Is Direct Marketing ‘old fashioned’ or just under-used?

Direct Marketing in BrightonI read an article today which cited some traditional marketing methods as ‘old fashioned’, specifically print marketing such as newsletters and branded promotional products.

I tweeted the article in agreement that, whilst fewer businesses are using the more traditional direct marketing methods, they could still achieve excellent results if they included them as part of their marketing mix.  If the message is relevant and targeted, a well designed piece of direct marketing can also translate perfectly online.

The most effective marketing plan is likely to cover different types of media to communicate specific business propositions and messages and Direct Marketing still has its’ place as a tangible representation of your product or service.

Still considered as one of the cheapest, yet most effective ways to create customers, Direct Mail generates a response rate of around 4%, whilst the cost per lead is generally the same or comparable to the cost of email marketing.  Customers created through direct mail are also more likely to perform repeat business.

Direct Mail is a great medium to drive your customers online to purchase your product or service, with the added benefit of tracking sales and collecting data through simple coding methods such as a promo code or a QR (quick response) code.

Promotional products are also still a very popular medium for businesses to gain brand recognition.  Physical items such as pens, calendars and sticky memo pads, printed with your logo and web address, are great reminders for potential customers who might have a need for your products or services; easily able to recall your business whilst sitting at their desk!

Even better results can be achieved by including some of these traditional methods in your marketing mix, especially as fewer businesses are using them you stand a better chance of being noticed.

Old fashioned, or just under-used, direct marketing will never die!

Christine Davey
@DaveyMarketing

If you’d like some help on producing print marketing Tweet me or call me on 01273 772033 today.

5 Ways to gain Brand Recognition

Christine Davey Marketing ManagementIt doesn’t matter what kind of business you have, whether you are a big corporate brand or a one-man band – in order to be successful your brand needs to stand out from the crowd.  Your ultimate goal is to have your target market think only of you when they are ready to buy.

Gaining brand recognition isn’t just about a fancy logo – it’s all about making sure that whenever your target market associates with a product, service or organisation they remember something distinctive about you which will jog their memory.  This could be a logo, a colour, some kind of packaging or just memorable customer service; something that triggers associations in their minds and sets you apart from your competition.
Here are 5 ways you can easily gain brand recognition

1.  Exceptional Customer Service
Develop a reason customers will trust you enough to come back time and time again and recommend you to others.  Today’s customers are much more discernible; looking for guarantees, prompt turnaround time and first-class after sales service.  In fact, customer service can often be the major factor in the final buying decision.
2. Be Personable
Create a persona to engender trust; become the go-to person/company in your field of expertise.  Your target market needs to accept you as the person behind the brand before they will buy what you are are offering.
3. Generate Awareness
Create a strategy to remind your target market that you are actively doing business; make them aware of what you offer by keeping your brand top of mind, communicating with your target market both online and offline with a consistent, objective message. Fail to do this and your target market will forget about you and go somewhere else!
4. Add Value
Exceed people’s expectations – share your expertise through a series of touchpoints; become the well-respected ‘go-to’ person in your field through blogging, white papers & webinars.
5. Be Consistent in your Branding
Be instantly recognisable to your target market by using the same imaging and logo styling in all forms of communication.  Brand consistency is the key to brand recognition and one which is strictly adhered to by top successful brands.  It seems an obvious one, but it is very often overlooked.

What other ways could you help your target market recognise and remember you and your brand?  Why not take the time to develop a marketing checklist and develop a strategy you can easily implement to ensure your brand stands out from the crowd?

Christine Davey
@DaveyMarketing

If you’d like some help on managing your marketing, Tweet me or call me on 01273 772033 today.