Developing a deep understanding of your ideal customers is a key element of developing a successful direct response marketing campaign. So if you don’t have a very clear idea of your best customers are then get one and quickly!
Why? Because if you don’t you would be shooting in the dark and probably wasting a load of money and time creating marketing materials that have the wrong message and directing them at the wrong people. No matter what product or service you are selling it will appeal much more strongly to a certain group of people than it will to others. Too many businesses make the mistake of just throwing their message out to everybody and hoping the right people will find it.
This is like trying to play darts while blindfolded – throw enough darts at the board and you are bound to hit it some of the time and if you area really lucky you will hit the bulls eye once in a while.
If this is what you are doing with your direct marketing campaigns, STOP NOW!
Firstly you have to paint a very clear picture of your ideal customer. There are many variables, some of which may include age, sex, income, job, lifestyle, qualifications, etc. For example, if you are selling double glazing then it is unlikely that people who do not own their home will be interested in your products. This sounds obvious right? Perhaps but you would be surprised how many people do exactly that.
Secondly design your marketing material to appeal to you ideal customer. Too many people make the mistake of creating generic material in the hope that they will appeal to everyone. The truth is that doing this makes it is less likely to appeal to your ideal customer. If you want people in your target audience to respond to your direct marketing materials, write it specifically for them. Those who are not in your target audience are not going to be interested anyway so there is no point in compromising your materials for them.
Finally, ensure that your materials sells on the benefits to the customer and not the features. Again, I hear you say that’s obvious but I guarantee that the vast majority of the marketing material that you will see or hear, irrespective of the media, will sell mostly on features and not the benefits the product or service mean to the end user. For further information, read our article on leaflet design.
Company: 2112 Direct Marketing T/A 2112 Leaflet Distribution, 29 Meikle Crescent. Hamilton ML3 7AQ
Registration No: SC352956
VAT Registration No: 971 0992 00