Editor's Notebook: Opportunities Ahead
At best, testing is an educated guess. The majority of testing is based on insights gleaned from the results of previous tests and rollouts. The problem with this tactic, says direct mail consultant and copywriter Sandra Blum, is that you're focused only on what has already happened rather than what could take place. To more effectively guide future direct mail tests, some direct marketers are conducting pretests, where they use e-mail, buckslips in current controls, insert media and Web ads to try out different headlines, find new audiences, test into a new premium and more.
What's more, because pretesting often is about getting a feel for a creative
approach, it's just as useful for mailers with small universes as it is for the million-piece marketers, says Dan McDade, president of PointClear and this month's Straight Talk interview.
If one of your goals for the year ahead is developing a new audience for your products, you might want to look into the Asian-American market. Hispanics have been in the ethnic marketing limelight for the past five years, but marketers might be missing out on an equally big opportunity in the Asian-American market. Managing Editor Tracy A. Gill points out in "Targeting the Asian-American Market" that this group's buying power grew 14.8 percent during the past 10 years, only one-tenth of a percentage point lower than that of the Hispanic market.
Some other salient facts about Asian-Americans, as reported by the advertising agency Kang & Lee:
* More than 44 percent hold a bachelor's degree, making this the most educated market in the United States.
* They have the highest median household income of all markets; more Asian-American households are in the $75,000+ income group than any other market.
* On a day-to-day basis, the PEW Internet and American Life Project found that Asian-Americans make online purchases at twice the rate of other racial/ethnic groups.
Educated, wealthy and comfortable with buying directwhat more could a
direct marketer ask for? If you're thinking, "direct mail tips for this market, please" then read "Targeting the Asian-American Market" for insights on how to effectively communicate with this potential new customer base.
We hope these two stories get you fired up to do a little opportunity hunting this year. You never know what you will discover outside your front door.