22/12/2011
FIVE KEYS TO A SUCCESSFUL DIRECT MARKETING CAMPAIGN
4. CREATE ADVERTISING THAT GETS RESPONSE AND BUILDS A RELATIONSHIP. You need to break through all the communications clutter in the marketplace. Now comes the hard part: the breakthrough must be done in a way that’s credible and keeping with your product or service.
The keys to creating good direct response advertising are understanding the prospect’s beliefs and coming up with a strategy to change those beliefs in your favour. The strategy must be based on a differential advantage (a benefit your prospect wants and can’t get elsewhere) and your ability to communicate it.
Good direct response advertising involves the prospect. In direct mail, personalization, tokens and rub-offs, stamps, and quizzes all aid involvement. Good direct response advertising also makes it as convenient as possible for a prospect or customer to respond. Use as many vehicles as possible: prepaid reply envelopes, fax numbers, e-mail.
Make sure your advertising unit supports the creative strategy and message. For example, if you’re trying to get the top 20 percent of the population to consider buying luxury vacation homes from you, don’t merely send out a flyer offset on cheap paper. Conversely, there are many situations in which 1/3 page ads in magazines will bring in as many responses as full page ads.