"Advertising" is a word that can strike fear into the heart of any small business. Traditional forms of advertising, such as big campaigns, and heavy investment in print ads can be crippling financially. However, in this digital age, there are a lot more options. And, often the most effective forms of advertising are not those that require the biggest financial commitment (thank God). If you are looking for this sort of thing, direct response marketing could be for you.
L'Oréal spends $8.3 billion on marketing and advertising related activities. That's a lot of money. Even for a much smaller brand, it's easy to generate significant costs while trying to reach out to a target audience.
What is Direct Response Marketing?
Direct response marketing provides a cost efficient and effective option for advertising. This sort of thing targets customers directly with messaging that is designed to drive specific results. It's pretty much the most sufficient form of advertising for any business that needs to see results quickly and without breaking the bank.
Direct response maketing has a number of features that make it particularly effective, including that it's trackable, measurable, simple to target and can be easily personalised. The same cannot be said for other types of advertising and marketing. If you're looking at direct response marketing for your business, there are a number of different options to consider:
Direct Response Channels
Facebook or Twitter ads are simple and effective, showing a potential customer the product, its benefits and framing everything within a clear call to action. Interaction with adverts is simple to track and advertising can be easily targeted.
It's not all about digital today - traditional media, such as direct media, also has a lot to offer when it comes to effective advertising. Direct mail, for example, can be used to drive sales but also has the potential to encourage new customers ot take online actions, such as signing up to a mailing list or investigating a new online portal or range of website features.
Video is set to be the way that we digest most of our content in the coming years - and it's great advertising tool too. Infomercials are a prime example of direct response marketing at its most effective. If you're going to create your own then just make sure that the infomercials are credible and believable, including as much social proof as possible. Any visuals should always be well edited and aesthetically pleasing (of course).
It's worth remembering the existing customers are always worth more to a business than new customers. You have around a 5-20% chane of selling to a new customer, but a massive 70-90% chance of selling to an exisitng customer. So, direct response marketing aimed at exisitng clients and customers, as opposed to just new prospects, can also be incredibly effective. Successful advertising is not just about the means, but also considering the market too.
We can help you identify the best ways to ensure that you reach the right people at the right time - give us a call.
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