Direct marketing is used as a means to build brand awareness and potentially increase custom. The term ‘direct marketing’ is used to describe all marketing activities which are directed straight to the consumer – cutting out the ‘middle man’ which in some cases is having a television switched on at the precise moment when a company’s advertisement is being played, for example.
Direct marketing, is able to target audiences more specifically and offers a cost effective way to promote a company – especially smaller businesses that tend to have lower brand awareness.
What media is used in direct marketing?
Direct marketing encompasses areas of targeted advertising including direct mail, emailing and catalogue or leaflet posting. As said, specific target audiences can be chosen depending on geographical location making it a great tool to reach only those who have potential as a future customer.
A strong direct marketing method is direct mailing. Direct mail utilises postal services to send information and possible promotion directly through the door of a chosen target audience. This heightens the potential reach to a specific audience and is an effective way to build brand awareness. It is also a relatively quick and easy method of reaching potential customers – provided you have a clear concept of who you are trying to reach.
Direct mail could also be sent to existing or previous clients as a reminder of a company brand in the hope to repeat sales. Direct mail material can also be personalised to improve the customer focus, building stronger rapport with existing and potential customers.
Measuring the success of Direct Mail
Additionally, success of direct mailing campaigns can be easily measured, whereby the most responsive target groups can be recognised. This ability to better manage and retrieve information from a marketing campaign adds to the cost effectiveness of such a project. Many companies in the UK offer direct mailing services including posting and personalisation. Some of the more reputable companies will also have excellent information databases, giving you better access to a wider target audience.
A suitable supplier?
If you are looking to use direct mail in the UK and are looking to outsource this marketing campaign to a reputable source, please visit the website of Orbital Mailing here – part of the Orbital Marketing group – which is a leading company in direct mail UK services. They have a page on direct mail services which provides some good information about what your direct mail options are.
If you would like to speak with a member of the team to discuss your ideas and how the company may be able to help your mailing needs in the UK, please call them directly on 01795 415100.