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 Direct Marketing
Direct Marketing is a unique, multi-faceted approach to the marketing of goods and services, fund raising and the promotion of on-going good will between the consumer and the advertiser.
Direct Marketing is complex and can involve a whole range of media by which an advertiser may conduct a transaction with members, donors, customers and new prospects, including:
- Internet
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- Addressed mail
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- Telemarketing
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- Un-addressed mail
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- Newspapers
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- Magazines
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- Publication Inserts
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- Television
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- Radio
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- Cable Vision
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- Video
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Whether you select any one medium or a combination of these medias to further your marketing objectives, each can be directed at the specific targets or profiles, most likely to respond.
Why Direct Marketing?
Because it is so cost-efficient, Direct Marketing is the most easily controlled and managed method of marketing. Due to its scientifically designed nature it is possible to scrutinize and evaluate each and every stage of a specific Direct Marketing campaign from its profitability or, conversely, its non-profitability.
| Direct Marketing permits: |
- Careful control of promotion costs;
- Establishment of profitability break-even points in advance of rollout campaigns;
- Access to extensive market universes using inexpensive testing techniques directed at smaller samples of those larger universes;
- Testing of many different campaign variables, including distribution dates, medium issues, lists, copy, graphics, prices, etc. to help determine the most profitable marketing strategy.
- Creation of an on-going dialogue between the advertiser and the customer, which permits crucial feedback about customer satisfaction and encourages repeat sales or donations.
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10 ways you can use Direct Marketing
Direct marketing strategies may be implemented to meet one or more short or long-term objectives. For example, you may use DM to: |
- Generate Sales;
- Acquire new customers;
- Reactivate old customers;
- Generate qualified sales leads;
- Run effective sales and incentive programs;
- Cross-sell other products and services;
- Sell products and services that would be too difficult or too expensive to sell through normal channels;
- Solve product delivery problems;
- Conduct targeted market research campaigns;
- Supplement other advertising campaigns;
- Achieve overall better market shares.
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Testimonials
Rodd was instrumental in developing fund raising programs for the Canadian Cancer Society, B.C. & Yukon Division. Rodd coordinated the database development and unique mailings for seven district offices. The effectiveness of his work was demonstrated by his ability to maintain a seven-year working relationship with the Cancer Society.
Director of Development
Canadian Cancer Society, B.C. & Yukon Division
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Project Management
