Successful marketers establish who their best customers are and focus their database marketing efforts on companies which fit a similar profile, for optimal results.
A popular cause of grief among businesses which count on direct response marketing is paying top dollar for printing and mailing of bundles of color print catalogs and mail pieces, to reap just a one percent rate of reply. They may begin to wonder if there’s a better way to contact the desired market. My customers have discovered that an excellent area to start changing their direct marketing practices is by determining what makes a good customer and going after others who fit this profile. In order to do something similar, the first action should be to evaluate and rank existing customers in several criteria:
1) How much total income do they generate for your company?
2) How profitable is each of these individual businesses for your company?
3) How good is the fit between what your company offers and what this business purchases?
The customers which stand out at the tops of all three of these lists are your best customers. Next, you’ll want to find out the characteristics of these primary customers, and look for identifiable similarities between them. What size are these businesses? In what geographic location are they situated? Who are the top decision makers at these organizations, and what titles do they hold? Using this info, you can evaluate your database to discover similar organizations – and begin to add them to your direct marketing wish list.
The existing marketing resources can also be annexed by paying for additional lists of companies which fit the profile of your preferred target. It’s especially important not to overlook the businesses which made purchases in previous years, but not lately. At times only a little rekindling of contact can bring these latent customers back. You can take the opportunity to express gratitude for previous business, even noting that you’ve noticed they haven’t purchased in recent months. You can inquire if they experienced some type of problem or if there’s any action you can take to bring them back on board. By extending a ‘return customer discount,’ you can offer a discount for future sales to get them back spending with you again.
Another area to direct your marketing efforts is toward those potential customers who have asked about your company and its offerings in the past, but haven’t closed a deal with you yet. About 75% of those who inquire have to satisfy a long-term need. By maintaining contact with these people as they go through the process of buying, you can develop a positive and profitable relationship with them. Direct mail doesn’t have to be costly. I know of one computer software business which just sends out two color post cards monthly to all who inquire, just to keep in contact with these potential customers. The cards gather a reply from a great percentage of those who inquire, especially when they are finally prepared for the next purchasing step.
By focusing your marketing efforts with these strategies, you will improve the quality of your direct marketing campaigns.
So many people are wondering, “What is direct marketing?” and this is a fair question, as it is has been mentioned more and more over the last couple of years. Some people are familiar with the term, but are not all that familiar with what it actually is. To be clear, this is a type of advertising that is focused on driving purchases through a call to action type method. The different between this sort of business promotion or advertising and all others is that it offers results that can be tracked or measured no matter what industry is involved. Many like the idea that they can track it because it allows for them to see how one type of promotion may work as opposed to the other, so they are always improving on their techniques and ensuring that their sales continue to increase as a result.
When asking “What is direct marketing?” you probably don’t know that you come in contact with this type of advertising all the time. This type of business promotion uses many different types of media including catalogs, post cards, statement inserts, card packs, magazines, door hangers, and more. Other types of advertising associated with this method include pay per click advertisements, Internet banner ads, billboards, transit ads, and more. Basically, the advertising will ask the recipient to complete some action, which is why it is often called “called to action advertising.” The recipient of the ad will usually be asked to visit a website, complete a survey, etc. If you think about it, you can probably think of advertising you have come into contact with just today that may fall into this category.
The question, “What is direct marketing?” first began in the 1960’s, as the term was first used by Lester Wunderman, who was responsible for advertising techniques with many big brands such as Colombia records and American Express. Though this is when the term first started being used, the technique is quite old, dating back to the 15th century in Europe! Catalogs and the like have been around as long as anyone living can remember, which means that this form of advertising has been around for quite some time.
This type of advertising is appealing to many because one can track their success. They can do this through taking count of how many advertisements they send out, and how many are responded to. This works online as well as offline, and that is why many are turning toward this technique.
Are you confused with satellite choices? There is no doubt, that satellite is better than cable, and the choice comes down to Directv or Dish Network. Are you ready to find out which service is better? Are you ready to watch the exact selection, of the networks you so earnestly desire? Get ready to make the choice of a lifetime!
When it comes down to choosing between Directv or Dishnetwork, you need to focus on what you watch the most! Are you a sports fanatic? Are you a person that likes watching movies, with non-stop action? Do you want programming that is safe for your children? Do you like sexy movies?
Whatever your choice may be, Directv seems to be the sports dominator! If you cannot not live without sports, then Directv is the clear winner! Hands Down! Imagine watching the football game with crystal clear clarity! Picture what your friends will say, when you have Directv, and they come over every sunday!
One impressive point about Dish Network, is the “new” Dish Family! If you are concerned about, what influences your children, then Dish Network will bring “joy” and “fun” to your home. Just think, your children can watch all their favorite shows and you can rest assured, that they will not see any type of violence or bad language.
“Let’s face it, kids get curious and this will be one powerful way, you can control what goes into their minds and ears. This is the finest, in satellite tv control!”
The pricing for Directv or Dish Network is outstanding, considering the basic packages. You can go with the basic package and pay a small amount every month. Directv offers more, when it comes to sports, with NFL Sunday!
People get afraid of the prices, but when you look at what you really want, it is very easy. Look at how much people pay for cable! Do you want to pay for cheap cable and then six months later, watch as your spending money disappears! This is the satellite tv age, not the cable age.
As both companies get more competitve, you will see more deals and amazing rebates. Both Directv and Dish Network give free products and outstanding rebates. When you compare both networks you will see Directv is the winner! With all the deals, which ever you choose, it will only get better!
You will see a lot of Directv dishes, wherever you live and the reason is customer service! Even more of a reason, is Directv’s rebates! You get a free DVR after rebate and Tivo! The DVR allows you to record your favorite shows and movies, while Tivo gives you the ultimate control!
Tivo will automatically find and record programming that you request for later viewing. Imagine a search that can record the show by title, channel, actor, and keword! You can literally watch what you want when you like. Say good bye to the tape-based recorders and hello to watching a program that gives you the option of not recording reruns. Also, you do not have to reprogram every week. Directv gives you the dream and it is for your convenience.
People, the search is over and it is Directv! I love movies and I love being able to watch, what I want, when I want! Directv, combined with Tivo, is a miracle for the lover of movies and sports. You have the selections you want and the price is very affordable.
