There is a lot of direct marketing tips, tricks, and opinions that abound on the World Wide Web today, and it's only fitting to turn to expert advice for some direct marketing help. In a 2007 CNN article, Lois K. Geller, president of Mason and Geller Direct Marketing, dishes advice on one very important part of the job: finding new customers. She says that a personalized letter offering a $1,000 discount can go a long way. To make a long story short, her direct mail campaign for Ford promoting several car models helped sales skyrocket. How will you be able to do this for your own business or campaign?
There are ways to make the most out of the money you invest in your direct mailings, whether it's an in-house or outsource initiative. Geller then presents seven approaches to do this. First, use a classic enveloped letter instead of a postcard. It has the potential to be much more engaging. Most consumers, too, associate seriousness with a letter, which is sealed and has an element of privacy.
Set a deadline. Tell your recipients that a substantial freebie is up for grabs when they respond now. Your add-ons should also fit what you are selling or offering. Potential customers who dislike or downright get ill from procrastination will act fast. Geller adds that you should also emphasize your product's benefits, not just its feature. Among the best direct marketing tips you can get is knowing what your prospects will value most about your product, and how the current ones they are using can be improved.
What can be of better direct marketing help that outdoing the competition? If you are a dry cleaner, and ABC Cleaners down the street is offering 20% off to new customers, give your regular customers 25% off as an incentive to stay loyal, writes Geller. You should also include photos of actual employees or customers rather than models in your mailings. Response rates go up this way, and the photo shoot and total costs can even be more inexpensive.
Rent the right list, too. Enlist the services of a list broker who's a member of the Direct Marketing Association (DMA). There are also Web-based services that integrates with online Web forms or applications to provide customer insight on demand. They tap into an extensive database of more than millions of small-area segments and instantly append user-input addresses with the most accurate, timely, and location-specific demographic data available.
Finally, here's one simple yet highly effect direct marketing help from Geller: get personal! Create a letter and envelope that looks like it has been through the hands of a real human being. Pay attention to the ink and stamp you use. Let your creativity get to work!
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