Even With The Growth Of Internet Marketing Direct Marketing Through The Mail Still Works

Direct marketing companies are famous, they are the actual heart of an organization, and helps an organization survives. Direct marketing companies are really competitive and they know all the ways in which they can target their customers and create a good market share for themselves. Internet marketing is also famous and many companies who use internet marketing can always come up with great ideas to create a stir in the market. Many times, there is confusion as to which form of marketing works the best and it really all depends on the kind of audience you want to target.

Direct mailing companies use mails and letters to market a particular brand or a company. This is an easy way of marketing since customers are kept in check directly and sometimes it is easier and convenient for the people to know about a company and a brand this way. Although internet marketing is famous now there is still a lot of room for direct marketing since it still seems more feasible and can bring more customers to your door. Knowing your customers is the best thing and direct mail companies must carry out a survey to know that which mode of marketing is most liked by your customers.

Internet needs access and sometimes when the server is down nothing can be done properly. With the server down a company may lose greatly with its marketing efforts and even end up losing customers. You must have seen that many times while you are searching online there are endless adverts appearing on the side bar, those are banner ads and they are a form of internet marketing. Sometimes these adverts annoy people and these ads can even hinder the work that you do so to avoid any disturbance, direct mail companies use letters and postcards.

Direct marketing companies still earn a lot and these companies can do so much better at gaining market share and making customers aware of brands as this gives customers great convenience and this convenience can be great for people. So in short direct marketing through the mail still works now and it is better to market through direct mail as this makes it easy for customers to know what is going around in the market and for this and they do not even have to make any effort to find this out as it just drops through their front door.

Therefore, when you want to know which way is better to market and if it is direct marketing through mailing or is it by the help of internet, you can always say that most people whom do not have any access to the internet would never know about what you are offering. For this reason, direct marketing is the best option and sometimes the best way to market and make a company known by the most people. Direct marketing companies would always know who to target to and in that case they can reach more people at one time and thus increase market share.

Direct Marketing: The Business of the 21st Century

Direct marketing is truly the preferred business of the 21st century. Why? We are quickly discovering that we cannot rely on the standard of working for someone else, so it only makes sense that we would look to other resources to change our life. I am going to share with you more about direct marketing, how it works, and why people are turning to it for their livelihood.

What is it?

So, what is direct marketing? This type of marketing is no doubt different from what you are used to. The reality is that direct sales are what make a difference in the lives of others, from the perspective that you can sell to folks directly. People love being served and they like knowing that if there is a challenge with something they have purchased, that they can come to you directly for help.

Direct marketing is simply marketing something directly to an individual, and in some cases it can be a business. It doesn’t matter what the product is as long as it’s something that is needed by whomever you are marketing to. Over the years, this has been referred to as network marketing and even MLM, or multi-level marketing, which receives criticism from many people due to how it works, and how folks get paid.

The reality is that there isn’t anything wrong with direct marketing, and the truth is that if you are marketing a real, viable product that people need, then you have a business. Those who are encouraging you to recruit others without a product or service of value, are involved in pyramid schemes and should be avoided.

How it Works

Now that you know more about what direct marketing is, how does it really work? This type of marketing is actually rather simple, in that it includes a personal decision to sign up, get training for the product and service you are providing, make sales and also recruit other people to do the same. The more sales you make and the more people you recruit, the more you will get paid.

Direct marketing means that you yourself are marketing to the public. This can be done by traditional methods such as advertisement via radio, newspaper, or television. In these current times these advertising strategies are known as offline methods. Now that we are in the 21st century, marketing is changing, meaning that most of it is now online. This not only makes it easier to market to those you already know and have as customers, but you are also going to be able to market to those you don’t know more effectively by using the internet.

Imagine that now you have all of the opportunity in the world before you, and you don’t do anything with it. Shame on you, because this is why most folks who get involved in direct marketing DON’T make any money. Because you can now use the internet to make yourself known, you will be able to market to billions of people versus only a handful.

What’s Next?

Now that you know how you can make direct marketing work for you, are you ready to get involved? You can make good money in direct marketing, and it’s very satisfying.

Now that you know what direct marketing is and how to make it work effectively, you can get involved. It gives you the opportunity to earn money which is proportional to your efforts and build a rewarding and profitable business.

Why Use Direct Marketing for Your Marketing Campaign?

Well, the good news is, you now have the opportunity to plan a really great marketing campaign. The bad news is, your boss actually expects to see results!

Let’s take a look at your budget. You have $20,000 to spend? That’s a big budget! Really cool! Now… let’s see what kind of campaign we can come up with. To start, we need a really great Creative Concept. What self respecting marketing campaign goes without a creative concept? Then of course, we just have to have that huge full page advertisement in the most prominent daily. Maybe a short burst on the radio or television would be good.

With $20,000? You could not even get out of the door with that campaign. Let us put things into perspective. You have a marketing campaign to run, and you need to see results. So, you need to have a solid marketing concept, then you need to have a great marketing plan to execute that marketing concept. So, besides the creative concept (it ain’t free!), the marketing plan and the execution, then you have to create the visuals and get down to the actual print work, online stuff and so on. Now, if you want to know the RESULTS, you will also need to budget some kind of market survey. This is needed to see a before/after scenario. Otherwise, your marketing campaign is over, how do you know what the results are?

As a small marketer, you need to be aware that you are constrained by budgets. You do not have the hundreds of thousands of dollars to spend on an elaborate marketing campaign. Just to raise consumer awareness using a traditional advertising campaign will require a frequency of exposure that will likely make it beyond the reach of most small to medium sized companies.

But all is not lost. Direct Marketing is a very powerful and often over-looked tool in the marketer’s arsenal. Your marketing campaign can be made so much more targeted and results more grounded by employing direct marketing in the campaign.

A quick definition, direct marketing as we are talking about here, refers to any kind of direct response marketing that is targeted to an individual (as much as it is possible to do so). Examples of direct marketing would be

– Flyers mailed to a customer

– Email campaign

– Coupons

Of course, there are other direct marketing methods, and the above is just a sampling. Why would you want to add direct marketing to your marketing campaign? On the surface, it always looks like direct marketing is much more expensive than a general advertising above-the-line program. Your $20,000 above can easily translate to a few advertisements in several local print media and reach hundreds of thousands of people.

But consider this:

– direct marketing is highly targeted, noise (wastage) is extremely low

– direct marketing allows a direct response

– direct marketing is easily tracked (from a returned coupon, a phone call, a form…)

Your $20,000 can be well spent if you set aside a portion of it to create a flyer with a simple discount coupon and mail it to your customer base. This simple action, would have increased the power of your marketing campaign at many levels. While your print advertisements will reach its hundreds of thousands, the flyer will reach your existing customers. They will USE the coupons, get a discount and actually buy something from you. Therein lies the “results” that your boss is so hungry for!

Better yet, the side effect is that for everyone who has seen the advertisement, but is not a customer, they have no discount coupon! Now THAT will surely spur them to try to get on your mailing list. Suddenly, it becomes important.

Word of mouth now comes into play. OK, before we get too carried away by how exciting a simple direct marketing campaign can become, let’s get back on track.

Your simple print advertising campaign, supplemented with a small direct marketing campaign can yield results for your marketing campaign that would be significant. Don’t get me wrong, it is doubtful that a $20,000 marketing campaign can beat a $2 million advertising blitz, but working within your means, the addition of direct marketing will add a measure of impact that is more than worth its cut of your budget.

Think on it. Happy marketing!

Powerful PR Lessons from Successful Direct Marketing Techniques

Direct marketing–including catalogs and Internet sales–is a $1.85 trillion industry in the U.S. that accounts for 7 percent of total U.S. sales, according to the Direct Marketing Association. Direct marketers make their money by understanding exactly what customers want and giving it to them. Here are five key public relations lessons to learn from direct marketing:

Target your message

Successful direct marketing is targeted. It gets the right offer in the right format to the right people who have an interest in or a need for a manufacturer’s product. Direct marketers spend millions of dollars creating and refining mailing lists and subscriber profiles to find just the right consumers to buy their product.

Direct marketers don’t try to be everything to everybody. They use their budget wisely to reach only the people who are their best prospects and reach them frequently enough to encourage new sales and spur repeat sales.

How targeted is your message?

Do you write your brochures, advertisements and radio commercials with your typical customer in mind? Is your message telling them how they can solve their problems, achieve their dreams, or meet their needs? Direct marketers know that customer benefits outsell product features. Targeting your message to your most likely buyers will make the best use of your budget and yield the most sales.

Test your message

Direct marketers base their ad copy, list purchase, media buys and graphic design on research and industry information. Testing is a basic part of successful direct marketing. Direct marketers will take two versions of an ad–one with slightly different copy from the other–or two different lists, or two different regional versions of the same magazine–and run their campaign tests. All the research in the world can’t substitute for testing. Research gives you a theoretical answer. Testing validates your theories in the real world.

Many business owners give up on marketing if their first ads don’t send customers flooding into their stores. Or they abandon advertising in a magazine if one ad doesn’t make the phone ring. Direct marketers know that it is often the message–not the medium–that needs to be adjusted to speak more persuasively to the customer. Don’t be too hasty to give up on a whole type of advertising because one effort did not bring a crowd. Change your ad, re-write your mailing piece, adjust your list and try again. When the right message reaches a receptive potential customer, sales happen.

Change your definition of success

Direct marketers are patient. They understand that testing is essential to capture sales. But they also have a realistic idea of success. Depending on the size of the campaign, the type of product and the break-even cost, some direct marketers consider a response of 1 – 5 percent to be very successful. They know that large percentages aren’t realistic.

A campaign’s success also depends on its purpose. Some offers are made just to generate leads in order to build a better mailing list for the next offer. Those campaigns are focused on screening out non-buyers, not necessarily on selling product. Getting 1,000 names of people who are interested out of a mailing of 10,000 people on a list might be very successful under those conditions.

Make sure you have defined success in a way that is realistic and based on solid criteria.

Tailor your offer

Direct marketers know that the magic is in the way the product is offered. Are you selling closet shelving–or an organization system? Is your product an air cleaner–or a way to reduce indoor air pollution?

Even the way the price is stated makes a difference. If you’re having a sale, is the price half off, fifty-percent reduced or two for one? Direct marketers know that different ways to say the same thing get different responses. Make sure that your offers are tailored to what encourages your customers to take action.

Know your customer

The most important lesson is to understand your customer. Find out what the customer is really purchasing when he buys your product. Direct marketing success happens when in-depth customer knowledge is used to tailor an offer, create a targeted, customer-oriented message that is tweaked and perfected through testing, and that produces profitable results.

Even if your business doesn’t currently use direct marketing, you can apply its wisdom to your public relations process to increase your business success.