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Direct marketing

5 Ways To Convince Your Client “Direct Marketing” Isn’t A Dirty Word

Are you considering adding direct marketing channels, like sms and email to your client pitch, but you’re concerned the phrase “direct marketing” has a seriously negative connotation? We don’t want you worrying about being frog-marched from the boardroom and fretting about losing a potential pitch because you told your client they should send a text message instead of running a 728 x 90 banner on Fin24.

Why direct marketing has such a bum rap, I don’t know. It’s kinda like box wine, everybody used to enjoy a glass in the kitchen, now you wouldn’t be caught dead with your “papsak” at a braai (both are ‘oh so unfashionable’…). My point is that direct marketing has been around for decades because it works (just like wine in a box still delivers the same result as wine in a bottle) but in the new-age of digital marketing, buzz words like “programmatic buying” and “paid search”, are a much sexier sell to prospective clients.

So why is it that marketing managers are loathe to pitch an email or sms campaign?

Is it because email and sms marketing simply don’t work anymore? Nah, it’s got absolutely nothing to do with that!

It’s actually the “absolute directness” of direct marketing that has most marketing managers anxious about throwing it in the campaign mix – and as a result they completely overlook it. Sending an sms or email message directly to someone’s inbox gets people, who sign off on marketing budgets, so nervous that they would rather throw money in ten different directions before investing a cent into sms or email channels.

And it’s such a contradiction, isn’t it? We all have to agree that the most direct forms of marketing communication are the most effective. If I asked you if you want a slice of cake? Your answer would either be Yes or No. You can’t dodge the question because it is being fired directly at you.

But if I only left my cake specials up on my restaurant chalk board, would you even know the offers existed? Probably not. You have more chance selling cake by asking your patrons directly (no-brainer)

Direct marketing works because of the “absolute directness” of the message, but it’s the “absolute directness” of the marketing that has everyone getting all hot and bothered.

So where does the anxiety stem from?

4 letters sum it all up – SPAM

And SPAM is bad for another 5 letter word – BRAND

No brand wants to be associated with SPAM – An irrelevant or inappropriate message sent on the Internet to a large number of recipients.

Nowadays, every mass marketing message is considered SPAM. Seems a little unfair to me.

If the very definition of SPAM is ” an irrelevant or inappropriate messaging to a large number of recipients” then what if the messaging is:

  • very relevant
  • completely appropriate
  • sent to a small niche target audience

Is the marketing message then considered SPAM?

If I sent an sms marketing message to a group of moms with school going kids about after-school daycare services, at really affordable rates, would the message be:

  • irrelevant
  • inappropriate
  • considered mass marketing

Let’s get real! You need to call a thing a a thing! We can all recognize SPAM when we see it, but it would be naive to think that every bit of mass electronic communication is SPAM.

Here are 5 ways to convince your client that direct marketing should form part of their overall marketing strategy:

  • It’s perfectly legal to send direct marketing messages like sms and email (this is key)
  • A targeted, well thought-out marketing message, delivered by sms or email, to an opt-in database is not SPAM (it’s SMART)
  • People who respond to direct marketing messages are genuinely interested in your product or service
  • It’s far more measurable than other marketing campaigns
  • It’s far more cost effective than other marketing initiatives

If you still having a problem convincing your client, drop me a line and I will meet you at your next client pitch.

Brendan

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