Direct Marketing Or A Call To Action

Direct marketing is attractive to marketers because it calls for the consumer to take action, without the intervention of any kind of media. The other aspect of this type of marketing is that it sends messages directly to consumers. How often have we been watching TV and following an advertisement we are called to take action by dialing a toll-free telephone number or to visit a website. This aspect of direct marketing places more emphasis on the response from consumers, regardless of the medium selection and how it is delivered. Direct marketing is attractive to many marketers primarily due to the positive effect can be measured directly. There are benefits and drawbacks to this type of marketing.

Due to the fact that there is a positive effect it can generate, direct marketing is attractive to many marketers. If, for example, the marketer sends out a million solicitations by mail, it is possible that ten thousand customers can be tracked as having responded to the promotion. What the marketer benefits from is that they can say that the campaign led directly to the responses. The negative results cannot be measured as easily. Those results are vague and indeterminate since the number of recipients who were offended by the junk mail or spam, cannot be as easily measured. For this reason, it has been a challenge to measure responses and results. While this form of marketing is liked by the marketer, some direct marketing efforts have not been well received due to generating unwanted solicitations. Many times direct mail is irrelevant to the recipient and regarded as junk mail as unwanted emails since they are considered spam.

Many marketing companies have found that while they may have begun as a direct marketing company, they have had to diversify to offer integrated marketing. This diversification is largely due to the declining of budgets and the increase of audiences. By expanding their package of marketing communications, these agencies can offer more than directing marketing but also cover digital, events and advertising, to name a few.

By calling a consumer to take action can on many different forms, direct mailing takes on many different forms. Those forms are direct mail, which is sometime considered and is junk mail. Paper mail is delivered to postal customers in a given area. Another form is telemarketing in which telemarketers contact consumers by telephone. This form has met with some unpopularity in cold-call advertising, and in turn, led to the “no-call lists.” The next form is email marketing, which may have surpassed telemarketing, but has also led to a greater concern is spam. The next form is leaflet distribution, which generally targets the local consumer to a given area. This form tends to be popular with fast food industries, and other local businesses. Broadcast faxing is now less popular due to the fact that it is now illegal in the United States. Other forms of direct marketing has been the emergence of voice mail marketing, couponing, direct response television marketing-the birth of the infomercial, direct selling-companies such as, Tupperware, and lastly, integrated campaigns, which is the blend of several different marketing forms.

RESOURCES

http://en.wikipedia.org/wiki/Direct_marketing

Direct Marketing For Success

A Denver direct marketing agency can create a direct marketing campaign for your business that can be customized to meet a variety of needs from small to large. Your company can benefit from database creation, data analysis, creative program execution and even maintenance. The many options for business to consumer interaction and control are endless and will benefit your business tremendously. By working with a Denver direct marketing company you may be able to take your company to a new, highly efficient level that could increase sales and revenue.

You should ensure that the Denver direct marketing company you hire has in place the best and most successful specialists that have proven track records for turning profits for small as well as large companies.

The goal of the program is, of course, to have a positive effect on your bottom line. You want to gain an edge over your competition and organize your business so that it operates like a well oiled machine. The benefit of a direct marketing campaign can be as simple as turning your expenditures into successful investments for your company.

Look for a Denver direct marketing company that has years of experience under their belt, one that can show you results it has given to companies that are like yours. You want someone who knows what customers to target, that have done the research in your field and are able to execute a plan of action that will start earning your business money right away.

Direct marketing tools can provide a way for you to interact with your customers on a higher level, develop long term relationships as well as the right campaign for creating new prospects.

The Denver direct marketing firm you hire should have a direct and responsive advertising campaign, a customer relationship management program and the ability to create databases to manage and analyze the information about your customers as well as your company.

Before you hire a Denver direct marketing campaign you should understand a few things, you need to know exactly what your goals are beforehand so you can discuss with the specialist on how to achieve them.

Decide what the goal is, what you need the direct marketing campaign to accomplish. You want to ensure that your image is created and upheld properly, so decide what type of message you would like to portray. You should decide if you are going to be marketing products or if you just want to bring awareness about your company and what it does.

Do your research. The direct marketing campaign will have the majority of the research done for you, but you should understand the basics about your customers. You need to understand what they are looking for, what they expect and what triggers them to make a purchase or use your company’s services over the competition.

Be strategic about your advertising campaigns, a good direct marketing campaign will use many pieces of marketing to create the whole picture.

Make sure that you or your company is favorable among the demographic you are targeting. You want to have something people want, otherwise no direct marketing campaign can help.

Details should never be overlooked, even the smallest. Have information on your primary contacts correct and stored in a database. This is very helpful when you are speaking to a client and if they say something like their wife is in the hospital, you can say “I Hope Glenda is feeling better”. Make it personal. Take notes!

When creating marketing materials, be sure they will be noticed. December is a bad month for delivering flyers or other mailed material; mailboxes are already overloaded, so keep your mail campaigns set aside for other months.

Whatever you do and whoever you do it with, always follow up. You never want to take for granted that you or what you said will be remembered, follow up on any conversation or contact you have to ensure you both have the details correct on the steps ahead. With marketing campaigns, do not just send out an email and expect that it is going to be answered, make a phone call, send a follow up email, make contact with your contact or they will no longer be a contact!

The Significance of Direct Marketing KPI

When you are developing direct marketing KPI, there are inevitably a lot of factors to consider here. First of all, you have to remember that the number of KPI to use should be limited, to avoid further confusion when it comes to the interpretation and analysis of collected data. As with KPIs that are used in other industries and for some other purpose, less is actually more.

With that being said, let us move on to direct marketing, more specifically, direct mail marketing. Now, it is a common practice for direct mail marketers to collect marketing response data. This is essential towards the objective and effective comparison of the different direct mail design and content. Collecting marketing response data is also needed when you aim to assess the different creative approaches, offers, templates, and other aspects that have strong influence on the success of your marketing campaign itself. This way, whatever campaign you hold in the future, you will have real-time results and conclusions that you can use as basis for whatever move you make.

Now, more often than not, direct mail marketing companies also prefer to use benchmarks that are just of the average in the industry. But why not go for broke here? Why go for just the average? Just think about it for a second here: the average benchmarks would actually be the ones that are commonly used by the many companies in the industry. Thus, you are able to get a more objective point of view here. The average should then be used when you aim to analyze just how effective and efficient your marketing program is.

However, you also have to remember that there are certain factors that have strong influence on benchmarking statistics. Take for example the direct mail medium or type that you are using. There are actually different types that you can choose from, which include brochures, booklets, newsletters, and even business cards! Even the relationship that the company has with its customers can also be a factor of strong influence here. The very profile of the company itself is also on the list. Thus, it is an imperative to use benchmarks that are of the average in the industry in establishing direct marketing key performance indicators.

But if you want to go for the more effective method, then you should consider going with email marketing instead of the traditional form of direct mail marketing. When it comes to postal direct mail, your response rate is actually a bit limited here. This would depend on the percentage of people or recipients who respond to your marketing campaign by calling the number that you leave, or by physically visiting your store, or by sending back a business reply card of some sort. However, with email marketing, the response rate is not that limited at all. With email marketing, the recipient or the potential customer need not physically visit your store at all. This is already a huge plus in terms of convenience. Also, all the recipient has to do is just reply to the email itself, or better yet, join the mailing list or the very service that you are offering.

Still, direct mail marketing remains very cost-effective in terms of attracting new customers. And if you have the proper direct marketing KPI implanted for your system, the figures will certainly become more promising for your marketing campaign.

A Brief History of Direct Marketing and Its Application For Business Owners

Most people think they know what direct response marketing is all about. When you say the words ‘direct marketing’, most people don’t even heard the word marketing. Instead, they hear the word mail, as in direct mail, junk mail, or just plain old mail marketing. But direct marketing is much more than the tangible material used to make the marketing piece. It’s a way of marketing that’s measurable, accountable, and trackable.

Direct mail has been the workhorse of the marketing world since Montgomery Ward launched its first catalog in 1872. Back then, the idea of offering a world of goods through the U.S. Postal Service was revolutionary. To our farm dwelling ancestors, for whom shopping was a three-day trip with wooden cart and horse over rough terrain, ordering coal burning stoves, ice boxes, dresses and harnesses through the Montgomery Ward, Sears, and other catalogs was a blessing.

What helped the start of the direct mail industry? The U.S. Postal system, with its ability to reach nearly anyone, anywhere, was the catalyst for the direct mail surge. The growth of mass-produced items, America’s rapid expansion and reconstruction period after the Civil War also helped fuel the rising middle class and their appetite for newer, better and more fashionable things.

Direct mail continues to rise in prominence, supported by the famous catalogs. Direct response print ads soon joined the world of direct response. Print ads captured the imagination, attention and wallets of people for decades. Direct mail letters, with their classic Johnson boxes, postscripts, and multiple inserts also made their debut in the 20th century, followed by the ubiquitous donation requests and credit card offers of the 1980’s and 1990’s. Direct response television, in the form of infomercials and commercials for products, added demonstrations of products to the direct marketing world. With the advent of cable and satellite television, channels solely devoted to direct marketing products, such as HSN (Home Shopping Network), QVC and others bring beautiful, useful products into our homes and follow all the basics of direct response marketing.

Today, the growth is online. Although initially getting a bad rap thanks to spammers worldwide who send us such gems as advertisements for medications, drugs, and sexual enhancements, email marketing is now a respected player in the world of direct response. Display advertising, surging ahead of the older banner advertising, remains a prominent means of capturing attention and click throughs, especially when it’s placed next to relevant articles and content.

The latest tool added to our direct marketing toolkit is the use of keyword searches, both natural and paid, to enhances responses and online marketing. Measurable, accountable and trackable, keyword marketing is the latest interactive marketing technique to help businesses worldwide acquire, retain and create loyal customers.

Some marketers lump social media marketing and web 2.0 technologies in with direct response marketing. While these are valid forms of online marketing and can prove quite effective, they are not pure direct response marketing. It is difficult to quantify the exact return on investment (ROI) of Twitter, Facebook, and other social marketing campaigns. It’s also nearly impossible to track responses from each so-called campaign. Social networking is more about making connections and fostering relationships. Like trade show and event marketing, it is about reaching people and starting or cultivating relationships rather than marketing activities with measurable outcomes.

Key Takeaways

This brief history of direct marketing and its current status clarifies the changing world of direct marketing. Examining the marketing mix, managers need to ask the following questions to determine if a direct response campaign is the right tool for the job:

o Will we gain by understanding exactly where our responses come from?

o Will it benefit my company more by cultivating relationships with many, or dialogues with a few?

o How will we use customer data Secure it? Manage it?

o If we gather the data from the campaigns, will we use it?

The marketing mix is often a blend of various tactics to reach many and converse with a few. Direct marketing of one type or another is usually part of the marketing mix. Deciding how much of a part is predicated upon how much one needs to cultivate actionable, measurable transactions with customers.