5 Smart Steps To Direct Marketing
Determine Your Target Market
WHO are your best customers? What are their characteristics? Your answers will determine your target market and identify prospects.
You can have the best looking postcard, with the most brilliant copywriting… but if your offer doesn’t appeal to your mailing audience, you won’t get a good response. Advertising a kitchen remodeling service to a household that is renting doesn’t make sense, right? Reaching people who are most likely to do business with you is critical.
Therefore your mailing list is the key ingredient to your success!
Get a Mailing List
So, now you know WHO you want to reach… but HOW? Whether you’re looking for a list of individuals who match an ideal profile based on lifestyle, age, income and more; or you simply want a list of companies that match certain sales, geographic or industry defined criteria, H & H Graphics Group can help you find the most accurate list.
A bad key ingredient could burn your entire campaign. Rely on our comprehensive data services, which include:
Capturing data is one thing and using it effectively is another – our data services help you do both. For details about direct mail, lead generation, integrated direct marketing campaigns and more. For details, check out our Database Management page.
Develop Your Message
It’s time to create clear and tailored messages that will generate a response. Develop a compelling offer and keep the copywriting focused on your audience. What’s your Unique Selling Proposition? How do you rise to the top? These are the questions you should be asking yourself. Because people want to know WIFM … “What’s In It For Me?”
Focus on the benefits. Not the features. Instead of stating features about YOU, like “We install custom kitchen cabinetry, and have many beautiful options.” Place the emphasis on the benefits you provide, and throw in a dash of emotional appeal. Like this:
“Custom cabinetry will solve your storage problems, increase your efficiency, and ‘Wow!’ your friends during your next dinner party!”
And instead of saying, “We’ve been in business 25 years!” Doesn’t this sound more impressive (while also reminding people how important a kitchen is to a home’s overall value)?:
“We’ve been upgrading your homes’ most valuable assets for 25 years.”
The last, extremely important but often overlooked, ingredient in an effective message: The Call-To-Action! Whether you tell people to call you for a free estimate, visit your website or come to your showroom… it’s simply got to be there. Don’t make your readers guess the point of your entire campaign. You’ve explained WHY they should contact you; tell them HOW.
Now that you’ve got a finely crafted message, it’s time to create the supportive, eye-catching visuals. If you’re in the market for a kitchen makeover, what would you like to see on a postcard? Photos of a gorgeous kitchen? – Yes! Photos of a happy chef enjoying a new kitchen; or before and after photographs? – Even more powerful!
There are two words that will keep your brand name cooking: Frequency and Consistency. You can’t mail one postcard and call it a campaign. “Microwaved” messages are a short term solution. Market yourself like a slow cooker… keep the heat going.
Frequent touches will give you coveted Top of Mind Awareness. Plus common sense tells us that not everyone is in the market for your products and services at the same time. Frequency makes sure you reach people when they’re ready to buy.
Consistency integrates all of your marketing efforts and builds your overall brand image. Your website, email blasts, direct mail, social media – all your advertising – should work together. Consistent messages makes sure people know who you are and separate you from the competition.
Test, Track and Tweak
Tracking your responses is an important step to help you make more informed decisions. Whether you use direct mail, email or both, testing and refinement can maximize your success. In direct marketing, campaign tracking and reporting is just as important as getting the right message to the right audience because it helps you determine your return on investment (ROI).
It’s easier than you might think! Your responses can be accurately tracked and measured with tools such as:
|QR codes (Quick Response codes)|
|GURLs and PURLs (General and Personalized website landing pages)|
|Trackable Phone Numbers|
|BRCs (Business Reply Cards)|
H & H Graphics Group offers all of these products and services; and we can also help you with three direct mail testing and refinement processes: Baselining, A/B Testing and Multi-Variate Testing.
The best recipe for tracking is to do it consistently for multiple mailings. Tweak your strategy, message and delivery. You will find the right mix of ingredients that improves your response rate. And when you truly know what works best for you, you will save time and money… while beating your competition with direct marketing.
Contact H & H Graphics Group at 717-393-3941 to get started!
Your success is the icing on our cake!