7 Things to Think About Before You Pull the Direct Marketing Trigger!
Nov 5 | Categories: Our Blog
- What is my starting budget for marketing and how can I get the most bang for the buck…stretch your dollars as far as they will go but cheap doesn’t mean good, think in terms of being effective. Think ROI and LTV (Return on Investment and Lifetime Value) .
- Can I better target my market before I launch my effort? Whatever media you use be sure that it’s reaching your target market, if you’re not sure stop yourself from starting and make sure that whoever hears or sees your ad is prequalified.
- Don’t start marketing unless you know that you can give great service and provide a great product experience. Nothing kills a company and it’s chance for success like a bad product or poor customer service. Make sure you’re ready.
- Don’t stop marketing to your customers or clients…. a bird in the hand is worth two in the bush…. before you start acquiring or as you are acquiring think about the different ways you can reach and enhance the purchase or service experience and in so doing create other opportunities to increase lifetime value through added sales.
- If your first effort fails or comes up short don’t run for the hills…run to an expert. Every media and every product has its successes. It just may be that you did one or two things wrong and missed a home run by inches. It may make sense and it usually does to seek professional help or specialty help prior to your launch. Make sure you see proven results and get references, opinions don’t pay bills good old fashion know how always does.
- Make sure you present real value…. no matter what your margins are. Focus on giving the best value proposition possible. Present great offers, give a great deal and create high perceived value.
- If possible make sure you are testing at least one variable against another in your marketing efforts (headline, offer, premium, graphics). Testing gives you the opportunity and ability to generate important information about the purchasing behavior of your target market. Testing different variables means you are moving away from the average and looking for the exceptional. The exceptional result is what allows you to go from slow growth to stellar explosive growth in your direct marketing business.
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David Klein is CEO and President of Macromark, Inc. David has a rich and deep background in direct response marketing. His experience comes from being a consultant and list broker with more than 25 years in the Industry; working with several hundred different clients in just about every industry, market or niche found in direct mail. David is a graduate of the University of Illinois with high honors advanced degree course work in Marketing Communications from Roosevelt University in Chicago. Part of Macromark’s vision is to help its clients succeed in their acquisition efforts for finding new customers regardless of the marketing channel or media used. Add me to your G+
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