Agora Direct Marketing

Definition: Direct Response Marketing is the use of a medium to get the
receiver to contact the advertiser directly as opposed to the reverse like
telemarketing. The response generated can be quantified.

There are three main factors in generating the desired response.

The medium used

The choice of what is used to communicate to the recipient is determined by cost, the product or service being promoted and the target market. An example of this is you would not advertise e-mail marketing software on disk on morning TV amongst programs directed to stay-at-home mothers. Examples of this are direct mail and faxmarketing (broadcasting).

Fax Broadcasting is an excellent medium for Business to Business (B2B) promotion and Business to Consumer (B2C) promotion where the product is general and not targeted to specific demographics. Most fax machines are not
residential but it is people that read the faxes.

Target – Who receives the promotion

You have to make sure the message you are sending is received by someone who is most likely to respond. There is no point in promoting hard hats to dentists.

Depending on the channel being used, a contact list is often needed. Purchasing this information is often quite expensive. There are always ways to get this information at a reasonable price.

The more specific your target is, the more expensive your list will be. Often having more detail is worth it. If you have the decision Maker in a company included in the address for mail or mail-merged into a fax, your message is more likely to arrive at the decision maker and not thrown out by a PA or receptionist.

Copy

What is being communicated plays a huge part in getting that all-important response. There are a lot of things said on this subject – some say long copy it the way to go and others say otherwise. All you need to do is have enough information to get that phone call or whatever type of response you want. This will vary depending on how detailed your product is and your audience.

http://adcopywriting.com/ is a good source of information for this.

Tags: Direct Marketing

This entry was posted on Friday, March 27th, 2009 at 1:54 am and is filed under Uncategorized. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.