The 5 most critical strategies
CDMG uses for superior marketing success and profitability for its clients
By Craig Huey
Each direct marketing campaign my team at Creative Direct Marketing Group creates
is unique. Each requires a different approach. And over the years, these 5 strategies
have proven themselves to be the keys to profitable, award-winning campaigns:
1.
Fully utilizing your Unique Selling Proposition (USP) to increase
your profitability
We make it a point to find out as much as we can about your company, products and
services—your market niche.
That way, we can help you develop and enhance your Unique Selling Proposition (USP).
Nothing is more important in formulating a direct response marketing plan.
Your USP is the distinguishing factor that separates you from your competition.
It is the key reason your prospects should buy from you. It should be the centerpiece
of all your marketing efforts. It sets you apart!
For example, our USP is nobody knows direct marketing better! Direct
marketing is our specialty—that’s what we do best…and that adds
up to profitable results for you.
We also thrive on…
2.
The 40/40/20 Rule—key to a successful campaign—knowing
the key to each element means profits for you…
Your direct marketing programs depend upon three important elements:
40%—Your Audience:
Reaching your very best prospects constitutes more than 40% of the success or failure
of your entire campaign. We specialize in the proper selection of psychographic media
(space ads, TV, radio, online services and mailing lists) based on demographics
(census-type information like age, sex and income), that allows us to target only
your very best prospects.
40%—Your Offer:
Is your product or service properly priced compared to its perceived value? Is your
guarantee strong enough? Do you give your prospects an extra incentive to buy from
you? Can they reach you easily? All of these factors make up another 40% of the
success or failure of your campaign.
20%—Creative: The
final, but very important, 20% consists of the way your offer is presented—through
the copy, theme, graphics, format, etc. Our copy is written to the level of the
actual audience to whom you’re marketing—not an idealized, hypothetical
customer. We concentrate on capturing attention, developing interest, building desire
and creating action. Fail here and your entire campaign will fail. Mediocre creative
will cripple or destroy your campaign.
Another tried-and-true strategy to which we adhere is…
3.
Creating breakthrough campaigns that get noticed and increase
response
In seeking to build your company’s market share, you are not interested
in mediocre results. That’s why CDMG is constantly on the lookout for innovative
ideas that will lead you to increased sales and profits.
Whether it be webalogs, video or CD marketing, magalogs (a new format in direct
mail), a combination of TV/mail or a unique ad, our goals are to make sure your
promotions stand out among your competitors.
We also encourage our clients to take a good hard look at their current customers
and at…
4.
Maximizing databases to create new profit opportunities
One of our specialties is database marketing.
Your own database of past and current customers is your key to survival in bad times.
Plus, it’s your key to maximum profits in good times. The goal of your database
is to maximize customer value through conversion, retention and repeat sales. It
helps build loyalty. And it allows you to create new marketing opportunities.
Making proper use of your database means:
New ways for you to market smarter, thus reducing your costs.
New ways for you to market additional products or services, thus boosting
your bottom line.
New ways for you to market longer, thus maximizing the lifetime value of
customers.
Finally, one of the strategies that we always return to is…
5.
Using CDMG’s proprietary Valuable Information and Value-Added
Direct Marketing (V.I.V.A.™) System
Our V.I.V.A.™ Direct Marketing System is based on two proven principles:
1)
Using valuable information to market is vital in this current age of skepticism.
In this form of marketing, you give all the information needed by your prospects
to overcome any objections or skepticism.
This type of marketing goes beyond just saying, “Buy my product.” You
also provide information, concrete facts and statistics instead of sales hype or
generalities. Benefits are given, but so is specific, detailed information.
The basic principle of this type of marketing is that the more you inform prospects
about your product or service, the more likely you will be able to convert your
prospects to buyers.
Some things to keep in mind for Informational Marketing:
Position yourself and/or your company as the authority.
Prove your case. This is a fine art, and the product’s case must not be too
basic or too confusing.
Give enough information to avoid confusion and excess simplification of the product
and offer.
2)
Value-added marketing follows a similar track. In your promotional campaigns, you
give away value, whether it be a FREE gift or FREE information.
You are perceived as someone who cares and wants to help.
These 5 critical strategies must be part of your direct marketing campaigns to ensure
the greatest response.
These are just 5 strategies we’ve successfully used for our clients. Combine
them with our other award-winning creative strategies and our personalized service,
and they can help you increase your sales and profits, too.
For more information, contact Craig Huey.
Call: 1-310-212-5727
Fax: 1-310-212-5773
Write to: 21171 S. Western, Suite 260, Torrance, CA 90501
Email to:
Now, for more on what CDMG can do for you…see the following pages:
Craig Huey is recognized as one of the world’s leading experts in direct response
marketing. He is the winner of 78 major marketing awards for breakthrough campaigns that led to multimillion-dollar sales.
This is scientific advertising. We measure test results and continually try to increase
the response based on what we have learned.
21171 S. Western, Suite 260, Torrance, CA 90501
Tel: 310-212-5727 • Fax: 310-212-5773
