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Utilize Direct Mailing For Maximum Marketing Potential

Aug 17, 2007
Marketing a product demands in-depth analysis, research, identifying the target consumer or buyer and then advertising your product to them emphasizing the importance or necessity of the product for their needs. There are many marketing strategies to promote an existing or a newly launched product in the market. After identifying the target consumer or the prospective buyer of the product, companies need to reach out to them effectively and efficiently to advertise their product. Direct marketing is the best considered way to promote and sell the product as you get to know the response instantly and directly. In direct marketing, the consumer is targeted directly by the promoter, whichever mode of communication is used. The target expresses his agreement or disapproval or seeks some time to ponder over the offer and the promoter knows his response directly. The direct marketing approach is divided into categories based on the mode of communication.

One of the most widely used and effective direct marketing strategies is direct mail. Multiple formats can be designed and then posted to the prospective groups in the form of brochures, catalogues, envelope mailers, self-mailers, dimensional mailers, snap mailers and postcards. The most crucial point of consideration in a direct mail promotion is the write-up of the objectives and salient features of the product and their relevance in the consumer's life. The language should be unambiguous and designed to attract.

Personal selling means a personal visit, explaining the features of the product. There are listing companies which accumulate and then sell lists of interested prospects and some basic information about their background. The profile of the target like his employer, salary package, ethnicity and requirements are studied and then a sales presentation is prepared which is handed over to the prospect during the meeting for him to go through.

To cut the costs of personal visits in marketing, Telemarketing or communicating on the phone is employed. Telemarketing is a more sophisticated and speedy way of marketing the product. The prospect is contacted by trained company personnel over the phone. The conversation is targeted towards the needs or problems of the client leading to the suitability of the product in his life. If a sale is made, it is followed up with a personal visit to complete the transaction.

With the advance of internet technology and its growing effect, marketing through e-mail is the most common medium today for direct marketers. Low cost and instant mail delivery are advantages of the medium. Effective e-mail means the communication has to be catchy, witty maybe and strong enough to make the receiver open the mail.

Direct response involves getting the target consumer to respond and buy as soon as he is exposed to advertising about the product. This could be informative or selling. Like the TV infomercials which elicit a quick response for certain products. A consumer might just watch it, call and place his order. Thus would also include promotions like coupons in magazines and newspapers, which would necessitate a response from the consumer to cut or tear them out, take them to the store and buy.
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