Name and Title
   Company and address (plus alternate
      addresses)
   Phone, fax, email and Web site
      addresses
   Meeting dates and related information
   Relevant personal information

   Track:

   Purchase dates/history
   Frequency of purchases
   Quantity of purchases to date
   Number of purchases to date
   Types of purchases to date
   Total sales to date

   Customize target segments

      Track by:

   Type code
   Product / service code
   Anticipated date next needed
   Miscellaneous information

   To determine future prospects:

   Source of lead
   Demographic information such as:
  company type / size
  title of decison maker
  age / sex / geographic location

   Reports can be generated for various
      informational needs.

   Eliminates of assumptions and poorly
      informed planning.

   Many personal information software packages
      are available.

Broadcast Fax Marketing    Can be done for less than cost of postage.

   Response rate for broadcast faxing is often
      greater than from direct mailings

   Avoid the image of sending "junk" faxes.

   For more professional faxes:

1. Only broadcast for important events
   (e.g. limited offers, special pricing offers, newsletters with breaking news.
   
2. When collecting fax numbers, inform prospects and customers what you may be sending.
   
3. Keep fax short in length - usually 1 never more than 3 pages.
   
4. Keep fax free of photographs or gray "screens" since they slow down the transmission.
   
5. Use legible lettering / fonts for readibility.
   
6. Provide toll free number for customers who want to be removed from your list.

      Fax Guidelines

      Do not fax to prospects - only fax to
         your customers.

      Telephone Consumers Protection Act
         (TCPA) bans unsolicited advertisement
         transmissions in USA.

      U.S. Federal Communications (FCC)
         requires that the following printed on
         first page of the transmission:

     Date and time transmission is
        sent
     Identity of sender
     Telephone number of sender

      Make sure to offer recipients an
         easy way to delete their name / fax
         number from the fax distribution list.
         Protocol:  Create a "Do Not Fax" list.

   Fax-on-Demand  (FOD)    Customer or prospect calls to request
         documents by entering numbers on their
         touch-tone phone.

      Documents requested are sent directly
         person's fax machine.

      The system is available year round, 24 hours
         a day.

      No need for phone operators.

      No problems with different time zones.

      Allows testing of various types of marketing
         ideas.

      Sending out marketing pieces by fax-on-
         demand allows tracking of successes
         per number of responses / number sent by
         fax-on-demand.

      Fax-on-demand service bureaus are available
         or with additional phone lines and with a
         reliable computer system, -or-  you can run
         your own fax-on-demand.

   Ordering By Fax  (FOD)    Every extra step/effort required to make an
         order, only decreases the response rate.

      Fax orders save business time and phone
         lines.

      Cuts down on human error since order is in
         customer's own handwriting.

      Establishes service orientation by offering
         additional options for ordering.

      Designate a fax machine(s) for these orders.

   Ways to Increase Fax Orders    Include:

   1. Provide toll-free number.
   2. Print fax number on top of order form.
   3. Create a 1-page order.
   4. Make sure that fax machine is in secure site and assure buyer that the machine is secured for credit card ordering/purchasing.
   5. Make sure that order form is dark type on light paper.
   6. Make sure the spacing on the order form is workable for large handwriting.
   7. Create a confirmation procedure to confirm receipt of the faxed order.
      Database Marketing  |   Broadcast Fax Marketing
      Fax-on-Demand  |   Ordering By Fax
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