How Direct Response Can Work For Your Business

Deciding what type of marketing campaign will be best for your business is the first challenge when it comes to advertising. There are basically two types you can choose from. The first is “branding” or mass marketing. The goal of branding is to remind customers or prospects about your brand and the products and services you offer. The more times your ad is run, the more likely people are to have this brand in mind when they are considering making a purchase.

 

However, if you are a small or new business, this approach is not always feasible. This brings us to the second type of marketing: Direct Response.

Direct response marketing is all about giving your prospective customer a specific action, such a picking up the phone and calling for more information, following a link to a web address or joining your email list.

Here are some of the main benefits of creating a direct response ad:

Tracking

With direct response, you are able to keep track of what ad or which media compelled your customer to pick up the phone, visit your website or place an order. This tracking information will show you would advertisement is actually working for your business, which can save you a lot of time and money in the future.

Targeting

Because you are able to measure just how effective your ad is, you can also get your hands on value information such as specific niche markets, geographic zones, and demographics based on the clicks and calls you receive. Marketing is extremely effective when it can appeal to a narrow target market.

Special Offer

Usually, direct response marketing contains a special offer decided to get prospects to engage in your call to action. It doesn’t necessarily have to sell something; it is merely a device to get more traffic to your call centers or website. The offer focuses on the prospect rather than on the advertiser. It speaks of the prospect’s interests, desires, fears, and frustrations.

Demands a Response

Instead of simply presenting information, like advertising a 50-percent off sale, direct response marketing requires the customer to respond to receive the offer. Therefore interested prospects have an easy way to respond and learn more about your products. Whether it’s calling a toll-free number to hear more information or visiting your website, your customer is obliged to respond directly to you.

Personal

Overall, direct response is the best form of advertisement when it comes to establishing a relationship with prospective customers. If you want your business to excel, there needs to be some form of connection between you and the rest of the world. You need a personal touch to make a lasting impression.

 

For more information on direct response and how to market your business, visit us at mediapartnersworldwide.com or give us a call at (562)439-3900.

 

Mobile Marketing Media: Changing Radio Effectiveness?

As effective as radio is, there are still some obstacles in regards to consumer response. In some cases, when hearing an advertisement, potential customers can’t write down the number or remember it later. Texting laws are also limiting customer’s abilities to type on their phones while driving.

#250 Mobile media Marketing#250, a mobile speed dialing service, is providing an easier response method that is hoping to capture more leads for your advertisement. According to their website, “#250 (pound two-fifty) is a speed dial that works right now on virtually all mobile phones in the US and Canada.  Advertisers use it as a replacement for long phone numbers that consumers cannot remember when heard in Radio or TV ads.”

This form of mobile media marketing is extremely effective, as it requires simply remembering a keyword, instead of a whole slew of numbers. By punching in just 4 digits (#250) and stating the keyword mentioned in the advertisement, consumers will be directed right to the business’ call center, website or retail page.  It is also Bluetooth friendly, so you can say the keyword and are connected immediately. Hands free, being the safest driving option, is a huge part of #250’s campaign.

So far, the response has been excellent.

KC Campbell, Western Region Affiliate, said that “clients in LA have seen as much as an 86% increase in their calls in the first month.” Some companies have had to staff up to handle the call volume.

Businesses can choose their own keywords as well. This factor is “unique to each individual client,” said Campbell. So instead of hearing an ad on TV or radio that prompts you to call “1-800-GET-THIN,” customers simply dial #250 and say the keyword “Get Thin.”

And as far as performance tracking, they have that covered too.

“We can see we got “x” amount of calls and there is empirical proof of it because we have the numbers and times that these calls went through.” This allows data to be very specific, as you can see the duration of the call or if a text message was accepted.

Mobile marketing media, like #250, has a great possibility of making radio work more efficiently. With more response options and an easier method of remembering your product, consumers will most likely be responding faster and in greater volumes.

That is the main goal, anyway.

DR Solutions at Natural Products Expo West

By Clint Gearheart and David Alpern

Media Partners Worldwide is attending this weekend the largest event in the organic and natural products marketplace, Natural Products Expo West.

Expo WestHeld each year in Anaheim, the event hosts more than 3,000 companies and 70,000 attendees.

The natural products industry is experiencing growth of 9% per year, driven in part by new and emerging brands. This year there are more than 600 entrepreneurial exhibitors, many of whom have yet to understand how direct response (DR) advertising plays a key role for nutraceutical products.

Nutraceuticals, all natural products and homeopathic solutions have been using direct to consumer marketing channels successfully for many years. One reason is there are many emotional problems that can be solved. A ‘natural’ component that helps DR work is the ability to create emotion around a product or solution. Another reason is continuity products are the gift that keeps on giving in DR.  The demo for many of these products and solutions are huge allowing for many remnant DR strategies to work in a scalable fashion driving profitable bottom lines.  Another is lots of these products work very well online and offline creating diverse long term DR marketing strategies and outcomes.

If you are attending Expo West and wish to discuss how your product can benefit from a media plan that spurs prospective consumers into buyers, then we would love to meet up with you there. Attending is our agency CEO, Natalie Hale, and our Chief Revenue Officer, Clint Gearheart.

Direct Response Writing for Success

EngageWriting for Direct Response requires a different approach as compared with regular retail radio advertising that focuses on developing a brand and image. While some of the same key approaches are required for any successful radio campaign, here are some of the essential elements a direct response radio script needs:

  • Speak to the heart of the listener with a clear purpose to solve their problem. From the start, your commercial needs to be about the listener, not the product. How does your product or service provide benefit to them – their needs and desires
  • Present the unique benefits of your product in relation to how it solves the listener’s problem. You may have a product that is similar to your competitor’s, thus you must present a compelling unique characteristic that sets you apart. You can focus attention on a characteristic or benefit that your competitor is not talking about. Competing products may be quite similar, thus the advertiser who communicates a unique benefit will set themselves apart
  • Include a strong offer: A special limited time free trial, discount, risk free incentive, or low introductory price. You must communicate the idea that if people do not respond to your offer immediately, they will pay too much later or miss out. The stronger the offer, the stronger the appeal of your direct response radio copy, and the greater the response you will see
  • Refer back to the benefits of the product later on in the script after drawing in the listener on a personal level after stating the offer.  Repeat the offer in the CTA (Call to Action)
  • Your Call to Action should be focused. A phone number repeated, or a website.  Not both.  Don’t give listeners an option to call or go to a website. The result will be fewer responses.  Listeners should only be given one clear call to act
  • Consider using Vanity 800 numbers and URLs

It’s that simple. Is your message and offer compelling enough for the listener to stop what they are doing and call you now? So, start thinking about what your company is, who you are trying to reach, what gives you an edge, what is your incentive – and then give us a call and we can put together a direct response media campaign structured to succeed!