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Tips to ensure maximum response from direct response marketing

By George Henry Subscribe to RSS | December 26th 2011 | Views:
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Different organizations need unique marketing strategies based on their profiles and requirements. This has prompted advertising agencies to come up with a range of marketing strategies.

A very effective marketing plan being preferred by many these days is direct response marketing. The uniqueness about it is that there is no intermediary broadcast media involved. Rather marketing strategies based on direct response use different broadcast media like internet, press, TV or radio, to invite customers to contact them directly.

The direct response ensures a direct communication between the customer and the marketer. This is different from simple direct marketing. In the later case, though there is a direct communication between the marketer and the customer, there is no chance of getting instant feedback. Direct response marketing is all about eliciting action thus ensuring instant results which can be tracked and measured. Furthermore, direct-response campaigns are meant to perform best in a highly competitive scenario.

Direct-response advertising can be characterized into four primary elements:

• Offering sufficient information to the consumer to help them take a decision whether to act or not.

• Inviting customers and asking them to initiate some actions.

• Offering different means of response to the customer, which can be as varied as a toll free number, designing web page and email. For this, it is very important to improve the appeal and uniqueness of an offer which will help in getting better response. An offer needs to be targeted in such a way that its appeal is relevant to the wants or needs of the target audience. The right media selection matters a lot in this case.

• Depending on the scenario, different practices and techniques can be used to reinforce the message. Different marketing agencies follow their own styles and unique designs.

A common belief is that direct response campaigns tend to have higher conversions, provided it is done in an effective manner, targeting the right audience. The conversion rate can be as high as 40% for direct response marketing, when done in a planned manner. Many have this idea that direct response campaigns are expensive. This is not really true.

Advertising agencies play a significant role in planning direct response campaigns within the client’s limited budget. They will offer the right guidance which will ensure high return on low investment. Be it related to developing a website or sending newsletter or writing impressive emails, these service providers make sure that such direct marketing campaigns reach the targeted audience in an effective manner. The best part about direct response programs is that the organization gets instant feedback from the targeted group of consumers. This helps in formulating new strategy based on customer feedback. Suppose you are planning to launch a new beauty product. By designing the right campaign inviting women consumers to take part, it is possible to assess current demands and trends. This will help the organization to come up with the right product satisfying consumer needs.

George Henry - About Author:
George Henry has worked as an advertising consultant with several advertising agencies and has successfully designed several Direct response Marketing campaigns based on consumer demands.

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