Direct Response Marketing
It All Starts With a Top Quality Direct Marketing Mailing List
The Contents of Your Direct Mail Lists Can Make You or Break You.
Direct Response Marketing is a different concept than
all other marketing strategies because it’s based on
two-way communication between the marketer and the
prospective customer.Most other strategies are primarily a ‘sales presentation’ communicated one way, from the marketer to the consumer. Working from your direct marketing mailing list, the basic concept behind this style of marketing is to elicit a positive response from your target audience. It needs to grab the reader’s or listener’s attention immediately and maintain it long enough so they either make a purchase or respond usually within a specified
time period. The key to a successful campaign is a sourcing a top quality
direct mail list
to work off. Successful direct response marketing campaigns create a sense of urgency for the customer and just about any media can be utilized. Depending on the type of product or service being marketed, varying information is used to qualify your target audience including – • Age
• Sex
• Marital status
• What type of car you drive
• Where you live
• What type of house you live in
• Whether you’re renting or buying
• Your job
• Your salary range
• The number of children you have
• Where you take holidays
• What type of clothes you wear
• What type of restaurant you prefer
• The size of your...
• Etc, etc, As you can see, the qualification guidelines for a direct response marketing campaign are literally endless.
What’s it Used For?
One excellent option is niche marketing. The
advantages of niche marketing
are many and direct response marketing is very much suited to it. You can send specific information about your products & services to group of pre-qualified buyers. You can use it to educate your target audience on a one-off basis or by multiple contacts at regular intervals. Because it pushes for an immediate response, it’s a great means for testing various products, offers, discounts, etc. It’s a terrific tool for building a list of qualified prospects and ‘on the spot’ commitment sales. The results of one way marketing are extremely difficult to measure. For example – • How does one measure the results of a billboard campaign?
• How do you know if that last letterbox drop was successful?
• How do you know who’s interested in your products & services? The intention of every direct marketing campaign is to initiate a positive response from the target audience.
What's in it For Me?
Results from a direct response marketing campaign can be tracked, analyzed, and measured. Businesses in a highly competitive industry benefit from using this option because it provides valuable information about the prospective client. The more details a business knows about its selected target group, the better it can serve them and appeal to their needs. Valuable information is obtained directly from the customer, which eliminates much of the guess work involved in mainstream marketing. Direct response marketing can be utilized by any type or size of business organization. The benefits of direct response marketing are many and include - • It initiates an immediate response
• You can market only to those who are interested in your products
• It’s much more cost effective than mainstream marketing
• It builds strong customer rapport
• It very easy to measure response rates
• You can turn it on or off whenever you wish
• Customer buying patterns & market trends can be identified quickly
How Does it Work?
Direct response marketing campaigns work well in most types of media including –• Press
• TV
• Publications
• Trade journals
• Newsletters
• Radio
• Direct mail
• Email
• Internet For most media, direct response marketing campaigns focus on the problems, wants & needs of the target audience.
Sales letters
are also a great option. They’re stacked with benefits, compelling copy, a strong offer and a call to action. You know how it goes – “Call before 8.00pm and not only will you receive the fabulous gift pack of Hits of the 80’s CD’s for only $8.00 per month, you’ll also receive, totally free of charge, these sensational stainless steak knives with a lifetime guarantee – BUT… you must call before 8.00 pm tonight” Obviously the benefits & call to action will vary depending on your business. The initial offer should compel the consumer to respond to the request for personal information in order to have the opportunity to purchase a product or service. It must emphasize the fact that the buyer will reap important personal benefits. For TV and press, attractive graphics and designs will catch the attention of prospective customers and lead them to read more about the offer.
It Ain't WHAT You Say, It's HOW You Say It!
The copy needs to include any possible objections that a prospective customer may have, then proceed to address them in a positive manner.The consumer must feel comfortable about making the purchasing decision and continue to feel comfortable about the decision once the transaction is completed. For customer convenience, multiple methods of response are offered. By supplying toll-free telephone numbers, forms that can be completed by hand or online, email addresses, and Web site information, the prospective customer will have ample response options to choose from. Direct response marketing provides uncomplicated methods of response, but also asks for enough information for the marketer to successfully generate sales leads.
Modern Net-Wit:
"I new I was going bald when it started to take longer to wash my face" ....................................................................................Harry Hill
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