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Marketing Ideas

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

 

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Hints & Tips

How to use coupons and vouchers to promote your business

Everyone loves a special offer, whether it be a discount, a value-add or something free. We all love getting something extra for nothing, feeling a bit special or ‘saving’ money.

This is why vouchers and coupons are a great way to build loyalty within your existing customer database, or to grab the attention of new potential customers.

So how do you use vouchers and coupons to promote your business?

 

Know what your customer wants

Knowing what sort of discount or special offer your customer wants will help you with your marketing. Are they money focused and so would prefer a $20 discount voucher? Or do they love a good value-add, for example – your customers are quite happy to purchase a service and get something else on top such as a free wax with their car wash?

Maybe they prefer the free option and respond well to campaigns that reward the customer for telling a friend about your service – a big example of this is offering a free session with a personal trainer if a friend signs up with the same gym.

Testing exactly what your customer wants, or is more likely to respond to, means you are going to get more bang for your buck. Do the legwork and the research and your campaign will work harder for you.

 

Buddy up

In this day and age, there are so many other small businesses looking for new customers. A great way to capitalise on this is to approach other organisations about offering each others services as a bonus to yours.

For example, you could promote both businesses by offering the following coupon:

Eat at XYZ Restaurant this month and receive a free bottle of ABC wine.

This allows the restaurant and the wine maker to tap into both customer databases, extend their sales reach and increase brand recognition. Your customers are happy and will recommend the offer to their circle of friends, generating new leads for both businesses.

 

Early bird discounts

You know how the saying goes – The early bird gets the worm. Well, the early bird can also be rewarded with a discounted price.

Not only does this encourage potential leads to make a purchase decision, it also allows you to benefit from increased cash flow and better resource management.

Travel companies use this strategy very well, as they are know for offering early bird specials for holidays due to take place in the following year, or discounted airfares for flights booked months in advance. These marketing methods can enable you with ability to prior plan your events, and prompts clients to book in advance

 

Exclusivity

While we might not admit it, we all like to feel special. Receiving a personally addressed piece of mail with the words ‘Exclusive to VIP Customers only’ certainly gives us a thrill. That feeling of being privy to something exclusive is a powerful emotion that has been leveraged by marketing professionals for years.

Consider creating a VIP customer database for frequenters of your business. They could receive special offers, vouchers and coupons just for signing up for them. This creates loyalty, increases purchasing activity and also word-of-mouth for your bonus offers. Most customers can’t resist a bit of bragging when they are on a good thing!

 

Upsell

If you’ve already got a captivated audience and customers buying your product or service from you, it’s much more cost effective to market to them. Improve the average spend of your current customers through the use of vouchers or coupons. Think about what they have purchased and the next element you can upsell to them.

It doesn’t have to be a large item, but something easy that doesn’t take a lot of decision making to purchase. This is called the Point Of Sale (POS) items in your local supermarket – those tempting chocolate bars as you wait for your shopping to be scanned and are so hard to resist

 

So how do you take advantage of this marketing process?

Make it a super simple process for your customer and your business by incorporating the voucher into a direct mail marketing piece. Have a look at our Offerlope Envelopes as an example.

The Offerlope is an envelope with a removable panel that can be used as a redemption voucher or reveals a hidden message for a promotion. It is a simple method to implement from a production point of view and is an inexpensive way to leverage your mail costs.

Remember it all comes down to honing in on your ideal clients needs for each campaign. You can be as creative and clever as you like, but if the information is landing in the wrong person’s letterbox, it won’t mean a thing. Research and customer relationship management is the key to success.

 

Contact Camerons on (02) 9933 4400 to discuss how to start your voucher campaign today.