Companies can use many types of direct marketing campaigns. The key is finding one that best suits your type of business. The first step in executing a direct marketing campaign is finding quality leads. The Direct Marketing Association provides lists of such leads. Another option is generating leads directly from ads. People who respond to ads are more apt to be interested in your offers. Direct marketing campaigns are designed to eliminate the middleman, including retailers and wholesalers.
Telemarketing to Reach Consumers
Telemarketing is still a viable way to conduct business directly with consumers. The key is ensuring that you maintain your "Do Not Call" lists. You can obtain this information through the Federal Trade Commission's website, according to the Direct Marketing Association. Start by finding lists of people that would be most interested in your offer. Create a phone script before calling prospects and include questions that help you qualify your prospects in your script.
Qualifying questions help determine whether people are interested in your offer. For example, as an insurance sales rep, you could say, "If I could show you a way to save money on your car insurance, would you be interested?" End the conversation politely if the person says no.
Newsletters by Mail or Email
Most people purchase newsletter subscriptions by mail, email or the Internet. Find customers by mailing to them through mailing lists, or by placing classified or display ads in magazines. Select trade magazines that appeal to people who are likely to read your type of information.
For example, advertise your bodybuilding newsletter in various bodybuilding publications. Create a sales letter and order form for people who respond to your offer. Offer a free newsletter to spark their interest. That way you have their address for future communications.
Infomercials on Television
Infomercials are television commercials that companies use to sell products. You can run infomercials nationally or locally, the latter of which is the best way to test your offer. Contact some of your local stations to obtain their rates on infomercials. Select the times that your viewing audience is most likely to watch television.
For example, teens are likely to watch television during the late afternoon or prime time, as they go to school during the day. Consider advertising late at night or even after midnight if your offer appeals to retired folks, those looking for work or night shift workers.
Postcards to Generate Leads
Postcards are a popular type of direct marketing. One reason is that they are cheaper to mail than letters. Postcards are primarily used to generate leads. Write a headline that appeals to your target audience. The headline is the most important element of any advertisement, according to marketing expert Dave Dolak. Include at least one benefit in your postcard headline.
For example, "Lose 10 Pounds This Month," is a benefit that appeals to people who want to lose weight. Include a toll-free number on your postcard for people to respond to your offer.
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