Bob Perlstein

Timing is everything. For your direct marketing message to be successful, you need to make the right offer to the right person at the right time. So, when is a consumer most likely to buy? When will your offer have the most influence on a consumer's purchasing decision? One of the best predictors of a consumer's intent to buy goods and services is a lifestyle change such as a move, marriage or birth. This is a time in a person's life when not only is he or she likely to buy, but must buy. Movers demand new products and services such as landscaping,

Have you tried direct mail and found it to be too expensive for prospecting? Do you want to qualify prospects using a cheaper vehicle before sending out a solo direct mail effort? Or would you like to add a new program to your marketing plan? According to Jody Smith, alternate media director at Walter Karl, a good marketing plan includes alternate media as one of its elements. "As offers become more and more targeted and new mailers continue to enter the marketplace, no direct marketer should rely on just one form of advertising to meet or even exceed their desired goals. Whether

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