When I speak at major direct marketing conferences around the world, I like to begin
each presentation with this statement:
“Direct marketing is simply this: The most efficient buying
and selling method ever developed.”
Of course, the Direct Marketing Association has developed a more formal definition:
“Direct marketing is an interactive system of marketing which uses one or
more advertising media to effect a measurable response and/or transaction at any
location.”
But I like to stick with this fundamental fact, proven with more than 30 years of
experience: There is no better, more cost-effective, more accountable way to reach
your very best prospects and your current customers than with proper direct marketing
strategies.
Unfortunately, a majority of companies overlook proven direct marketing techniques
and waste thousands of advertising dollars.
The power of the 6 fundamental truths
Direct marketing is the answer because of these 6 fundamental truths. I always tell
clients that with proper direct marketing, you will:
1.
Identify your best market(s) down to the last significant detail.
You can market straight to your prime audience, offering them a scientifically pre-tested
Unique Selling Proposition that will persuade a profitable percentage of them to
respond—now. This is possible through careful geodemographic and psychographic
studies, as well as advance segmentation of available media.
Only with direct marketing can you target your audience and not waste your advertising
budget.
2.
Reduce the rising costs of your sales calls.
Personal sales calls are expensive. A recent survey found that the average personal
sales call costs well over $400. But with direct marketing, you will better identify
your prospects, generate higher-quality leads and make more cost-effective calls.
3.
Plan campaigns designed to help your future marketing.
By creating a database of customers or prospects, you can
develop a key to survival in bad times and maximize profits in good times. The goal
of your database is to maximize customer value through conversion, retention and
repeat sales.
It also allows you to create new marketing opportunities and increase customer loyalty.
As this chart shows, successful direct marketing will move a prospect in your database
up the ladder until he’s someone who not only buys your product or service,
but recommends it to others.
4.
Open new markets, boosting your sales and profits…and existing
customers.
Proper direct marketing can help support your sales force…build up in-store
traffic…develop affinity programs…boost your overall market share…and
go directly to new prospects.
5.
Discover immediately how well your promotions are doing.
Because direct marketing brings an immediate response and accountable results, you
can prove the sales power of your offer and refine it before approaching
the entire market with a major campaign.
6.
Tell your entire story.
As a marketer, you know that communication is the key. Direct marketing gives you
the chance to tell your prospects everything they need and want to know about your
product or service.
The power of selecting the right medium
What are the best media for successful direct marketing? What’s best for your
product or service? Here are some examples of media my staff and I have successfully
used over the years…
Direct mail is one of the most popular forms of direct marketing
because of its relatively short lead time, low start-up costs and targeted marketing
potential. Because you are able to conduct inexpensive tests with this medium, it
allows you to refine your Unique Selling Proposition before you approach your total
market.
Direct marketing websites are essential to your marketing mix.
Properly done (by using multiple entry points, search engine marketing techniques,
etc.), you can reach your target market. A Webalog or direct marketing website is
also critical as an integrated part of all your marketing, since most qualified
prospects will visit your website before they buy.
Online direct marketing is one of the hottest complements to your
marketing mix. But you must remember that the same direct marketing rules apply.
Our greatest success comes from Webalogs for prospecting and special landing pages
or microsites to help secure or close a sale or lead. Don’t break the rules!
Direct marketing television (including 30-minute infomercials)
and radio have proven to be powerful, cost-effective media for reaching a wider
base of prospects, especially targeted consumer audiences. We buy TV and radio time
when we KNOW your prospects are watching and listening.
Direct marketing print ads in newspapers and magazines, although
a long time standard medium, have recently achieved higher levels of effectiveness
than ever before. This is due to continuous innovations in proven direct marketing
copy and graphic techniques. More highly targeted publications and the ability to
regionalize ads have added to the success in this area.
Direct marketing videos or CDs are proving highly effective when
used to market higher-priced or technical products and services. Also, they can
be an excellent medium for generating quality leads.
Email is fast becoming a standard direct response medium—but
the direct marketing rules apply.
Other forms of advertising, such as 900-numbers, circulars, point-of-purchase
displays, card decks, exhibitor booths and billboards have proven to be increasingly
valuable support media when used in a comprehensive direct marketing campaign.
In short, direct marketing combines the unique advantages of selective marketing,
scientific pre-testing and immediate, direct feedback to provide you and your company
with unlimited potential.
To fully reach that potential and for winning results, why not turn to CDMG and
our proven 30+ years of direct marketing expertise?
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.
To achieve maximum response, hundreds of time-tested results are used to create
a powerful campaign.
21171 S. Western, Suite 260, Torrance, CA 90501
Tel: 310-212-5727 • Fax: 310-212-5773
By creating a database of customers or prospects, you can
develop a key to survival in bad times and maximize profits in good times. The goal
of your database is to maximize customer value through conversion, retention and
repeat sales.
