Direct Marketing

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Direct marketing is any unsolicited contact a business makes with existing or potential customers in order to generate sales and custom. It can be a very cost-effective way of marketing. Direct mail, leaflet drops, telemarketing and email are all ways of contacting customers to great effect.

Direct marketing can:

• enable you to focus limited resources where they are most likely to produce results.
• help you to measure the success of campaigns accurately by analysing responses.
• Increase and rebuild customer loyalty.
• Generate new business with new customers as well as existing ones.
• help you generate a business to business market.

Efficiency of database
Up to date and correct information on your database is essential if a successful and efficient targeting campaign is hoped for. Selling to existing customers is far easier and cheaper than finding new ones.
Customer details such as the following would help you market efficiently in the future:

• Their ordering behaviour - dates, frequency and timing of their order.
• Type and quantity of goods or services ordered.
• The value of their orders.
• Their payment history.
• Distribution details - postcode, it is always useful to know in what kind of area your customers operate.

Remember there are laws concerning data protection and communication. There are restrictions on how you can use and hold information on customers.

Direct Mail

Direct Mail helps you to inform people of your business and what it has to offer. A brochure and order form is a good way of increasing your sales.If you know your customers you are able to tailor your business mailings to include things that you know they would be interested in.

Direct Mailing can be successful if you:

• Offer prizes or discounts, these will make entice customers and maximize response.
• Budgetd for such prizes, you will still need to see a reasonable amount of profit after having offered such incentives.
  
• Prepare your business for increased business due to the campaign
  
• Have targets that you wish to achieve, if you analyse each campaign, monitor responses and costs then you should be able to plan even more effective campaigns for the future.
  

Leaflet drops and handouts
Leafleting is probably the simplest and cheapest form of direct marketing. It could have a great effect and help promote your business locally. If the type of service you are offering is what people in your local vacinity require then leafleting can be very successful.

Telemarketing

Telephone marketing enables you to:

• Talk to potential customer’s find out their needs and interests.
• The customer can ask you any questions that they may want answers to, you are able to explain anything they don't understand.
• Build a valuable database.
• Generate leads for your sales teams from which vital appointments can be arranged.
• Direct Mail responses can be followed up and customers can be kept in contact with between orders.
  

You should be aware that not everyone will take kindly to being rung and asked if they are interested in what you are selling, alot of people after a hard day at work themselves just want a relaxing night. Try not to ruin your business reputation by being a nuisance caller.

Telemarketing plays a wider role in business to business marketing as people are more receptive to marketing calls as part of their work than they are at home. Well trained telemarketing staff will be more successful for your business.

Legal issues and best practice
In order to store, gather or use information on customers or potential customers your business will have to comply with the Data Protection Act 1988.
You will have to have permission to hold third-party information and it will need to be securely stored.