direct marketing – how to drive direct sales for your product

Direct Marketing –

How to drive direct sales for your product

Direct Marketing – Why digital customers love being “direct”?

Customers love

“Self-expression

s”

Personalization

Smartphone app downloads

Social media chats Brand interactions

Brand relationships

Online Forums

The consumer decides the ifs, when, where and how to reach marketers & chooses where & how the interaction will take place with brands

Because, today’s customers’ love to control digital relationships via direct interactions…

Direct Marketing – How can brands make consumers fall in love?

Empathy

Serve

Respect

Brand loyalty

Feel special

Customer

serviceLove

How can brands make consumers fall in love – via direct digital tools!

DirectDigitalBrand loyalty

Direct marketing approaches are more recharged and refined today to ease communication…

Direct Marketing

Direct Advertisi

ngDirect Selling

Telemarketing

Email Marketin

g

Couponing

Direct mail

Broadcast/

Faxing

• Personal interactions with clients

• Personal sale• Catalogue marketing • TV marketing (Infomercials) • Door-to-door marketing • Web marketing (fill-the-order

form)• Magazine ads• Mobile marketing • Word-of-mouth marketing • Referrals• Face-to-face marketing • Flyers/leaflets

How direct digital tools makes marketing effective?

• A postcard or envelope mailers account does not call for a specific response & accounts for only 30% of your campaign success

• Indirect customer channels waits for the customer to get into the buying mood

• Intermediaries or middlemen are the channels of contacts wherein the direct/genuine contacts are lost

• Indirect marketing lacks the original source as it focusses on channels; hence, it comes with the goal of brand recognition only

Indirect marketing focusses on brand

recognition

Direct marketing compels action

• Memorable ads, messages such as “call-to-action, “click this link to unsubscribe” or a direct offer feeds your mind with a responsive action that accounts for 80% of campaign success

• Direct marketing campaigns sets realistic sales goals and drives actions to improve sales

• Direct-to-consumer channels are one-to-one persuasion that influences sales with genuine contacts

• Direct marketing has one goal: convert prospects to customers

How direct digital tools has improvised the customer journey?

92% of young

shoppers prefer direct

mail for making

purchase decisions 39% of

customers try a new business

for the first time because of direct mail advertising

57% of mail volume is attributed to direct mail

pieces

Direct Marketing – 40:40:20 rule of improvising the customer journey

Let’s look at the tried-and-tested method of developing direct marketing campaign

Direct Marketing – 40:40:20 rule of improvising the customer journey

40% success of campaign depends

on contact list selection

40% on deal offer

20% attributed to creative execution

It is not about the right list, it is about the right audience profile that matches your core business objectives. This will further determine that the right relevant message is sent to the right target audiences at the right time.

Giving your customers a reason to buy by letting out a hot offer is an exciting way to entice themto make a sale. A great rebate, discount or bonus on limited timings can boost higher and fastersales conversions.This includes- message, design, delivery medium, perfect timing. 20% success of your messagedepends on the persuasive power to grab customer's attention within a short time span. To make it count, craft concise and clear message so that it is rightly perceived.

Direct Marketing Example – Enriching the specific customer journey!

Bonobos, the online retailer of

men’s apparel ran a small test on print

marketing (catalogues) that grabbed customer

attention via just one image or text liner

about the brand. This ferret the best niche customer resulting 20% of first-time customers placing

their orders via catalogues spending 1.5X of expenses!!

Direct Marketing – Types/tools

Direct Mail

Make a great offer

Use a simple URL

Try personalized

copy (teasers,

headlines, subheads, and body copy to attract

attention)

Set a clear call-to-action

Set a deadline to create a sense of urgency

Try various formats

(post cards, self-mailers,

flyers, envelope

packages)Build a special

landing pageCapture contact information (ask personal info.)

How do you drive Web traffic with direct mail?


Telemarketing

Telemarketing is calling potential clients and customers over the phone directly and selling them directly. This is more of a one-on-one relationship with customers to cross-sell products and services.

Email Marketing

A professionally designed email campaign is a measurable way to reach niche customers and potential clients. As all buyers are not same, so not are marketing messages. This requires tailoring messages to create customized campaigns that match with the right customer type to drive sales

SMS (Text) Marketing

Short Message Service or (SMS) is a great way to convey instant message at a very low cost. It is highly effective marketing that works great for instant message opening just within 2 minutes of being received.


Handout/Leaflet

marketing

One of the simplest yet proven ways of marketing is through leaflets and handouts. A well-designed leaflet or handout crafted with the right message is the most attention grabbing for customers. Leaflets are usually letterbox drops, mostly door-to-door service and have the potential to reach customers in the most inexpensive way.

Exemplary Customer Service

Marketing

Twitter powered experience: Recently a Drinks manufacture, had users to send a tweet to the brand account with a hash tag. The Twitter powered vending machine would dispense a free sample of drink. Consumers were delighted with the installation which quickly went viral with thousands of people experiencing it.

Social mediaThink about social media is not in terms of the different technologies and tools but, rather, how those technologies and toolsallow you to communicate directly with your buyers in places they are congregating right now.


Social broadcasting

How to drive direct sales for your product/service using social media?

Your consumers are online to satisfy their craving for information. Develop a social presence to ignite engaging conversations through your broadcasts.

Social listening

Social media is awash with purchase related data (both pre-purchase and post-purchase) shared every hour on the hour. Monitor and proactively capitalize on those opportunities.

Direct digital strategy- How to develop one comprehensive interactive marketing strategy?

Use email-marketing newsletters to announce new LinkedIn, Facebook, or Twitter feeds, directing readers to social-networking websites for signup

Use Twitter to link followers to your latest blog post or email newsletter online to get them interested and to re-tweet it

Use your email-marketing newsletter to list all company social-networking profiles of your company , and use those profiles to gather email-newsletter signups

Invite customers to participate in YouTube viral-marketing video contests that show real consumers using and enjoying your products

Read and respond to comments within social networks, developing newsletter or blogarticles around topics readers discuss the most

If you want to learn more about Direct Marketing …

And that’s not all!

Read from my book, “The New Frontiers of Marketing” to know the right tactics of Direct Marketing, all power-packed in this whole book! Explore a little more.

http://www.newfrontiersofmarketing.com/