Direct Response marketing is often the engine room that produces profits for an organisation and as such it deserves care and attention. It is less fashionable than its Brand marketing sister but throughout history it has been proved to be a key part of the marketing mix for any organisation.
We work both online and offline with direct response. When offline media is the preferred option we consider a number of alternatives
- Direct mail door drops
- Print ads
- Inserts
- Infomercials
- Commercials
- Brochures
Of course the creative we employ can be adapted for online media as well, but there is still something immediate about print and it is also where a lot of our heritage can be found.
We work with our clients to research consumers and segment the permission lists that we are intending to use, looking at demographic and regional data as well as customer life cycles and loyalty. We then focus on the products and messaging which are appropriate to these segments and develop a call to action which is timely, relevant and wherever possible, personal.
The advent of a technique known as Digital Print makes this considerably cheaper than in the past but techniques to test offers and lists are still employed in order to gauge preliminary response rates before rolling out the full campaign.
This type of marketing is also extremely effective for driving traffic from offline to online and when we employ this tactic it enables us to receive instant feedback on the response rate and therefore we can quickly produce effectiveness reports to our clients demonstrating the campaign’s effectiveness.
We have produced communications of this kind for Burson Marsteller, Ford cars, GlobalGiving, Frontier Carbon and Think Eat Drink and are always extremely budget and ROI conscious on every campaign. We would be delighted to talk to you about how we can help you with your direct marketing so please contact us, so that we can explain more about this tactic.