How Keeping Up With Industry News Can Help Any Business – Even Direct Marketers

Last night after a good meal and some pleasant family time I found myself with a spare and very rare hour to myself. As I debated between taking a nice aromatic bath or reading my backlog of industry newsletters, my thirst for knowledge won out.

For someone who has spent more than twenty years in marketing and client services, I never turn away the chance to find out more about direct marketing. It never ceases to amaze me how companies and advertisers are able to find new and unique marketing methods to directly market to both businesses and consumers. That is why spending time reading industry news is part of my daily job.

Industry articles, newsletters and whitepapers are wonderful tools. Anyone in business can benefit from reading them. Remaining stagnant with your industry knowledge only serves to allow your clients to look elsewhere for the help they need. And you would have only yourself to blame. You expect your doctor to constantly keep abreast of new and cutting edge procedures and medicines. Why not do the same yourself?

Recently I was reading a paper by Robert Bly entitled “Secrets of Successful Business to Business Direct Marketing”. He makes some interesting and thought provoking testaments thanks to his many years in marketing. In one section he expounds:

“The business buyer is an information seeker, constantly on the lookout for information and advice that can help the buyer do the job better, increase profits, or advance his career.”

I cannot disagree with that. Direct marketing business to business is very different from direct marketing business to consumer. Drip marketing is very effective when marketing to a business as most will purchase a product or service after a long period of research. Consumers however are impulse buyers and one offer is all they need to see before whipping out the credit card. Where we disagree however is when he states:

“Don’t be afraid to write long copy in mailers, ads, and fulfillment brochures. Prospects will read your message – if it is interesting, important, and relevant to their needs.”

Sorry Robert, but most purchasing agents and company owners that I have dealt with over the years are consumers at heart. They purchase needed materials and services the same way a consumer would: what gives me the best value for my money. Directly marketing to them with an overload of information will have them tossing that mailer in the trash or deleting your email with the click of a button.

Whether a company uses direct marketing to attract another business or a consumer, always make sure your advertising makes the recipient want to know more. Show them where they can find out by directing them to a website, opting in through an email or responding with a return reply card. THEN send your brochure or booklet full of information.

When using direct marketing to a business, always be professional, knowledgeable and concise. Grab the buyer’s attention and lure them into finding out more. Your bottom line will thank you for it.

There are many more pieces of information in Robert’s report that have me thinking. Direct marketing experts like him are a wealth of knowledge. I have many more articles yet to read too. Who knows what I might still learn. If I do I will be sure to share.

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.

Strategic Customer Attraction Marketing Blueprint

With the ever changing face of the economy based on varying factors [such as government protectionism, automation of industries, downsizing of companies] the trend to more and more people choosing to start their own business for various reasons continue to rise. With that said – along with this trend there is an increasing need for structured marketing process and client acquisition processes and methodologies to be utilised within these businesses in order to transform a startup into a fully functional revenue generating entity.

It is often the case that many smaller businesses are product rather than market focussed. In many cases we find that there is no actual marketing department so to speak of and as a consequence the function of marketing within the company ends up being fulfilled ‘as and when’.

We can contrast this to what we find in any larger organisation or corporate; we find an actual marketing department, with qualified marketing professionals who are analysing the market, target customers and competition, they continually look for trends and movements in their chosen space in order to refine the marketing message and continually push the communication through the channels. This is to include the distribution channel [where appropriate], print media, radio, catalogues etc, etc and of course the use of digital marketing channels [social media, email marketing, video marketing, micro blogging and more].

The above is what leads to the typical ongoing market penetration that we see within these organisations leading to new products and services development a steady stream of new clients and the nurturing of existing clientele.

It is with the smaller organisation in mind, the solopreneur or work from home business owner that any strategic business attraction marketing blueprint is targeted towards. This is one or two steps down from making use of an in person consultant that will look to understand the business operations and put specific structures in place that when followed; will first provide a deeper understanding of the market place and target market clients but will also provide the foundation for providing the products and services that the intelligence directs the company towards producing.

It is recommended that organisations looking to add structure and processes to the marketing and client acquisition aspect of their businesses direct their energies to these main fundamentals.

  1. Client Strategy & Preparation
  2. Setting Up Key Business Processes & Systems
  3. Getting Clients While You Sleep
  4. Follow Up & Retention

1) Gaining a deeper understanding of the needs, desires and behaviour of the clients no matter what the industry will drive the decisions that are made in relation to the products and services that are developed and presented to the market space.

2) Key systems and processes such as continuous market intelligence related to pricing and customer behaviour can help to take the organisation to the next level and gain a significant competitive advantage over other companies supplying related or similar products and services.

3) The marketing process for bringing new prospects into the marketing funnel must be an ongoing activity; whilst focusing on servicing existing clients it is imperative that someone is taking care of make new clients aware of the needs that your organisation can fill.

4) Too often it is the failure to followup and keeping in touch that leads to the loss of valuable customers; depending on the business tools such as email marketing, videos, membership sites and print media may be used in order to stay at the top of the mind of the target customer.

Once the process has been developed it will then be a matter of refining it [say once a quarter] whilst some is taking care of the execution which will lead to new customers, sales and products and services leading to increased revenue generation.

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