What’s Direct Marketing?
Oct 30
You often hear advertising people talking about ‘direct marketing’, but what exactly is it? I’m going to start this article by explaining more about direct marketing, what it is and then eventually explain the best ways you can use it.
The most general definition of direct marketing is something along the lines of this: any advertising or marketing literature that involves asking a customer to do something. In other words, a ‘call-to-action’. The advertising is responsible for getting the customer to respond to something, which will then put them in your sales funnel. It’s called specifically direct marketing, because once the call to action is fulfilled, a marketer can speak directly to his customer. Popular examples of direct marketing include mail-shots, email newsletters, newspaper adverts, radio/TV and Internet signup boxes.
What Should The Strategy Be?
Direct Marketing should, and indeed can, play a big part in reducing a firm’s cost in acquiring new customers. The general strategy should be to monitor the response rate – i.e. number of people responding – and to try and reduce the advertising spend that it takes to acquire the customers. Furthermore, another goal you should bear in mind is the development of a brand name – direct marketing if used wisely can provide huge exposure for your brand.
Targeting Audiences
Before you even begin to design your marketing campaign, it’s critical that you decide who the audience will be for your product. By targeting an audience properly you’ll have a much clearer idea about their habits and needs. This puts you in a much stronger position to sell your product.
Things to think about when targeting an audience:
* Who..? Who do you think might benefit from your product, and who are you inviting the call-of-action to?
* Why..? Do you just want people to review a few helpful products..or do you want them to retain your services?
* What…? What is the main benefit you’r providing to your customers?
* When…? Do your customers need to respond to this message immediately, or not? Will they be receiving a product immediatley, or will they be rewarded over a longer period of time?
* How…? How do you intend to present and distribute your message to your potential customers?
Don’t forget your existing customers
I’ve talked today about the very basics of designing a direct marketing campaign. It’s important not to overlook onen of the most underrated resources you already have: existing customers!Existing customers can provide a wealth of up-sell opportunities.
One idea might be to send a customized calendar to all your existing customers this year.Calendars are great because they’re useful, they can be on a customer’s wall for an entire year and they keep your brand in the customer’s mind.A properly designed calendar can really help your business.
AGlobalworld.com produces international calendar for businesses that include international public holidays, so you’ll never miss one again!