6 Ways To Get The Direct Marketing Response You Want

Like anything in business, you need to start with an objective, then devise a strategy and plan out how you’re going to action it.

It is easy to say you are going to go ahead with a direct mail campaign, whip something up and send it on out, but if there isn’t a specific objective attached to it, your strategy will be too broad and it will be hard to measure how effective it is.

Ask yourself – How do you want your customers (current, potential or new) to respond to your campaign?

Do you want them to buy something, sign up to something, share something, or share information? The answer will then dictate your strategy.

Here are 6 tips that will give your campaign the desired effect.

 

Call to action

Yes, it’s a sales buzzword/phrase but it works. Put a clear call to action on your marketing piece and it becomes very difficult for the customer to ignore or misinterpret the direct mail document they receive. Be clear and directive. Make it easy for them with the Call to Action incorporated into the marketing piece. For example our Four Page Flyer Replier offers exactly that option.

 

Stand out from the crowd

Standing out from the letterbox crowd is easy with the creative direct mail options available to you now. Consistent branding, eye-catching graphics and great colours can mean the difference between a customer reading about your product or service or popping it straight into the bin. Something as simple and cost effective as a Full Colour envelope is a way to get the right response from your customer.

 

Single purpose

Don’t ask your customer to do too much. Choose one call to action and make it simple. Anything confusing or involving multiple steps takes up time for your target customer and increases the chance that they will put your advertisement straight in the ‘too hard basket’.

 

Make it easy for them to find you

Have all your contact details on the information piece. Your website, phone number, email, physical address and social media – allow your clients to connect with you the way they prefer. Some may want to speak with a real person over the phone, others might research you via your website before they decide to trust you and make the next move in the sales process. Making it easy for your customers to find you helps the customer build a sense of openness about your business.

 

Be tenacious

Recognise that a direct mail campaign is part of an overall marketing plan. Your potential customers need 7 touchpoints to build trust in your brand before they purchase from you. This can be a mixture of contact such as email marketing, direct mail, social media posts and more. So be tenacious. Be consistent with your branding and the design of your overall marketing campaign so that your logo, colours palette and branding becomes easy to remember.

 

Match the campaign to the customer

This is a simple strategy that has been proven to increase response rates. It’s not rocket science but quite often is overlooked. You have a special offer for your customers? Think about EXACTLY what type of customer would like that offer. Is it ALL of them? Everyone on your mailing list? Or one type of customer profile on your mailing list?

Are you a travel company wanting to promote a special rate available at a family-style resort in Fiji? Kids under 12 eat and stay free. Make sure that only goes to the people on your mailing list you know have families or even better, kids under 12! Better response rates + less waste = better bottom line.

Yes, it does mean you have to keep your eye on the ball with your mailing list, gathering and managing accurate customer information but it’s absolutely worth it to get the response YOU want.

Contact our team today and see how we can help

 

What is Direct Marketing?

Direct Marketing is a form of advertising that allows businesses to communicate straight to their customers. Direct Marketing, also referred to as Direct Response Marketing, uses multiple advertising channels to connect with potential clients. These techniques can include interactive consumer websites, fliers, catalog distribution, database marketing and email.Direct response marketing is utilised by small businesses, through to industry leaders.

The use of direct marketing seeks to drive a specific ‘ all-to-action’, such as a download upon sign up or immediate purchase, with measured results to show a clear return on investment. This type of marketing offers trackable, measurable responses, results and costs from prospects and/or customers – regardless of medium.

Direct marketing helps you build relationships with your customers. You can personalise promotions, letters and offers to create an immediate link with your customer and increase their personal connection to your business. Many businesses combine direct marketing and customer loyalty strategies to keep and build customer relationships (e.g. by sending birthday cards, discount offers, invites to upcoming sales).

A simple direct marketing tactic designed to build your database is by requesting the email address of potential customers through a sign up form (or lead capture) on your website. By using a multi channel approach you can increase your reach to a wider range of potential clients. Offering a free gift – checklist, download, or hints and tips – sent to the customer following their entry is a great incentive for new clients to investigate your website and business.

A database of names, often with certain other relevant information such as suburb, age range, company size, is used to develop a list of targetable interests. As direct marketing relies on being able to address members of a target market or demographic these lead captured details often form an integral part of your campaign.

Direct marketing gives you the opportunity to promote your products and services directly to the customers who most need them. However, direct marketing campaigns require careful planning and a clear understanding of responsible direct marketing practice. Being aware of the benefits and challenges of direct marketing will help you use this style of advertising effectively.

Contact Camerons on (02) 9933 4400 to help you customise your direct marketing campaign today.

Why you should build brand awareness for your business?

Building brand awareness of your business is one of the most important things you can do in order to gain new clients.

Instead of focusing on selling your products, you should focus on selling your business first. This will enable your potential customers to connect with you, and your business, before they buy. It is as simple as being consistent across all areas of your marketing and advertising, so that your potential clients will recognise your brand when they see it.

Being consistent in your branding will build a level of trust in your clients, which will give them the confidence to buy into your business.

So what should you do to ensure you are creating the right kind of brand awareness?

Repetition. Repetition. Repetition.

Why?

Repetition allows you to establish your credibility in your niche; it will establish a sense of brand familiarity; and become the first thought when a need for your type of product or service arises.

How do you build trust of your brand through repetition?

By providing content for free.

Content can be in the form of information via newsletters, blogs, articles and even ‘How to’ guides. This idea of willingly offering information to better help your customers achieve their goals, will identify your brand as an key influence within your niche.

The format that you deliver your branding in, can also allow customers to recognise you more easily. In the social online world we live in, your brand can connect with a wider audience. The ability to reach more customers through social media and online advertising, can dramatically improve brand awareness for your business in a shorter time frame.

Though you really need to work to ensure you keep your business branding in front of your market.

The phrase “Out of sight, out of mind” has never been more relevant in today’s technological society. So whilst you plan your brand awareness strategy online, make sure you follow this up with a range of offline marketing.

Never underestimate the power of an advertising flyer. A hand delivered, tangible promotion, following a planned brand marketing campaign, will reward you with a higher lead conversion rate.

Speak to one of our experienced customer service representatives today to find out how we can help market your business within your campaign.

Why direct marketing is on the increase for small business

Print mail is one of the most effective ways for your brand to get in touch with your customers. The correct direct marketing plan will enable your business the ability to raise brand awareness, increase sales, and grow your database contacts.

Direct mail enter’s the individuals home and is consumed on a one-to-one basis. This allows your customer much more time to take in the details of your print marketing, in an engaging and relaxed environment. With so much marketing being pushed out to consumers through digital channels, many more people are enjoying that trip back to the mail box to see what goodies are inside.

Here are four major reasons why print works so well:

Awakens the senses

The touch and feel of any direct marketing object in the hands of your consumers adds a further dimension to the brand experience. The professional look and quality of the envelope or packaging gives a sense of value to the mailing experience.

Targets your customer

For a higher rate of response, direct marketing works best when it’s made relevant for the recipient. As an example, tailor-made packaging and targeted content which appeals directly to the consumer has a higher opening rate than no-targeted mail. This strengthens the relationship between brands and their customers, with new digital printing technology making personalisation even easier.

Increases the rate of response

The most likely form of communication to get a response from a customer is direct mail; with the cost of every response measured with accuracy. Print marketing is more likely to hang around and provide a constant reminder of your brand and products in your consumers homes, acting as a driver to your other media platforms like your website.

Don’t forget to get creative

Our printing technology today allows for direct mail which is unique, and can be produced in a variety of shapes and sizes. When you add a valuable element of surprise like a voucher or provide a physical interaction with the customer by getting them to construct or play with something, it will stay in the memory, and household, much longer.

With all these opportunities to grab your customer’s attention, it’s clear that direct mail is one of the most versatile marketing mediums available, one whose power can only be boosted by the emergence of new technology and creative thinking.