Direct marketing

What is direct marketing?

Direct marketing definition

Today direct marketing is one of the preferred means of communication companies.
It involves sending a personalized message or not a defined target at a defined group of individuals - companies or individuals.
This group may be existing customers in a loyalty or target new customers called prospects in a winning goal.
All these direct marketing have only one purpose: to attract customers, get them to turn quickly to a place of sale or a website and analyze the feedback.
The analysis is done simply: it is to measure the number of messages sent, to analyze the number of returns and make a ratio, sent / real returns to calculate two criteria:
The cost of the conquest of a new client also known cost.
The cost of retaining an old customer (how my operation is going to transform an existing customer who would not have come otherwise).

Direct marketing is based on three key principles:

• Direct marketing definition: the creation of the marketing message

It's all about finding the right word: What will you tell your customers? In the same way that a movie script, your story must be interesting, otherwise it's guaranteed flop!
The promise should oversell anything, no need to lie or try to embellish you with excess, your customers will soon account for. Rather, it is to think about your best features and highlight them. Are you good price, service, quality, quantity?
Direct marketing is an immediate consumption of media, it is to motivate the user to consume immediately. This is the promise that makes sense. It can take different forms:
- An offer to enter immediately (discounts, promotions, gifts).
- A new product or a new service.
- A special event (see list of events): a special event (launch of a new product), a trade event (valentine), an event linked to the customer (birthday party), a recurring event (or monthly newsletter weekly).
Beyond the promise, you have to respect some rules in direct marketing (see 10 tips ....):
- Bottom: clear, fast, simple.
- Form: make nice (always nicer)

• The selection of the target

This step is crucial to the success of your direct marketing campaign. The quality of your address files clearly have a major impact on the number of people who respond favorably to it.
To select your target, you have several options:
Address Internal Files: every passage, every visit, every action, try to collect as much information about your customers: title, name, age, mailing address, email address ... so you can be you file increasingly qualified that will relaunch your customers for loyalty programs.
Organize these address files in a database or an Excel file as well as possible, that address file is the heart of your loyalty strategy. You will update regularly with all the information you can collect: Fixed telephone, mobile phone, but also with all the information on your customer: its purchase frequency, purchase amount and it will have spent at you, so then organize your addresses by interest clients.
MarketingConnect offers to import your addresses in a powerful and simple tool to organize the best possible way for both standards to generate direct mailing but also to segment mailing list.
external address files: You do not have mailing lists or you want to win new customers. To increase your potential, nothing beats purchasing additional files. To choose your files, you can select prospects or close to customers:
If you want to turn into a place of sale, it's all about finding customers geographically close, in your range. Customers always choose the nearest to them! Local files will therefore be the best solution to your problem.
MarketingConnect offers select clients based on your range. You can customize the radius to choose the closest customers to maximize your transformation. MarketingConnect offers mailing lists regularly updated from a 24 million individuals and 6 million professionals.

• The broadcast channel of a direct marketing campaign

There are plethora of channels with advantages and disadvantages:

Direct marketing definition "postal mailing": also known as direct mailing, paper mailing, direct mail for mass mailings, ...
- Advantages: many files (all to a mailbox), grip in 100% of cases and playback high-quality graphics.
- Disadvantages: the cost can sometimes be a hindrance in the case of very large unskilled databases.