Direct Marketing
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Direct marketing involves "talking" directly to individual customers and prospects, rather than broadcasting information to consumers.
Importance of segmenting your database
Many businesses use mail, email and new media channels to broadcast information to customers and prospects. They do not segment their databases effectively and send everyone the same information, regardless of important criteria on which they should be talked to differently, such as: -
- Time since last purchase
- Buying behaviour
- Product and service needs
- Motivation and needs
- Socio-demographic factors
By segmenting your database and only contacting clients regarding information that is relevant and interesting to them, a company will ensure that your clients stay interested in what you have to say rather than sending your marketing to the proverbial scrap pile.
Different direct marketing mechanisms
The other consideration is now just what to say, but how to say it. Also important is having a good understanding of the way that people relate to various messages depending on the media and format chose.
Different strategies could include one or more of the following: -
- Letters Coupons
- Call centres
- Newsletters
- Product samples
- Brochures
- Surveys
- Video production
- Reply paid envelopes
- Email Direct Marketing (eDM)
- Web response
- Special offers
- Giveaways
Prospect data procurement
There are many sources of prospective client databases for Direct Marketing, from list companies to piggy-backing on the mail and email of private companies who allow companies to make offers to their clients and members for a fee. At Spinach Effect we will source the best possible source of data for your company.
Testing your direct marketing message
Direct marketing also affords businesses the ability to test a range of messages and executions with a smaller sample of a database, and refine the more successful ones before rolling out to the larger audience.