direct marketing<\/a> campaign. This means you need to focus on your list by trying to pinpoint “buyer”. Once you have your list, you then need to nail down your offer. You do this by showing the reader what they get, and what they have to do to get it. Finally, the creative. This is the artwork and copy that makes up the direct mail piece.<\/p>\nIf you had to break down the three key elements on a percentage basis, you should focus:<\/strong><\/p>\n50% of your efforts on your list
\n30% of your efforts on the offer
\n20% of your efforts on the creative<\/p>\n
In the end, you need to forget about reach and frequency, and aim for responsiveness. You do this with an offer-driven strategy with a strong call to action. Then you segment your new clients or customers by value, and treat them differently. Once you do that, you need to cross-sell. In McDonald’s terms, that would be “Do you want two apple pies for $1.00”? You also need to upsell. Again, using McDonald’s vernacular, it would be “Would you like to Supersize that for just .59 cents”?<\/p>\n
Once you have done all this, you profile your best customers and then rinse and repeat!<\/p>\n","protected":false},"excerpt":{"rendered":"
Branding and direct marketing shouldn\u2019t go together. They are night and day in the marketing world. But, in a few short words, I am going to show you how you how to do it\u2026and succeed! Branding creates awareness or build on an attitude about your company. It’s what you want people to “think” or “feel” […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[8,46],"tags":[24,112,45,57],"class_list":{"0":"post-1517","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-articles","7":"category-print","8":"tag-ad-copy","9":"tag-construction-marketing-2","10":"tag-direct-mail","11":"tag-marketing-and-advertising","12":"entry"},"yoast_head":"\n
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![\"direct](\"https:\/\/darrenslaughtercom.stage.site\/wp-content\/uploads\/2010\/12\/contractor_marketing.jpg\" "\\"contractor_marketing\\"")
<\/a>Branding and direct marketing<\/a> shouldn\u2019t go together. They are night and day in the marketing world. But, in a few short words, I am going to show you how you how to do it\u2026and succeed! Branding creates awareness or build on an attitude about your company. It’s what you want people to “think”<\/strong> or “feel”<\/strong> about you. In direct response advertising, you are trying to motivate people into action. Pick up the phone, stop into your showroom or send you an email. It’s what you want them to “do”<\/strong>.<\/p>\n