Direct MarketingGroup Members.Savio.Maneet.Sakshi Gagandeep kaur

Definition Of Direct Marketing

The business of selling products or services directly to the public, e.g. by mail order or telephone selling, rather than through retailers.

Direct marketing is a sales technique involving unsolicited contact with potential customers from companies trying to sell products. A direct marketing campaign typically includes certain components, such as addressing potential customers and asking those potential customers to take immediate action, including calling or visiting a website. Common forms of direct marketing include email, online advertisements, promotional letters, catalog distribution and mobile messaging.

Advantages of Direct Marketing

There are some advantages to direct marketing campaigns. Typically, direct marketing campaigns request responses from potential customers, making the results trackable and allowing companies to quickly determine if the campaign is successful. Direct marketing campaigns are also beneficial to test consumer responses with a small campaign before scaling up and launching a full, expensive campaign. This method of marketing also builds brand loyalty as some customers enjoy receiving information on deals and discounts, and easily become repeat customers.

Disadvantages of direct marketing

There are some advantages to direct marketing campaigns. Typically, direct marketing campaigns request responses from potential customers, making the results trackable and allowing companies to quickly determine if the campaign is successful. Direct marketing campaigns are also beneficial to test consumer responses with a small campaign before scaling up and launching a full, expensive campaign. This method of marketing also builds brand loyalty as some customers enjoy receiving information on deals and discounts, and easily become repeat customers.

Examples Of Direct Marketing Telemarketing: Telemarketing is still a viable way to conduct business directly with consumers. The key is

ensuring that you maintain your "Do Not Call" lists. You can obtain this information through the Federal Trade Commission's website, according to the Direct Marketing Association. Start by finding lists of people that would be most interested in your offer. Create a phone script before calling prospects and include questions that help you qualify your prospects in your script. Qualifying questions help determine whether people are interested in your offer. For example, as an insurance sales rep, you could say, "If I could show you a way to save money on your car insurance, would you be interested?" End the conversation politely if the person says no.

Infomercials: Infomercials are television commercials that companies use to sell products. You can run infomercials nationally or locally, the latter of which is the best way to test your offer. Contact some of your local stations to obtain their rates on infomercials. Select the times that your viewing audience is most likely to watch television. For example, teens are likely to watch television during the late afternoon or prime time, as they go to school during the day. Consider advertising late at night or even after midnight if your offer appeals to retired folks, those looking for work or night shift workers.

Postcards: Postcards are a popular type of direct marketing. One reason is that they are cheaper to mail than letters. Postcards are primarily used to generate leads. Write a headline that appeals to your target audience. The headline is the most important element of any advertisement, according to marketing expert Dave Dolak. Include at least one benefit in your postcard headline. For example, "Lose 10 Pounds This Month," is a benefit that appeals to people who want to lose weight. Include a toll-free number on your postcard for people to respond to your offer.

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