Great marketing today relies on a simple idea, which is great customer data. When we run direct marketing activities, it requires having up-to-date customer information and their interests or current purchase history do our messages are relevant and timely.
Business today has many different ‘pots of customer data’ in their business. In fact, it is all around their business is a wealth of customer information. The problem can be that this data is in all sorts of different formats, from business cards, emails, letters, faxes, to spreadsheets and many more.
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Direct Marketing is the most successful when you create a communications piece which
not only captures attention but also creates action.
In the past, this was referred to as AIDA; Awareness – Interest – Desire – Action. Whilst with all theory and specialist practice things become more complex this acronym still works today at a high level.
So, why be Targeted and why be Direct?
Because you want your communications to be relevant (Targeted) to the recipient when
they receive and hopefully open the direct mail (Direct to the reader). By knowing who
you are sending your communications to, understanding what services they buy, or
interested in buying enables you to ‘target’ these customers. This in effect backs up
the idea of AIDA: your target customer is; Aware of you, they are Interested in what
you sell, they Desire the services you have on offer, they take Action.
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