Saturday, June 21, 2008

DIRECT Marketing

As promised,I am posting an article on Direct Marketing.Direct Marketing is any advertising activity which creates and exploits a direct relationship between you and your customer as an individual.The purpose is to isolate your prospects and customers as individuals and build a continuing relationship with them to their greater benefit and your career profit.The advantages of Direct Marketing are:

1)Treating Clients as Individuals:By isolating your prospects as individuals,you can find out what makes them tick and use the knowledge you gain about them to help you select the ones you feel confident you can serve and ignore those who are less likely to want to work with you.You need to understand and calculate the likely income you could gain from each prospective client and likelihood of being able to win that business.Then a decision of which individuals to invest can be taken.

2)In Control: With Direct Marketing,you are in control.You can test your message, change it for each person you are addressing.You can contact your prospects at times you think will be likely to elicit the best response.If you record every communication and its response on your database, you also then have the data that is necessary to make good decisions and you can learn from each promotion.

3)Cut down on Risks: Most of the consultants are success oriented and record their wins effectively but fails to understand the failures.However,to make the most of the investment, you need to find out exactly why you did not win and make sure that the lessons learnt are incorporated into your planning for future pitches. Direct Marketing helps you to understand the failures and work on it so that it does not affect your future endeavours.