The Make Or Break Component Of Direct Marketing
Direct Marketing is a rather broad category so I will narrow it down to 3 forms of media; a direct sales call, an email or a direct mail piece. The difference between Direct Marketing today and Direct Marketing 15 years ago is that we can use the internet to help us build relationships, capture leads, process sales and view important data and metrics.
Let’s break down marketing as a whole. There are 3 components of ANY marketing campaign;
- The Market (exactlywho is your market),
- The Media (how the message is sent)
- The Message (what you’re saying).
If one of these components has a flaw the whole marketing campaign will be ineffective. When it comes to Direct Marketing the most critical component is the WHO. Discovering your market’s demographics are important but uncovering the psychographics of your market (personality, values, attitudes, interests, or lifestyles) will be the difference when it comes to getting results. The reason why it takes more resources (time and $$) to uncover this valuable info out, is because the marketing message is easier to send and is more effective if you have details on WHO you’re talking to.
People buy things from people they know and if you can prove to them why they are unique they will respond more favourably. For example; if I get a direct message on Twitter and they don’t begin the message with my name, it gets deleted right away. In an email promotion; If their message doesn’t prove that they’ve put me in a special group of any kind, I will likely ignore the email for the most part (even though I’m an easy sale).
Do you know who you are talking to? Do they know they are not another name on a list?