Some Key Benefits of Direct Marketing

Nowadays, there is intense competition between many companies which offer similar products or services. Marketing which includes advertising and promotion of a particular product or service is vital for any company to survive in this highly competitive world. One of the best forms of marketing in today’s world is direct marketing. There are various benefits of direct marketing for any company, immaterial of its size.

Generally, the budget for direct marketing is much lower when compared to the other forms of marketing. It is therefore a favourite for small and medium-sized companies. According to the Direct Marketing Association, direct marketing involves interactivity, using advertising media. Direct marketing is targeted directly at prospective and existing customers. By getting direct responses from them, it is possible to measure various aspects in a more accurate manner.

Before proceeding with mass production, a company may want to test out a new product. By checking all the direct responses from prospective or current end-users, it is possible to estimate whether the product would generate good sales for the company. Another great benefit is that companies have the chance to make the necessary improvements for their current products or services based on direct response data. The data can also used for future product innovations or creation of new and better services.

Apart from the aforementioned benefits, there are higher chances of sales due to the more direct approach of advertising and promotion. Direct marketing can also create many good leads, which could increase the business prospects of a company. Currently direct mail, telemarketing, e-mail marketing and television marketing which uses a direct response approach are the most effective means of direct marketing. Direct mail involves the usage of postal service. Based on lists obtained from the internet or any other source, it is possible for a company to send free samples, leaflets, catalogues or other promotional items to certain people through mail or post.

Generally, telemarketing is more expensive compared to direct mail. Direct calls are made to people based on specific lists. The same approach is used for e-mail marketing. Promotional and advertising type e-mails are sent out to some people based on certain lists. In the case of television marketing, which uses direct response approach, there are two main types – the long form (infomercial) or short form. Companies which use any of these forms expect direct responses from TV viewers through toll-free phone numbers or online site visits.

In short, there are many benefits of direct marketing for any company, irrespective of its size. With direct marketing, it is possible for a company to increase its overall sales, enjoy a higher number of loyal customers and improve its current products or services for better sales. A company can also test out its new product or service. By using the direct response database, it is possible for a company to invent a future and better product or create a new and better service.

Direct Marketing – 5 Essential Components of Successful Direct Marketing

Direct Marketing produced $2.05 trillion in sales in 2012. That represents about 8.7% of US GDP in 2013. This implies several key points.

First, competition in direct marketing is stiff. With all those advertisement dollars being spent on direct marketing, you need to ensure your message is getting through and being heard. Second, with stiff competition, you need to craft compelling messages, not once, but repeatedly. You need to do this effectively and efficiently, if you want to do more than just tread water.

Thus, it’s important to develop a marketing strategy that optimizes your budget spend by employing direct marketing more effectively. Here are 5 essential components of successful direct marketing.

1) Deliver a Compelling Sales Message

Several elements go into creating a compelling sales message. Successful sales letters and other marketing content must be relevant, useful, and persuasive. Marketing content that works grabs your prospect’s attention, shows uniqueness, and builds trust with your prospect. Employ these three elements in all your direct marketing content.

· WIIFM – Tell your prospect exactly what’s in it for him or her.

· Unique Selling Proposition (USP) – Clearly describe why your solution is the superior one.

· Testimonials – Let your satisfied customers “sell” for you.

2) Follow-up Leads Promptly to Attract and Engage Your Prospect’s Attention

You might have a lead-generating sales letter, but if you don’t follow-up, valuable leads will slip through the cracks. Follow-up a live event with a phone call, an email, or a letter that invites the prospect to take the next step.

Offer a free demonstration of your product or service. Set up an appointment with a subject matter expert who can go into greater detail on how your company’s solution works, and why it’s better than the competition’s. Then, before the scheduled demonstration, send a white paper that explains your product in detail.

Follow-up, engage and spark your prospect’s interest in your solution.

3) Promote Your Brand

Benefits from branding give companies and edge over competitors that don’t brand. Branding helps position your product or service favorably. It also gives you pricing and distribution power. The takeaway is: never miss an opportunity to brand.

Direct marketing affords you many online and off-line media to build brand awareness. Online media: (1) Banner advertising; (2) Blogs; (3) Email; and (4) Website. Off-line media: (1) Print advertising – sales letters, postcards, brochures; (2) Press Releases; and (3) Public Relations.

4) Nurture the New Customer Relationship

Lead nurturing is just as important as lead acquisition. Most companies want to develop long-term relationships with customers. That’s because they become repeat customers. And, over time, repeat customers generate more sales and profits to your bottom line.

Outbound marketing provides many ways to build and maintain a thriving lead nurturing program. You can employ email, direct mail, social media, mobile, podcasts, seminars, phone calls, and videos.

5) Integrate and Synchronize Online and Off-line Direct Marketing

To optimize your message and direct marketing budget, success lies in finding the right mix of online and off-line methods. One method isn’t necessarily better than another. Instead, the secret sauce to successful direct marketing depends on how you weave these various methods together.

You can integrate and synchronize these methods along the sales cycle beginning with message delivery. Start with a sales letter, follow-up with a phone call or email. Refer your prospect to your website for deeper marketing content, and don’t forget to brand throughout this process.

Achieving the right marketing mix produces a “multiplier effect” that helps you close sales faster and easier. Employing different media in a consistent and coherent manner working towards the same goal optimizes your marketing efforts.

Don’t Overlook the Value of Direct Marketing

With so much attention focused on inbound marketing lately, it’s easy to overlook direct marketing’s benefits. However, as you can see, it still commands the lion’s share of sales. Therefore, it’s prudent to examine your marketing strategy’s focus and align your budget accordingly.

Before you undertake a direct marketing campaign, employ these five essential components to compete effectively and efficiently for that $2.05 trillion market.

Advantages and Disadvantages of Direct Marketing

The Term marketing basically refers to informing about the value, use, benefits and advantages of the product to the customer or buyer. Marketing is divided into 2 categories direct marketing and indirect marketing.

It is very important for every business in today’s world to know how to market a product it does not matter if you are selling a hair pin or an airplane you have to market your product. It’s not going to sell itself.

What is direct Marketing?

Direct marketing is basically a system where once the goods are manufactured and ready for use they are sold directly to the consumer by using different marketing methods that connect the buyer to the manufacturers goods directly, and there are no middle men involved.

This is done by connecting to the consumer directly using different modes such as Telemarketing, Email Marketing, SMS, Social Media marketing etc.

Advantages

From the point of view of the customer or consumer the advantage is that it does not increase the price of the product that they are buying, compared to products that are not marketed using direct marketing techniques. This would involve a price rise due to commission from retailers and wholesalers

From the point of view of the manufacturer it gives them exact and proper feedback about their product in terms of customer reviews as they are communicating with the consumers directly and do not have to depend on information from retailers or any other middlemen involved.

Disadvantages

The disadvantage of direct Marketing is that most people do not like to be approached directly by people who want to sell them something. In other words people hate to be sold too, but they love buying. They feel they will find out about a product when they want to buy it.

From the point of view of the Marketing executive or Marketing Manager they prefer these Methods of direct marketing because you are not wasting any energy, time, or money as they are reaching out to the potential customers directly.

How to use Direct Marketing?

If you are interested in using direct marketing techniques for your business then here is a list of a few methods and how you can use them.

Email Marketing

In today’s world everyone uses emails to communicate thus sending out an email directly to the person is a very effective way to market, but you have to be careful of not spamming them. You should have permission from the person to email them with offers. You can do this by asking them if they are comfortable in providing their contact information so you could send them an email. But you should remember to always allow them an option to unsubscribe or stop the emails.

Telemarketing

This is one method of direct marketing that most people do not like a lot, or do not prefer as they feel they shouldn’t be disturbed anytime of the day asking them if they are interested in buying or using a service or a product. So the best option is to record a voice mail of the offer and send it out to the user and they can block or accept the call according to their wish.

SMS

Another method of direct marketing which is very useful in today’s world is sending out a bulk SMS to a list of potential customers this is better than telemarketing as the customer does not get disturbed and can check the text message later when he feels like.

According to me direct marketing is very effective and useful. But in order to do that you have to build a good relation with the customer before you start sending out any products or offers that they could purchase.

I’d like to help you if I can. I had a great time writing this article, I hope you enjoyed it. I look forward to being in touch with you again soon.

The Basics and Benefits of Direct Marketing Lists

Direct Marketing lists are essentially databases filled with contact details, such as names and addresses of consumers or individuals at businesses, which can be used by companies of all sizes to send out promotional information. Direct marketing lists can be both email and postal address based, and will be made use of by all sorts of organizations and businesses for a variety of purposes.

The Basics of Direct Marketing Lists

The type of information that you can send out to prospects on a direct marketing list is limited only by your budget and your imagination, but in general there are two reasons why your company might want to undertake a direct marketing lists-based campaign:

To Generate new Sales – direct mailing promotions, coupons, vouchers and details of new products and services can help to generate new sales and secure new customers or clients.

To Build and Develop your Brand – keeping your current customer base informed about your company with shareable and relevant content can help you build your brand as well as encourage customer retention and recommendations.

The Benefits of Direct Marketing Lists

Although there are some instances where direct mail marketing or direct email marketing is not appropriate, provided a campaign is targeted and created properly there are all sorts of benefits associated with it. Many surveys have shown that customers and business owners are still happy to receive information and marketing collateral via the mail, particularly since it is generally regarded to be less intrusive than some other forms of communication. If you have a good marketing list, you can also be sure that the prospects on the list are happy to be contacted and receive information from your company, so they are already interested in what you have to offer them. Direct marketing, provided it is carried out properly, is a targeted and precise way to contact and communicate with the customers and clients that your company needs.

When you undertake a direct marketing list based campaign you are basically physically putting your messages and communication directly into the hands of your potential clients or customers. Yes, this information may not always be read but if you put the effort into creating a good impression with the information you have a much greater chance of it being read, absorbed and actioned upon. You can generate interest in your campaigns by adding in little extras, such as coupons or money off vouchers. This is a great way to reward current customers too, since it shows them that you appreciate their loyalty to your business and its brand.

Thanks to the virtual simplicity of direct mail campaigns, you also have a lot of freedom to really customize the information that you are sending out as well as the ability to target particular groups or individuals. Create campaigns based on the needs and requirements of potential customers, and address them as individuals rather than a mass of potential purchase. You can choose any way to communicate your messages too, from brochures and newsletters to something a little more quirky such as postcards. The more inventive you are with your communication the more likely they are going to be noticed and absorbed.

An additional benefit of direct marketing methods is that they are some of the simplest methods of marketing and promotions to track and measure. When running a direct mail campaign you can really see just how effective they are for your business or organization, even by doing something as simple such as tracking the number of enquiries that have been generated by the campaign or even totalling up the number of promotional vouchers that have been sent out and subsequently used.