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Product complement: Target Marketing An important aspect of a successful direct mail marketing campaign is, The OFFER. The offer you make in a direct mail campaign should be carefully thought out and matched as closely as possible to the interests, needs, and motivations of the target list. In general, the more specifically matched the offer and the target, the higher the response rate. The main purpose of your offer is to get your customer/prospect to take action. The way an offer is crafted can make a huge difference in whether your direct mail campaign will be a success or failure. It's important to understand what motivates people when it comes to purchasing. People are motivated to make purchases because they want to save money, make more money, make life easier, save time, enhance their skills, try new things, etc. Crafting your offer to help your target fulfill any of these desires will increase the probability of the direct mail success. The following statements illustrated by Bob Stone's, "Successful Direct Marketing Methods," provide the same offer: Half Price! - BUY ONE, GET ONE FREE - 50% off!; guess which one yields the greatest response. Well, each of the above statements provided exactly the same offer. However, the BOGO statement yielded a 40% better response than the other two because consumers' perception was that they were getting a much better deal. In summary, your offer can make the difference between marketing success and failure. Be cautious about how you craft your offer and the kind of response you receive; a free offer may attract customers that may not provide repeat business.
Product complement: Target List Development
When planning a direct mail marketing campaign, the most important and critical step you should take is to spend time determining the characteristics and location of people who have a need or interest in your product or service.
Industry statistics indicate that the design or creative for your mail piece will only impact about 20% of the response rate while the other 80 % will depend on the target list and the offer.
It's important to remember that the target list is not the way of reaching your market; actually, the target list is your market!!! Typically, the best list available to you is your list of customers, prospects, or referrals who, have either bought from you, responded to your ads or previous marketing efforts, or have been referred to you.
If you choose to purchase a prospect list, pay attention to your current house list and try to discern any common characteristics that may be used as a guide to who to target or avoid.
Now that we have stressed the importance of starting with a good target list, this is only the beginning. The next step is to turn your list(s) into a database(s). In other words, you need to develop market intelligence. To be a truly useful and effective tool, the database should be compiled to identify and segregate target list information by geography, demographics, and psychographics - To learn more about this important step towards market intelligence, Contact MARKET DIRECT today!
Spending time understanding the overriding and unique characteristics of people who use your product or service is critical to the development of a good target list.
Product complement: Deluxe Market Combo Pak
Some companies make the common mistake of cutting back marketing efforts when faced with tough economic conditions. Since it's very likely that the competition will be doing just that, this would be a good time to possibly gain a competitive edge and increase market share by doing just the opposite. Most experts agree that during an economic slow down, businesses should intensify their marketing efforts. More importantly, companies should intensify marketing efforts targeted towards ideal customers and prospects, i.e., those that should yield a larger return on investment. An intensified marketing approach focuses on incorporating the following key factors when implementing a touch campaign during an economic downturn:
Of course there are several marketing media that can be used to keep in touch. However, one of the most effective and measurable methods is repetitive direct mail marketing. This method, when implemented with the three key factors above, is proven to produce positive results since it's personal, impressionable, and focused. In summary, if there is a market for a company's product or service, there are still customers and prospects out there looking to purchase, even during an economic downturn. Companies want to ensure that their name remains in front of their customers and prospects as their top choice when they are ready to re-enter the purchasing cycle. Therefore, companies should adopt a more intensified marketing approach to achieve top of mind status with both existing customers and prospects in order to gain a competitive edge. Learn more about how to keep top of mind, Contact MARKET DIRECT [top]
Product complement: Deluxe Market Combo Pak Presence is always there, always recognizable, always present. It stimulates a desire to purchase at the point of sale and is ready and just in time when needed. Direct mail marketing creates presence. "Special Offer" direct marketing mailers include offers that can't be refused. This drives customers to purchase. "Recurring" direct marketing mailers keeps you top of mind. When customers or prospects are ready to purchase, you're already on their mind, and they call you. Want to learn more about PRESENCE? Contact MARKET DIRECT
Product complement: Target Marketing One of the great assets of direct marketing is that it is easily measurable. Being able to measure means being able to improve. But the only way to improve is to test on a continuous basis.
Interested in
testing your target market?
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Product complement: Banners, Signs & Posters Make Your Business POP at the Point of Purchase. Create Larger Than Life displays that make your business "POP" right out to customers and prospects. Need wide format printing? Contact MARKET DIRECT [top]
Product complement: Deluxe Market Combo Pak Direct Mail Marketing is an effective way to market and grow your business whether it be to generate customer leads, build awareness, solicit direct orders or (most importantly) boost sales. Direct Mail Marketing has an overall response rate of 3.40%* and can be very cost effective, especially when compared to other channels such as DRTV, Radio, and Magazines. *USPS Direct Mail Research Find out how Direct Mail Marketing can work for you, Contact MARKET DIRECT
Product complement: Deluxe Market Combo Pak DIRECT MAIL MARKETING, when used appropriately, is personal, impressionable, and focused which is proven to produce return on investment.
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