By: Scott D. White
If your company doesn’t have a direct marketing program in place, a direct marketing agency can create one for you. A direct marketing company provides small to very large customizable ranges of business-to-business and business-to-consumer direct marketing options sure to fit your needs. From database creation and maintenance to data analysis and creative program execution, a direct marketing company can take any existing direct marketing program, or a lack of one, and develop a highly efficient direct sales machine for your company.
A good direct marketing company employs experts in each aspect of direct marketing who have proven time and time again they have what it takes to create a successful direct mail campaign and turn your existing unorganized data into a powerful computer-readable customer database.
The goal of any successful direct marketing program is ultimately a positive effect on your bottom line. Good direct marketing programs are proven performers that will give you an edge over your competition. The direct marketing expertise and capabilities that a good direct marketing company offers will turn your direct marketing expenditures into successful investments.
Look for a company that has years of target market research experience ready to work for you. They will uncover who your best customers are and develop a direct marketing campaign that will get them to respond.
They should know how to impact behavior, get results and form the basis for long-term relationships with your customers and prospects.
Direct marketing abilities should include:
- Direct response advertising
- Customer relation’s management
- Data management services and data analysis
- Media planning, media buying and complete direct marketing campaign management
Seven HUGE Tips to Direct Marketing that gets results
Successful direct marketing takes planning and strategic thought…
1. Know your goal: What do you want your direct marketing to accomplish? What kind of impression do you wish to leave? Do you wish to inform your prospects about your product or just make them aware? Recently, Brand Identity Guru was asked by a client to expand its direct marketing efforts, so we created a direct marketing piece to showcase our client’s most attractive points. That direct marketing piece now accounts for 30 percent of the client’s new business.
2. Research: Don’t just have a list. Learn something about your customers so you can speak to them better. Discover their hot buttons, so you can push them.
3. Plan properly: The best direct marketing campaigns work along with PR, traditional advertising, brand strategy and efforts by your sales force. Ultimately, each piece is part of a larger total company campaign and should work together.
4. Be relevant: Direct marketing efforts should offer something your clients might want to buy.
5. Be conscious of details: Find the name of your primary contacts, and make sure you spell them right in the items you send to them. Even the best direct marketing piece is useless in the trash.
6. Be consistent: Use a series of pieces that speak to your customer’s needs. Don’t know what they are? Ask. Usually, December is not a good time because mailboxes are already overcrowded. Brand Identity Guru suggests waiting until February or another month.
7. Follow up: If you don’t follow up, the results of your direct marketing efforts could crash to a halt. Initiate a conversation with people on your list. A phone call a week or two after your mailing is a great idea.
Direct marketing is a powerful tool to capture your prospects’ attention and orders. If your direct marketing includes an attractive offer, imagine what the results will be. Throw in a brand-centric foundation and you have a direct marketing effort even more powerful than the sum of its parts.
