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Introduction to Direct Response (continued)
Strong and relevant direct response
practices are a necessary driver in creating
and maintaining a closer personalized
relationship with our customers. It is
recognized that what works today with
one segment, may not work tomorrow as
preferences change.
To identify the best balance of certain
brand guidelines and response driving
techniques for ongoing communications,
GE encourages marketers to continue to
test the eff ectiveness of direct response
techniques. With the goal of maintaining
business results and cost effi ciencies,
tests should be carried out in the smallest,
statistically valid quantities that can
measure the impact of variations of creative
brand elements against the current GE
Direct Response Guidelines.
Direct Response Communications
Version 2.0
Page 4
Direct response communications
leverage the simplicity and unique
characteristics of the GE Brand
while also using proven response
driving techniques.
GE
Energy
Mr. John Smith
V.P.
ABC Company
123 Any Street
Anytown, NY 10000
Refreshing ideas
to save you time and money.
Dear Mr. Smith,
Energy Solutions by GE provides temporary water chilling and air conditioning
rental solutions to help you meet your seasonal challenges.
It may be worth 15 minutes of your time to contact GE if any of these
situations sound familiar:
•
You've outgrown your process cooling capacity.
•
You need supplemental comfort cooling due to expansion or change
in process.
•
Production capacity limitations are delaying a new product release.
Cooling solutions from GE can put control back in your hands. Please take a
few minutes to look through the enclosed materials and then contact us to
learn how we can customize a solution to save you time and money.
Sincerely
Bob Newton,
Sales Manager
Energy Solutions by GE
P.S. You can contact a GE representative at
1-877-555-5555 or visit gepower.com/rentals.
imagination at work
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