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An introduction to Direct Marketing

If we were to look at advertising as a platform for raising brand awareness on a large scale, then look at direct marketing to communicate a particular message to a certain audience who you know will express interest in your product or service.

Direct marketing works in a variety of sectors and scenarios for an array of purposes, from SMEs who wish to increase sales, to charities looking to boost their donation levels. The trick is to know which direct marketing tools will work best to help your organisation achieve their goals. This is where Wodehouse come in to help you decide.

The Cost?

It’s a common misconception that marketing is hugely expensive, but this isn’t always the case. A good marketing strategy can be cost effective while securing positive returns on investment. Whether you are looking for a sale, enrolment or any other form of response, direct marketing can bring in great result on a budget.

Tools for Direct Marketing

So, what direct marketing tools are best for your business? Traditional methods include direct mail and door drop mail. Though this method used to have a bad reputation as many would dislike the amount of junk mail being sent through their letterbox, it is now much less common, meaning people are more likely to take notice of what they do get.

The loss of door drop mail, however, is reason for the rise of email, telephone marketing, mobile and SMS marketing. These direct marketing tools are used all over with fantastic results, while being cost effective for reaching target markets with personal messages. However, the rise in popularity of this kind of marketing has increased the value of traditional methods. So, it’s important to consider all options before deciding which is best for your business needs.

Is Direct Marketing right for your Business?

Let’s use an example. Mr Cupcake has put together a wonderfully effective advertising campaign and is keen to widen his pool of prospects to generate more cupcake sales. He thinks that direct marketing is the best approach, and buys a mail posting list from a data company. His creative agency put together an impressive mailshot to promote Mr Cupcake and send it off to his mailing list.

Six weeks later? No sales. What happened there? Well, for one, he bought shoddy data. When his mailshot landed on doormats, very few expressed interest in his homemade cupcakes. This was a wasted investment! Only reach out to those you know will care for your product or service. Secondly, despite there being a lovely design, there were no calls to action. There needs to be information of how to get in touch to drive sales.

It’s important to use leads from previous marketing campaigns to understand who you are more likely to get a sale from your product or service. Information such as who is interested in your product and would like to know more, and who is interested in your business in general.

By doing this you can work with your marketing agency create more personalised emails and develop messaging that clearly explains the functional and emotional benefits of your product or service and give a clear call to action.

Not just for New Customers

Not only can you drive sales from new customers with direct marketing, you can also increase sales and awareness from existing customers. It’s easy to buy something you love and then forget all about it, but by running a small, targeted and personalised SMS or email campaign, you can remind your customers that your business is still there and still of value. You could even offer a small discount or offer to entice them even more.

Doing it Right

Whatever you need to achieve with your marketing strategy, direct marketing is certainly a helpful approach to increase awareness and understanding of your product or service while driving a call to action. As ever, it’s all a question of where, when and how. Unless you are a marketing expert, it’s important to know that you are far more likely to succeed with a marketing agency to support you.

Wodehouse are here with knowledge about what would and wouldn’t work for your brand and will be able to help you make the right decisions along the way. We are here to help you secure the best possible return on investment with direct marketing, so get in touch with us today to see how we can help.



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