Incentives also go a long way toward bringing people closer to your marketing campaign…When done correctly, direct marketing doesn’t appear to be marketing at all! When direct marketing pieces are custom-tailored to their recipients, people are more likely to pay attention to them.
When some people refer to direct marketing, they immediately think of a gloomier, more bothersome term: junk mail. Everything from the mailed postcard to the unsolicited email falls under the umbrella of direct marketing. So why should your business continue to use this marketing strategy, even though it’s often referred to as “junk?”
When done correctly, direct marketing doesn’t appear to be marketing at all! Have you ever received a coupon in the mail from a clothing store? How about an online survey from one of the restaurants you frequent? Both of these examples are also the result of direct marketing. However, because they are custom-tailored to their recipients, people are more likely to pay attention to them.
In the past, your businesses may have sent out direct mail in the form of “shotgun marketing.” The same piece of marketing material is sent to a wide audience, not taking into account anything other than their general affiliation with the brand. This technique relies on arbitrary participation from customers to yield results. Unfortunately, these are usually the pieces of mail that get thrown directly into the trash can.
In order to properly address your customer base through direct marketing, you need to first understand who they are. Are they men or women? Employed or unemployed? Do they own a car, truck or motorcycle? By breaking your consumers into different target groups, you can effectively generate better responses. Sending a catalog advertising discount men’s motorcycle gear isn’t going to have any effect if it goes to a high-ranking business executive woman who owns a truck!
Incentives also go a long way toward bringing people closer to your marketing campaign. If you offer a coupon to someone for giving their email address to you, they’ll keep a lookout in the future for more coupons. This also means that they’ll receive other marketing materials from you, like surveys and questionnaires. By simply offering that initial incentive to someone, you can solidify his or her relationship as an active customer in the future.
Keep in mind, however, that direct marketing will rarely yield a 100 percent return. But, if approached in a clear and concise manner, it could be one of your most useful tools for gathering information and reaching out to your target market. This information can be used to improve your business, connect with your customers and encourage more people to join your growing customer base.