Direct marketing tips

*Always start out with a clear plan of what you want to achieve with a direct marketing campaign and whether it's worth it for you. Keep a record of your objectives, cost-benefit analysis and creative conceptualisation.

*Test the waters before going full-scale with your direct marketing campaign. Get feedback from samples of your direct marketing strategy, and use the information to refine elements in your campaign.



*Consider branching out into other media channels to further expsoe your product, like telemarketing, online marketing, mass print adverts and trade fairs.

*Remember how every medium may require adjustments to your product approach.Brevity is valued in TV spots, and visuals are given a premium in print. Direct mail marketing can go into an in-depth discussion of a product's potential benefits.

*Use the power of deadlines in your direct marketing materials to induce action in your customers. Asking for a positive action from your customers increases responsiveness and spreads the message of your campaign faster, and realises your advertising investment into profits.

*Hit the ground running; in the first paragraph grab your customer's attention with a benefit statement, later expounding on it. Have graphics and pictures handy for more oomph into your campaign.

*To understand your customers' behavioural profile, capture data from direct marketing responses and create a system that can anticipate their needs.

*Be aware of seasonal developments (holidays, weather, anniversaries) and take advantage of favourable times of the year for networking and promotional offers.