A Technology Revolution >> General Marketing Thoughts >> Direct Marketing
Direct Marketing Categories
The Method of Targeting Customers
Direct marketing, as the name suggests, is a marketing strategy that goes straight to the consumer without excessive media interference. Direct marketing strategies also urge the consumer to do some, such as 'place your order now,' 'stock up before tax season,' or 'schedule an appointment.' These 'calls to action' are intended to create a sense of urgency that will entice more customers to utilize a particular product or service. Many companies utilize direct marketing for their company, however, some customers are put off by some forms of direct marketing, so you need to choose your DM avenue carefully.
Telemarketing
A common form of direct marketing is telemarketing. Telemarketing involves delivering a prepared sales pitch that takes on the form of a questionnaire, marketing survey or perhaps even a charity description. At the end of the questionnaire the person is asked to take some sore of action, such as to schedule an appointment for a consultation, to subscribe to a magazine or to make a donation. Telemarketing relies on playing the numbers games. For example, for every 100 calls made, only about three to five sales are made. To have a successful telemarketing campaign, you will need skilled callers that are able to make a lot of calls each hour and be able to close the deal when the opportunity presents itself.
Direct Mailing
Direct mailing is another popular direct marketing strategy. This strategy involves mailing out brochures or pamphlets to a large number of people. To get the addresses for the mass mailing, companies usually subscribe to a mailing list service or they compile their own mailing list from a customer database, volunteer database or other company produced database.
Direct Email
When the Internet began to get popular, direct mailing campaigns migrated to the web as well. As a result of this transition, people's inboxes were flooded with SPAM. In response to the SPAM problem, laws were created to prevent unauthorized mass emails from being sent. However, this did not solve the problem, and today people are still bothered by SPAM.
While SPAMMING is not something a company should do, there are legitimate ways to send out mass email advertisements. For example, you can use opt in lists and lead generating services to come up with a mailing list of people who are interested in what you offer.
Couponing
Everyone loves coupons. Coupons are a great direct marketing tool that you can use to attract new and repeat business. Coupons can be offered in print media sources, they can be offered online or they can be handed out independently to customers at special events or at your place of business.
Careful Consideration of Direct Marketing Use is Encouraged
Direct marketing is a very effective method of advertising, however, these marketing strategies rely on companies being able to play the numbers game. Because direct marketing strategies try to reach as many people as possible in order to generate the best response, they may not be appropriate or practical for small businesses. However, charities, medium and larger companies who have the resources to undertake large direct marketing projects, can benefit from the results of a well planned direct marketing campaign.
