This is our last e-tip in this series.
We hope you found some nuggets of new
information that you can apply in your
quest to deliver the best possible
Direct Response marketing to your
brands.
We have looked at the brand as your
focus, copy benefits, demographics, the
mediums (channels), the importance of
a sustaining campaign and testing.
Our last e-tip brings all these elements together. It's all about setting yourself and your campaign apart from your competition. It's about making your campaign so powerful that you make your competition irrelevant.
Have you ever compared your campaign positioning, copy and offers with competitive brands' initiatives? Where are your points of difference? We mean real points of difference that will GRAB a reader's attention and cause him or her to take action that will result in a sale. It's all about strategy and then careful execution.
The first part of this e-tip is to make
the competition irrelevant. The second
part is to make your customers and
prospects relevant. In other words, touch them in ways that create movement toward closing the sale. Remember, Direct Response marketing is not about image building. It's not about how the brand looks and feels. It's about getting buyers to purchase your products and services and to do that you have to be relevant.
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Your copy must be relevant.
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Your creative must feed off the copy and invite the reader to pay attention. (You've got 8 seconds. Period.)
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And, assuming you are targeting the
right demographics, your media
selections must not be limited.
Research shows that media synergy is important. How you select your media will set you apart from competition and deliver the relevant messages and offers that will light fires under every buyer. Your call to action is most effective when you select the right media. Here are our final e-tips'
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Three media are better than two
according to Magazine Publishers of
America. Two are better than one in
generating results.
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The combination of TV and magazines
provided significantly more lift than TV
and on-line.
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TV and magazines produced the greatest
lifts in ad awareness.
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Magazines were by far the most effective
in increasing purchase intent.
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Magazines were the most consistent
performer in producing positive results
at all stages of the purchase funnel.
Your goal is to
get buyers to pick up the phone or visit
your website and BUY.
Bottom
line: Direct Response marketing is about
closing the sale.
This is how your performance will be
judged.
Our team at Integral Media is well positioned to support you in selecting the right media at the right prices. If you need help in direct mail campaigns, we'll bring in partners that are experts at crafting direct mail schemes that will separate you from your competition. We have access to a variety of resources that will bring your brand a campaign that will exceed your goals.
Please contact us and put us to the test. You won't be disappointed.
Next month, we'll return to our monthly e-newsletters.
Eric Sims and Willi Abbott
