In general, all direct marketing campaigns should be focused on one thing – obtaining the desired response from your target audience. This response will vary from placing an order for a product or service to making an enquiry to visiting a web site, etc. All of the marketing material that is used to elicit this response should be design with that purpose in mind.
Many businesses make the mistake of thinking that the people they are trying to connect with will know who they are and will recognise their brand (i.e. name, logo, etc.) and, more importantly that know this will influence their buying decisions. The result is that they waste a huge amount of space in their marketing materials promoting their brand rather than their products or services or the particular offer that they are promoting.
The net result is that direct marketing campaigns that emphasise the brand are far less effective and, consequently, have a far lower response rate than the campaigns that focus on the intended outcome.
You should always keep this in mind when designing your marketing materials. If your brand or company name is prominent and is taking up a large amount of space then STOP and go back to the drawing board because you can use that space for the promotion of your products or services. If your brand appears at all (and there is no rule that says that it should) then ensure that it is small and not taking up valuable space and is not in a prominent position on the materials.
Finally, be careful not to confuse this with contact information. It is important that you make sure that people are able to contact you so ensure that details such as telephone numbers, e-mail addresses, web addresses, etc. are clear.
The best way to check if your marketing materials are fit for purpose is to glance at it for a second or two and then think about what you remember of it. If it is the message that you are promoting, then great. If, however, it is your brand or some other type of less relevant information then start again and focus on the message.
Company Name: 2112 Direct Marketing Ltd
Company Number: SC352956.
VAT Registration No: 971 0992 00
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