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Direct marketing matters
Direct marketing matters
April 08, 2009
Cheap and effective, direct marketing is the art of contacting your customers in person with the right message at the right time. Ideal for small businesses, because it can produce a lot of bang for your buck, the best-known types include:
direct mail
mailshots
leafleting
as well as phone and SMS marketing.
With briefs, factsheets and expert contributions covering questions large and small, the Marketing Donut shows you how to plan and run your own direct marketing campaign.
And, crucially our experts show you what to do after your campaign – you will learn how to measure your results so you can improve your sales, spend your limited funds only on what works, and build up a mailing list that is marketing gold dust.
Our experts include the legendary Drayton Bird, the direct marketing revolutionary who is lauded by everyone from the CIM and IDM to Campaign, and a team of hand-picked experts from Royal Mail including Tim Lees and Andrew Miller. As well as getting insider expertise on how to run your firm’s own direct marketing, you’ll also find some of the sharpest (and occasionally, funniest) writing on the web. Site launches on 20 April.
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Comments
I agree, Direct Marketing does matter. It can be well targetted, is easy to follow up, easy to measure and can offer good ROI for a Small Company. But it isn't guaranteed.
To do it well you need good quality, well segmented data and something relevant to offer. Sending out a one-size fits all brochure/catalogue to the whole of your database will be expensive and probably won't give the ROI you are looking for. Small, well focused mailings that can be followed up by a phone call are much more effective - and keep costs down.
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