Direct response marketing refers to a marketing method in which you direct your advertisement at viewers. Unlike in-direct marketing such as mailing out ads or newsletters to everyone within 1,000 miles of your company, direct marketing targets your product ads to specific consumers. Direct response marketing is done via television, radio and online. This advertising technique simply takes your message and broadcasts it directly to consumers. The goal is to get those same consumers to call or visit your website in order to purchase what you are selling. This is a good way to market your product or service to thousands of consumers at once.
Keep in mind that there is a slight difference between direct marketing and direct response marketing. With direct marketing, the communication is from the marketer to the customer directly. With direct response marketing, the communication comes from the customer directly to the marketer, typically via a 1-800 number or website. The advertisement is done in such a way as to entice the consumer to call the number or visit the website to order.
In order for direct response marketing to work, there needs to be some sort of an offer for the customer. For a successful campaign, this offer would be highly enticing and something that consumers simply cannot do without. Next information should be presented to consumers in such a way as to help them to determine whether or not to contact you for purchase. This is where the message is very important. The Call-To-Action is what will ultimately drive consumers to purchase your product or service. Your Call-To-Action should be enticing, overwhelming in such a way that consumers simply cannot resist the urge to call. If you do not provide enough information and a strong Call-To-Action, then consumers will simply pass the opportunity by, taking your profit with them.
Finally, in order for a direct response marketing effort to be successful, your potential customers must have a way in which to contact you. Again, this is typically done through a 1-800 telephone number or a website, giving during the advertisement. Many marketers even go so far as to hire the help of call centers to take calls during infomercials, to ensure that all their customers are handled efficiently. It is typically recommended that you provide your potential customers with more than one way in which to contact you. A telephone number, website address or email address are all acceptable forms of communication. Using two or all of these forms produce a greater response from customers, simply because they feel that the more options they have for contact, the more trustworthy your company must be.
If you have ever set through a thirty minute infomercial, then you have experienced direct response marketing. These advertising programs are quickly becoming a marketer’s favorite form of advertising, simply due to the response that they receive. If you have ever watched one and had the strong desire to pick up the telephone and call the 800 number to order, then you see what an effect direct response marketing could have on your own customers.
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