Welcome to SubmitArticles Directory!
5 Direct Mail Strategies
by: Guest
Total views: 6
Word Count: 606
5 Direct Mail Strategies
In a previous Marketing Tip we began our discussion on direct marketing and I begin with an understanding of direct marketing versus other types of advertising, promotion and marketing. Let me remind you of the three other types of 'less effective' marketing that I
pointed out to you which were:
1. Institution advertising
2. Non-measurable response advertising
3. Public relations and publicity
As I mentioned, all three of these types of marketing probably have some place in a businesses total marketing plan. It is my firm belief, however that these methods are grossly and deliberately oversold to clients by media and professionals because of there resistance to results measurement. It is also my opinion that most businesses, the owners of small businesses and the executives of large companies stupidly waste
outrageous sums of money on these non-measurable marketing options.
I would much rather see money spent where the results can be definitively and accurately measured so the changes can be made to develop successful response levels for every dollar spent – for that you must use direct marketing.
Included in direct marketing is:
#1: Media advertising that asks for a direct response. For example, the ad is a coupon
to be cut out and sent in or brought in. Or a phone number to call with a code somehow
attached to identify the source of the call or an order blank to use in making a purchase.
Direct response advertising is 99% measurable. I'll explain the 1% added benefit factor later.
#2: Media used that asks for a direct response. An example of this could be coupons sent through the mail to be redeemed at stores, or dealers. Or by email, a sales letter
announcing a sale with an invitation that must be printed out for admission to the store after hours. Other examples include a postcard good for a two for one dinner special at a local restaurant or a mail piece that asks the recipient to call to request a certain free booklet.
#3: Radio or TV commercials that ask for a direct response, that asks the customer to
call in or write in or come in and mention the stations call letters in order to get a discount or free gift. Any advertising media can be converted to direct response type advertising and can be results measured.
#4: Telemarketing that asks for a direct response, such as an appointment for a sales person, an actual purchase right there on the phone or inviting the person to come into the place of business either by appointment or with a certain assigned code entitling the customer to discounts or gifts.
#5: I'll tell you about one of the greatest direct marketing strategies for a small business that I've seen lately. My home doorbell rang, I answered the door and there was a young guy in a clean, neatly pressed gas station uniform. He handed me a vinyl wallet with a cardboard insert filled with little coupons. One for a free front-end alignment, one for free lube and oil with filter purchase, a free battery recharge, $30.00 in gas discounts and so on.
He quickly delivered a pitch ultimately offering me the $240.00 coupon book for $25.00. I bought instantly partly because it was a great deal and partly because I appreciated the technique and the initiative. I asked around during the next few days and found that my
brother, a person in my office, and a neighbor had bought too. I suspect that the sales person keeps most; maybe even all of the money, the gas station acquires the new customers. It is a brilliant direct marketing idea that many different businesses could use.
About the Author
Keith Lee, owner of American Retail Supply headquartered in Kent, WA became president of the business in 1981 and later bought the business from its founder Dick Thompson. When Keith started managing the business it was mainly providing local retailers with price marking equipment. Now the company has grown to four locations and provides the largest variety of products anywhere to help retailers operate their stores. Although Lee credits much of their growth to increased product offerings and what he calls ‘the best client service in the industry,” he attributes the companies Herculean increase to the discovery of the world renowned Marketing Guru, Dan Kennedy. Now he’s trying to get other entrepreneurs hooked. Keith recently became trained as a Dan Kennedy Certified No B.S. Business Advisor where he delivers what he calls Kennedy’s ‘Magnetic Marketing Strategies’ that have been used successfully in an amazing 156 different categories in businesses that sell business-to-business and to consumers. As a Kennedy trained advisor Keith offers entrepreneurs what he calls ‘The Most Incredible FREE Gift Ever’ containing over $700.00 of business-building information from Dan Kennedy including Gold Inner Circle Membership. Then members are invited to attend monthly local chapter meetings or can join a local Kennedy Study & Mastermind Group. visit http://www.LeeMarketing Group or http://www.NoBSPugetSound.com for more details.
Rating: Not yet rated