Direct marketing allows you to achieve a specific response from targeted groups of customers. It's a useful tool because it allows businesses to understand their market as well as providing opportunities for promotion and increasing profit.
Examples of benefits:
- increase sales to existing customers
- target new customers and increase customer base
- build customer loyalty
- re-establish lapsed customer relationships
Types of direct marketing include:
- Direct mailing (local and national)
- Leaflet drops and handouts
- Telemarketing
- Email and faxing
Getting help with direct marketing
There are many things that you need to consider before implementing your direct marketing campaign including:
- legal issues and best practice
- planning campaigns
- setting budgets
- finding your target audience
- creating materials
- managing the distribution process
Unless you are preparing basic leaflets and mailouts, this can seem like a daunting exercise and if you do not have in house marketing specialist staff (if you are thinking of training existing staff take a look at the Chartered Institute of Marketing courses) you may wish to consider using a marketing agency, freelancer or consultant for best results. The Direct Marketing Agency (DMA) has a list of suppliers that subscribe to the DMA code of practice.
Of course, the results of direct marketing is never guaranteed, response rates can vary substantially, or worse still they can sometimes irritate recipients and damage your business reputation, so make sure your research your target market thoroughly and plan your approach carefully.
The NPA has a knowledgeable marketing team and we are happy to offer advice if you are considering preparing a marketing campaign. You can contact us by telephone: 01727 858687 or by emailing: communicationservices@npa.co.uk
