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A highly effective, yet often forgotten marketing strategy is the good old direct marketing Campaign!

Thanks to the fact that no-one receives anything in their letterboxes these days, and the fact that social media has become such a mine-field of different platforms that it’s often difficult to choose the right ones; direct marketing can be a super fun and excellent way to open the door to one-on-one conversations with your customers and/or prospects.

You are already 70% of the way there if you already have a database of customers and prospects to contact. Ideally you will do this homework yourself and select only those people or businesses you want to include in your campaign.

Stating with a Good Database

And there in lies the main challenge.

However, there are also plenty of letterbox marketing businesses out there offering both urban and letterbox campaign services if you are aiming for a larger market and/or not able to collate personalised contact details and addresses.

Ideally you will have a database that you have built yourself from a combination of your own contacts and maybe others you have found from your own market research or even another marketing campaign such as a prize draw or a competition.

Developing Your Campaign

Now for the fun part!

You can make this as detailed or as simple as you like. From a basic flyer drop through to a full campaign as we did for Team Local recently (see below). The inclusion and steps in your campaign really depend if you are looking for a basic branding and awareness exercise through to getting real results and contacts.

A full direct marketing campaign will look something like this:

1. Teaser - This could take the form of an intro card or a fun gift like the puzzel we sent out for Team Local above.
2. Intro Card - Giving a short summary of your business or offering.
3. Personalised Letter - Describing in my detail who you are and what you do.
4. Follow-Up Phone Call - To book the meeting or close the sale.

It is likely that you may have to repeat some of these steps and resend information to people so be prepared to invest plenty of time and effort to see this campaign through to the end.

And if you want help with doing a Direct Marketing Campaign for your business then give us a shout!

We'll be happy to give you more stats and detail on the results of the Direct Marketing Campaigns we've completed recently.