You often hear advertising people talking about ‘direct marketing’, but what exactly is it? I’m going to start this article by explaining more about direct marketing, what it is and then eventually explain the best ways you can use it.

Direct marketing in the broadest sense is any sort of marketing that involves a single ‘call-to-action’, that is to say some form of advertising or marketing material that encourages the customer to do one thing which will put them one step close to buying your product. The great benefit therefore, is that after the call to action is completed, you’ll be able to communicate with your customer directly. Popular examples of direct marketing include mail-shots, email newsletters, newspaper adverts, radio/TV and Internet signup boxes.

Overall Strategy

The main focus of any direct marketing strategy is to increase the number of customers that respond to your marketing campaign or “response rate” while also trying to decrease the cost of advertising.Increasing customer response to your advertising will accomplish two very important things. One, increase the number of sales leads generated by advertising, and two, further establish business name recognition.

Targeting Audiences

Before you even begin to design your marketing campaign, it’s critical that you decide who the audience will be for your product. In using proper targeting techniques, you’ll be able to get inside the head of your customer and then address their wants and needs, as well as address concerns about your brand.

Things to think about when targeting an audience:

* Who..? Who are you targeting with your particular business message? Who are the people who would be most interested in hearing what you have to say?

* Why..? Why would anyone want to fill in your form for more information? More importantly, why do you want them to do it? What do you stand to gain as a marketer with their information?

* What…? What need are you fulfilling that will help your customers’ lives?

* When…? Are you looking for a more immediate response from your reader…or are you providing food for thought and building your relationship?

* How…? How are you planning to get the message to your customers?

New customers are all very well…

I’ve talked today about the very basics of designing a direct marketing campaign. It’s important not to overlook onen of the most underrated resources you already have: existing customers!Existing customers can provide a wealth of up-sell opportunities.

A way to keep them sweet might be to send a customized calendar to the customers on your databse this year. Calendars have a huge advantage as marketing material - they’re actually useful, and can allow you to keep your brand and message in the customer’s mind for a whole year!A properly designed calendar can really help your business.

Aglobalworld.com is a company producing international calendar for businesses. Ours is the only truly international planner that includes holiday dates from around the world.

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