Suppose you’re headed to a big trade show. Two days before the show you get an email from an exhibitor. There’s a photo of a nice laptop bag and if you’re one of the first 50 visitors to their booth you can take one home. Would you take a minute to stop by?
Or perhaps you receive a postcard from a local food bank with pictures and quotes from real people who have been helped by your last contribution. Would you give again?
Most people would.
There’s no doubt, direct marketing is one of the most powerful tools in your arsenal. Why? Because direct marketing is targeted marketing that creates a genuine connection with your audience and drives response. Sure, there’s a lot of marketing noise out there. So check out these 10 strategies to help your next campaign cut through the clutter.
1. Define your goal. You’ve got to know where you want to go in order to get there. A clearly defined objective sets the tone for how you approach the rest of the project.
2. Know your audience. Understanding what motivates your audience is at the heart of any successful direct marketing program.
3. Check and recheck your database. An accurate, up-to-date database is more valuable than gold. Incorrect addresses and duplicates will sabotage your campaign.
4. Personalize your communication. The power of personal communication is indisputable. Using the recipient’s name makes them feel like you are speaking directly to them.
5. Design a multi-touch program. Not everyone will hear you the first time. In fact, a 2014 DME article says it takes at least 5 touches to convert a lead and develop a worthwhile conversation with your target audience.
6. Use a multi-channel strategy. Address your targets through the communication channels they prefer. Try a combination of print, email, text, social media, or personalized URLs. Yes, that’s a lot of moving parts, but you won’t be sorry you went the extra mile. According to Wordstream, multi-channel consumers spend 3 to 4 times more than single channel consumers.
7. If there is a call to action, emphasize it clearly. In fact, hand it to them on a silver platter. Don’t make recipients figure out what they need to do to take advantage of your offer.
8. Add a promotional product. Everyone likes to get a gift, especially if it’s useful. Research done by Promotional Products Association International (PPAI) shows adding a promo item can increase response rates by up to 50%.
9. Measure your response. That’s the beauty of direct marketing; it’s measurable! And that means you can gauge ROI and garner precise data on what worked and what didn’t.
10. Learn from your mistakes…and your successes. All of that post-campaign analysis can really pay off. Use it to plan your next campaign and you’ll reap the reward by creating a positive cycle of information that improves program effectiveness over time.
It sure can be…but the right direct marketing partner will make it simple for you. Look for a partner that has the expertise to create and manage campaigns as well as a suite of capabilities to produce and execute them. Your direct marketing partner should have a full bag of tricks to meet your needs from strategy, creative design, printing and promotional products to kitting, distribution, electronic solutions, list management and analytics. If they also have data modeling options, a matching gift program and an online platform that allows your diverse users to launch their own campaigns under the umbrella of your corporate identity, then you’ve really found a keeper.
Ready to “uncomplicate” your direct marketing program? Let your local Curtis 1000 consultant show you how we can help or visit us on our website at www.curtis1000.com and fill out the “How Can We Help You?” form.