1. Acquiring Customers
As direct marketers, we are not here to get single purchase sales, we're here to get customers. Our focus is on getting "life-time" value or repeat sales. Response advertising can achieve this lifetime relationship. Response advertising targets customers who respond to advertising via business reply mail, coupons, phones, faxes, and the internet. The goal is to capture data so you can build a relationship based on growing knowledge of your customers and their buying habits.
2. Setting Up the Dialogue
A key to direct response success is setting up positive dialogue with your customers. Through this dialogue, we are constantly testing and measuring what appeals to the customer, and determining why the customer responds. Delivering what your customer wants keeps them buying your products or services. Once we have set up a database with names and addresses of your customers, we determine what they want and how they want it. We, then, measure the results, learn from the responses, adjust the creative and offer and test again.
3. The Customer is Always Right
Customer service is an important aspect of successful marketing. Properly treated, the customer will continue to tell you what to offer, when to sell, and how much to sell. Direct Marketing utilizes customer records (database) to establish productive customer dialogues and repeat purchases
4. Listen to Your Customers
When you listen to the customer first, you can learn where you stand in their eyes, and where they can logically expect to be over the years ahead.
5. Maintain Credibility
Nothing must destroy your credibility with the customer. The customer takes you very seriously. The customer listens. The customer remembers. Every time you ignore this, sales will suffer.
Summary
Direct response marketing leads the way to one-to-one marketing. Properly executed, it works, and it is measurable. These are only some of the basics with regard to Direct response marketing, to learn more and to see of this is right for you, contact Meyer Direct at info@meyerdirect.com.
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