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Direct Marketing Advertising – What Are the Advantages?

Each day, business owners are learning new ways to market their small businesses. But there is no doubt that direct marketing advertising is still one of the most popular of strategies. It has helped lots of entrepreneurs to increase their sales and be known in the market.

Before, direct mail marketing is done by sending out letters and postcards to their prospects. Today, many entrepreneurs use online direct mail advertising to reach out to a wider range of market over the internet. The following are the advantages of using direct mail advertising.

Reach out to your target market. Since marketing mails are sent directly to a specific group of people, a business owner can customize the message and the approach depending on the targeted recipients. This is why direct marketing has been proven to be very efficient in encouraging people to take positive action. Furthermore, marketing mails are sent exclusively to genuine leads so that the potential to get results is much greater compared to other forms of advertising.

Get your message across more easily. Before creating their marketing copy, merchants are advised to spend time studying their market. It is a good idea to send a different batch of marketing mails to every niche. Based on the demographics shown in your mailing list, what do you think is the best approach for your intended recipients?

Track the result of your direct marketing campaign better. It is easier to track the results of your campaign through direct mail marketing. If you sent marketing emails, for example, you can simply include a discount code in your message and instruct the customer to enter the code on their checkout if they wish to buy from your online shop. Monitoring the codes you received can allow you to gauge the result of your marketing campaign faster and better.

Direct marketing campaign can be done in a small scale. For entrepreneurs who must work on a limited budget, a small scale direct marketing campaign can be executed without difficulty. For example, you can send marketing emails to a small group of people and wait for the results before launching a bigger campaign or committing a larger budget.

Gain brand name recognition. Direct mail marketing is all about repetition. You need to send your marketing mails to same recipients at least three times or more at the right intervals. Hence, if you include your brand name and logo with all your marketing mails, people will become familiar with your company and remember you more easily.

Build rapport with your customers. By regularly sending direct marketing mails, a business can easily build rapport with prospective customers. It is also an effective way to strengthen your relationship with your old clients. It is easier to build trust and encourage loyalty among existing customers when you communicate with them on a more personal level.

More cost-efficient than other marketing methods. When compared to other marketing methods, a business owner can save a great deal with direct mail advertising. Again, this form of marketing is concentrated to a limited group or niche so there’s no need to use a huge percentage of your marketing budget.

Copyright (c) 2010 Luie De Von

Direct Marketing Copywriters in Ireland Take Heed – Why You Should Keep Your Message Simple

Direct marketing copywriters and advertising copywriters who depend on the written word to sell their clients’ products or services, take heed. An ERSI study conducted by the International Adult Literacy Survey (IALS) has shown that aa many as 55% of adults in Ireland are below Level 3 literacy, the minimal level of literacy “necessary for the demands of modern society”. This means that the majority of people in Ireland may be unable to read direct marketing text that is in any way complex or not laid out in a clear, straightforward manner. This doesn’t just mean that they may not get all the subtleties and complex details of written direct marketing promotional material and communications like these, this means that they may not understand direct marketing offers at all!

Of those surveyed, 25% are at what is called Level 1 literacy. This means very low literacy skills, where even short, simple instructions can’t be understood easily. Another 30% of people are at Level 2. At this level they can follow step by step instructions and basic prose but anything more complicated gives them difficulty. These are the people who adopted just enough literacy skills to get them through day to day life but could have difficulty with complex sentences or text and writing styles that they are not used to, including direct marketing buzz words and jargon.

It’s important to understand that people in these groups are certainly not stupid; a variety of reasons could be behind their poor reading ability. Often it can be as simple as bad eyesight or hearing difficulties. In other cases it could be due to sporadic school attendance or a lack of money for textbooks and materials. Whatever the reason people in this category are the majority in Ireland so direct marketing copywriters better take their needs into account when writing!

So what can be done? How can a direct marketing copywriter ensure that their words can be understood by the widest possible audience in Ireland? Well really the best thing to keep it simple. Short, snappy sentences work best, both to make the direct marketing message clear and to keep people interested. This is not only relevant to people at lower literacy levels but for everyone in Ireland.

Long drawn-out sentences can bore the average direct mail reader, even if they understand what you’re saying, and might make them skip on to something else, especially if they’re only marginally interested in your offer in the first place.

Titles in marketing brochures are especially in need of this kind of treatment. A title sets the tone for the piece and mentally prepares the reader for what’s to come. If a title is confusing or irrelevant then the reader may be bewildered when reading the marketing offer, wondering what exactly they are reading and how the product/service on offer relates to them.

Wonderfully clever, pun-filled titles, so loved by marketing copywriters in Ireland, may be great for the readers who actually get it but for the rest it’s just another source of frustration. Keep your direct marketing message in Ireland simple and keep it loud, that way everybody knows what you are saying and your message has the widest reach.

Literacy skills are not just about reading prose however; many people in Ireland have difficulty reading more technical information such as forms, diagrams and tables. Others have difficulties with basic numeracy skills such as adding figures or understanding percentages.

Finally, relevance is also a key to people understanding your direct marketing offer. The average Irish reader assumes that all information provided to them in a direct marketing offer is important. Going off on a tangent into another unrelated or unimportant topic for a short while is likely to cause great problems. People reading it will wonder how this connects with what they have read previously and are liable to become confused as to what you are trying to sell them.

This applies not only to text but to diagrams and pictures in direct marketing material too: if it’s not connected with the promotional message you are trying to give people then it should not be there! It may look very nice and add wonderfully to the feel of the page but if you’re trying to talk about healthcare, for example, and you use a picture of a yacht then your marketing message can get lost along the way.

For direct marketing offers in Ireland the best advice is to keep your message simple and keep it to the point. Short words, short sentences and short paragraphs work best; and remember: if it’s not adding something to the reader’s understanding of your offer then there’s a very good chance it’s taking something away.

The Importance of Using Marketing Strategies

Whether you are in a small, medium or large business, you’d do well with a marketing strategy. Companies that want to excel in today’s competitive economy require not just any marketing strategy but the best they can find, whether in-house, customized or out-sourced.

There are many types of strategies to promote your company products or services. There are simple or sophisticated strategies which have been proven, and can be easily applied to most organizations.

Campaigns are different from strategies; a marketing strategy is an approach to market or promote the business products or services to confirm transactions that will keep the company viable. It can also be called a plan which is used to give the company an added advantage or project a more attractive image to its intended buyers of its products or services.

Purpose of Marketing Strategy
A strategy must bring in the sales when implemented; otherwise, it is a failed strategy. Time, effort and money are wasted which are considered losses to the company. Different strategies are employed not only for the different products and services of the company, but also target at different market segment or users. Hence, it is important to identify what the focus of your strategy is.

Marketing strategies Media
Some marketing strategies include print campaigns like advertisements in the newspaper or billboards. These are meant to instill awareness of the company’s products and services to a larger audience. Nowadays, the Internet provides a most conducive platform as part of the company’s strategies. Some companies may choose the television or radio media to execute their strategies if they are focusing on certain types of audience for their goods and services. For example, companies which manufacture household products may choose to market their products through the television medium as a commercial which targets housewives.

Factors involved in Marketing Strategies
Whichever strategy you may choose for your company’s products or services, you will need to consider the item to be promoted, the targeted audience or buyer, the duration of the strategy, the budget and the expected results. At times the company may be able to use a strategy for several of its products and services while at other times, not.

There must be a specific audience identified to that chosen item to be promoted so that, that specific category of buyers will be tuned in on the promotion. A marketing strategy cannot go on and on as the target audience may feel bored with it or develop negative feelings or opinions about the company’s status.

There must be a budget to work on a specific strategy for a specific product or service identified for promotion as there may be other products and services which will demand the same attention and priority for good sales. A specific budget is also necessary to ensure that the strategy does not exceed the expected expenses to promote the identified product as the bottom line is to recoup these expenses and more.

Hence, the most important aspect of a marketing strategy is the expected results. The strategy employed should bring in more revenue to the company which covers the expenses expended on that particular product or service.