a “Flow Cycle” whereby your SGS's take place automatically is even more powerful! You will leurn these proprietary SCI techniques that have been tested and proven to increase profits. ‘The Database Marketing presentation contains the best advice a successful business person can give {to an aspiring entrepreneur...capture the name, address, and telephone number of everyone who has contact with your business. Even if you write this customer contact information down on an index card and throw it into a shoe box, keeping and tracking this information is Rule #1 in business. No matter what your business, Whether you are a local dry cleaner, a comer restaurant or a mail-order business, your customer file is your most valuable business asset. You learn how to use that information to increase your profits, many times over. n, apparent value, uniqueness, The discussion of Lifetime Value shows how a new customer is worth much more than only the prof= it from a first purchase. This concept is very powerful, and in its simplest form means you can calculate What you should spend (even at « loss) to acquire a new customer. You know you will experience many sub- sequent sales from new customers, thus producing future profits. And even though all your new customers will not purchase multiple times, you can establish a “Cost Hurdle Rate” to be used in customer acquisition marketing efforts. The use of this hurdle rate will increase your success and multiply your profits, because every time you gain a new customer the value of your firm increases. The value of this increase is called “Lifetime Value”. In this presentation you will learn the prized Lifetime Value techniques developed at SCI that can increase your profits many times over. We realize that many individuals and companies sell products to consumers at a distance and, by definition, this is direct or remote marketing. Sales messages contending for your hard earned dollars are delivered into your home through your living room TV, your kitchen radio, and your telephone handset. Sales messages are hand delivered to your mailbox and others come in your newspaper! Sales messages are SUAREZ PROPRIETARY INFORMATION XIItransmitted over satellite 22,300 miles above earth. Sales messages are wheeled through the back docks of the post offices. Sales messages zip through the fiber optic telephone switching networks. Only in America is this sales message delivery infrastructure so well advanced. Remote direct response marketing has several key players: TV, radio, newspaper, magazines, telemarketing, direct mail, and now the Internet. Some call the Internet the Information Superhighway. To others it has become knowa 2s the Sales Superhighway. Learn more about this powerful media opportunity, These are only a few of the profit producing topics presented. The information is presented in a way that simplifies your understanding, Proprietary charts and graphs are used to illustrate key points. Developed through years of testing and millions of dotlars in investment, these powerful concepts are yours for the viewing and listening, Creative Marketing Professionals can earn a significant income, depending on their productivity and cre- ativity in applying the principles taught in this course. And the money can get bigger when multiple projects or SGS's are working at the same time. You can do it in your own business, in someone else's company, of from your home. A Creative Marketing Professional graduate can become a supplier to SCI of any of the four SGS components mentioned above. This process is explained in the SGS Project Development Guide, found after the Self Test in this course manual. The SGS Project Development Guide has been included for your use as a tool in the development of your Sales Generation System. Also included is a sample Sales Commission Agreement that illustrates the marketing and financial relationship typically arranged with outstanding individuals, This commission structure and type of agree- ment have been used many times at SCI. Finally, a word about the open-book self-test. As a self evaluation tool, it allows you to review for yourself and to help in your understanding of the NPGS Principles. It is a difficult test, so do not become discouraged. (Hint: The answers are in the appendix.) Congratulations on taking the first step to a better life! SUAREZ PROPRIETARY INFORMATION XIIIDirect Marketing Expert This course was the result of a Strategic alliance with a well-known university where 20+ years of experience and testing were presented in a 6-day "Real-Life" Direct Marketing Seminar. A "first of the kind” events the course was taught by SCI marketing experts who were recruited nationally from companies like Walt Disney Productions, Box & Associates Advertising, Marshall Field & Co., Young & Rubican, J, Walter ‘Thompson, DDB/Needhan, MaCann, Ericson and Grey Advertising, US Sales, Karis Advertising, Johnson & Associates, C.E.S. Advertising, Star Crest of California, Home Shopping Network, Wurlitzer Inc., Highlights for Children, Duplex Products Inc. and Edward J. DeBartolo Corporation. Leaders Include: Benjamin D. Suarez, Corporate President and Chief Executive Officer of Suarez Corporation Industries (SCD, a leading international direct marketing firm. After graduating with & degree in Psychology and working for a large corporation as a computer scientist, Ben decided that to fulfill his potential he had to go into business for himself. Then Ben created the well-known Net Profit Generation System (NPGS) paradigm for direct mazketing success and SCI evolved {rom a small in-home operation into a financially secure $150,000,000 direct marketing compa ny with nearly 1,000 employees. Flucnt in all aspects of direct marketing, Ben shares these proven techniques in his best-selling book, 7 Steps to Freedom II — How to Escape the American Rat Race. An industry visionary, Ben has always been “ahead of the pack.” Ben and ‘SCT experts will educate the audience with the NPGS Principles of Success, real-life case histor Fes: proprictary methodologies developed at SCI, and new on-line response technology. Ben is featured in Unit 17. Rodney L. Napier, Vice President, and Chief Operating Officer of Suarez Corporation Industries. At age 15, Rod started working at SCI performing “cleanup chores” after school Then through and beyond college, he literally learned the business from the ground up as he worked through virtually every job function. During his career, SCI has grown from 25 employees to neatly 1,000 today. “Now responsible for the day-to-day SCI activities, Rod’s Guties span from corporate executive to customer service rep to “creative copywriter” Rod has Served as a committee member on numerous political campaigns, is the owner of Ritzy Inc. is a principle in United National Security Services, and was appointed to a 5 year term as a ‘Member of the Zoning Commission. Rodney is featured in Unit 18, Chris C. Yochens, Editor of the NPGS Update Hotline Report, an entrepreneurial newsletter specializing in direct marketing techniques, Formerly a professional educator, Chris received an MBA and conducted business doctoral studies at Northern Illinois University. He held various marketing positions including Director of Analysis, Highlights for Children; Director of Research, Analysis and Forecasting, SCI; Sales Education and Promotion Manager, Wurlitzer Inc.; and Market Researcher, Duplex Products Inc. In his current day-to-day activities, Chris ‘writes articles, edits books, designs software, performs analysis, and creates direct response promotions. Chris is featured in Units 1, 6, 11, 12, 15, 16,17 andi8. SUAREZ PROPRIETARY INFORMATION XIVPatricia A. Besselman, Manager of Product Forecasting, Suarez Corporation Industries. With a B.A. in Management with Computer Programming, Pat has 3 years experience as an MIS Director, 7 years with government systems, 8 years with banking systems and over 12 years of systems analysis, design and programming. She developed and implemented the SCI forecasting software system. Currently directing the forecasting operations at SCI, Pat coordinates activities ‘with the marketing, merchandising, advertising returns and purchasing departments. Pat is fea. tured in Unit 5. ‘Thomas W. Betts, Director of Analytical Services, Suarez Corporation Industries. Responsible for market research, customer segmentation planning, advertising reporting, and analysis, ‘Thomas is a frequent contributor to the NPGS Hotline Report. With a BA in Marketing from Kent State University, he has held positions as Manager of Market Research, SCI; Research, Analyst, National Market Measures; and Market Research Analyst, Edward J. DeBartolo Corporation. Tom is featured in Unit 10 Joel S, Fishel, Manager Advertising Analysis, Suarez Corporation Industries. With a B.S. in Marketing from the University of Akron, Joel has held positions in both the sales and marketing ‘areas. An expert in sales reporting, he directs the electronic generation of advertising summary reports and has developed break through computerized tracking procedures. Responsible for the analysis of major SCI programs, Joe! has in-depth knowledge of direct response testing proce- dures and analytical techniques.’ Joel is featured in Unit 1. W. Glenn Hawhkins, Director of Marketing, Intemational Home Shopping, Division of Suarez Corporation Industries. With a B.A. from Roosevelt University in Chicago, Glenn held Senior Copywriter/Producer positions at J. Walter Thompson, DDB/Needham, McCann Erickson and Grey Advertising, For 10 years, he was Crealive Director for U.S. Sales, a $500 million dollar promotional and premium oriented direct marketing company. During this time, Glenn created many direct marketing campaigns that lead the industry in consumer response. He maintains an extensive catalog.of tested and proven creative strategies. At SCI, Glenn has “bottom line” responsibility for the International Home Shopping Division. Glenn is featured in Unit 14. ‘SUAREZ PROPRIETARY INFORMATION XVDouglas D. Heck, Director of Operations, Suarez Corporation Industries. With a bachelors degree from Arizona State University, Doug has taken many advanced Direct Mail Distribution and Operations courses, ‘With 20 + years experience in the direct marketing industry, he bas held various positions including the Vice President of Operations for Home Shopping Network's largest distribution facility. At SCI, Doug has total responsibility for data processing, M.1.S., and fulfillment operations. Doug is featured in Unit 13. Lorraine C, Kamp, Director of Media and List Services, Suarez Corporation Industries, During her 20 + years at SCI, Lorraine has gained in-depth list knowledge and is now a recognized industry expert. A member of bath the U.S. and Canadian Direct Marketing Associations, she travels throughout the U.S. and Canada in the performance of her media responsibilities. Lorraine annually directs the acquisition and processing of over 100 million outside names and 48 million houselist names for the many SCI divisions. In addition, she is List Manager for SCI’s customer database with annual industry rentals of 10 million names. Lorraine is featured in Unit 11. Paul “Chip” Klingaman, ITC Executive Director, International Telecommunications, a tele- ‘marketing and computer on-line company. Directing the business from inception, ITC is now ‘over $15 million in sales and 300 employees. Chip is a past presenter to The Northeast Ohio Direct Marketing Association, the Kent State University Sales and Marketing Association, and the Canton Advertising Club. Earning a BA in Marketing with a second major in Philosophy from the University of Notre Dame and an MBA in Marketing from Indiana University, Chip has held various marketing positions during his 12 +years at SCI, including Marketing and Product Research Manager, Director of Media, Copywriter and Marketing Consultant. Chip is featured in Units 3, 4, 7, 8 and 11. Lori J, Mitehell, Dizector of Purchasing/ Merchandising, Suarez Corporation Industries. Previously with AT&T Canada in Montreal, Lori came to the United States in 1990, Here she joined the Intemational Division of SCI where she acquired worldwide expertise by marketing to England, Europe and Canada. With solid international direct marketing background, Lori is now responsible for national and intemational product sourcing and purchasing, Her depart- ‘ment purchases over $30 million of merchandise annually. Lori is featured in Unit S. SUAREZ PROPRIETARY INFORMATION XVIDavid A. Nicol, Creative Director, Suarez Corporation Industries. After earning a B.A. in Psychology, Dave operated his own advertising design studio for 10 years. ‘Then as Creative Manager at StarCrest of California, Dave produced five different catalog titles — StarCrest Products of California, Store 64, Signatures, Handsome Rewards and Gavilans —and mailed more {han 100 million catalogs per year. He was responsible forthe creative direction of all catalog and collateral materials including copywriting, layout, photography and board production. AT SCI, Dave is now responsible for the production of jewelry catalogs, general merchandise catalogs and solo mailings. Dave is featured in Unit 2. Varsha A. Patel, NPGS Software Programmer, Suarez Corporation Industries. Born in India, Varsha completed a B.S. in Statistics before coming to the United States. Then she completed B.S. in Computer Science at the University of Akron. Currently, Varsha has been writing NPGS and CyberCity on-line software. Varsha is featured in Unit 4. Kathy J. Tedeschi, Senior Copywriter and Design Director, Suarez Corporation Industries, With BEA. in Graphic Design, Kathy held positions as Retail Advertising Designer at Karis Advertising, Corporate Market Art Director at Johnson & Associates, and Franchise Art Director at CESS. Advertising, She is now responsible for writing and designing promotional packages for the Lindenwold Fine Jewelers and the U.S. Commemorative Fine Art Gallery divisions of SCI. Because of her many creative accomplishments, Kathy is now recognized as one of the top direct mail designers in the country. Kathy is featured in Unit 6. Amn M. Wolfe, Computer Graphic Designer, Suarez. Corporation Industries. A Graduate of the ‘Ait Institute of Pittsburgh, Ann has worked at Innis Mapgoire Olson advertising agency and as a freelancer, With in-depth knowledge of Macintosh computer graphic capabilities, she is skilled in marketing applications including full page newspaper ads, books, political campaigns, and complete mail packages. Ann is featured in Unit 9. ‘SUAREZ PROPRIETARY INFORMATION XVIIDaniel J. Zola, Art Director, Suarez Corporation Industries. With a B.A. in Graphic Design from Ohio State University, Dan was a film editor set designer for General Pictures Corporation. ‘and an animator for Television News Art Corporation and Walt Disney Productions. As Art Director at Fox and Associates Advertising for 17 years, he produced and directed over 100 TV ‘commercials and won 17 gold medals and 38 silver medals, Dan has worked on advertising projects for many major companies including Black and Decker, Corning, Borden Chemical, Sears and Cole National. Dan is featured in Unit 9 Chuck A. Zukas, ITC Marketing Manager, Intemational Telecommunications. With 14 + years in the telemarketing industry, Chuck's expetience includes Mr. K's Foods Inc., and Aluminum Industries Inc. He has held various telemarketing positions including Branch Sales Manager, ‘Telemarketing Scriptwriter, and National Sales Manager. As ITC National Sales Manager and now Marketing Manager, Chuck has made strong contributions to the over $15 million in sales revenue. As scriptwriter, Chuck has written many types of scripts including direct mail follow- up, cold call, customer base selling, surveys, charitable donations, and leadgeneration. Chuck is featured in Unit 8, ‘Watch these SCI “Dream Team” members explain how they perform their daily operations. Lea from their wealth of experience. From the beginning and throughout the completion of the seminar, an expert development team ensured the smooth operation of the seminar itself and also invested additional time and talent to fully pre- pare this final product. To this development team, we are all appreciative of a job well done! This Development Team includes: Dennis L. Shreve, NPGS Liaison, Suarez, Corporation Industries. Graduating from Malone College with a B.A. in Communications Arts, TV Production and Theater, Dennis spent seven years in retail sales at Radio Shack with the last 2 years as Store Manager. Dennis then worked in the computer sales department of the SCI CompuClub Division, His current responsibilities include customer relations, and providing support for the Professional Seminar of “Real-Life” Direct Marketing Techniques. Teresa E. Tomassetti, Administrative Assistant, Suarez Corporation Industries. Teresa attended Malone College, Kent State University, Dale Camegie Institute and studied advertising at the University of Akron, She was a real estate salesperson, co-owner of an engineering and survey- ing firm, office manager of a construction company, co-editor of a magazine and advertising man- ager at Premiet Industrial. ‘Teresa is also a member of the National Association of Female Executives (NAFE). Along with her current administrative responsibilities, Teresa manages Hanford Press book promotions, works with the NPGS Hotline Report production, and provides support for the Professional Seminar of “Real-Life” Direct Marketing Techniques. ‘SUAREZ PROPRIETARY INFORMATION XVIThis page left blank on purpose SUAREZ PROPRIETARY INFORMATION XIXAcknowledgements Thank you all of the SC! personnel and outside experts who contributed to this product in one way or another. We are deeply indebted to the presenters, who graciously gave of their time and knowledge to create what we consider an industry first product in terms of direct marketing content and presenter expertise. We are also indebted to all of those who worked countless hours behind the scenes including: computer graphics personnel, printed material buyers, university facility Coordinators, and Dean Marini, Director of Post Production at image Video Teleproductions, North Canton. Thank you to direct marketing industry newsletter ‘Who's Mailing What" for recognizing the direct mail package promoting the “Real Life” Direct Marketing Seminar as the most outstanding and original promotional materials ever seen in the educational seminar industry. Special thanks to Gordon “Jay" Alexander, the first Creative Marketing Professional (C.M.P) graduate, for his writing skills and his course introduction. Special thanks also to John Leper for his expert post production planning and advice for this video series. Special thanks to Teresa Tomassetti for her administative support for the Professional Seminar of Real-Life” Direct Marketing Techiques and for the preparations to this tape series. Special thanks to Dennis Shreve, for his technical knowledge in computer hardware, software and video production for the making of this seminar and tape product. Special acknowledgment also goes to Benjamin D. Suarez, President and Founder of Suarez Corporation Industries for his foresight and willingness to share his knowledge and insights on Remote Direct Marketing with you. Thank you Barb Amendola, Barb Andoloro, Steven L. Baden, Dave Baio, Ann Bennington, Patricia A. Bessolman, Thomas W. Betts, Mike Blubaugh, Craig Bourquin, Judy Boyles, Mike Bragg, Jan Brannan, John Carten, Romana Catlin, Kelly Connell, Rochelle Crews, Lauri Dama, Greg DeMatties, Jool S. Fishel, Mike Giorgio, Karen Guinter, W. Glenn Hawkins, Douglas D. Heck, Brandon Hemphill, Shirley Howell, Lorrain C. Kamp, Sandra Kerr, Paul “Chip” Klingaman, Toni Klingaman, Jennifer Knapp, Lora Ladson, Rich Lee, Toni Lewis, Esther McDowell, Faye McFarland, John Marstrel, David Meeks, Lori J. Mitchell, Kevin Murphy, Rodney L. Napier, John Ness, David A. Nicol, Varsha A. Patel, Jeanne Peters, Sherri Peters, Cappy Petri, Ken Polcyn, Pamela Price, Linda Schukert, Jeff Schwarze, Heidi C. Shreve, Marcia Skidmore, Charlie Stewart, Kathy J. Tedeshi, Gail Toth, Bob “okar, Gary Vilcek, Dick Walczak, Ralph Weaver, Ann M, Wolfe, Chris C. Yochens, Daniel J. Zola, Chuck A, Zukas, Robyn Zukas. ‘SUAREZ PROPRIETARY INFORMATION. XXRemote Direct Marketing Professional Home Study Course™ Self Test Correct Answers, Numerical Score: Please circle the correct answer. Only one answer per question. The first 22 questions are taken from the 7 Steps book. 1.) Alarge-volume mailing of a single promotion to previous buyers with projectable sales and profits. a. Rollout Mailing b. Test Mailing c. Mail Drop 2.) The initial promotion mailed to a prospect list designed to bring in new customers, a. Front-end Mailing b. Fuffillment Insert ¢. House List Malling 3.) Also known as the White Mail Department. a. Total Response Generation System b. House List ¢. Public Relations 4.) The total number of orders received during a specified time period, sometimes expressed as a percentage. a. Pull b. Breakeven c. Compiled List 5.) _ GPP is defined as: a. Gross Postage per Piece b. Gross Product per Prospect ¢. Gross Profit per Prospect ‘SUAREZ PROPRIETARY INFORMATION XX