Direct marketing: the clue is in the title really. It is a form of marketing that cuts out generalisations and goes directly to the people you want it to go to.
For the purpose of this post, let’s say you run a paintball centre. Essentially, you hand over a variety of weapons and ammunition, ranging from rifles to grenades, to a load of individuals and then you give them an arena in which to shoot each other until they either run out of money or have no space left on their bodies for anymore bruises. You lay down ground rules such as trying to avoid the face, avoid point-blank range shots and you forbit the act of taking on the opposition in hand-to-hand combat. Even though you have laid down the rules you know that there will probably be one or two competitors who get a bit over-keen and you know this because you’ve seen it many times before. You know who these people are because they are your customers and you give them what you know they want.
If all of the above is true, then why are you advertising your services to people aged 80yrs and over? Marketing is generally difficult because it is tough to direct your marketing message to the people who are most likely to need your service. In the case of the paintball centre, they will typically want to target a slightly younger generation with energy (and cash) to burn. So how do you target these people and save yourself a few quid by discluding stand-alone caravan owners, Albert and Dot, from the distribution list?
One method is direct marketing. Direct marketing can select the people in the demographics that fit the target market for your business. It goes without saying that if you are reaching the people that you want to be reaching with your marketing message, the response rate to your campaign will likely be a lot higher and this will drive the overall cost of the campaign down. You can target your audience by multiple criteria too. Age, income and even social grade can be considered so you can spend more time creating a marketing message that is specific to individuals rather than trying the carefully word a sentence that doesn’t leave anyone feeling left out.
Imagine your marketing campaign is one of the paintball rifles and direct marketing is a fully equipped scope with 10x zoom. Every single shot costs you money and it doesn’t take a rocket scientist to realise that the scoped shots will be considerably more accurate than the old “spray and pray” technique which some marketing tactics employ. Failing that you put all your efforts into getting Albert and Dot into the paintball arena and send your centre viral with a few hilarious YouTube videos.
Katie Smith shares her interest on direct marketing on behalf of Essex Distributions Ltd