Direct Marketing – Key Reasons For Its Success

Perhaps you already have heard about direct marketing but have you fully grasped the meaning and the purpose of it? If not then, read on. Direct marketing is actually a sub-discipline of marketing wherein marketing agencies try to disseminate messages with commercial objectives, directly to costumers without the need to use any intervening media. It is being carried out through direct mail, e-mail or telemarketing. Needless to say, it has become a booming industry nowadays as more and more marketers are engaging themselves to it. Exactly how this had happened?

1. It involves a certain form of measurable response variable irrespective of what medium was employed. This is one of the key advantages of direct marketing and most likely the main reason for its success. With direct marketing hundreds and thousands of customers can be monitored as they happen to respond to promotions sent to them via email, mail or telemarketing. The measure of response is dependent upon how effective are the solicitations made and sent by marketers. The ability to measure campaigns is exactly what sets direct marketing apart from other forms thus, it is a success.

2. The design and format of direct mails come in wide-varieties. One of the many formats commonly used is catalogs. These are multi-page bound promotions containing selected products for sale being mailed to a prospect customer. There are also other formats of mail like single sheets and envelop mails.

3. It offers convenience in locating favored merchant’s sale. The current practice of direct marketing involves alerting people of the merchant’s sales and events through mails. Through this buyers are able to get firsthand information regarding special discounts, freebies among others right from their favorite merchants.

4. It can be easily be personalized and custom-tailored to client’s needs. The fact that direct marketing can easily be personalized, allows the mails received by clients to be custom-tailored according to their specific needs. This personalization can take the form of imagery or personal data which includes the name and address.

5. It can be optimized. Direct mail marketing not only can be personalized but it can also be optimized in order to send these mails the best in timing possible, design, writing and among many other factors. With the use of database analysis alongside the aid of computing and communications technology, direct marketing is indeed more targeted and has potentially resulted in increase response rates.

Let’s Talk Marketing Strategy

You’re a new non-profit and wondering how you’ll come up with money to support your cause, right? You’ve heard the hype about grants and loads of free federal money that are available to anyone willing to lend a helping hand in society, but have you done any serious investigation into the processes that sustain a non-profit in the long haul?

Let’s start with a few pieces of common misinformation:

Grants are sustainable.

This is far from the truth. Grant funding is like a crutch. The whole idea behind setting aside a chunk of money is to help an organization establish a project or keep an impactful project in place when times are tough. Grant money isn’t intended to sustain an organization fully.

Grants are available for everyone.

Most grant money is available to government entities and non-profit organizations. If an individual or for-profit business, chances are your grant search is going to be grueling. Not to mention, probably spend more resource applying for the money than receive IF you get funded. Therefore, seeking grant money is a largely ineffective marketing approach for almost every non-profit organization.

Grants are available for everything.

Grant money for specific causes that advance a social mission. Federal money for very specific and foundation money is set aside to advance a specific purpose set forth by that foundation. Although true that a foundation may support minority-owned businesses, the competition is fierce. There are thousands of people just like yourself searching for that same money.

So, does that mean you should give up? Absolutely Not.

But, you should devise a strategic plan based on this information. Using a transaction cost analysis (TCA) framework, let’s look at some of the most cost-effective forms of marketing for ANY non-profit organization and then we’ll discuss how this all relates to your overall funding search. There are 6 major types of marketing for organizations with social missions:

Direct mail

Most of us associate direct mail with those little flyers we get stuffed between the newspapers or postcards offering 50% at the next department store sale. direct mail has proved to be valuable in capturing the attention of prospective donors and in following up with people who have previously donated money to a cause. Direct mail is relatively inexpensive but does not yield a huge response.

Direct Response Marketing

Direct response marketing constitutes a variety of techniques but is commonly associated with practices such as television, magazine, and radio advertisements where consumers are encouraged to take part in a direct call to action. Direct response marketing is expensive and relatively ineffective in reaching targeted audiences.

Catalogue Marketing

Catalogue marketing is generally an approach used by businesses that sell products or packed services but can be used by non-profit organizations that sell cause-related apparel. Although catalogue marketing has a low return rate, it has been found to increase among use of other marketing techniques.

Telephone Marketing

We’re all familiar with telemarketers-primarily the reason telephone marketing gets a bad rep but if can be a very productive means of personal selling if done properly and legally. One of the main problems with telephone marketing is the training required to ensure that all phone calls meet regulatory requirements and that the sales people themselves do a good job at representing your organization.

Personal Selling

Exactly how it sounds, personal selling is any face-to-face encounter that has the potential to turn into an investment in your cause. Face-to-face selling has a high rate of return however it requires the most resources of any marketing tactic because it requires research, scheduling, coordination, and often multiple meetings between executives.

Online Marketing

There is no doubt that the internet has changed the marketplace and it is also one of the most cost-effective methods of marketing. The problem is have historically fallen behind with online trends and don’t make investments in online marketing processes, never mind an online marketing plan. For a social venture to be successful in the 21st century, it’s almost impossible to avoid investing in a website and social media.

In a recent study published by Direct Marketing: An International Journal, TCA was used to measure the effectiveness of these approaches based on the level of control over direct marketing (DM) resources compared to the cost to implement each approach. Not surprisingly, the most productive forms of marketing were namely personal selling, telephone, direct mail, and online while the least cost-effective forms were direct response and catalogue. However, the findings presented in this study are consistent in that they support the use of multiple forms of marketing as the most effective approach.

What does marketing have to do with fundraising?

Most non-profits are small, and many of these organizations sustain their projects through donations from the public rather than grant funding. This means that marketing (or fundraising) is one of the most vital metrics that every organization should pay close attention to when planning how they sustain their operations, pay their employees, and build capacity. So, if we take grants off the table, we can first consider other forms of revenue generating pursuits, including:

1. Individual Pledges

2. Corporate Giving

3. Sponsorships

4. Fundraising Events

5. Products/Services

6. Major Donations

References

Mallin, M. L., & Finkle, T. A. (2007). Social Entrepreneurship and Direct Marketing. Direct Marketing: An International Journal, 1(2), 68-77. doi:10.1108/17505930710756833

Multi Level Marketing Advertising Strategy – 3 Hot Ideas to Add to Your Overall Strategy Today

If you’re like most people you want to succeed with your MLM home business, and therefore are looking for a multi level marketing advertising strategy that brings in leads.

Many people are trying things that don’t seem to be working, and getting frustrated.

When you’re frustrated in this industry, you usually lose a lot of momentum and sometimes end up quitting prematurely.

Effective Multi Level Marketing Advertising Strategy

What’s crucial to remember is that your advertising strategies have one end goal in mind, which is to get ultra targeted prospects to your sales funnel.

This means you want people who are actively seeking an opportunity to join.

Your multi level marketing advertising strategy must push their hot buttons, that are going to get them to want to join YOU. You must do this by making them understand that you know what you’re talking about. You want to let them know that by partnering up with you that they’re chances of succeeding are going to be increased.

So here are 3 ways to get people to want to join you…

1) Article Marketing… One of the greatest way to make people see that you’re an expert in the home business…or more mainly the multi level marketing niche is to write articles. There are a few reasons for this. First, people are used to equating that when they see something in print, whether it’s in a book, in a newspaper or magazine, or nowadays just as powerful the internet…they equate that as the writer being an expert in the niche.

Second, writing articles gets you tons of exposure and lends to your credibility. People reading can see right then and there that you know your stuff, and can make up their mind whether or not they want to learn more about you. Article marketing is a great multi level marketing advertising strategy.

2) Get Your Downline Crankin… Your downline is your greatest asset in MLM. They are your sales force, and one thing that people don’t do enough is utilize them as so. It’s not only benefiting you when you motivate and train your downline. Just think of all the lives that you’re changing when you teach people to take their income to the next level.

And for that you get paid a commission, just like any other sales manager in the world.

3) Pick up the Phone… So many people who are struggling in network marketing are afraid to pick up the phone. But it’s those who are using this in their multi level marketing advertising strategy who are killing it. They’re raking it in and growing a huge downline because nobody else seems to want to pick up the phone.

And frankly, your prospects are looking for someone who is going to call them up. They’re looking for actual humans on the other line.

If you’ve got lead capture pages, and you’re not asking for the phone number now’s a good time to start.

So there you have three techniques to add to your multi level marketing advertising strategy that should begin to quickly take your business to the next level if you’ll put them to use.

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