| |
| |
|
Marketing Resource Center |
|
|
|
These Four Things Will Make Your Direct Marketing Successful
Direct marketing is built on four things. The other way to look at it is that when you think direct marketing is not working only one of four things can be wrong. Let's look at each. 1. The Target - This is who you are sending your marketing to. The target is your list and the list is your market. These are the people most interested in what you have to say, what you have to offer and what you have to sell. These are interested prospects, hopefully, that will want what you have to sell. If this group does not want or need what you have then your target needs changed. Your target does not represent your market in this case. When working with list brokers, you can specify what your ideal target, ideal client or market should be. This is where most people think of demographics. How big a company is, what the income is or sales level is, where they are located, their age, their family size, etc. All of this defines your target and the tighter the definition of your target, the higher the probability of success. TO-DO: Write out the description of your ideal client. Contact list brokers and see how many of these there are. Make sure to specify geographical areas. Determine the cost of such a list. Buy the list and start mailing to it over and over and over on a frequent, consistent basis. 2. The Vehicle - This is what you are sending to your list. In the world of direct mail its pretty simple: A letter, A postcard, A catalog or a three dimensional package. Professional companies like letters. People that are on the run, multi-tasker entrepreneurs may prefer postcards. C-level officers buying high ticket items may prefer a package. Consider this when determining your direct marketing campaign budget and base it on what you think your target market will want. 3. The Message - This component of direct marketing is what you are saying to your market; to your audience; to your list. This is also where you develop and communicate the offer that you are seeking a response to. Your job with the message is to communicate benefit oriented information and advantages that will motivate the prospect to take some type of action. The action might be a sale, a phone call, a visit or a web-site visit. Think of a coupon. That is a response mechanism. The prospect sees the value and product offering on the coupon and visits a place of business and redeems it, all conforming to benefit communication and motivation to action. 4. Frequency - So many times people try direct marketing and give up because of low response. They typically give up before giving the campaign enough time to work. We are inundated with marketing messages everyday, therefore it takes repetition and consistency of delivering that message to match up with timing and desire to the point where the prospect will take action. The rule of thumb is 6-8 times will create the top of mind awareness in the mind of your prospect so that they think of you, your product or service when their need or want arises. Concentrating on just these four marketing components will help you develop the highest probable direct marketing campaign for your products and services. Get a free 7 step PR plan by sending a blank email to prplan@market-for-profits.com or get a report on how to instantly add 50 people to your network by going to http://www.market-for-profits.com. Also visit http://www.directmailmarketingsuccess.com for over 300 tips, techniques and tactics on direct mail. Al Lautenslager is a speaker, author, business owner, consultant, a certified guerrilla marketing coach who helps businesses and professionals increase their revenue through focused marketing and an increased client base. He is the bestselling co-author of Guerrilla Marketing in 30 Days and a featured business coach for entrepreneur.com. He can be contacted through his website, http://www.market-for-profits.com
MORE RESOURCES:
Google News |
|
|
|
RELATED ARTICLES
7 Proven Tips To Market Your Cleaning Business Marketing your cleaning business is something that you will already have an idea about when you start your business plan. Nothing is better for an emerging cleaning business than a really good marketing strategy. Network Marketing Is Definitely A Relationship Business Heavily branded websites like amazon.com are household names andcarry an implied trust with visitors. Are Your Brochures Worth The Paper Theyre Printed On? Brochures are one of the oldest marketing weapons in the business arsenal. And for good reason. Marketing Ideas Without Action Will Get You Nowhere! Marketing Ideas Without Action Get You NowhereYou want to grow your small business, but how do you do that? Many of the small businesses I work with are not really sure what works best, or how, or where to get started.We're all familiar with the term Marketing, but what in the heck is it really supposed to do for us?* Build brand awareness* Build name recognition* Increase market share* Get more clients* Generate referrals* Create more repeat businessMaybe you've tried some things in the past like brochures, yellow pages advertising, Chamber of Commerce networking but were disappointed with the results so you stopped doing them. Loyalty Cards Systems - Beware, Some Should Be Avoided Recently, I discussed a loyalty card system with a vendor who was selling quite a number of his systems to restaurants. I was shocked to discover the lack of detailed information that this vendor catered for, and the opportunities the system he provided squandered. Large One? Here's a proven, and truly easy way to start increasing your sales, immediately.All you need to do is add these 2 words to your selling system, and you're good to go. 5 Steps for Developing a Marketing Tag Line for Your Product, Business, or Website A marketing tag line is the one or two line descriptor that often comes after a product logo or company name. It is one of those things that looks simple but isn't. Free and Easy School Fundraisers | Elementary and High School Fund Raising Ideas Parents are always looking for free and easy ways to improve their child's education. School funding plays a big part in the education that your child receives, especially if you are in a smaller school such as a church school or private, independently owned school. Help! What Happened? Let's be honest, when you're writing sales material for a product, there are a frightening number of things that can go wrong, aren't there?Remember Murphy's Law: what can go wrong will, and at the worst possible moment. Well, we're going to try to gain some control over events and the best way to gain control is to know what makes things tick . Linking Features & Benefits I'm sure that you've had those Eureka! moments, too. When a piece of information suddenly helped you see or understand something that hadn't been apparent before. Make Your Prospects Say Yes! 6 Secrets to Stellar Sales PresentationsEvery sale is won or lost in the presentation. Regardless of product, industry, or market every sale has the same basic components: A prospect who wants a product, a product, and a sales person who will or will not help that customer buy. Small Business Marketing Tip - Get Attention and Be Remembered We live in a world of noise - not just auditory noise but total sensory overload. Everywhere we go marketing messages are shouting at us day and night. The First Rule of CRM for Financial Services Things have to change. Cross selling is not going to happen simply by installing new CRM technology. The Power Of A Story If you want your marketing to be effective, you absolutely must connect emotionally with your prospects. And one of the best ways to do that is by telling a story. A Jack Of All Trades Is Often The Master of None You've heard variations of that saying your entire life. Consider: a marketer to all markets . 25 Ways To Make Your Next Direct Mail Campaign Work This list contains 25 powerful strategies to improve your direct mail results. It would be wise to use this as a checklist to ensure you've included as many as possible in your advertising. How to Really Get Your Customers What Really Makes Your Postcard Mailing Successful? The biggest single factor in the success of your postcard mailings is who you send your postcards to.You need a list of people or businesses to send your postcard offer to. Viral Marketing Viral marketing involves the use of surf-exchanges, and if you don't know what a surf-exchange is, itsa site that you can join, often for free, and exchange web page views with other members.You submit the website you wish to promote, and then you usually get a 'start page' that you load into your web browser and you start to view other web pages. Marketing - Like a Game of Chess Have you started thinking about your Valentines Day Promotion yet?It may sound like a strange question on the day before Thanksgiving but it really isn't. When scheduling your promotions it is like a game of chess. Marketing Hesitation Costs Dearly Timing is everything. Hate to be late? The early bird gets the worm.
|
| home | site map | Advertising Articles |
| © 2006 |
