Helping You Achieve Double-Digit Results with Direct Marketing and Opt-In Marketing

ERDM created the process of Integrated Direct Marketing (IDM®) in 1983 and it has been used by clients ever since. IDM helps clients achieve double-digit response through the precision timing and synchronization of multiple media and sales channels including:

Public Relations
Web, Social, and Digital Media
Direct Response Print Advertising
Direct Mail and e-mail
Inbound and Outbound Tele-contact
Field Sales Channels
Retail
Opt-in Databases

The methodology of Integrated Direct Marketing is based on 5 principles:

Start with the Customer! Understand their relationship expectations and requirements, per the Voice of the Customer Relationship Research process.
Synchronize multichannels with laser precision.
Develop integrated direct marketing materials that provide value to the customer.
Continue the process through the sales cycle and beyond.
Listen to the Field Sales Force.

Goal: Double-digit response, first time, every time

Ernan Roman Direct Marketing can help you implement IDM multichannel programs that achieve an interactive dialogue with your customers at multiple points during the sales cycle and throughout the long-term relationship to maximize Lifetime Value and, thus, Return on Investment.

The IDM multichannel process ensures ongoing, effective communication:

Presale contact to determine the needs, interests, and preferences of prospects and customers
Precise, integrated direct marketing communications during the Sales process that are designed for ever-increasing focus on customer’s requirements
Ongoing Growth and Retention integrated marketing and sales communications to maintain the customer relationship—as customer’s needs change—whether a sale has been closed or not.

IDM also reallocates existing budgets to maximize revenue by customer or prospect group. (You may not be spending enough on your best customers!)

Integrated direct marketing investment should be driven by potential return, which is driven by "propensity to buy."
Who has the highest propensity to buy? Likely, 20 percent of your customers generate 80 percent of your revenue.
Instead of allocating marketing dollars to these folks, however, prevailing wisdom says, "They already bought – we need new sales."
The following chart indicates the allocation for investing, according to propensity to buy:

ERDM provides integrated marketing services to help you implement IDM programs that are:

Strategic. All sales and integrated direct marketing channels operate according to a precise plan and are synchronized to maximize results.
Based on Voice of the Customer (VoC) Relationship Research. The success of the process depends on in-depth knowledge of the relationship expectations of the customer. This knowledge goes beyond demographics and database marketing.
Targeted to customer needs. All communications to the prospect or customer – no matter what the media—must be judged relevant and provide true value.

IDM is accepted as a proven, highly effective, and accountable process for customer-focused relationship marketing. The results of years of careful measurement have proven that IDM will:

Generate double-digit qualified response, with a focus on quality, not quantity.
Often decrease cost of sale by redeploying budgets and resources for greater productivity.
Increase customer satisfaction and lifetime value.
Provide leads that result in timely, tenacious follow-up and closure by the sales force.
Increase efficiency and productivity of both direct marketing and the sales force.