One Night Stands Are Not Enough
There's a school of thought that if we run an ad, put up a banner, or send an e-mail, the phones will ring off the hook. Maybe that was true back in the days when marketing was simpler and consumers were (1) easy to connect with and (2) more receptive to direct response offers.
Today, every brand is swirling in a sea of red. Competition is fierce, consumers are more cautious than ever before and IT'S NOT GOING TO GET ANY EASIER.
Therefore, be smart about your marketing because you probably do not have a 'relationship' with many of your customers and definitely have no relationships with prospects. A one-time campaign effort is not going to deliver the long-term ROI you expect.
Traditionally, brands would simply run a campaign multiple times looking for 'frequency'. That strategy worked when the media landscape was not cluttered and limited to a few media choices. Today, marketers have to redefine frequency across multiple channels. Our media landscape is cluttered and flat.
TIP #5:
Effective Direct Response marketing is
based on a strategy of targeting across
multiple media channels to expand both 'reach' and 'frequency'. The campaign has to be sustaining and continually changing as new information becomes available. A one-time ad placement will not deliver long-term ROI.
Therefore,
-
Develop a long-term
strategy
to build awareness and response.
-
Select the appropriate
media channels,
understanding that the mix is just as
important as the offer and the copy.
-
Include the three
pillars of today's marketing options:
Mass print media: (See last week's tip #4 that showed magazines are the most powerful mass media choice).
On-line media: banner ads,
website, social networks, etc.
Direct mail: yes, a little
more costly, but when personalized it
can be very effective, especially when
it drives the reader to a website for
more information or a phone number to
call.
-
Monitor progress and
solicit feedback at every touchpoint
(Phone calls, e-mails, etc). Listen
to the the prospects and customers who
interact with you. Figure out what
works and continue to refine offers,
copy and media channels.
-
Don't be in a hurry for instant results.
The idea that your next direct
response ad is going to generate
instant sales is a myth. Of course,
there will be some early activity.
But you are in this for the long haul
and that means investing marketing
dollars into your media plan for a
sustainable period.
Finally, don't be afraid to mix up your media channels in overlapping periods to capture the attention of elusive buyers. No matter how good your
research is, targeting buyers is one
thing; capturing their attention is
another. If you succeed in this
phase of your marketing effort, your
stellar creative, copy and offer will do
the rest.
Eric Sims and Willi Abbott
