Direct Reponse A

8 reasons to use direct response marketing

‘Traditional’ vs ‘Direct Response’ …. What’s the difference?

Marketing falls into two broad categories – one is ‘traditional’ (brand based) advertising, the other is ‘direct response’ advertising. As its name implies ‘direct response’ marketing is both targeted directly to potential buyer and elicits an immediate response.

‘Traditional’ advertising refers to mass media (including television, radio, billboards and print media … etc), that delivers commercial messages to mass audiences. Its goal is to drive sales of products and services by influencing attitudes and behaviours towards a brand over the long term.

‘Direct response’ marketing allows businesses to communicate straight to the customer, utilising media which includes text messaging, email, interactive consumer websites, online display ads, fliers, promotional letters … etc.

direct-response-bDirect marketing messages try to elicit an immediate response from the consumer. Characteristics that distinguish direct marketing are:

  • • A database of names (prospects, customers, businesses, etc.), often with certain other relevant information such as contact number/address, demographic information, purchase habits/history, company history, etc., is used to develop a list of targeted entities with some existing common interests, traits or characteristics. Generating such a database is often considered part of the Direct Marketing campaign.
  • • Marketing messages are addressed directly to this list of customer and/or prospects. Direct marketing relies on being able to address the members of a target market. Addressability comes in a variety of forms including email addresses, phone numbers, Web browser cookies, fax numbers and postal addresses.
  • • Direct marketing seeks to drive a specific “call to action.” For example, an advertisement may ask the prospect to call a phone number, mail in a response or order, or click on a link to a website.
  • • Direct marketing emphasizes trackable, measurable responses, results and costs from prospects and/or customers—regardless of medium.

8 Compelling Reasons to use ‘Direct Response’ marketing

1.   Compels prospects to take action now! It’s possible to put an ad out on Monday and be making money by Friday. Prospects don’t need to see your business name over and over again in order to respond.

2.   As you are directly sending information to individuals, you can specifically target the demographic you wish to reach. This can enhance response rates as the information is relevant to them.

3.   Uses benefits and ‘Unique Selling Propositions’ to make you the obvious choice. This is key to getting out of competing on price.

4.   Enables you to differentiate your business from your competition. This helps give you the power to command premium prices.

5.   Answers the unspoken question on every prospect’s mind – “ Why should I do business with you vs. every competitive option available to me, including doing nothing”

6.   More cost-effective than other types of marketing … generally cheap and quick to produce. Email campaigns, for example, have little cost, do not take much time to create and are delivered to people’s inboxes instantaneously.

7.   Results happen immediately! When you put out a direct response ad, letter or website, the response happens right away. You don’t have to wait until people “see your name” 7 times, or 10 times or whatever.

8.   Can be tracked so you know exactly what’s working and what’s not. The results are quantifiable with a more accurate estimate of the conversion rate, thus helping you plan your future campaigns more effectively.

About the Author

Peter VidaPeter Vida is a serial entrepreneur and sales & marketing strategist, with a visionary ability to take organisational objectives and produce real solutions for long-term success. Specialising in strategic planning, sales process engineering, sales & marketing management and performance development - Peter devides his time driving growth of 'Optisell' & 'Bizii', as well as contributing on business panels and corporate speaking engagements. Peter enjoys discussing sales & marketing issues, technology & trends, commenting on sales related news & events and challenging conventional business beliefs.

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