Quantify Your Marketing Efforts

As an entrepreneur, you are concerned about return on investment (ROI), and you are always looking for the best tool to measure the success of your business. Direct marketing consultancy is a proven method for marketing your product/service and its result is quantifiable. Furthermore, direct marketing consultancy services are relied upon by most marketing consultants.

What is Direct Marketing Consultancy?

A consultancy service which emphasizes one-to-one brand-customer relationships is an example of direct marketing consultancy. Reaching out to the target audience directly and generating a response are two immediate benefits of direct marketing consultancy. But how are these services implemented? What methods are employed? How can results be best achieved? These are some of the questions which come readily to mind. We will answer these questions and study some real life cases.

Advertising is the most important tool for direct marketing consultancy. But before trying to create a campaign for your product, familiarize yourself with the most popular advertisements and read the underlying message of their brands. Most successful advertisements come with a message to their customers - the "brand promise".

Brands that convey reliability, guaranteed quality, trust, and value are the most successful. The creative teams behind such messages offer their direct marketing consultancy services keeping in mind the companies' target clients. Advertisements do not necessarily mean big hoarding banners for mass viewing. In direct marketing services, advertisements usually target niche markets via personal mailers, news- letters, gift coupons etc.

Direct marketing consultancies employ cost-effective solutions to market your product/service, and aim to build a brand relationship with prospective customers. For example, if you want to target parents to promote or launch your kindergarten school, then what better place to distribute pamphlets than at a toy fair or a children's park.

Maintaining Your Customers' Loyalty

Professionals of direct marketing consultancy services leverage the value offered by a company's product/service. They try to maximize sales by highlighting the USP of the product as well as the brand message. Building loyal customers and maintaining brand adherence by employing loyalty programs, giving away points on every purchase to redeem later on, giving special discount offers and arranging for free samples etc, are some of the practiced methods.

Significant Points

Although technique varies according to product/service, the target users, location, and the spending power of the target sector, there are some points which generally apply in direct marketing consultancy:

1. Get attuned to most saleable brands and their message
2. Identify target customers and their preferences
3. Create advertisements which illustrate the product's USP and show that the product will make life easier for your customers.
4. Always put your direct marketing effort in places where you can get a number of prospects at a time. In case this is not possible (for common products like toothpaste) then consider media like television to showcase your product.
5. Understand the relative benefits of a television-based marketing campaign or a newspaper-based one. Calculate the value earned versus the value spent.

About People

People in direct marketing consultancy services exploit their own contacts to increase market exposure. One such example is the evolution of a mailing list campaign. Direct marketing consultants prepare the list including their own contacts as well as potential buyer contacts, which they obtain from different sources. Direct mailers targeting one client each may evolve prospects who are potential buyers, but they pose a danger as well.

For those who are new to these direct marketing consultancy areas, it is important to know that a campaign by mail is time consuming and may or may not yield results unless the mailing list is derived from the company database itself, to cross-sell the company's new product. For example, a company which manufactures soaps is now launching body showers. In this case the company can effectively employ the mailing list of its soap division to promote its body showers.

Although the concept is not new, direct marketing consultancy services will be in fashion for considerable time to come with their innovative methods.

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