Chapter 5: Diagram Eight

Europe

Read first test results
Determine results of British Postal Meeting; make decisions on mailing lists as a result of meeting
Boardroom negotiate price to rent entire file
KCI negotiate price 550M...call Karen and lower price
Newsletter Management negotiate price...send letter to lower price
Nightingale Conant negotiate price
Cogan's masterfiles such as Shindler masterfile
Then continue in big numbers from there

Exploding Envelope

Inserts

AMS Lettershop

Test new 8-page newspaper format
Test tabloid in larger size envelope; have Pacific Envelope print larger size envelope
Test placing conversion notice first
Test logo coupon vs. regular
Put some lists through women-purge program; test repeat of 2nd quarter Shindler to increase universe
Ticket to Success test; if looks good, go back to England test

Space Media

Test Moneysworth; Better Living; good space deals
Test Neo-Tech Management ad; go in all good publications that rejected Neo-Tech ad -- send brochure
Test "Ticket to Success" ad in Spanish-speaking magazine; set ad through Stuart
Test "Ticket to Success" ad in French-speaking Canadian magazine; check with Stuart if knows market
Test 1/6 page "Ticket to Success" ad in next issue of Success to demonstrate if nature of ad can run time after time such as Mellinger's 1/6 page ads, year after year, building recognition and credibility. If so, study different magazines.
Test "Ticket to Success" bind-in card in magazine; test versus exploding envelope in InterMarket
Of course, pursue exploding envelope as indicated above
Classified ad
Pick up National Enquirer and determine best inquiry ad size
Pick up and study different publications and ads.

Canadian Market

Run "Ticket to Success" in several Canadian publications as a) a feeler ad, and b) good strategy for them to get used to us to accept 4-page or exploding envelope
Set Fiduciary loose on testing Canadian lists
Establish a Canadian mail house in October while in Montreal
Get a huge-volume list and mail via BMI into Canada
Test French brochure to French-Canadian names - via AMS 106
Send Claudette letter for leads

Neo-Tech Management Book

Finish brochure and mail from England before October 1st to best 70M Neo-Tech names
Finish editing...to WW
Finish final chapter
Ongoing product development

Gary's Area

Finish brochure and mail from England hopefully before October 1st to all Neo-Tech buyers minus RIBI names
Provide GT with necessary information to produce "A Day of Consultation"
Encourage and work closely with GT on developing cassette tapes on each concept -- "Tape of the Month Club"
Begin developing brochure for monthly cassettes

Keri's Area

Encourage development and growth of Fiduciary Lists as it expands into large operation with perhaps added help
Encourage and work closely in BMI and mailings as KJ will become in charge of those mailings and acquiring the mailing lists
Shoot for first Neo-Tech Summit in November:
1. Finish ad copy
2. KJ find out best time to mail prior to Summit
3. Mail to 3M RIBI Names
4. My good opportunity to do our first telemarketing test. If works, do them all and MH start for Integrated Management Associates
5. Have a blast in Las Vegas come November
Work with KJ to write out philosophical linkages of Paradise Valley to man's nature...why different. Then will publish that in some mailing to monitor immediate interest.

Kay's Area

Take a good list and run through "common-women names" program and pull out good select of women so Kay's mini-company can make money while testing. Great source of names once get started; can establish "core" lists as does Integrated Management and have good income while pursuing more profitable lists.
Test three approaches; keep on 4-page format for test, for this is different ball game; after 1st test then may switch to 8-page format, depending on results of 3-way test.
Work closely with Kay to develop "Ticket to Success" 1/6 page ad for women. Test in low-cost magazine.
Could women be similar in nature to Japanese and other Far East cultures? Could they need to first develop trust with a company? Make 3-way test a 4-way test and test women's "Ticket to Success" as an inquiry postcard through the mail.
Pending on British Postal Meeting, will eventually start testing from England once find substantial names to work with, which may warrant Kay traveling to England if her mailings really got rolling.
Set up and turn over profitable decline, invalid, bad-check program to Kay's mini-company. A good sustaining income.
Finish questionnaire and insert to go with her booklist mailing to Neo-Tech names.

Frank's Area

Helen's Area

Ruth's Area

Develop makeshift video cassette with wedding tape, cutting, narrating, and dubbing in music and narration
Provide Ruth and John idea and makeshift videos
Let them do one on their own with my narration edits to their music and drama...great potential
Eventually perhaps blend in with GT's tape-of-the-month product

Neo-Tech Newsletter/2nd-class project

Writing Projects

Neo-Tech Management Book
Neo-Tech Management brochure
A Day of Consultation brochure
Neo-Tech Summit brochure editing
Children's concepts, Neo-Tech
Two chapters of "Money/Power Through Successful Love"
Doris insert and questionnaire
Booklist insert
New product -- Look and See
Article about loving your work means making the most money, even if money means little to you
Letter to Peter
New CCL letter
Prepare consultation on Mini-Day and Power-Thinking for in-house meeting
Prepare consultation on Mini-Day and Power-Thinking for Summit
Never can lie -- right brain. Support structure

Internal Operations (Vicki, Helen, Shelly)

Hard copy checks of everything
Install long overdue fine system
"Shake-up"
Set up "salvage" programs as discover mistakes
Interview job applicants
Search job file to bring in a customer service and public relations full time, ambitious employee; will determine how to set up as self-motivated entrepreneur
Daily organization put into office -- becoming straight and tight; want to have the tightest office in the country
Set up auditing control on everything, including bank check-in, check-out control on returns
Bank-like control on all orders
Bank-like control on all correspondence, computer work, and customer service with MH personal check now
Collection to go to entrepreneurial-motivated Kay
Fine system to clean up non-conscientious work
Drawers and files and storage becoming a pleasure to enter, not a drag -- every desk and cabinet
Job file search -- Accountant, customer service

Late Notes and Additions:

Accounting

Mailing list project