Printing, Signs and Mailing - Lancaster, PA

Direct Marketing Explained

By: Katelyn Elliott

Direct Marketing is a communication method that helps to identify and reach a specific group of customers through channels of communication including but not limited to email, mail, telephone, social media and face-to-face. Direct Marketing campaigns include a call to action and therefore are extremely measurable as they can be tracked based on how many CTAs result in a response and in what way the call to action is achieved: via the web, via phone, via walk-in.

We live in a direct marketing world, always finding ourselves racing to reach the next customer first, yet with the distractions of day to day life and competition in the fields growing up like the proverbial beanstalk, it is critically important to fine tune, hone in and use your resources wisely.

The issue for businesses big and small is this: learn, understand and know how to utilize direct marketing. Here are a few tips on how to best create and use future marketing campaigns.

  1. Determine. Who are your audience and ideal customer? Your customers could range from single family households that are just down the street to large companies all across the country.
  2. Create. Develop an attractive piece with relevant content the gets your point across while grabbing and maintaining your prospects attention. Make sure to close it with a call to action, something that the individual or company will feel inclined to do after seeing your campaign.
  3. Ensure. Make sure that you test and understand your direct marketing limitations and set reasonable expectations. Start off by targeting only a few people or businesses from within your target audience. This will demonstrate to you how your message will be perceived and how well the response track is set up.
  4. Truth Time. Give the campaign the go-ahead to run. Make sure that you remain within your capabilities while running the direct marketing campaign. If you add 50 trial items that will cause too much stress to your team due to the number of results, don’t do it. Remain aware of time constraints and workloads to ensure the health and well being of your team and your ability to meet expectations.
  5. Collect. Organize the responses in a clean manner to assist in understanding the data. This will support you in deciphering and understanding the results that you received from the campaign.
  6. Deliver. From these test results, you can create a marketing plan that will deliver the best outcomes for your direct marketing.
  7. Run. It is finally time to launch your marketing campaign with direct marketing. Best wishes for success.

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