When you don't have time to wait
Direct marketing is just what it sounds like - directly reaching your customers and potential customers on a personal basis. This also includes mass-media.
We often distinguish direct marketing by aggressive tactics that attempt to reach new customers, usually by means of unsolicited direct communications. But, we can also leverage direct marketing to reach existing or past customers. A key factor in the success of direct marketing is a call to action. As a part of this call to action, direct marketing campaigns should offer an incentive or enticing message to get consumers to respond.
Direct marketing allows us to locate, contact, offer, and make incentive-based information available to consumers. Here are some methods of direct marketing:
- Postcards: Perfect for promoting events, distributing coupons, and announcing new product and service offerings.
- Letters: These are great when you want to personally introduce yourself or provide information about higher-consideration purchases such as home services or contracting.
- Trifold cards: These are similar to postcards, but provide layout flexibility to convey more information, like a restaurant take-out menu.
It no longer makes economic sense to send an advertising message to the many in hopes of persuading the few.
M. Lawrence Light – Former Chief Marketing Officer, McDonald's