Ok, if you haven’t checked out my previous article “Direct Marketing – What is it?“, then you might want to start with that as an introduction. The following is a list I compiled to aid marketers with embracing their “Direct marketing” efforts

WHAT DO YOU ADVISE?

1- Timing is everything!

You want to roll out your “winter wear” campaigns during the snow season, not before, not when it’s not needed. This way by the time it “is” season, they are not worn down with a smattering of ads from the summer months

2- Higher quality leads are key to having a better ROI!

Again, the key term here is “quality leads”. Spamming will cost you time and annoy…better yet, let’s make sure who your sending to “has” an interest in what your selling.

3- Keep your list fresh!

Always make plans to update your list, delete dead accounts and keep it current, so that your efforts are going out to fresh prospects, not hand me down email addresses. It has been written that 40% of your returns relies on the “correct” list being used, whether it’s by direct mail or email.

4- Target those who are more “likely” to take an interest in your product

This comes from efficient profiling and a trusted database

5- Educate your customers!

Don’t just sell, sell, sell (or rather market market market ;)…..give them some intelligent info as to why they “should” choose what you are selling. Raise the awareness of your brand!

6- Build your customers profiles!

Learn and fine tune who is best suited for what. A good example of this can be seen on the Amazon.com web site. Have you ever noticed the recommendations seem to match what your interested in? HMM….it’s like they read minds or something! Make sure you have means to capture this data and analyze it. Continue reading 10 Steps to Competent Direct Marketing →

Direct Marketing! What’s it all about?

You may have heard this term thrown around over the years, or you might have already actually incorporated the style into your own marketing efforts. Those who use it, tend to stand behind it, as it’s a form a marketing that really works if you let yourself wrap your head around it. It has been called by many as one of the most “efficient” forms of marketing. now, the emphasis of this site is of course “Inbound Marketing”, however many principles began with various forms of marketing such as DM (and in many ways cross-over)

Though for the purpose of this article, my aim is to list out the key points of what it is and why it’s important. It has been a form of marketing that many have already utilized and continue to utilize to provide the best “experience” and “need” for your customers.

First a few key directives:

Spam = annoying, old school, bothersome, could and “will” put off” potential customers

Wait! what do you mean….my mailing list may be in the 1000’s, but I “do” get “some response?

Yep, well a mailing list is part of it, but not the old school spammy way. The “send it and they will come” days are a thing of the past, and it’s definitely not the way of Direct Marketing.

Remember this simple 3 step directive:

DATA–> TO INSIGHT —>TO ACTION

So what is it?

Essentially it’s the practice of taking a product and trying to sell it to those who have an “interest” in what your selling. Say for instance a friend, or an associate. Better yet, those who trust you and appreciate your efforts in marketing them things that they have a need for. It’s educating your customer, so that they can make the right decisions. It’s educating them on why “what” you have, is what they are looking for”. In short it is a form of “customer relationship management“. Continue reading Direct Marketing – What is it? →