What is DM?
Direct marketing is communicating directly with people to get them to take some action that you can track.
Network PR consultants recently brushed up their direct marketing skills with the expert guidance of Rachel Ah Kit from Marketing Impact. We're sharing her top tips for DM that will really get you results.
- Know who you want to talk to
Clearly and tightly define your target and then spend the time, money and effort required to ensure your database accurately matches your audience and that it's up to date.
- Get them to take action - NOW!
Don't just tell them about the offer, make it really clear what they need to do next and put a deadline on it. "The first 100 respondents..."
Give your audience easy response options - email, 0800, text, web etc.
Don't talk about yourself - talk about them. Good DM copywriting is crucial. The recipient wants to know what you are going to do for them. What are the benefits? Where are the features?
- Make them an offer they can't refuse
The offer needs to be significant. Make the offer very clear and put it into context. For instance "$100 off" - is that a lot? It is if it's an MP3 player - not if it's a car. Make the offer compelling and relevant.
Remember, if you get the target right and the offer right then you are 90 percent of the way there. The final 10 percent is the fun bit. It's time to get creative and package all this up in a way that's so irresistible your target can't help but be intrigued.
Anything that stands apart from the standard letter size and shape is already well on the way to being a winner. There's something about receiving packages - we're much more likely to open them first - because they're just so much more interesting. You can actually get slimline boxes that can be mailed for the standard letter rate - check with NZ Post.
A courier package just shouts "urgent" and immediately conveys a sense of importance. Try couriering your DM and watch the response rise.
Who said direct mail has to actually be mailed? Personal delivery may be a very good option for small volume, high value offers. That doesn't mean you have to deliver it yourself - hire an actor and dress them up as a butler, policeman, cartoon character ... whatever's most appropriate! |
