|
|
What are the top two components of a Direct Marketing campaign?
Home » Advertising & Marketing » Direct Marketing » What are the top two components of a Direct Marketing campaign?Posted by Your Guide on October 16, 2005 3:16 PM
For starters, you need to identify the main product (or service) for marketing. While this may seem basic, it is remarkable how often this crucial first step is overlooked. Some products respond better to direct marketing than others. A general rule of the thumb to follow is this: The easier the product is to find in a store, the harder it will be to sell through direct marketing. For example, staple items – such as sugar, milk, bread and eggs – are not direct marketing items. Items that cannot be purchased through a store, or are specialty in nature, however, typically do respond well to direct marketing efforts.
Secondly, have a plan. Always determine and write out S.M.A.R.T. marketing objectives. First, ensure that the objective is Specific in nature and Measurable. In other words, quantify the goal. For example, you might set an objective to “increase unit sales of X by 4,000” or “increase net sales by $450,000.”
Next, be sure the objective is Attainable. Those that are set too high or too far out of reach quickly fizzle out. Your objective should stretch you slightly so it feels within reach but still require a strong commitment for success.
Next, ask yourself if your objective is Realistic. In other words, is it achievable? The skills and resources necessary for reaching the objective should be readily available. If they are not, then the objective is unrealistic and must be modified or dismissed in lieu of another, more attainable objective.
Lastly, ensure your objective is Time-specific with a clear timeframe and deadline for completion. Without this, the commitment from team members is often too vague. Procrastination almost always sets in and a lack of urgency only further contributes to the doomed project. The irony of the time-specific aspect of the objective is that it too must be specific, attainable and realistic.
Related Articles
- What is Direct Marketing?
- What are the top two components of a Direct Marketing campaign?
- What are the three most critical elements of a Direct Marketing plan?
- What is common Direct Marketing formats?
- Why are companies switching to Direct Marketing?