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:
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.
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.
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.
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.