"The intelligent man is always open to new ideas. In fact, he looks for them." Proverbs 18:15
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Please read the information below to give you a better understanding about Direct Response and in particular Direct Mail. The information is presented solely as a guide. |
What exactly is Direct Mail? Business plan
Marketing plan Monitoring Closing statement
If you are unfamiliar with the process of Direct Mail let me now explain it in greater detail. I want to give you as much helpful information as possible.
Direct Mail should be used to improve your advertising and marketing. It is a false notion that the worldwide web would offer a panacea for businesses. It is evident by the severe losses and collapses of countless dot-com companies.
A survey showed that most Internet usage decreases with time. Once the novelty of the Net wears off, people tend to surf much less. They visit the same limited number of sites each time they log on and are spending much less time on the Net as a whole.
Also, your web site is the equivalent of having a storefront placed in a universal display. You are no longer competing locally, but globally. To stand out and be noticed you must use an approach that gives you an advantage. Direct Response can give you that edge, especially Direct Mail!
Would you like to boost visits to your web site? Do you want to increase sales or donations? Want to affect people with your message? Then you must reach out to them right where they live. Direct Mail can help you do just that.
Fact: The simplest path between two points is a straight line. And the simplest path between a ministry or company and a potential donor or client is Direct Response. Direct Mail being the most effective form. Why Direct Mail over other advertising? Because it is cheaper than Print, Radio or TV Advertising and can be specifically aimed at your desired audience.
It is also less expensive and time consuming than telephone soliciting, yet offers the intimacy of a one-on-one communication.
In a finely crafted Direct Mail campaign words are used with calculated efficiency. Words structured to generate a response. Directed at your target market they can get straight to the heart of the matter. And when Direct Mail is used in combination with other forms of Direct Response such as Print, Radio and/or TV it can really deliver a powerful impact.
Successful marketing takes work and talent. Some ad agencies don't want to have to work that hard. They would prefer to wrap you in fancy packaging and high tech special effects, win an industry award for their artwork, and hope your sales or donations improve.
The world of advertising is littered with failed ad campaigns. Many can be attributed to 'Creatives' who were more concerned with their own success rather than their client's.
Now let me explain what Direct Mail isn't. It is not an exact science and there are no guarantees that it will be successful. However, through research it is known that there are formulas that work. Experience shows that a well-written piece will usually generate a response; how much of a response depends on various factors.
People are fickle and you can't always tell just how they will react. It usually will take a number of attempts before you get a reply, especially when you are a new organization and people are unfamiliar with you. Like any business it takes time to develop. Be patient and persistent and it will pay off.
"I use God's mighty weapons", said the apostle Paul. 2 Corinthians 10:4
God expects us to use the arsenal of tools He has made available. Direct Response is one of them with Direct Mail being its chief component.
Direct Mail has been used successfully for years by advertising and marketing agencies because they know it has a proven track record. The Bible is probably the greatest piece of Direct Response ever created!
Over the years millions of Bibles have been printed in hundreds of dialects and languages. They have been delivered around the world by countless churches, charities, ministries, organizations and individuals, which undoubtedly makes it the greatest Direct Mail campaign of all time. And it continues today!
Let me point out some other elements that should be considered for anyone planning a marketing strategy. I am not a marketing expert, but I am a professional copywriter. As such, I do know something about marketing and will try to enlighten you as best I can. You need only consider those that apply to your specific situation and needs.
Before you begin your marketing plan it is wise to have a business plan. If you are a Christian ministry or church you must first decide where God is leading you, such as mission work, homeless shelters, soup kitchens, orphanages, prison outreach etc.
If you are a secular business or company you should start by deciding what your main product or service will be and the overall objectives of your enterprise.
Once you have established what your goals are you should consider the following:
Location. Is it central and easy to get to for staff, local clients and deliveries?
Is public transportation available for workers and clients?
The structure and all of its associated costs. Are utilities easily available? What about sewage and water, garbage pickup, paved streets and lighting, parking and delivery facilities and security?
Then there is rent, electricity, plumbing, heating, storage capacity, office equipment, warehouse equipment, insurance, company vehicles, employees, salaries etc., etc.
Don't forget your advertising and marketing expenses, building and property maintenance, and your budget for repairs and emergencies.
Then you must focus on the fundamental aspects of your objectives?
What do you hope to accomplish?
What kind of timetable do you have for completion of this project?
Is the work self sustaining, or is it dependent on regular financial support? This is especially important for non-profit and charitable organizations.
How much support is needed to maintain it?
Where do you hope to be in two years, five years, ten years etc.?
Is it something that will continue to grow? If so, what plans for expansion do you have in mind?
All these things should be carefully considered before you embark on your marketing plan.
Once your business plan is in place you can then turn your attention to your marketing plan. First the demographics must be considered as to the type of people you wish attract. This is called your target market(s).
Sex, age groups, family income, locale, if you are a church or ministry you may want to consider religious affiliations that are compatible with your own beliefs. For example, even though you are Christian will you attract Spanish speaking Christians or other ethnic Christian groups?
You might want to think about obtaining sponsorships from businesses, charities, educational and/or cultural institutions.
What about local, regional, national or international marketing and advertising?
A lot will depend on your budget. How much are you willing to spend on your campaign? Most campaigns have to be implemented and continued on a monthly, bi-monthly or quarterly timetable to be effective. This includes updates to keep people informed of your progress while continuing to appeal for funds.
If you are a business sales don't happen overnight. It takes time to establish a trust and presence in the marketplace. This is part of your branding and is essential to achieve recognition.
Your image is a crucial element of your branding, it can be in relation to a logo, company or product name, trademark, patent etc. But it should convey to the end user of your product/service the distinctive essence of your company and all that it stands for.
This is where the quality and reliability of your product/service and customer service will play a major role in deciding what your brand concentration will be. What do you want to be known for, recognized as or associated with?
Think of some famous brand names in the business world (Coca Cola, Microsoft, Kleenex etc.) and what those names conjure up in your mind. That will give you an idea of how a brand name and the product or service it represents become one. It's almost like marriage. For better or worse your name will be forever linked with your product or service and vice versa. So it is vital to establish early on the quality, distinctiveness, reliability, benefits and advantages of your product or service over your competition.
Now, in the case of a new ministry or non-profit organization, exposure is the main concern. You must try to convey to your target audience your sincerity, integrity and dedication while making an appeal in order to gain their support.
You might want to think about doing analysis of your campaigns to see how well they are progressing. There are all kinds of ways to monitor response rates, it all depends on what you choose to use.
There is software available to allow you to set up your own monitoring system. But I can't vouch for the reliability of such software.
Premiums and redeemable coupons are also excellent ways to monitor response rates. You can keep track of your donors and create various lists for target marketing. For example, larger donors can be given larger premiums as thank you gifts and incentives.
However, others do not see it as an attempt to bribe, but rather as a way of giving something in return for one's contribution. It's simply another way of saying thank you. The simplest and less costly way is to have a letter written, printed and then sent out to the names on the mailing lists you purchase. Then just count the returns versus the amount sent.
A response rate of 3 to 5 percent is generally considered very good.
NOTE: There are two schools of thought regarding premiums and incentive programs. Some believe that if you provide quality products and excellent customer service you won't need to bribe people for their loyalty. Which holds some merit.
These are just some of the things you might want to consider. It isn't as complicated as it seems. It all depends on the range of your goals. You are only limited by your own ambition. There are all kinds of ways to compensate for lack of financial capital.
However, space won't allow me to go into detail at this time. But I can always advise a client on ways to save money.
It is my sincere hope that this information has been helpful. I really want to help enterprises succeed. My work speaks for itself, as do my clients and references, not to mention my dedication to the Lord.
I'm looking forward to having the opportunity of serving you. If you have any other questions please feel free to ask me. I will always do my best to answer your queries.
Remember, your success is my success!
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