Direct Marketing

DIRECT MARKETING

Direct Marketing is communication through certain means which introduces the possibility of a reaction (behavior), provoke a response, measurable, in any place.

Direct marketing’s means

In general the most used means are the mailing, telemarketing and e-mail that have the advantage of choosing the date or time when it is required that the impact happen and can match it with other marketing such as new product launches or lines, promotions, etc. They generally have a fast response.

• Mailing

The mailing is to send a letter or customized package to a group of people whose addresses are in our database. The main direct marketing agencies provides consulting services, production, handling and postage, counting for it with an advanced technical infrastructure, all of which are often collaborating Post and have special discounts shipments.

Most important to the success is marketing databases and listings, however, we must consider other fundamental aspects, because in developing a mailing, a creative director has several elements of communication, with the aim of getting the message to the end customer in the most motivating way; letter, envelope, brochure, card possible response / request the return envelope, etc. The set of all these parts form the mailing, but is more than paper and ink, is primarily a seller.

Once this approach has been understood, it is easy to understand that the creative director should treat all elements of mailing as if they were a team, because in those moments are your sales force. The catalog itself reflects the most compelling and informative way, the product you want to sell, but the star is part of mailing the letter, since it is the means by which we establish dialogue with the customer.

The letter or graphic seller applies, like any good business, traditional sales technique called AIDA:

A: captures the reader's attention.

I: earn interest.

D: make a wish.

A: motivates action or purchase.

Therefore, the letter has to meet a number of conditions that indicate below:

1. You should always include a letter in the mailing, because the catalog only lacks strength and effectiveness.

2. The mechanical stamping of saving money in billing if you act through a concerted company, however, the placement of stamps legal tender increases the effectiveness of mailing, especially when it gets a certain representative hallmark of a certain era or some commemorative event, especially now that you can even custom make the image you want.

3. You have to personalize letters, identifying the commercial offer.

4. In the first paragraph of the letter should introduce the most significant benefit of the product for our target.

5. It is advisable to use a kind of nice letter and a body large enough for easy reading, highlighting in bold and even underline what we want to emphasize, that our client may give a general idea of our commercial offer without having to read the entire text.

6. It should identify the message to the point that our potential customer feel unique and chosen among all others.

7. We recommend using colloquial language.

8. Arguing the message based on the benefits it produces the product and not on the objective characteristics; for it is has attached catalog.

9. Depending on the product, using animation techniques, such as: color changes, text on the sides highlighting the advantages, subheads, PostScript, bachelor or header manuscript, etc.

10. Submit possible safeguards to avoid creating uncertainty or doubt in our reader.

11. As for the extension of the letter, an attempt not exceed one side of the sheet; if necessary, continue on the back side instead of using two pages.

12. In the end, summarize and repeat the main benefit.

13. Always sign with name and department to which it belongs. In this sense, we must ensure that the printed ink is, at this point, blue to give the impression that he has been personally hand signed, thus giving an impression of greater customization.

14. It is desirable to include a postscript, as invites immediate action.

• Telemarketing

The origins of telemarketing dating back to 1881, the year that the Berlin pastry telephone Kranler offered its customers the sweets made by him, getting double sales. But it began to develop commercially until 1962, date on which the famous Lee Iacocca, head of the Ford motor company, commissioned a campaign consisting telemarketing contact 20 million people to get two daily interviews for each of its 23,000 vendors, thereby achieving a large number of sales.

The telemarketing has been established as a systematic tool in the strategies of companies. One of the keys to this growth is that it has managed to analyze and anticipate the needs of companies developing applications and specialized programs for each area of activity, giving a specific answer for each market.

Industry professionals say it is not only the planned and systematic use of the phone, since the phone goes far beyond this action, focusing on the area of customer service, managed by professionals who are trained to solve problems that arise in different social environments. Selling products or services is one of the

...