The key to direct marketing success

The upcoming 11th holiday will usher in the peak sales of products. Have you already made a marketing plan for the brand you manage? If you haven't already, now is the time you need to plan as soon as possible.

"I know that 1/2 of my advertising budget is wasted, but I never know where they are wasting." Every marketing manager may ask this question in his heart. In order to avoid this waste, how can we deliver more effective information to consumers in a more efficient way? The answer is obvious, the user segmentation of marketing is the more effective way. Direct marketing is one of the more widely used methods in user segmentation marketing.

How to implement direct marketing? What is the key to direct marketing success?

Key words of direct marketing - "specific" and "accurate measurement"

“Specific” refers to the direct marketing, emphasizing the pertinence of information transmission and attaching importance to the transmission to specific groups of people. First, the object of information transfer must be the target customer of the product or service itself. Are they interested in the product? Whether they can afford the price. Secondly, customers in different market segments need to deliver different messages. For example, the retail industry often has information about some customers. For loyal customers and occasional customers, it is better to have different communication methods, and even give different information. The margin of preference.

The specific characteristics of direct marketing are particularly important today as consumer demand diversifies and consumers are increasingly demanding respect and attention.

Emphasize the measurability of results

Direct marketing campaigns must provide marketers with feedback and purchase behavior, and the amount of such feedback or purchases can be accurately counted. The purchase behavior driven by the direct marketing campaign needs to be counted by the retail outlets, so that the contribution of the direct marketing campaign to sales can be investigated.

How to attract immediate action from customers

Direct marketing pays great attention to “response”. “Response” can lead to “customer's immediate action”. Therefore, “stimulus” and “offer” (ie, offer) in marketing activities become the top priority of every direct marketing campaign design. . The direct marketing strategy emphasizes that promotional means can help consumers to take immediate action, so common direct marketing activities often match the information that calls for immediate action, such as: "Promotion is valid until xx x month x day", "in xx You can also get the purchase before the x-month x day...", "The gift is limited, until the end of the supply" and so on. Common offers include discounts, gifts, coupons, bonuses, sweepstakes, and more.

The feedback highlighted in direct marketing is two aspects: feedback from consumers on the instant purchase; feedback on whether the communication method is effective.

Each analysis of the feedback data will give you a clearer picture of which way the information is effectively delivered to which customers, and what kind of delivery method and information is preferred. Through the repetition of this process, you can find your key population faster and adjust the corresponding market strategy.

Direct marketing test

problem:

How to implement direct marketing activities?

a) As long as there is a complete marketing plan, any product is suitable for direct marketing

b) Marketing design must consider how to effectively track marketing results

c) All the energy needs to be placed in the planning and early expansion of the database action

d) Marketing campaign design does not have to consider the difficulty of the implementation level

Answer: b)

Direct marketing is gradually becoming an important part of corporate marketing activities, but some factors can lead to direct marketing failure. For example, some products are simply not suitable for direct marketing, such as fast-moving consumer goods, prescription drugs, etc.; all the energy of the enterprise market personnel is placed in the planning and early expansion of the database, but the database is not officially operated for marketing purposes; The design of the marketing campaign did not take into account the implementation level, which made the implementation too difficult to implement.

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