Direct marketing has been used since the early 20th century with great success. In fact, the Direct Marketing Association was started in 1917. It is a time-tested method of marketing goods and services to a community. One of the more successful DM campaigns in history was seen from a company known as Publishers Clearing House. PCH was a genius when it came to direct marketing. They had a method that was highly successful and is still a model for the successful today. Below are five of the best DM tips.
1) Test
Each market is different and each consumer is different. Every product is unique and has its own niche in the marketplace. Therefore, it becomes essential to research and design your campaign and then test the market response. If you develop a phrase that garners attention then you would obviously want keep that phrase. If you are not getting the desired results you will obviously want to adjust your strategy.
2) Research
It will do no good to develop an Ad for senior citizens only to have your marketing placed in front of teenagers. Doing demographic research is a key element to placing the right advertising in front of the right people at the right time. This will increase your sales and conversion rate.
3) Internet Direct Marketing
If you plan to direct market on the Internet use a microsite or an email that features a single product only. Nothing is more frustrating for website consumer then to click on an Ad for umbrellas only to arrive at a page featuring raincoats. Umbrellas may be somewhere on the page but if that is not immediately obvious to the consumer you just wasted your pay-per-click dollar. It applies with email marketing too. If the direct email does not contain a link to the specific product, you just wasted your money sending the mail.
4) High Impact Graphics
Boring and flat graphics are unappealing. On the other hand, high impact graphics that use shadows and vibrant colors make the Ad standout and become more appealing. Nobody realizes the value of high impact graphics like the trade booth operator. With thousands of people passing by their both they know the right graphics can quickly get the prospect’s attention and effectively communicate their message.
5) Emphasize your product’s benefits and features
One of the most basics of marketing techniques is giving people a reason to make the purchase. We all like to have good reasons for the decisions that we make. Therefore, this should be one of the first considerations when marketing. Showing a picture of the product and price will only sell to people that have already made their mind up. A true salesperson can take a non-committed customer and turn them into a sale by giving that customer the reasons why their product has the best features and the most benefits for them.
6) Get personal
Ask yourself if you would be more inclined to read a post card or e-mail addressed to you specifically or to a generic title. Financial institutions realized an 11% increase in sales when they marketed directly to a person’s name rather than to address with a generic title like occupant.
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