Reeltime Rentals Inc (RLTR)

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Your speculation may be off. In my forty years of direct response marketing experience, I have heard this very same question many times. It seems that many amateurs and dabblers in direct marketing have heard or read somewhere that one percent is a "standard" return, and they ask for or expect more than that.

There is no "standard" return on any offer or advertisement. Each offer wins response depending on its attractiveness to its target market. I can easily design an offer that will garner an eighty percent response. I also made a ton of money in direct mail with a small fraction of one percent response - spending almost a dollar per piece. It all depends on offer, list, and presentation, at 40%, 40%, and 20% respectively. Those numbers worked in direct mail and still work online.

I truly hope that Mark was bored when you guys had this conversation, and was not being serious. It seems that this company needs a marketing professional desperately. Then they need to listen to him. The idea that the person in charge is still wondering about a "one percent response" tells me that they have not yet hired a professional to direct their marketing. They have announced that they have done so, they have worded various investors that they had done so, but to see that at this late date they are still wondering about response, with no regard to the offer or presentation, is not a sign that inspires confidence in this long. "Plus ça change, plus c' est la même chose"