Reach More Customers With Direct Marketing

Direct marketing, including direct mail, telemarketing and email marketing, is the most traditional and cost effective form of advertising. While television and radio advertisements have the ability to bring in a lot of business, they are expensive and cannot target an ultra-specific audience. Direct marketing, however, has the ability to focus on a specific group of people and present them messages tailored distinctively for them.Direct marketing encompasses the traditional method of direct mail, as well as telemarketing. Email marketing is also a very low cost method of advertising that is sent to consumers directly. In an effort to cut down on waste and build a customer base, direct marketing requires a significant amount of research. Defining your target audience will help you streamline your message and send materials directly to those folks, instead of blanketing a region with the same, generic message. This research is an ongoing process, and should be constantly tweaked as a result of the response you receive.The goal of direct marketing is simple: Turn people into customers through a series of advertisements that peak their interest. Peaking their interest can be a challenging task. Direct mail can be seen as “junk mail” and thrown out before it is even fully read. How often have you received “junk mail” and thrown it out before reading it? Think about what it would take for a piece of direct mail to grab your attention and cause you to read it. Put those characteristics into your direct mail. In order to grab the attention of a perspective customer, you must make your direct mail stand out. Use a simplistic, yet eye-catching, design and copy that is compelling and inspires the reader to take action.It is easy to send out a mass email or mass direct mail campaign that encompasses a wide area of people with a picture of your product and it’s price. However, this is not the most effective way of direct marketing. Research must be done to tailor your advertisements to a select group of people. Let’s say you’re in the electronics business. About 150 of your clients and people who give feedback either in-store or online are people who regularly buy surround sound speakers. Shouldn’t your message to them specifically target their interest in surround sound speakers? Finding a group of people who show interest in a particular product makes it easy to craft a direct mail or email advertisement that peaks interest and inspires people to become either first-time or repeat customers.The next time you are trying to figure out how to reach more people and increase your bottom line, consider the proven effective strategies of direct marketing. Putting time and effort into the proper research to craft an advertisement that is compelling will surely pay off in the long run and significantly increase your profit margin.

How to Grow Your Business Fast Through Direct Response Marketing Strategies

Yes, you could do one thing and magically transform your business into an overnight success. However such a miracle isn’t likely. However, there is a proven time-tested way guaranteed to get clients for your business on a daily basis.

Proven time-tested direct response marketing strategies might not be as exciting as a miracle but they do provide consistent results. If you do the right things you’ll be able to put food on the table, take care of all your expenses, and see exploding profits you can rely on.

A one-step, one-time, single instant success recipe is never a safe bet. If you want a safe bet, if you want to take steps that will grow your business and put money in the bank then you should expect to follow a multi-pronged approach.

With a multi-pronged approach you implement many direct marketing options to get your message in front of your best potential prospects. Don’t expect to see hordes of prospects flocking to your business. In fact, it isn’t the number that’s important is the sales the prospects you get produce. Consequently, I suggest you set realistic expectations and measure your results.

When you get what might seem like a small number of responses, but you get those responses consistently and you get those responses from multiple sources then you have a solid formula for on going business success.

Think about this. If you can get a small number of prospects, say even 10, who contact you on a daily basis you could have 3,520 new prospects in a year. In reality, you could get far more than 10 a day but even if you only got 3,520 prospects you could reliably boost your business.

Here is what is important. The prospects you get from direct marketing are either looking for information, or they are looking to buy now. Of those prospects looking for information some won’t be ready to buy yet, some won’t be a good fit for you, and a few will get their needs met by a competitor before you respond to them.

Here is the good news. Those prospects who are ready to buy now should convert at an extremely high rate. The people who get prospects through direct response marketing are likely to close 9 out of 10 of those prospects.

Bottom line you might see a net 10% of those 3,520 prospects convert to a sale. These buyers can help you increase your sales exponentially. I’ll explain how in a minute.

For now, calculate how much these 352 new sales would add to your net profit.

But it gets even better. Of those 352 new clients many will buy additional products. Many will buy more expensive products. And some will buy nearly everything you offer them. That means the lifetime value of these 352 new clients is far greater than the first sale.

Best of all, among your different marketing sources you could stumble on a source that turns into a one-hit wonder. However, you will likely never find that big winner if you merely focus on one source at a time.

Advertising and Marketing Budgets Now Need to Work Even Harder to Increase Response on Direct Mail

It seems to me that the UK is desperate to talk itself into recession. Newspapers know that bad news sells papers and so placards scream at us that profits are down, the credit crunch is here, High Street spending is down and so on. The more the media talks about it the more the public gets cold feet and we enter into a downward spiral. A classic example of how bad news is picked up by the public and so exaggerates the situation was a stunt pulled by former US talk show host, Johnny Carson. To illustrate just how easily we are talked into panic he announced on his show that there was going to be a shortage of toilet rolls. Within a couple of days supermarket shelves in the US were empty as people rushed out in a panic buying spree to ensure that they wouldn’t get caught short.

And here we are – doing it to ourselves as a nation. It’s incredible but it is unfortunately what we do in this country. I believe that we are naturally pessimistic – and guess what – that gets me down!

UK businesses start to look closely at their budgets and immediately assume that they can’t make money by increasing sales so they better start to make savings instead. By savings, I mean cuts.

Finance Directors start to operate on a basis of “safety first” at these times and will issue directives throughout the company for other directors and managers to suggest where savings can be made. The first area to be hit is quite often the budget which the finance directors find hardest to embrace – the advertising and marketing budget. The cuts will continue through training and customer services until eventually it comes down to staffing levels and “downsizing”, an expression from the late eighties has once again reared its ugly head – even though the man who invented the whole concept eventually admitted that he got the whole thing wrong.

This is not something that this article can change. It has always happened before, it will happen now and it will happen again. There is such a high degree of inevitability about it that you wouldn’t get odds at the bookies!

However, it is at times such as these, when the media and professional pessimists are determined to have their day that people in charge of steering the markets should try harder with whatever budgets they are left with. It becomes doubly important to make advertising and marketing efforts count for something and to make sure that sales messages hit home and work for the benefit of the company.

Even now, when times are supposedly getting harder, I am still inundated on a daily basis with the same instantly forgettable direct mail as I was when things were apparently booming. Whilst I agree that it is absolutely imperative to go out and get whatever business is out there but surely the way forward is to move towards better targeting and more persuasive direct mail. The emphasis must be changed from a system where sending loads of dross generates a trickle of business to one where a considered move towards better targeting and choosing interactive advertising and marketing pieces will generate improved response.

Having searched the internet for specific figures on typical response rates for direct mail I find that published figures vary from site to site but I can quote very specific examples from one particular company who supply interactive direct mail pieces. Here are snippets from its impressive list of testimonials:-

“We found Whitney Woods really extremely responsive and easy to deal with. Whilst working on one of our largest client accounts we were required to manage a direct mail campaign. Our client was so pleased with the success they sent the following feedback.”

“Thanks guys – just to let you know the feedback on the cube mailing is extremely good. We had anticipated a 1% response on customers signing up online. Our objective was to strive for 1.5 – 3 %, however, I think my faith in creative design is restored as we have current figures showing a 9.6% uptake on the offer with new accounts opened and being used on a regular basis.”

Gemma Garrad, Account Manager, Be Creative, Brighton

“The pop-up box produced by Whitney Woods is indeed a surprise. It has that certain factor that all companies strive for when trying to find the hook that keeps a name in someone’s memory. I know for a fact that customers old and new keep our boxes close at hand because of its uniqueness. Anything that stays on someone’s desk for longer than a day is indeed a marketing tool to be proud of.”

Andrew Bown-Copley, Director, Eagle Design Studio, Rotherham

“Pop up solutions are always well received and generally produce a much higher response from the recipient than other marketing mailers”

David Antrobus, Managing Director, David Antrobus Marketing Ltd, Altrincham

“I found Whitney Woods staff professional, friendly and responsive and most importantly they delivered to a very tight deadline. Their Pop-up cube and Zippalope was used as the invitation to the launch of the new Ramada Ireland hotel group in Dublin and Belfast. The invitation worked very well and received a lot of positive feedback from the invitees. Ramada International for the US were so impressed with the invitations they demonstrated them at a European conference in Germany.”

Stephen Broad, Account Director, Anderson Spratt Group, Belfast

“We were absolutely delighted with the customer reaction to the Cinderella designed ‘Jumpinjax’. They fulfilled all of the criteria of an excellent direct marketing tool – attention-grabbing and a fun way of conveying a very clear selling message that wouldn’t just simply end up in the bin. It’s major appeal was that we were confident that recipients would show the item to friends or work colleagues which immediately multiplied the number of people seeing the information about our show. The Box Office went crazy after the mailing and it increased our sales by 20% on the previous year.”

Tracey Shaw, Head of Sales & Marketing, Theatre Royal, Brighton

These are only a handful of examples but I think that they illustrate perfectly just how important it is in today’s economic climate that your advertising and marketing budget is made to work at its most successful level and for direct mail campaigns I believe that dimensional, interactive marketing is the way forward. Whitney Woods as a supplier of a very large range of interactive marketing products and pop up mailers and is very well placed to help to achieve the improvements in response rates.